Marketing Analysis of P&G: Industry Analysis, Competitive Positioning, and Portfolio Analysis

Running head: MARKETING ANALYSIS OF P&G
MARKETING ANALYSIS OF P&G
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1MARKETING ANALYSIS OF P&G
Table of Contents
1.Introduction.................................................................................................................2
2. Market Strategy..........................................................................................................3
2.1 Industry analysis...................................................................................................3
2.2 Competitive positioning.......................................................................................5
3. Portfolio Analysis.......................................................................................................6
4. Strategic Development Tools...................................................................................10
4.1 Strategic tools benchmarking.............................................................................11
4.2 Total Quality Management................................................................................13
5. Summary..................................................................................................................15
6. Reference List..........................................................................................................17

2MARKETING ANALYSIS OF P&G
1.Introduction
A business strategy can be defined as the ways by which the organizations can aim at
achieving the objectives that are set for them in the market. This process can also be defined
as the long-term business process that is followed by the companies for the purpose of
achieving success in the industry. The business strategies are developed based on the
operations of the company over a period of three to five years (Andreeva & Kianto, 2016).
The business strategy is thereby based on the major resources that are which are required for
the achievement of the organizational goals. The strategies are also based on the decisions
that need to be taken related to the resources that need to be allocated to the products and
services offered to the customers. The scope of various business activities is based on the
ways by which they produce (Chen, Delmas, & Lieberman, 2015).
The concept of strategic thrusts can be defined as the ways with the help of which the
high-level initiatives that can arise from the strategic vision of the company and they are able
to guide various action plans for the achievement of the goals. This process thereby helps in
obtaining maximum amount of information from various resources in the firm for the
competitive advantage. This is a broad statement that is based on the intended actions based
on the strategy of the company. The strategic thrusts of the company help in the creation of
the competitive advantage for an organization in the industry (Durand, Grant, & Madsen,
2017).
The organization which has been considered for this analysis is Procter & Gamble Co.
which is an American multinational organization that has operates in the sector of consumer
goods retailing. The headquarter of the company is located in Ohio and Procter & Gamble
was founded in the year 1837. The company mainly specializes in a large range of personal
care and hygiene based products along with cleaning agents. The product portfolio of Procter

3MARKETING ANALYSIS OF P&G
& Gamble in the different areas of its operations include, beverages, snacks and foods as
well. The organization has recorded sales of 83.1 billion dollars in the year 2014. The
analysis in the report will be based on the skincare based segment of the company in its
operations in Australia.
2. Market Strategy
2.1 Industry analysis
The craze of retail industry in the soil of Australia is undoubtedly high. Procter &
Gamble would have to face immense competitors’ market threat while establishing their
business in Australian market (Dalken, 2014). However, Procter & Gamble would have to
make effective industry analysis to get in-depth overview about the competitors’ power.
Supplier’s power The supplier’s power of FMCG products in Australian
market is low due to the existence of large number of
distributors. Therefore, Procter & Gamble has opportunity to
bargain with the distributors.
Buyers’ power As suppliers’ power in the FMCG industry of Australia is low
the buyers’ power is high. Purchasers have immense opportunity
to bargain with the company regarding price. While launching
their business Procter & Gamble would have to e concerned
while deciding product price.
Threat from the
substitute
Australia is already established with large number of retail
brands such as JB Hi-Fi, Woolworths, Coles, The Iconic who are
introducing their own manufacturing FMCG products. Therefore,
while establishing business in the market of Australia, Procter &
Gamble would have to face immense threats from its substitutes.