the-company-follows-a-multi-distribution

STRATEGIC MARKETING
Introduction
The marketing strategy may be considered to be one of the most Critical Success
Factors (CSFs) in a business and the instant paper delves into the analysis of
marketing strategy with respect to a given case study.
Situation Analysis
The instant situation is related to the case study of Procter & Gamble Co.
(hereinafter may be referred to as “P&G” or the company or the business, as the
case may be), one of the largest consumer goods businesses across the world with
its widespread customer base and quality product offering in Fast Moving Consumer
Goods (FMCGs) segment.
 The demand of the product is regular and not seasonal.
 The sales volume in last few years may be stated herein:
Figure 1: Revenue of P&G
(Source: "Can Procter & Gamble’s Revenue Cross $72 Billion By 2021?", 2018)
 The FMCG market across the world is extremely competitive and competitors of
the company in the USA may include Colgate, Wal-Mart etc.
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 The changing horizon of testes and preference of the customers, any changes in
the regulatory environment and labor market may affect the business operations.
 The company may be considered to be in the growth stage of PLC where the
saturation has already been achieved, Now, the management may need to
diversify the product lines to gain competitive advantage and be within the
competitive market (Banerjee, 2017).
 The company follows a multi-distribution model where the products are sold in
both online as well as offline through retailers and online shops.
 The brand value, large customer base etc. are some of the strengths; whereas,
the extreme competition and price-war in the market are may be considered to be
weakness in the form of threat which the company is struggling to counter.
 The company’s cost structure is efficiently designed and most of the revenue is
being spent towards production, acquisition and administration. The marketing
budget has also been considerably reasonable and it may be stated that the
company incurs sizably towards promoting its brands and offerings through
aggressive publicity campaigning.
Defining Symptoms
The problem, as stated within the given case study is related to the fact that the
company is suffering from the issue of new product introduction in the market. IN
doing so, the company is facing the issue related to distribution and marketing
strategy to be adopted in this regard. The management needs to ponder over the
relevant and fruitful strategy that should be implemented to promote the product
among the targeted audiences (Dobni & Sand, 2018).
Objectives
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