• Afsætning
  • Uddannelse: HHX
  • Karakter: 12 tal
  • Ord: 2588

Indholdsfortegnelse
Question 1: Make a short company profile of P&G incl. their Value Chain.
Company Profile
Primary activities
Support activities
Question 2: Analyze 2-3 relevant factors from the micro/macro environment.
The customers
The competitors
Technological macroenvironment

Question 3: Choose a new P&G product on the Danish market. Explain how P&G should identify attractive market segments and choose a target group and market position in DK. Apply Gallups Kompass.
Question 4:
b) Discuss whether the thrifty buying motive is relevant for personal care products.
c) Discuss whether P&G has a monopoly in DK?

Question 5: Voluntary: Ad Q3: Discuss briefly the promotion in DK for your
Retain or increase your product’s market share
Dominate growth markets
Drive out your competitors
Increase existing customer usage
a) Discuss whether Private Labels are attractive for P&G as a manufacturer.

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Uddrag
a) Discuss whether Private Labels are attractive for P&G as a manufacturer.

There are two sides to this question. On the one hand it would be profitable for P&G to produce Private labels as a manufacturer, because they have the production space and the resources to do so. But if we look at it objectively it would not really make sense, because they would be competing with their own brands for market share.

Let’s take an example: Walmart sell Gillette, but do not want to pay the giant fee that it costs to sell Gillette anymore, so they go to P&G.

They then want P&G to produce a Walmart brand razor. On the one hand P&G will make money on both Gillette and the Walmart razors now, and they have the resources to do so. The problem is though that over time they will be out competing Gillette, because it is the more expensive solution for consumers.
That is why I don’t think that Private Labels are especially attractive for P&G as a manufacturer.

b) Discuss whether the thrifty buying motive is relevant for personal care products.
As I understand a thrifty buying motive is using your resources very carefully.

And this buying motive is exceptionally principle in the personal care market, because most of the products are not necessities for individuals.

If you have a thrifty buying motive it will make you more inclined to decline your lust for luxury items such as cosmetic products, fragrances, self-grooming and many others. This buying motive can really hurt a company like P&G, because a lot of their brands are in the personal care market.

But contrarily it could be profitable for P&G if they owned all the necessity goods making the thrifty buying motive obsolete. As I can see though, they do own many make-up and cosmetic brands. This is why a thrifty buying motive could hurt them.

c) Discuss whether P&G has a monopoly in DK?
The quick answer is no, P&G definitely do not have a monopoly in Denmark. This is because of the many European competitors such as Unilever and Colgate Palmolive. P&G has some giant brands in Denmark, like Gillette, Pampers, Always and OralB, but they do not have a monopoly. Even though Gillette might be a far leader in the grooming market in Denmark there are still many substitutes for this exact product.