A discussion of Procter & Gamble's approach to its cross-cultural customer base.
Written in 2008; 3,285 words; 21 sources; APA; $ 94.95
Paper Summary:
This paper examines Procter and Gamble's (P&G) cross-cultural adaptation strategies. The paper claims that cross-cultural adaptation is essential for any company that wants to survive the globalization process. The adaptation required is to both the internal and the external environment. The paper includes graphs to illustrate this. It concludes that P&G's power to create successful brands for diverse populations worldwide is one of the most valuable keys of success for the giant manufacturer.
Outline:
Company Overview
Cross-cultural Adaptations
Adaptation Weaknesses
From the Paper:
"The company provides products for a wide range of customers: mid-income (Tide), higher income (Ariel), male (Gillette), female (Always), normal hair (Herbal essences), special care (Pantene), special need (Head and Shoulders), etc. The product portfolio diversification is one of the company's growth strategies. This is done by acquiring new products, such as Gillette or by engaging in strategic partnership, such as the one with Wrigley Co. One other growth strategy is innovation for existing products: new flavors, new recipes, new effects, new packaging, and so one. Finally, one other strategy is to keep fresh the customer's awareness through permanent promotional activity."
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