Paper Summary:

This paper explains that Procter & Gamble (P&G), an American company, having penetrated successfully and with ease the Chinese market with its different culture including once having a closed door policy is an excellent case for analyzing winning marketing strategies. Next, the author reviews P&G's profile, history, development process, business operation and marketing environment including using the PESTEL, SWOT, Porter's Five Forces and Kotler's 4Ps analysis methods. The paper outlines the research methodology employing qualitative focus groups and a quantitative survey. Included in the paper are figures, tables and the questionnaires for both the focus groups and the survey.

Table of Contents:
Introduction
Research Aim & Objectives
Rationale
Theoretical Underpinning
PESTEL & SWOT
Porter's Five Forces
Kotler's 4Ps
Methodology
Focus Group
Focus Group Session, 10th July 2011
Participating Members
Session Duration
Date & Venue
Group Interview Question Structure
Quantitative Questionnaire
Questionnaire
Data Analysis
Anticipated Limitation
Research Timetable
Resources
Human Resources
Physical Resources
Finances Resources
Intangibles Resources
Ethical Considerations

From the Paper:

"P&G faced great competition in the consumer-product industry against giant manufacturer like Unilever. The analysis continues in-depth investigation into the business competition through the use of Porter's five forces. The extended rivalry that results from all five forces defines an industry's structure and shapes the nature of competitive interaction within an industry. Therefore it is believed that Procter & Gamble's competitive environment had influences on the shape of its marketing strategies."

Sample of Sources Used:

• Ma, N (2003) Procter & Gamble and Unilever - the two empire global brands of household chemical's marketing strategy. Beijing: China Economic Publishing House.
• N.A (2011) Procter & Gamble Official Webpage. [WWW] Available at http://www.pg.com/en_US/company/heritage.shtml [Accessed 12th June 2011]
• Day, J (2001) P&G and Wrigley's add value to tooth care brands. [WWW] The Guardian UK. 8th August. Available at: http://www.guardian.co.uk/media/2001/aug/08/marketingandpr [Accessed 12th June 2011]
• Kreb, M (2011) With soap operas ending, P&G moves into digital branded content. [WWW] Digital Journal. 24th May. Available At: http://www.digitaljournal.com/article/307094 [accessed 15th June 2011]
• Goodale, G.W(1994) Commented in 'Soap Opera: The Inside Story of Procter & Gamble' by Alecia Swasy. 1st edition. New York: Simon & Schuster Publisher.

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