P&G Essay Example | Topics and Well Written Essays - 500 words

P&G - Essay lawsuitCase Study Procter & Gamble Vizir Launch Case summary Procter & Gambles (P&G) corporate policies and organisational practices, both at home in the USA and globally, form the backdrop to this case involving critical decisions on introducing Vizir a heavy duty liquid detergent (HDL) in Europe. Although the test marketing results of a a few(prenominal) months are encouraging, they may not guarantee the product success in view of the competition and local anesthetic market conditions. The underlying point is that for a marketer, competition is as important as consumer acceptance (Kotler, 2006, pp. 168-189). In pushing through Vizir either in Germany or in the entire European market, P&G had to assess the threats from competition, risks of high investment in promotion and its impact on profitability of operations, and changes to its established organizational practices. Tools Porters Five Force analysis is one appropriate tool that helps us to construe threats fr om competition (Porter, 2004). These are segment rivalry from existing competitors, potential new entrants, substitute products, bargaining mogul of buyers/suppliers. In a related way, the market matrix consisting of entry and exit barriers vs.