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

P&G - Essay Example Case Study: Procter & Gamble – Vizir Launch Case summary Procter & Gamble’s (P&G) corporate policies and organizational 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 few months are encouraging, they may not guarantee the product success in view of the competition and local 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 Porter’s Five Force analysis is one appropriate tool that helps us to understand threats from co mpetition (Porter, 2004). These are segment rivalry from existing competitors, potential new entrants, substitute products, bargaining power of buyers/suppliers. In a related way, the market matrix consisting of entry and exit barriers vs.