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ПРИЛОЖЕНИЕ
ИНОСТРАННЫЙ ИСТОЧНИК
Strategic Business Analysis: Procter & Gamble
Case Study
Overview of the Company: Procter & Gamble
Procter & Gamble is one of the most successful
companies in the industry today. It manufactures and produces a variety
of products that features not only high standard of quality, but practicality
and value for money as well. Procter & Gamble was founded by William
Procter, a candle maker, and James Gamble, a soap maker in 1873. By
1879, they have developed Ivory, an inexpensive while soap, thus, enabling
them to establish their own laboratory, being the first in the United
States. By 1930, the company was able to purchase a British soap manufacturer,
Thomas Hedley & Sons, and by 1935, it was able to establish a factory
in the Philippines.
At present, Procter & Gamble sells more than
300 leading brands, such as Pampers, Ariel, Tide, Whisper, Pringles,
Downy, Camay, Cover Girl, Pantene, Iams, Crest, Duracell, Puffs, Secret,
Wella, Eukanuba, Bounty, Folgers, Gilette, Hugo Boss, Mr. Clean, Oral-B,
Old Spice, Clairol, Actonel, Lacoste, Joy, Max Factor, Zest, and Olay.
It markets its products to over 160 countries worldwide, and operates
a total of 115 plants in more than 80 countries all over the world.
Its headquarters are located in Cincinnati, Ohio, USA. It employs more
than 98,000 employees worldwide. Aside from a wide variety of products,
Procter & Gamble has also been active in producing radio and television
shows, such as Dawson’s Creek, Shirley Jones and Down to Earth ( 2007).
The global business units of the company is divided
into five, namely, fabric and home care, being its biggest division,
beauty care, the second biggest, baby and family care, health care,
and snacks and beverages. The fabric and home care division of the company
is its most profitable division, contributing to a total of $2.1 billion
in 2004.
However, the increasing number of competitor companies
forced Procter & Gamble to implement far-reaching initiatives that
aim to produce changes in terms of the company’s organizational culture,
work processes, culture, production, and operations. Procter & Gamble
are aiming at this through its implementation of ‘Organization 2005’,
which would enable the company to strengthen its global presence. As
such, this paper aims to make an analysis of the business strategies
of Procter & Gamble, including its strengths and weaknesses as a
company. It also aims to evaluate and assess the performance of the
company, based on a specific period, until the implementation of its
new business strategy. In this regard, the latest business strategy
of the company, ‘Organization 2005’ would be analyzed and evaluated.
Identification of Organizational Strengths and Weaknesses
One of the potential strengths of Procter &
Gamble is the wide variety of products, following the five different
business segments the company is offering its consumers. The wide variety
of products the company offers its consumers enabled the company to
operate in almost 200 countries worldwide, thus, strengthening the second
potential strength of the company, which is establishing a dominant
market position. The dominance of the products and the name of the company
in the market and among consumers help the company to become a stable
reputation in the market, being an already known and established manufacturer
of products in the industry. It has been reported that companies achieve
marketplace distinction through their size and dominance, and such advantages
can be achieved through a combination of brand-name recognition, accessibility,
capacity, broad expertise, and the ability to create advantage through
sheer marketplace muscle ( 2003). These characteristics contributed
to the strengths and market advantage of the company. Another potential
strength of the company is its continuous modification of structure
and internal processes, which aims to maximize its global advantage.
Through continuous modification and restructuring, the company is able
to adapt to the continuous changes that are happening both internally
and externally. Because changes in the business sector are continuous,
a certain international and multinational company must be able to have
different approaches in order to cope with such changes.
Another potential strength of the company is its
ability to launch various initiatives to facilitate knowledge exchange
and best practices in the company, leading to the strengthening of the
Organization 2005 initiative. This emphasizes the highly effective value
chain of the company, being able to facilitate the exchange of knowledge
and information, thus, enhancing the company’s ability to transfer
best ideas, assemblies, parts, and process data that can be easily and
readily shared (2006). Facilitating best practices and knowledge exchange
in the company enables it to reinforce its next potential strength,
which is improving and developing its workforce through IT initiatives,
reward systems, supply chain management, and training programs. In this
regard, the company is able to develop the potentials, skills, talents,
and knowledge of its employees, thus, helping them to become empowered
and more motivated.
However, despite its strengths, several weaknesses
can also be determined. One of the weaknesses of Procter & Gamble
is that its implementation of new strategies involves substantial and
significant costs. Additional costs for the company would enable it
to allocate larger amounts of money, thus, contributing to the additional
problems of the company. In this regard, significant allocation and
budgeting must be adjusted in order to cope with additional costs. Another
weakness of the company is the retrenchment being done, thus, affecting
the morale of employees. Due to cost cutting, an organization may have
the option to retrench, relocate or even fire their employees to be
able to cope with the needed changes being faced by the company. However,
because of such actions, many employees would be threatened, not only
in terms of their performance in the company, but in their individual
skills and abilities as well. In this regard, this is being treated
as a weakness of the company, as it provides fear and anxiety to employees,
being included in the retrenchment and job reduction initiatives. Another
weakness is the company’s ability for lower realization. Lower realization
means the inability of the company to think about the different problems
and solutions that might be implemented. In this regard, low realization
of the company entails inaction and passive approach in terms of problems
and challenges.
The next significant weakness of the company involves
the leadership and management skills of Jager, who puts too much pressure
on the managers of Procter and Gable for marketing their products. This
means that the leadership and management style of the company’s past
CEO does not fit the corporate culture of the company. It has been reported
that leadership is regarded as the most important element of directing
the function of management, and a supportive function to other managerial
functions, thus, in this regard, good leadership is important to effective
management (2004). The lack of good leadership on the part of Jager
has contributed to the weaknesses of the company, as his strategic decisions
are out of timing, leading to more problems for the company. In addition,
his decisions for employee transfers and relocations resulted to employee
behavioral problems. As such, these weaknesses further contribute to
the problems of the company in terms of lower sales and profits and
lower market recognition during the period from 1995 to 1999.
Identification of Organizational Opportunities and
Threats
To complete the analysis of the performance of the
company, both its opportunities and threats are needed to be recognized.
The major opportunity of Procter & Gamble is the taking over of
George Lafley being the company’s CEO. The new management of Lafley
focused on taking new initiatives in underdeveloped markets, thus, focusing
and prioritizing the market profitability of top-selling brands. The
dominance of the products and the reputation of the company dictate
its advantage in the market, being established and stable in the industry.
As the pioneer in a product or market segment, Procter & Gamble
has a large installed base of their products or numerous facilities
in key locations ( 2003), thus, enabling the company to obtain relevant
information regarding a certain target market. Another potential opportunity
for the company is its ability for the improvement of operations, profitability
and rebuilding its management team, which are essential factors in improving
its competitiveness and in revitalizing its long-term growth. This was
done by the company through IT initiatives and investment, through improvement
and development of workforce, and through introduction of new products
and new technologies. The continuous improvement and development of
the IT industry in many countries have provided Procter & Gamble
to improve and hasten its operations and production processes, thus,
providing larger opportunities for participating in globalization. This
is a good opportunity for the company, as it helps increase economic
interdependence between countries and leads to an increased flow of
goods, capital and knowledge across borders ( 2006). Another opportunity
for the company is the reduction for overhead and manufacture costs,
which would enable the company to allocate more resources to its other
functions, and not only in the operations and production departments.
Better allocation and budgeting of the company’s resources would provide
better savings and monetary advantage for the company, thus, dictating
and determining the ability of the company to allocate resources effectively
for the benefit of the whole company.
Along with the opportunities are the threats presented
to the company, which serve to be the future problems Procter &
Gamble is able to face. The primary and main threat to the company and
to any other company is the increase in competition. The increase in
the competition against Procter & Gamble is the increase in the
production of generic brands, which are the cheaper versions of the
company’s core products. The increase in competition in the industry
was triggered by the lack of introduction of the company for new products
for a long time. In this regard, products sit in one place without adding
value (1997), thus, not enhancing the users themselves. In terms of
beauty, home and healthcare products, they must continuously be changed
and modified to continuously cater to the changing needs of the consumers.
Without the introduction of new products in the market, the consumers
would have the notion of stagnation of the company, which would provide
realization that the things they do not like about the product would
remain all throughout. The next threat for the company is the falling
stock prices, from which the prices of the company are dependent upon.
Because Procter and Gamble is involved in supplying the needs of its
consumers, the prices of its commodities then is dependent on the demand
of its consumers. In this regard, if the stock prices or the prices
of the commodity would fall, then the overall profit, sales, and operations
of the company would be affected, leading to significant drop of earnings.
The next threat to the business of the company is the increase in the
prices of the costs of raw materials. The increase in the prices of
raw materials would provide significant threats to the company, as this
significant increase would also affect the pricing of the company’s
commodities or products, which would may illicit negative and unwanted
responses from consumers. The increase in the prices of raw materials
would mean a direct effect or increase in the prices of end-products
in the market. Another threat determined is the failure of the company’s
dual acquisition, which can be regarded as a waste of time, effort,
money and energy. Lastly, one of the most important and significant
threat to the company is its internal problems, particularly in its
human resources.
ПЕРЕВОД
Стратегические бизнес-анализы:
Procter Gamble
Пример Обзор компании: Procter
Gamble.
Procter Gamble является одной из наиболее
успешных компаний в отрасли сегодня.
Предприятие производит целый ряд продуктов,
к которым относятся функции не только
высокого уровеня качества, но практичность
и ценность для денег. Procter Gamble был основан
Уильямом Проктером, свеча изготовителя,
и Джеймсом Гэмблом, мыло создателя в 1873
году. В 1879 году, они разработали слоновую
кость, в то время как торговали недорогим
мылом, тем самым, позволяя создать свою
собственную лабораторию, которая является
первой в Соединенных Штатах. К 1930 году
компания смогла приобрести британского
производителя мыла, Томас Хедли и сыновей,
и к 1935 году, она смогла создать завод на
Филиппинах. В настоящее время Procter Gamble
продает более 300 ведущих брендов, таких
как Pampers, Ариэль, Tide, Whisper, Pringles, Камаи, Девушка
с обложки, Pantene, Иамс, Crest, Duracell, Пуфы, Секрет,
Wella, Eukanuba, Bounty, Фолджерс, Gilette, Hugo Boss, г-н
Чистота, Oral-B, Old Spice, Clairol, Actonel, Lacoste, Радость,
Max Factor, Зест и Olay. Она продает свою продукцию
более чем в 160 странах мира, работают в
общей сложности 115 заводов в более чем
80 странах по всему миру. Ее штаб-квартира
расположена в г.Цинциннати, штат Огайо,
США. В нем занято более 98000 сотрудников
по всему миру. Помимо широкого спектра
продуктов, Procter Gamble также принимал активное
участие в подготовке радио- и телевизионных
шоу, таких, как Бухта Доусона, Ширли Джонс
и вниз на Землю (2007). Было сообщено, что
компаниям в достижении рынке различия
по размерам и господства, и такие преимущества
могут быть достигнуты путем сочетания
торгового знака, доступности, пропускной
способности, богатого опыта и способности
создавать преимущество за счет чистой
мышцы рынка (2003) . Эти характеристики способствовали
сильным сторонам и преимуществам на рынке
компании. Еще одна потенциальная сила
компании является непрерывное изменение
структуры и внутренних процессов, которая
направлена на максимальную глобальных
преимуществ. Благодаря постоянному изменению
и реструктуризации, компания имеет возможность
адаптироваться к постоянным изменениям,
которые происходили как внутри, так и
за ее пределами. Поскольку изменения
в бизнес-секторе являются непрерывными,
некоторые международные и многонациональные
компании должны быть в состоянии иметь
разные подходы, чтобы справиться с такими
изменениями. Еще одна потенциальная сила
компании является ее способность запускать
различные инициативы, направленные на
содействие обмену знаниями и передовым
опытом в компании, что привело к дальнейшему
укреплению Организации 2005. Это подчеркивает
высокую эффективную цепочку создания
стоимости компании, будучи в состоянии
содействовать обмену знаниями и информацией,
тем самым, укрепляя способность компании
к передаче лучших идей, узлов, деталей
и обработки данных, которые можно легко
и охотно обобщить (2006). Содействие передового
опыта и обмена знаниями в компании позволяет
ей укрепить свою следующий потенциальную
силу, которая является совершенствованием
и развитием своих работников посредством
инициатив в области ИТ, систем вознаграждения,
управление цепочками поставок, учетом
своих средств, а также программ подготовки
кадров. Идентификация организационных
возможностей и угроз для завершения анализа
деятельности компании, и ее возможности
и угрозы, необходимо признать. Основные
возможности, новое руководство сосредоточено
на принятии новых инициатив в слаборазвитых
рынках, таким образом, фокусировка и приоритеты
на рынке доходов самых продаваемых брендов.
Преобладание продукции и репутации компании
диктуют свои преимущества на рынке, создаются
стабильные места работы в этой отрасли.
Являясь пионером в области продукта или
сегмента рынка, Procter Gamble имеет большую
базу установленного оборудования своей
продукции или многочисленных объектов
в ключевых местах (2003), что позволит компании
получить соответствующую информацию,
касающуюся определенного целевого рынка.
Еще одна потенциальная возможность для
компании является ее способность к совершенствованию
операций, прибыльности и восстановления
ее управленческой команды, которые являются
важнейшими факторами повышения его конкурентоспособности
и активизацию ее долгосрочного экономического
роста. Это было сделано компанией
в рамках инициатив ИТ и инвестиционной
деятельности, путем совершенствования
и развития трудовых ресурсов, а также
путем внедрения новых продуктов и новых
технологий. Постоянное совершенствование
и развитие ИТ-индустрии во многих странах,
при условии Procter Gamble и улучшило, и ускорило
ее деятельность и производственные процессы,
тем самым, предоставляя больше возможностей
для участия в процессе глобализации.
Это хорошая возможность для компании,
так как она способствует повышению экономической
взаимозависимости между странами и приводит
к увеличению потока товаров, капитала
и знаний через границы (2006).