宝洁公司内部环境分析1英文版.ppt
宝洁公司_英文ppt
• Twenty years, p&g's business development in China has achieved rapid development, mainly displays in:
• Established the leading brands • Business maintained a strong growth
Do you know those the brands ?
Content:
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Company
Brand
3 Corporate philosophy 4 Procter & gamble in China
The Company of P&G
宝洁公司
Procter & Gamble is a global company that provides consumer products in the areas of pharmaceuticals, cleaning supplies, personal Care and pet supplies.
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P&G (Procter & Gamble), hereinafter referred to as P&G, is a U.S. consumer commodity producers, is currently the world's largest commodity one of companies. In 2008, procter &gamble market value is the world's sixth largest company, profit 14 big companies in the world. He is the tenth largest in the fortune 500 most admired companies.
最新宝洁公司中英文介绍优质课件专业知识讲座
Was founded in 1837, procter & gamble company, is one of the world's largest consumer goods company. Procter & gamble company employees more than 10 ten thousand people worldwide, more than 80 countries around the world with factories and branches, operating more than 300 brands of products sold more than 160 countries and regions, including fabric and home care, beauty salon, baby and family care, health care, food and beverage, etc.
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宝洁公司中英文介绍课件
P&G's products are designed to meet the needs of consumers, with a focus on functionality and ease of use
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Strong brand influence
Market Segmentation
P&G has a deep understanding of consumer needs and preferences, and has launched a series of products that are highly targeted to different consumer groups This approach has allowed the company to effectively capture market share
Procter&Gamble is one of the world's leading consumer goods
companies, with a strong brand influence and high brand
Sustainable development
The company follows to the principles of sustainable development, takes into account the interests of all parties, and strives to achieve a win win situation for all parties
Main products and services
宝洁公司分析-英文
保洁公司财务分析小组成员：郭立2009011464侯奕2009011460纵向分析横向比较公司简介专题分析Note: in this to provide all of the financial statements, all is based on U.S. generally accepted accounting principles (the American general accounting standards) the statements of the data is based on 2007-2011 by the management of the company and to estimate of composition, the estimate is based on current events and management of the company in the future is possible action to the conclusion all content is only for reference.England's immigration WILLIAM wave g (WILLIAM PROCTER) in the United States in Cincinnati (Cincinnati) engaged in the manufacture of candle business at the same time, Irish immigrants JAMES GanBao (JAMES GAMBLE) in the city also learning manufacturing candles later they happened to marry the two sisters, they father-in-law persuaded two son-in-law become partners on April 12, 1837, they began to common production sales soap and candles on August 22, two party invested 3596.47 dollars each, formal establishment cooperation relations, and in the October 31, the partnership contract signed, established in Cincinnati in p &g (PROCTER & GAMBLE, with two partners name) offices over公司简介董事长-麦睿博横向比较（一）宝洁与同行业公司的销售额的规模比较。
宝洁内部环境分析
宝洁内部环境分析一宝洁内部环境分析内容(一)宝洁发展历史分析美国宝洁公司(P&G)创立于1837年是世界最大的日用消费品公司之一，全球雇员近10万，在全球80多个国家设有工厂及分公司，所经营的300多个品牌的产品畅销160多个国家和地区，其中包括洗发、护发、护肤用品、化妆品、婴儿护理产品、妇女卫生用品、医药、食品、饮料、织物、家居护理及个人清洁用品。
在中国，宝洁的飘柔、海飞丝、潘婷、舒肤佳、玉兰油、护舒宝、碧浪、汰渍和佳洁士等已经成为家喻户晓的品牌。
20世纪初期，为了满足日益增长的国内市场需求，宝洁开始在辛辛那提以外设厂。
1915年，宝洁首次在美国以外的加拿大建立生产厂。
1930年，宝洁在英国购买了Thomas Hedley有限公司，建立第一个海外分支机构。
到1931年，宝洁公司创立了专门的市场营销机构，由一组专门人员负责某一品牌的管理，而且品牌之间存在竞争。
这一系统使每一品牌都具有独立的市场营销策略，宝洁的品牌管理系统也正式诞生。
1946年，宝洁推出被称做“洗衣奇迹”的Tide(汰渍)。
在汰渍推出后的几年里，宝洁开拓了很多新的产品领域。
1961年推出了帮宝适。
公司原有业务的实力不断加强，同时开始进军食品和饮料市场。
最重要的举措是于1961收购了Folger's咖啡，推出第一种织物柔顺剂-Downy。
为拓展全球业务，宝洁开始在墨西哥，欧洲和日本设立分公司。
1980年，宝洁已发展成为全美最大的跨国公司之一。
通过收购Norwich Eaton制药公司(1982)，Rechardson-Vicks公司(1985)，公司活跃于个人保健用品行业；通过80年代末，90年代初收购了Noxell，Max Factor，Ellen Betrix公司，宝洁在化妆品和香料行业扮演着重要角色。
这些收购项目也加快了宝洁全球化的进程。
2001年，宝洁公司从施贵宝公司收购了全球染发、护发领导品牌伊卡露系列。
宝洁公司案例分析ppt课件
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三 . Weaknesses
○1创意缺失。广告之间互相雷同，没有创意可言，只在纯粹的强调产品的 功能和特点。在品牌的宣传上没有创意。 ○2分散性较高因为要分别投入资金和精力在不同品牌上，所以对某一产品 在质量、其它方面，注意力难免比较分散。 ○3固守国际管理经宝洁拒绝接受传统的产品生命周期观念。相信只要不断 的进行品牌管理与创新，就能保持消费者的忠诚。
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三 . Opportunities
从刚建立之初来说，同类产品在国内市场出现空缺，很多同类本土企 业尚未兴起，宝洁不用担心市场份额的丢失。而现在来说，由于宝洁 公司的品牌已经享誉国内外，企业可利用其良好的信誉和雄厚的资金， 通过创新，树立更好的企业品牌。占取更大的市场份额。
随着中国综合国力的提升、国际经济一体化，中国产品课销至国外，给宝 洁提供了与其它外企竞争的机遇。
宝洁Olean新厂落成投产，成为一家真真正正的 跨国企业。
宝洁公司收购了伊卡露系列，是全球染发、护发 领导品牌。
宝洁公司收购了Gillete(吉列)，开辟了男士剃须用 品市场，也是宝洁公司历史上最大的一次收购。
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第2节SWOT
简介 >>>>>
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什么是SWOT分析
➢SWOT分析是市场营销管理中经常使用的功能强大的分析工具，最早是由美 国旧金山大学的管理学教授在80年代初提出来的：S代表strength(优势)，W代 表weakness(弱势)，O代表opportunity (机会)，T代表threat(威胁)。
4/17/2021
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Байду номын сангаас
宝洁公司内部环境分析
4、质量战略：
保洁公司生产的产品质量高于一般产品，一旦推向市场他就随时
竭力持续改进产品的质量。
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5、产品线扩展战略：
保洁公司身缠的品牌有多种规格和形式，这就给与他的品 牌以更多的货架陈列空间，并且有效防止竞争者进入市场
6、品牌拓展战略：
保洁公司经常使用它强有力的骗你拍名称推出新产品。在 一个强有力的现行品牌名称下推行一种新产品可以得到较 快的承认和较多的信赖，并减少广告开销
8、塑造越来越有胆量和协作精神的文化 创造并保持开放、协作和拥抱变革的文化;真 实世界的挑战和威胁将持续地导致宝洁的文化 变革 ，预见和领导变革
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旗下的品牌
美容时尚 OLAY SK-II伊奈美 潘婷 飘柔 海 飞丝 沙宣 伊卡璐 威娜 舒肤佳 卡玫尔 健康 吉列 博朗 护舒宝 朵朵 佳洁士 欧 乐-B帮宝适 家居 汰渍 兰诺 金霸王 碧浪 品客 彩妆 ANNASUI(安娜苏) Covergirl(封面女郎) 香水 Hugoboss、Locaste、 Escada(艾斯卡达)、Dunhill(登喜 路)、Valention、Lanvin(朗万) 、 PaulSmith(保罗史密斯) GUCCI 古 驰 Dolce&Gabbana 杜嘉班纳
回顾保洁16年中国历程，学习品牌精神和品 牌之道
一、 宝洁（中国）品牌战略缺失 1、品牌模式的创新和演变 2．多元化品牌战略之竞争防御生态圈 3.品牌传播优势渐失 4.宝洁对顾客使用价值的理解不再独特
5．品牌核心理念固化僵硬
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二、巨人失意于低端市场
虽然宝洁的品牌价值对于所有的竞争对手来说都是无 法企及的天文数字，但日化消费理念日益多元化，并向 “物美价廉”方向发展，宝洁的品牌影响力在一级市场也 受到了严峻考验，中高端消费群体以惊人的速度向“强势 竞品和干扰性竞争品牌”分散流失。宝洁内心深处的忧虑 在于——价格让步迟早会触到底限，而类似于“9.9元飘 柔”的延伸产品必然会影响品牌在中高端市场上的影响力， 届时将受到两面伏击而顾此失彼。宝洁只有两个选择，一 是加速低端成本的洗发、卫浴、化妆品三大类产品研发， 以大品牌战略一蹴而就；另外则是本土品牌收购，后者已 经遭遇挫折，所以才表现出大飘柔的战略动向。
宝洁公司中英文介绍PPT
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P&G (Procter & Gamble), hereinafter referred to as P&G, is a U.S. consumer commodity producers, is currently the world's largest commodity one of companies. Headquartered in Ohio, USA. 30 dike, staff more than 100000 people around the world. Is the tenth largest in the fortune 500 most admired companies.
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4, the balance of their core strengths, focusing on the advantages of business: P & G's core strengths is the brand, innovation and close partnership with retailers; capital-intensive, began commercialization, globalization and localization is more important than the area is vulnerable. 5, "starting from the internal market" culture tailored organizational structure: Profit center for global business, global market development organizations and the global shared services; matrix structure between the independent and dependent, independent and joint balance.
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2, the growth targets set correctly, can achieve the competitive position but also to ensure that: Optimistic targets set within the company, but investors and shareholders are committed to achieve its objectives. External goal is to maintain the turnover of 4% -6% growth in earnings per share double-digit growth. 3, CEO-led strategy development, and create a loyal consumer-driven business model: P & G's focus on four core business growth and brand; high growth, high margin, high return strategy; lowincome populations in emerging markets and strategy.
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6 Innovation is the lifeblood of the business model of the heart: need for continuous innovation and leadership ability and investment. Broadly defined innovation. Consumers are more concerned with the overall brand experience, not just a product feature. Focus on a combination of internal external innovation.
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7, to develop incentive-based leadership:
Follow a strict training methods. CEO involved in "the top 500 candidates" career planning, the Board once a year, three times a year for the senior management team leadership development evaluation. The opportunity to nurture talent and create the conditions to solve the problem of leadership. Country to maintain diverse leadership talent, gender diversity.
LOGO
Cleaning internal environmental analysis
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P & G's strategic framework
P & G has a clear global strategy, with clear strategic framework and support system, and determine the different key stages to achieve its global strategy. P & G will be summarized in eight of its strategic framework, from the aims and values, goals and objectives, starting with CEO-led strategy to establish superiority, organizational structure and systems, innovation, leadership, culture as a strategic security system support. 1, is the fundamental purpose and values Purpose is to provide high-quality premium brand products and services; values of integrity, trust, leadership, ownership, use of services and win customers.