This paper addresses the classic case of the challenges Proctor and Gamble (P&G) faced in the 1970s and 1980s, both to its European organisational structure and to the imminent launch of its new Heavy Duty Liquid (HDL) Vizir.
It will be argued that the company’s European structure will have a direct impact on a possible Vizir launch and on future product launches, using an in-depth analysis of both the current P&G situation at that time and feasible alternative strategies available to the organisation.
Chapter two will give a brief but concise overview of the P&G situation in the 1980s; chapter three will discuss three different approaches available to P&G in organising its European operations, and recommend the most suitable approach; chapter four will then examine the launch options for Vizir and present the most favourable strategy; finally, chapter five will summarise the findings and highlight the recommendations of this report, briefly considering possible implementations and evaluations of the suggested strategies.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Case Overview
- Future European Structure
- A Multinational Approach
- A European Approach
- A Transnational Approach
- Conclusion Future European Structure
- Vizir Launch in Europe
- The Vizir Project
- Should Vizir Launch Nationally in Germany?
- Should Vizir Launch as a Eurobrand?
- When Should Vizir Launch?
- Conclusion Vizir Launch Europe
- Conclusion and Recommendations
- Implementation
- Evaluation
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This paper examines the challenges faced by Procter & Gamble (P&G) in the 1970s and 1980s, focusing on its European organizational structure and the impending launch of its new Heavy Duty Liquid (HDL) Vizir. The paper analyzes the impact of P&G's European structure on the Vizir launch and future product launches, exploring alternative strategies available to the company.
- Analyzing the impact of P&G's European organizational structure on product launches.
- Evaluating the feasibility of different organizational approaches, including multinational, European, and transnational models.
- Examining the launch options for Vizir, including national launch in Germany and a Eurobrand strategy.
- Evaluating the timing of the Vizir launch in the European market.
- Developing recommendations for P&G's future European strategy.
Zusammenfassung der Kapitel (Chapter Summaries)
The first chapter introduces the challenges faced by P&G in Europe and outlines the paper's objectives. Chapter two provides an overview of P&G's situation in the 1980s, highlighting its previous organizational structure and the key issues surrounding the Vizir launch. Chapter three explores three different organizational approaches available to P&G for its European operations: a multinational approach, a European approach, and a transnational approach. It recommends the most suitable approach for P&G. Chapter four examines the launch options for Vizir, including launching it nationally in Germany or as a Eurobrand, and discusses the optimal timing for the launch.
Schlüsselwörter (Keywords)
Procter & Gamble, European organizational structure, multinational approach, European approach, transnational approach, Vizir launch, Heavy Duty Liquid (HDL), Eurobrand, market responsiveness, product development, marketing strategy.
- Quote paper
- Ben Beiske (Author), Jennifer Murray (Author), Stuart White (Author), 2002, Procter & Gamble Europe: Vizir Launch, Munich, GRIN Verlag, https://www.grin.com/document/15456
