Analysing the organisational approach to segmentation targeting and positioning

0 Comment

92250 Procter and Gamble also acknowledged as P&amp.G is one of the leading packaged product providers in the world. The company operates globally and offers a variety of products under different brand names. Furthermore, in the highly dynamic business environment, marketing strategy is considered to be a crucial determinant for attaining competitive advantage and for gaining profitability with the aim of surviving at the marketplace. Thus, this paper consists of critical strategic analysis of P&amp.G related with market segmentation, target market and positioning followed in different geographical regions.Procter and Gamble, popularly known as P&amp.G is the one of the leading consumer packaged products company. The company’s annual sales turnover is nearly US$84 billion with annual net earnings exceeding US$10billion. It has also established a brand portfolio of about US$25 billion. Additionally, the company offers a wide range of products which include household care products, grooming products, personal healthcare products and beauty products among others (Procter &amp. Gamble, 2012). The company operates its business in almost all the continents across the world. Evidently, it operates in 180 countries located in different continents. The company offers its products through grocery stores, membership club stores, discount stores and through merchandisers. Moreover, the company employs in excess of 110000 employees globally. From the critical perspective, it has been identified that markets in which P&amp.G operate are highly competitive due to the presence of global and local competitors. Despite high competition faced by the company, it has been able to sustain its business profitability and to establish itself as one of the renowned brands across the world. It is worth mentioning that the company’s primary mission and purpose is to offer superior quality branded products and services that significantly contribute towards improving the lives of its worldwide spread customers. Over the period of time, the company has prospered dramatically and is continuously able to improve its overall performance and thereby increase it revenue earnings capability. With due consideration to the above recognized facts, the paper intends to critically analyze P&amp.G’s approach to segmentation, targeting and positioning. Furthermore, this paper entails certain valuable recommendations for the company so that it is able upheld its existing market dominance and superiority along with focusing on offering quality products to its long-list of trusted consumers. Market Segmentation Strategy It has been critically observed that as a key strategic differentiator from its close competitors, the company offers a wide range of products to its globally dispersed customer base. In general, the company’s business strategies are fundamentally focused on outsized scale operations, product innovation and development along with strong product branding in order to seek greater competitive advantages. The company’s strategy is continuously directed towards innovating new products and selling these products to its diverse assortment customers in order to attain sustainability and constant growth. Moreover, the company has made considerable investments worldwide and has significantly involved in joint ventures, acquisitions along with establishing alliances to enlarge their business operations and market reach (Graul &amp. et. al., 2006). Additionally, the company operates under three major global business units namely P&amp.G Household Care, P&amp.G Family Health and P&amp.G Beauty. Correspondingly, these global business units of the company are primarily separated into five major divisions which include Healthcare, Snacks and Coffee, Fabric Care, Baby and Family, P&amp.G Beauty and Home Care (Graul &amp. et.