The main topic of this assignment is “Product line as a global competitive strategy in FMCG companies to retain international position”. The FMCG Company that has been chosen in this case is Procter & Gamble (2017 Pg.com). This research proposal will deal with certain competitive strategy named product line that will help the company to recognise its name in the global market. There are certain steps followed by each company to introduce their products in the market. The steps include growth of the product, maturity of the same and declining stage (Capilla et al., 2014). The common nature of every company is to follow the line up chronologically. This process is known as the product life cycle or PLC. Under the product life cycle system, many products are being marketed in a single brand name most commonly under a name of a company. Procter & Gamble is not an exception to the rule and it also sold a number of products by using the name of the company.
This proposal will evaluate the issues regarding the competitive strategies named product line and will describe all the possible strategies helpful to introduce the company globally. Product lines are important as it has been observed that the customers are preferred to buy the products from the popular brands (Kästner, Dreiling, & Ostermann, 2014). Therefore, it is necessary to assess all the possible techniques and outcome of the product line and how it helps to recognise the help of the company to be recognised globally.
The improvement has been made in the industrial sectors with the rise of globalisation and it becomes necessary to market the products of a company in the international market (Sayyad et al., 2013). This process helps to expand the scope of the business and influenced a company to take all the innovative strategies for the growth of the business in the competitive sectors. However, product line has become one of the most welcoming methods relating to the product growth as under this method, the companies are willing to capture the consumer so that they could purchase the product under the name of a particular brand. It has been observed that the consumers are choosing the brands they knew and like to purchase the products relating to that brand. For instance, the company named Procter & Gamble are selling many products like detergent, cosmetic products, nutrition foods, shampoo, battery and shaving cream under its own name, but the price of the products are varied according to the size and quality of the products and this varying nature of the product are known as the product line. Product line will help the company to fix the rate of the products and aiming to secure the position of the company in the international market (Joshi, Reibstein, & Zhang, 2015).
The current company has been incorporated in the year 1905 and concentrated in the consumer oriented products. The organisational segmentation of the company is based on certain product line up such as beauty, grooming, home care, family care and health care. It is an international company and spread its branches to several companies. With the changes of time, the company has changed its marketing strategies and tries to widen the core values of the company (Berger et al., 2013). It is an internationally well-known company and tried to assess the product line strategies for the interest of the customers and provide them ultimate satisfaction to secure its position in this competitive market (Steenkamp, 2017).
The main aim of the research proposal is to assess the scope and aspect of the competitive strategies named product line so that the company may introduce the brand in the global market and retain its position in the international market.
Considering the present market situation, international product recognition is important and Canadian companies are facing serious issues in the competitive market. From the economic survey, it can be assessed that a digitally engaged company can be able to earn more profit through different tools of digital marketing. Small and medium companies have to take the burden of all activities of a business. Companies of small and medium sectors also face the issues of small financial capabilities comparing to the large business house. However, P & G is comparatively large company spreading its branches in countries like Australia, USA, and India.
This process had made lump sum revenue in the year 2012 and it has been observed that the consumers are choosing the brand products. According to the annual report of p & g, the selling quantity of certain products likes Gillette, Pantene and Tide has been received a huge success. This process of product line has helped the company to deal with other threats and establish them in the international market.
In this particular part, the researcher is going to analyse all the aspects of the product line by assessing the interviews taken from the employees of the company and surveys generated for the development of the company. It helps to make consistency in the study and it will become easy to understand the problems facing by the company regarding the particular topic and matters should be taken to resolve the disputes immediately so that the company could retain its position in the global market.
Competitive Strategy can be termed as the time-consuming plan of a specific company to gain competitive advantage above its competitors in the commerce. The main aim of the strategy is to create defensive position in a company and producing a superior ROI (Return on Investment). Such type of schemes plays an important role at the time of industrial competition and consumers are provided with approximately comparable products. Mobile phone market can be a good instance on the topic (Stark, 2015). There can be four kinds of competitive strategies such as cost leadership; differentiation leadership; cost focus and differentiation products. These typos are dealing with various aspects of the business segmentation.
Competitive strategy is multi-dimensional in nature and various authors have described the strategy in their own view. According to Johnson & Washington, competitive strategy is a long-term process, whereas in the words of Pearce & Robinson, the strategy can be termed as the game plan proposed by the company.
There are certain factors present in case of the product line which are as follows:
The profits are the main focused matter to the business entities. This process helps to make changes in case of the sales and create positive impacts on the profits. It allows the company to promote more products in the existing market and enhance the scope of earning profits. In the words of Nagle et al., the process helps to continue the profit earning process (Nagle, Hogan & Zale, 2016).
The main objective of a company is to frame the product line and the same has been prepared to realize the objectives. The product line reflects the achievement motto of the company and helps to identify the grounds of the policies of the company regarding the market management (Rothaermel, 2015). However, the criteria of product line are changed with the terms of the policies.
The capacity of production is vehemently depended on the product line and it has been observed that the design of the product line can be made in the lights of the sale capacity and category of the products.
All the necessary steps relating to the product line or product strategies are based on the demands of the consumers and it is the duty of the market analysts to examine the brand equity of the products. They should examine the behavior of the consumers. According to Chang (2016), the customer’s preference should be a part of the product line strategies. Where there is no demand, the selling capacity of a product will be gradually deteriorated. Therefore, every product line strategies should base on the demand of the consumers.
The policies of product line are very much depended on the costs and there is always a demand for the budget oriented products in the market. A balance is required for the settlement of the product prices and manufacturing cost must be determined on the basis of production cost and product demand (Buxel, Esenduran & Griffin, 2015). It also tries to make balance among the selling price, profit margin, and production costs.
It is the moral and legal duties of the company to abide by all the government rules and should not practice the prohibited acts. A company must not sell any illegal products.
Product line is a competitive strategy and therefore, the process is focused on the market competition. The provisions of the strategies should follow all the methods that can affect the consumer demand and profitability (Apel et al., 2016).
The current strategy assists the small-business owner and gives them an opportunity to sell more products to the consumers. It will help the new customers to choose different types of new products and allow them to buy the product in relatively cheap rate. The strategy regarding product line is more effective compared to the other competitive strategies as the process allows the consumers to get varieties of option regarding goods. For an instance, the Coca cola brand is selling different types of flavored drinks to the consumers. The product line strengthens the base of the brand and earns the trust of the consumers.
The researcher will use positivism philosophy as this will allow the researcher to conduct statistical analysis thereby, ensuring data accuracy. Deductive approach will be used by the researcher so that the researcher will be able to refer previously existing literature concepts and theories. The use of exploratory research design will be used as the researcher will be able to explore the various factors within the research topic. Additionally, the use of this research design will allow the researcher to explore the potential research issues and solve them. The researcher will use primary quantitative data collection technique by surveying 100 employees of Procter & Gamble Company. Based on the data collection and analysis technique, the researcher will have to maintain confidentiality of the data and the identity of the employees.
In the lights of the above mentioned essentials, it can be stated that the current company could able to deal with all challenges regarding its marketing strategy and establish them as a strong competitor in the international market. The global frameworks will help the company to reduce its weak points and faces the challenges with more stamina. The production capacity of the company can be increased gradually and the management of the company could able to manage the growing demand of the consumer’s effectively.
(2017). Pg.com. Retrieved 27 December 2017, from https://www.pg.com/en_IN/company/contact-us.shtml
Apel, S., Batory, D., Kästner, C., & Saake, G. (2016). Feature-Oriented Software Product Lines. Springer-Verlag Berlin An.
Berger, T., Rublack, R., Nair, D., Atlee, J. M., Becker, M., Czarnecki, K., & W?sowski, A. (2013, January). A survey of variability modeling in industrial practice. In Proceedings of the Seventh International Workshop on Variability Modelling of Software-intensive Systems (p. 7). ACM.
Buxel, H., Esenduran, G., & Griffin, S. (2015). Strategic sustainability: Creating business value with life cycle analysis. Business Horizons, 58(1), 109-122.
Capilla, R., Bosch, J., Trinidad, P., Ruiz-Cortés, A., & Hinchey, M. (2014). An overview of Dynamic Software Product Line architectures and techniques: Observations from research and industry. Journal of Systems and Software, 91, 3-23.
Capilla, R., Bosch, J., Trinidad, P., Ruiz-Cortés, A., & Hinchey, M. (2014). An overview of Dynamic Software Product Line architectures and techniques: Observations from research and industry. Journal of Systems and Software, 91, 3-23.
Chang, J. F. (2016). Business process management systems: strategy and implementation. CRC Press.
Group4Business. (2017). P&G Presentation. Slideshare.net. Retrieved 27 December 2017, from https://www.slideshare.net/Group4Business/pg-presentation
Joshi, Y. V., Reibstein, D. J., & Zhang, Z. J. (2015). Turf Wars: Product Line Strategies in Competitive Markets. Marketing Science, 35(1), 128-141.
Kästner, C., Dreiling, A., & Ostermann, K. (2014). Variability mining: Consistent semi-automatic detection of product-line features. IEEE Transactions on Software Engineering, 40(1), 67-82.
Larson, A., Larson, A., York, J., & York, J. (2017). Method: Sustainable design for the home as corporate strategy. Darden Business Publishing Cases, 1-4.
Nagle, T. T., Hogan, J., & Zale, J. (2016). The Strategy and Tactics of Pricing: New International Edition. Routledge.
Rothaermel, F. T. (2015). Strategic management. McGraw-Hill Education.
Sayyad, A. S., Ingram, J., Menzies, T., & Ammar, H. (2013, November). Scalable product line configuration: A straw to break the camel’s back. In Automated Software Engineering (ASE), 2013 IEEE/ACM 28th International Conference on (pp. 465-474). IEEE.
Stark, J. (2015). Product lifecycle management. In Product Lifecycle Management (Volume 1) (pp. 1-29). Springer International Publishing.
Steenkamp, J. B. (2017). Organizational Structures for Global Brands. In Global Brand Strategy (pp. 151-179). Palgrave Macmillan UK.
Essay Writing Service Features
Our Experience
No matter how complex your assignment is, we can find the right professional for your specific task. Contact Essay is an essay writing company that hires only the smartest minds to help you with your projects. Our expertise allows us to provide students with high-quality academic writing, editing & proofreading services.
Free Features
Free revision policy
$10Free bibliography & reference
$8Free title page
$8Free formatting
$8How Our Essay Writing Service Works
First, you will need to complete an order form. It's not difficult but, in case there is anything you find not to be clear, you may always call us so that we can guide you through it. On the order form, you will need to include some basic information concerning your order: subject, topic, number of pages, etc. We also encourage our clients to upload any relevant information or sources that will help.
Complete the order form
Once we have all the information and instructions that we need, we select the most suitable writer for your assignment. While everything seems to be clear, the writer, who has complete knowledge of the subject, may need clarification from you. It is at that point that you would receive a call or email from us.
Writer’s assignment
As soon as the writer has finished, it will be delivered both to the website and to your email address so that you will not miss it. If your deadline is close at hand, we will place a call to you to make sure that you receive the paper on time.
Completing the order and download