case study of p&g global process

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1、[JIEXI-ITLTD,NINGBO]CASESTUDYP&GglobalprocessPeterLin2008-5-7ThepurposeofthisreportistohelpP&GtoinvestigateandevaluatethepossibilityofSK-IIdevelopsintoamajorglobalbrand.MainfindingsindicatethatvariousproblemswouldneedtobeovercomeifP&GwanttosuccessfullydevelopSK-IIintoama

2、jorglobalbrand,especiallyfourmajorproblems,whichareunsuitableexistingorganisationstructureforitsglobalproject,salesisgoingdownintheJapanmarket,toughchallengesinChinamarket,andthecompetitionintheEuropemarket.TableofContentsExecutivesummary11.0Overview31.1Introductionofcas

3、eanalysis31.2Objectives41.3Problemslist41.4prioritisedproblem61.41OrganizationalStructure61.4.2Japanchallenge–salesgodown71.4.3Chinachallenges81.44EuropeanChallenge102.0AnalysisAlternatives112.1ChangeorganisationstructureforP&G112.2IncreaseP&Gsalesandimage/awarenessinJap

4、an132.3EvaluatepossibleentrymodesforP&Gtoenterintochinamarket142.4EvaluatepossiblepromotetoolsforP&GenteringintoEuropeanmarket173.0Recommendation193.1Changeorganisationstructure193.2IncreaseR&DinJapanmarket193.3Expandintochinamarket193.4ExpandintoEuropemarket204.0Impleme

5、ntationPlan214.1Actionplan214.1.0ActionplanforEuropemarket214.1.1ActionplanforChinamarket224.2Contingencyplan244.2.1Contingencyplanforchina244.2.2ContingencyplanforEurope255.0.Conclusion266.0References277.0Appendix29Appendix129SWOTanalysisofJapan29Appendix230China(PESTAn

6、alysis)30537800AdvancedInternationalBusinessExecutivesummaryThepurposeofthisreportistohelpP&GtoinvestigateandevaluatethepossibilityofSK-IIdevelopsintoamajorglobalbrand.MainfindingsindicatethatvariousproblemswouldneedtobeovercomeifP&GwanttosuccessfullydevelopSK-IIintoamaj

7、orglobalbrand,especiallyfourmajorproblems,whichareunsuitableexistingorganisationstructureforitsglobalproject,salesisgoingdownintheJapanmarket,toughchallengesinChinamarket,andthecompetitionintheEuropemarket.Afteraseriesofin-depthanalysis,thereisonealternativetoaddressthei

8、ssueofunsuitableexistingorganisationstructureforitsglobalproject,therearethreealternativestoaddressthei