Marketing and Colgate
Marketing Strategy (MKT306)
Alexander Berger Neusserstraße.56 50670 Köln Germany Student No.: 089110519
Friday 9th July 2010
A Strategic Analysis of Colgate´s toothpaste product line
TABEL OF CONTENT 1. 2. 3. Executive Summary .....................................................................................................- 1 Introduction ..................................................................................................................- 1 Situational analysis.......................................................................................................- 1 3.1 Company analysis ..................................................................................................- 2 Company profile.............................................................................................- 2 Growth and profitability.................................................................................- 2 Culture............................................................................................................- 2 Goals...............................................................................................................- 2 Collaborators ..................................................................................................- 3 Customer ........................................................................................................- 3 Competitors ....................................................................................................- 3 Swot-analysis of the company........................................................................- 4 Climate ...........................................................................................................- 5 -
3.1.1 3.1.2 3.1.3 3.1.4 3.1.5 3.1.6 3.1.7 3.1.8 3.1.9 3.2
Product line analysis...............................................................................................- 5 Swot-analysis of the product line
Alexander Berger Neusserstraße.56 50670 Köln Germany Student No.: 089110519
Friday 9th July 2010
A Strategic Analysis of Colgate´s toothpaste product line
TABEL OF CONTENT 1. 2. 3. Executive Summary .....................................................................................................- 1 Introduction ..................................................................................................................- 1 Situational analysis.......................................................................................................- 1 3.1 Company analysis ..................................................................................................- 2 Company profile.............................................................................................- 2 Growth and profitability.................................................................................- 2 Culture............................................................................................................- 2 Goals...............................................................................................................- 2 Collaborators ..................................................................................................- 3 Customer ........................................................................................................- 3 Competitors ....................................................................................................- 3 Swot-analysis of the company........................................................................- 4 Climate ...........................................................................................................- 5 -
3.1.1 3.1.2 3.1.3 3.1.4 3.1.5 3.1.6 3.1.7 3.1.8 3.1.9 3.2
Product line analysis...............................................................................................- 5 Swot-analysis of the product line
References: Literature: • • • Amstrong, G., 2009, Marketing: an introduction, Pearson Education Batra, B., 2006, Advertising Management, Pearson Education India Bowie, D. & Buttle, F. , 2004, Hospitality marketing: an introduction, ButterworthHeinemann • • Colgate-Palmolive Annual Report, 2009 Haig, M., 2004, Brand royalty: how the world 's top 100 brands thrive and survive, Kogan Page Publishers • Hollensen, S., 2003, Marketing Management: a relationship approach, Financial Times/Prentice Hall • University of Sunderland Script, 2008, Marketing Strategy (MKT306) Internet: • Population Division of the Department of Economic and Social Affairs of the United Nations Secretariat, World Population Prospects: The 2008 Revision, http://esa.un.org/unpp, Date accessed Friday, July 02, 2010; 5:08:51 PM.