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TABLE OF CONTENTS 1. Introduction 3 2. The current marketing situation facing P & G. 3 2.1. S.W.O.T. Analysis 4 2.2. The External (Macro) environment. 5 2.3. The Internal (Micro) Environment 6 2.3.1. Products - Brands - Acquisitions 6 2.3.2. The Changing needs - habits of the consumer 7 2.4. Competition 8 2.5. Distributors & Networks 8 2.6. Advertising & Promotion 8 3. Propose an international marketing strategy for P & G. 9 4. Strategic International Marketing Plan for 2000-2005 11 4.1. Situation Analysis - The Market 11 4.2. The Need/ Products 11 4.3. P & G Product Diversification 11 4.4. Potential Market 11 4.5. Industry Trends 11 4.6. Distribution Channels 12 4.7. Key Buying Influences 12 4.8. Competition 12 4.10. Objectives over the next 5 years 13 4.11. Strategies and Tactics 13 4.12. Distribution 14 4.14. Pricing 14 4.15. Positioning and information 15 4.16. Budgets & Action Plan 15 Appendicies : 16 Appendix 1 16 Appendix 2 : 17 1. Introduction This report attempts to examine a specific marketing situation affecting Procter & Gamble. It aims to critically analyze a case study occurring in the late 1980's, early 1990's and propose an international marketing strategy for the future. Procter & Gambler is a multinational company operating in all over the world with a very wide variety of mainly household products as well as its personal...

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