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Managing on Colgate Co - Case Study Example

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Managing on Colgate Co

The report will also outline some of the competitors in this market that pose a challenge to the operations of Colgate in the oral and dental health care industry. 1.1 Background information about Colgate According to its official website, Colgate was established in 1806 and it was founded by William Colgate. To date, Colgate is regarded as the world’s leader in oral and dental health care and it offers products such as toothbrushes as well as toothpastes. Colgate operates in more than 200 countries though it is based in the US. According to Berger (2010), Colgate has a market share of 44,4 % in the world’s toothpaste industry and it operates in more than 200 countries. The company posted a profit of $3, 615 in the financial year of 2010. The brand is very popular in different countries. For instance, Colgate enjoys a lot of positive consumer response in large emerging economies such as India and Brazil. The company also offers different sizes of toothpaste to different customers. 2.0 Situational analysis of the marketing environment (SWOT) Basically, “SWOT analysis is a useful instrument that is used to help managers to identify internal strengths and weaknesses of a business and external opportunities and threats facing it,” (Strydom, 2004, p. 31). SWOT stands for strengths (S), weaknesses (W) while on the other hand the external environmental factors are regarded as either opportunities (O) or threats (T) and these factors help the company determine its current position in the market in order to map an effective strategy to realize its intended goals. The table below shows the SWOT analysis for Colgate. Table 1: SWOT analysis for Colgate Strengths The company has good human resources management practices which entails that it has a dedicated workforce The company also uses effective marketing strategies in selling its products Innovation is prioritized in terms of product development and it incorporates dental professionals in its operations Colgate is a leader in dental hygiene The company operates in many countries across the globe Weaknesses The major weakness of this company is that it spends less on media advertising compared to its rival competitors Opportunities The major opportunity of the company is based on the aspect related to growing dental hygiene market across the whole world. The emerging markets also provide a good opportunity for Colgate Threats The major threat faced by Colgate is related to competition from other rival competitors. There are chances of substitute products being offered by other companies and this affects price of products offered. The other threat is related to currency fluctuations in different countries where Colgate operates Basically, the managers in a company should take advantage of the company’s strengths and opportunities while they put measures in place that are designed to minimise the weaknesses and threats. This section explains in detail the contents of the ...Show more

Summary

Table of contents 1.0 Introduction 2 1.1 Background information of Colgate Co. 2 2.0 Situational analysis of the market (SWOT) 3 3.0 Brief overview of competitors 5 4.0 Target Market 7 4.1 General information about consumer behaviour 7 5.0 Marketing mix for Colgate 8 5.1 Product 9 5.2 Price 9 5.3 Place 10 5.4 Promotion 10 Bibliography 12 Phase 1 1.0 Introduction Colgate is regarded as the world market leader in oral hygiene products such as toothpaste and it can be noted that this product line is made up of various brands that are very strong in different markets (Berger, 2010)…
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