Essay Title: 

Case study: RECKITT BENCKISER from 2000 ( 2 questions)

April 2, 2016 | Author: | Posted in marketing, mathematics and economics


2006 Reckitt Benckiser


By meaning , consumer goods refer to final products that are available to consume by customers directly rather than to be raw materials for further production of other goods . For example , health care products like shampoo or body wash are final goods since customer can directly use them but chemical substances such as Zinc Pyrithione and Glycerin (ingredients of shampoo and body wash , respectively ) are not the final products since they are intermediate substances utilized to make the final products for customers

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interesting fact concerning the consumer goods industry since it continues growing faster in volume and spawning new players with their particular innovation that add up the fierce competition

Many worldwide corporations compete in consumer goods industry including Procter Gamble (P G , Unilever , Reckitt Benckiser , and many others Each company has produced much kind of consumer goods that are beneficial for customers by equipping the products with innovative substances and appropriate marketing strategy to target market effectively

Since many factors and forces influence businesses , internally and externally , it is found that corporations continue coping with market challenges by developing brand new products . In to analyze the strategy of a company , this will elaborate the current business strategy of Reckitt Benckiser , a company that produces many kinds of consumer goods including surface care , fabric care , dishwashing , home care , health personal care , and food

This will analyze issues about Reckitt Benckiser from strategy perspective by using PESTLE analysis and then identify key marketing features and its competitiveness by using the concept of product life cycle and innovation

2 . PESTLE Analysis

Industrial analysis composes of two general forms : external and internal analysis . While SWOT analysis considers both external and internal forces , PESTLE analysis focuses on discussing the external environment that influences an organization or industry . PESTLE analysis consists of six elements : political , economical , socio-cultural technological , legislation , and environmental

Political Factors

Political factors become key issue for business especially those operate in worldwide . This is because every government has its own policy towards business , products , and country of origin (QuickMBA .com , 2006

According to QuickMBA .com , political factors include formal and informal regulations that influence the way a business conduct its operation Several political issues include employment laws , trade restriction tariffs , and political stability

Concerning the political forces on Reckitt Benckiser , many issues influence the business of fast moving consumer goods (FMGC ) such as British employment law and British Act on advertising and marketing services

Regarding the advertising and marketing services , currently Reckitt Benckiser tests the current revision on European Union law , which is also known as the Transfer of Undertakings Protection of Employment . The changes on the 25-year old law have significant impact of FMGC business in the UK since April 2006 (McMains and Solman , 2006

In to take benefits of the new law , Reckitt Benckiser , in June 2006 , consolidated its global creative duties that account for more than 600 million at Havas ‘ Euro RSCG . The impact of the new law… [banner_entry_footer]


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