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Q1 Critically review the current marketing situation facing PGCompany which wants to grow develops ambitious aims and a plan to achieve it A feasible plan is based on an analyse of the strengths and weaknesses of the company the internal analyse and opportunities and threats the external analyse Together it is called the situation analyseThe financial opportunities of PG are very good according to the annual report It has bought important cosmetic lines like Max Factor Cover Girl and Clarion to gain more market One can talk about a blue-ship company The used product technology is of high quality The capacity of the representatives and the reputation of the company are very positive by its customers However the quality of the marketing department and the composition of the assortment are weak Those internal factors of a situation analyse are controllable variables for the businessIn the external environment we are especially looking for opportunities which have not been took yet by other businesses Those can proceed from changes of Social Legal Economical Political or technological factors PG have already a good production technology More important is the social environment Because it changes very fast and rapidly under young women The company must be aware of using the four Ps in a right way For example if PG want to sell its cosmetics in a Moslem country the products should not consist alcohol Another social factor is the age of the target group It must be aware of composition of the population In Japan for example there is no problem such as a growing grey That is a good choice of a country to operate in This because PG target group is an especially young woman now Internal analyseExternal analyseThe brand nameExpansion of the assortmentDistinguished capacitySet foot on new marketsGood name by its buyersContacts with competitorsPossibilities for scale benefitsFast growing marketAbilities for product innovationVertical integrationLack of experienceexpertise in the Growing competitive pressCosmetic industryFast changing wishes and Complex
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