Procter and GambleSynapsis:Procter and Gamble has been available for hundred and seventy years with its shared beliefs in management norms; hiring only good people of high character, treating them as individuals with individual talents and life goals, and providing work environment that encourages and rewards individual achievements. Procter and Gamble's broad and accumulated industry experience and business knowledge has been formalized and institutionalized as management principles and policies. Procter and Gamble accomplishes its basic policy of providing superior value and meeting basic consumer needs could be accomplished by strong commitment in research to create better products than competitors' and provide continual product development, extensive product and market testing, and close tracking of consumer needs and preferences.
While P&G started to expand to Europe, the importance of tailoring products to meet consumer demands differing in each nation according to different consumer needs and preferences, and the critique of management of new foreign subsidiaries were realized as the issues which arose with the globalization.
Therefore, strong national subsidiaries were set up with their own brand management structure, product development capability, advertising agencies, and manufacturing capability. The individual approach to management of each subsidiary with problems such as cost increases, profits decreases created the idea of the vitality of standardization of products Europe-wide by providing involvement and cooperation of the subsidiaries. Dealing with the structures and management of subsidiaries, the strategic questions about Vizir's launching rose critical questions about the existing organization structure and internal decision making processes. The issues about standardization of products Europe-wide and effective team structure for this standardization process of the company's new heavy-duty liquid (HDL) were waiting immediate and efficient decisions.
Case Notes:1. Procter and Gamble's strategy to attract people who were willing to spend their entire careers with the company is a great...