The External and Internal Environment Effects on the Management of Reckitt Benckiser in Bangladesh

Essay by shoraezUniversity, Bachelor'sA+, February 2007

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Reckitt Benckiser is a renowned name in the consumer goods industry of the world. Reckitt Benckiser was formed with the merger of Britain's Reckitt & Colman and Benckiser of the Netherlands in December 1999. The new Reckitt Benckiser is the world's largest household and cleaning Product Company (excluding laundry detergents). Reckitt Benckiser sells its products in 180 countries and has operations in over 50 countries.

In this project we have discussed about the various aspects Reckitt Benckiser, Bangladesh. In Bangladesh Reckitt Benckiser has created a good market for its products. It has created a good brand image and a group of loyal customers. We have conducted interviews with some fellow employers of Reckitt Benckiser and from those we can say that there are three principles followed by Reckitt Benckiser such as the symbol of quality that refers continuous improvement, customer satisfaction and the last one is a responsible citizen of the world.

To the customer, the company provides branded quality products with superior value that improves the quality of their lives. The company contributes charitable community activities and also provides utmost concern for the environment. To Reckitt Benckiser quality is not just another goal but it is an essential condition to ensure competitive advantage. In order to comply with this commitment Reckitt Benckiser has been relying on Quality Assurance rather than Quality control. In our country they produce and market products, which are both for high-income level and low-income level people. By producing international quality products Reckitt Benckiser helps the country to save foreign exchange through import substitution. State of the art plants of Reckitt Benckiser stands as a proud sign of leadership and commitment to the local consumers.


Now let me briefly discuss about the history of Reckitt Benckiser. On 1814 Jeremiah Colman begins milling flour...