Strategic Management in Oral Care Product Market A Case Study of Colgate Palmolive Thailand Limited
Journal Title: International Journal of Trend in Scientific Research and Development - Year 2021, Vol 5, Issue 5
Abstract
Colgate is a Colgate Palmolive product line manufacturer, which produces, markets, and distributes oral care products like toothpaste, toothbrushes, mouthwash, and dental floss. In the year of accelerating growth, 2018, net revenues increased by 1.0 percent, whether from organic or net sales. The companys goal is to make the world a better place by providing oral healthcare knowledge and services. Finding more environmentally friendly ways to produce goods and packaging uses less plastic, water, and waste. Consumers are looking for more natural and sustainable goods, high growth opportunities across the board. Organic sales development in the toothpaste segment drove the rise in oral care products, followed by mouthwash. As a result, the focus is on toothpaste and mouthwash. Maintaining Colgates market and trade partner image is vital to selling its branded goods. Regulatory and Quality policies, such as Ethics and Compliance, Sustainability, Brand Security, and Product Safety, are used to protect and retain brand integrity. Negative publicity about its products, supply chain, ingredients, packaging, or staff, whether justified or not, can damage the brands image. Colgates branding approach strategy , the organizational structure, financial analysis, control application system , and the staff skillstyle follow ethical leadership. The CSR concepts shared values, including ethical responsibility to consumers customer centered approach , environmental responsibility to the society, and ethical leadership to its employees, are at the heart of the 7s Model. Thus, this case study proposes strategic management branding of Colgates oral care products through corporate social responsibility CSR . Supaprawat Siripipatthanakul | Dr. Karin Sixl-Daniell "Strategic Management in Oral Care Product Market: A Case Study of Colgate-Palmolive (Thailand) Limited" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-5 , August 2021, URL: https://www.ijtsrd.com/papers/ijtsrd44974.pdf Paper URL: https://www.ijtsrd.com/management/marketing/44974/strategic-management-in-oral-care-product-market-a-case-study-of-colgatepalmolive-thailand-limited/supaprawat-siripipatthanakul
Authors and Affiliations
Supaprawat Siripipatthanakul | Dr. Karin Sixl-Daniell
Keywords
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