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Kimberly Clark is an American multinational personal care company that produce paper supported consumer products. The company was founded by Neenah, Wisconsin in the year 1872. Currently 43000 employees are working in the company. The company is listed among the Fortune 500. The company has a relationship with the Midwest airlines and also traded in NYSE. The company having headquarter in Irving, US and Texas (Babin and Zikmund,2015). In 2013, company generate the revenue of $21.152 billion and net income of $2.142 billion. The personal care product line is selected which includes goodnites, huggies, kleenex, kotex, poise and pull ups as these products generate higher revenue in order to capture greater number of market share that is 42.85% in 2016.
BCG matrix has planned to help the organisation for long term planning in order to consider the growth opportunities by analysing the portfolio of products to decide whether to continue, incest or discontinue the developed products. The matrix is divided into four quadrants and strategies are adopted to maintain the products of the company, these are as follows:
Kimberly adopt BCG matrix to identify the star products which have higher growth and higher market share. The category under star is personal care which includes goodnites, huggies, kleenex, kotex, poise and pull ups. In 2009 they have generated 44% of revenue form personal care products and having 35.8% of market share. The company adopt market development strategy where they had expanded their business in UK, USA and India which leads to increase in their market share that is 42.85% in 2016.
The company produces personal and household products under the FMCG line. These are the products which are used for daily needs. Target market means selecting the particular group of customers to which the company will sell its products. The Kimberly Clark provides a wide range of products which is best known of household brands that involving huggies, Kotex, poise, Goodnites and Kleenex (Chon, 2015). For this, they categorise the overall UK market into small segments on the basis of their similar characteristics. Therefore, the cited Company bifurcated whole market on the basis of age, gender, income to deliver this product into the potential target market.
It is that market segmentation that are divided on the basis of age that involves children, middle aged group, teenage and older population. It has been analysed that the kids under age group of 0-5 required a baby care products such as huggies, infection control products and diapers.
The product line of the company is specially designed for all age groups but some of their products are specific according to the age groups as labels are mentioned on each and every products in order to find the best suitable product according to the different age groups. Kotex are offered by this entity for all adult members as these can't be used for infants as their skin is very delicate that can be hurt by the artificial chemical used in the napkins (Kumar, 2015). Kleenex is used in exchange of face washes as this can be used by both male and female members but the company will target more to the female members as female are beauty obsessed who uses various cosmetics or creams in order to improve their skin tone which can be affected due to sun tan. Facial tissues are comes in fragrance form and softest ever with inbuilt lotion to facilitate all their female clients to use all these facial tissue in order to improve their skin tone.
Company will not differentiate among male or female members in terms of offering all their products but some products offered by this entity can't be used by male members (Kumar, 2015). Kleenex offered by this entity will capture the female clients as this is daily requirement of a female. On the other hand, male members can use any kind of Kotex according to their need.
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Company decides the goals which promote its products and services to the target market what should be achieve in specific time frame.
Increase in market share where they had expanded in USA, UK and India
Market share have increased to 42.85% in 2016
Previously in 2015 market share was 35.8% in 2015 but after expansion the market share has increase up-to 42.85% in 2016
It exists in real environment that's why company have achieved the target
The company have achieved their specific objective within 1 year.
Mark.A. Bhthman, who is chief financial provide the objective is to create the balance between the growth and profit to increase the return. The company is focusing on the entire organisation for the return on capital invested. They had made a goal to improve the ROI measure by 40 to 50% per year. The company was at the good start where in September 2016 return on capital has increase up-to 14.6 % by 13.2% in year 2015 (Fan, Lau and Zhao, 2015). The company is making changes in structure for reduction in annual cost. The company's new goal is to save $500 to $600 in coming three year where in company is focusing FORCE(Focus On Reducing Cost Everywhere) strategies to gain the level of saving.
Chery A. Perkins, who is technical officer of the company plans objective that company should re-engineered its research and development activity to accelerate innovation and growth that is lead generation, turning customer need into purchase. They link customer, supplier, manufacturer and shopper into the single value chain (Fan, Lau and Zhao, 2015). The company had invested 25% of their revenue to research and development to identify the clients that includes customer and business needs and wants. They are planning to innovate their Scott product to the softer and more absorb tissue. They are regularly making changes in kotex and Kleenex according to customer need so that they can able to attract large market share.
Steven R. Kalmanson, who is vice president of the company discussed its objectives related to the growth in personal care. The company has the largest and highest margin business in the segment of Huggies, Pull-ups, Poise and Kotex. The company creates the strategies to innovate these brands and make the powerhouse in the company itself so that cost of production decreases and proper quality check can be done so that superior goods can be produce (Engle, Quagrainie and Dey, 2016). These all factor provide satisfaction to the consumer and living standard of the will enhance.
Robert P. Van, who is the group president of the company who have planned the objective to focus on full household care products. The company and track record that sales is growing faster than category rates because of the strength of brands, continuous improvement, technology improvement and customer development initiatives (Engle, Quagrainie and Dey,2016). The company has launch Kleenex Anti-Viral tissue for the whole family that includes infants, tenants, toddlers, females and males.
Robert E. Van, group president of the company, make the objective to sell their products in developing countries whose GDP per capita is continuous growing. The company goal is to grow and improve their profitability in these market. They reduce their prices so that customer can adopt the products.
Kimberly Clark has global objectives to target business. The company is focusing on the delivering health and hygiene products away to the home environment that is in organisation premises (Levek, 2017). The company gains the superior insights about the needs of the end user and converting that insights into the brand product solution that provide the company profitable growth. The company group portfolio objective is growing in the health care business, maintain its market position and share, improving return and perusing selected growth according to country.
Strategies adopted by the company are as follows:
From than a century the company has changing technology and insights into the advanced services and products that leads to improve the living standard of nearly a one third of population. In past years of innovation that start with their founders who established a culture that enhances entrepreneurial spirit, experiments in product development and innovation and creating creative marketing (Voorhees and Ramirez et. al.,2016). The company strategy is to create better living standard everywhere by providing the eight major products facial tissue, paper towels, feminine sanitizers, disposable training pants and toilet paper on roll. The company innovativeness will continue till the company become the most responsive to their shopper, customer and end user anticipated needs. Every new day the organisation will explore innovative ways to their speed-to marker with new-to-world product solution. Company strategy is to develop and adopt the new technologies that is to find the customer need by analysing the consumer database that helps the organisation to satisfy their desires. The company also learns how to be open for innovation approach.
The company is growing its strong position with the higher margin transaction by investing its powerful products that is facial tissue, paper towels, feminine sanitizers, disposable training pants and toilet paper on roll into the world.
The company make differentiation and value added innovation to increase and strengthen its brand products while focusing on the net realised revenue, improving product mix and reduction in cost (Weinstein and Pohlman, 2015).
The company is basically focusing on china, Russia, Latin America, Europe, India, Africa will create target expansion and growth plans (Luxton, Reid and Mavondo, 2015). The company can take advantage by attractive market opportunities and communicate strong brand and innovation techniques.
The segments in which company generate the highest revenue are health care and babies product. The company plans to make in-house production where they continuously keep eye on the quality and inventory, the organisation properly analysis the inventory level, proper use of raw material, man power and machinery and reduction in spoilage of inventory which will reduce the cost of production and available of products at low rate and high quality to the consumer.
The company are doing re-targeting on the online basis because the entity want to clearly identify the opportunities for the interested segment. The organisation is again targeting the market on the basis of their personal products needs (Cross,Belich and Rudelius, 2015). They want to go online because the consumer visit the products on the brand site and 20% of customer's act on the advertisements done on the web and there is 50-60% is conversion rate. The entity has a multinational approach that is chosen social as a digital marketing strategy, they use social channels as a means to communicate to the customers and create a platform for building relation and drive participation. Social platforms facilitates conversation between the client and company to provide the content that they are interested.
The organisation is willing to share ideas and help each other at all the levels by providing relevant data. The brand products of the company are communicated by twitter, tumbler, Facebook and YouTube. The company provides the ads on mobile where female can easily access to add and they know about the products. As the company provide the baby products like huggies and training pant, mother is only one who purchase these products for their baby so she should be aware about the innovative products offered by the company.
Kimberly Clark multinational personal care company that produce disposable consumer products. The company adopted kaizen approach that is continuous improvement and uses new technology to train their staff in such a way that they also adopt change in technology. The organisation strategy is to expand their business in emerging and developing countries whose GDP is increasing like USA, UK and India so they can able to generate awareness among the customers. The entity target market on age basis which include infants, teenagers, toddlers and young and gender basis which includes female and males. The company adopt market development strategy to cover large number of market share in order to create brand awareness of the goodnites, huggies, kleenex, kotex, poise and pull upsproducts so that they can able to have competitive advantage over its competitors Procter and gamble.
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