 How can a company increase its market share? The case of Procter & GambleMary Viterouli International Journal of Decision Sciences, Risk and Management, 2014, vol. 5, issue 4, 421-438 Abstract: Competition in the fast moving consumer goods (FMCG) industry has been greatly intensified in recent years mainly due to the economic recession and decreasing purchasing power of consumers. Companies in the industry have been engaging themselves in endless battles based mainly on pricing, promotion and naturally innovation in order to maintain and even increase their market share, basically by 'snatching share' away from competitors. One of such companies is Procter % Gamble, which is considered to be the leader of the FMCG industry. This paper seeks to show, by examining P%G's course of action, that there is room for improvement and achievement (even in saturated industries such as the FMCG), since this company continually reforms and reshapes, seeking new investment and innovation opportunities and business ventures, and renewing its positioning methods and target groups with the aim of increasing its clientele-base and consequently its market share, though not unchallenged. Keywords: FMCG industry; fast moving consumer goods; market share; crowdsourcing; P%G; Procter % Gamble; strategies; stage gate; innovation; idea-to-launch framework; competition; developing countries. (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:ids:ijdsrm:v:5:y:2014:i:4:p:421-438 Access Statistics for this article More articles in International Journal of Decision Sciences, Risk and Management from Inderscience Enterprises Ltd |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.