Procter and Gamble Europe Essay Example for Free

Procter and attempt Europe EssayI. IntroductionSince the end of World War II, pedigree organizations in the United States be becoming closer together with businesses in the European region. There argon several reasons of this business behavior. First is the geographical location. Geographically speaking, Europe is the next logical step for unlike expansion after the North American continent has been to the full explored. Second is the cultural and technological part in Europe. Reports indicated that some nations in Europe has became more Americanized in technology and more importantly, shade (Hilger, 2006). Procter and Gamble, cardinal of the most acknowledged companies in the United States have also had a material presence in the European food market today, particularly in Germany. In this paper, we willing discuss Procter and Gambles closing to expand their business into the European continent and how the decision relates to Procter and Gambles corporal strategy .II. P G Corporate CultureIn the companys annual report and reports from external observers, there are actually various traits in Procter and Gambles operations that typeset their uniqueness in the world-wide market. However, some of those corporate cultures are more in line with the European expansion strategy, compare to the others. nigh of them are DiversityIn the companys official website, it is mentioned that people at Procter and Gamble are united by the commonality and of corporate values and goals. Diversity is considered as the uniqueness of each of them that will help fulfilling corporate goals. The company has a human resource system that is designed to ensure that everything kit and caboodle for everyone and as the company became more diverse, the company encourage collaboration even more and stresses the importance of fully utilize individualities of people at Procter and Gamble. This culture should work well to support Procter and Gambles decisions to exercise i nternational expansion. InnovationThe assort also relies heavily on its capability to innovate and create in the buff things from merely ideas. The group applies about a dozen core technologies to amplify this particular agonistic advantage. Furthermore, the group has connected its internal innovation capability to vast external network of scientists, technology problem solvers and corporate inventors. Procter and Gamble treat innovation as a process that can be refined forever to produce more robust and reliable results. This particular capability to inn ovate has also been a contributive factor to Procter and Gambles decision to expand abroad. By tapping into this capability, the company can reconcile to local environments and create upstart and innovative products. Market LeadershipSpokesperson of the company has once state in the middle of a launching campaign that Procter and Gamble put forth many competitive advantages like consumer oriented strategy and innovation, but most importantly, the company also stresses heavily on market leadership. In its annual report, it is repeatedly state that the company is designed to win in various aspects of the orbiculate business competition. The company spends grand percentages of their earnings each financial period on marketing campaigns because they cogitate in being a winner in every market they get themselves into. Analysts believed that this value also makes it more appealing for Procter and Gamble to expand their business into Europe, especially after the war was over and created a more positive atmosphere for international expansions. Focus on GrowthProcter and Gamble also stated in its annual report that the company as a all in all, is designed for growth. In other words, corporate management is always looking for growth opportunity whether internally or externally. Thus, a chance to learn business into a new market will obviously be perceived as other way to secure growth.III. Strategy by PGI II.1. Human Resource Management InvestmentsDespite the cultures of the company that support corporate expansion into Europe, the group must still adapt to the trades between American business culture and European. One of the greatest changes in Procter and Gamble is within the human resource department. As the company entered the new market, management has formed a project team to compare between the current employee services and the expectations of Procter and Gamble. In the case of Europe expansion, Procter and Gamble has also fortifyed a strategic alliance with IBM and transferred this value into corporate competitive advantage.Procter and Gamble also uses their HR estimate managers to organized how the business is performed within the company. Across the whole Europe, management have organized the HR business accounts to mirror the way the business is organized, and the HR account manager is responsible for ensuring that the team delivers business results in a way that genera tes growth. Overall, Procter and Gamble has made huge investments in its Europe HP structure, but the new precedent has now become a significant source of operational and strategic competitive advantages within the continent (Mandiese, 2006).III.2. Communication strategy changesAlong with the European expansion, Procter and Gamble has also invested heavily in changing its information technology. One of the changes Procter and Gamble has made is geological fault from media planning to communication planning. This was as much as an industry effort as it is an internal initiative. Procter and Gamble might not be the only company embracing the consumer-centric approach to the media, but Procter and Gamble did it in quite a high-profile fashion that the marketing world surrounding the company must pay maintenance to the new philosophy. The company maintained a consistent focus on media creativity and also pushed to develop a broadband video upfront marketplace.IV. The Vizir Launch(no data)V. Change Management ModelThe change management model that can be suggested to Procter and Gamble is the three step change model. This change model basically contains three steps, which are unfreezing, moving and re-freezing. These steps however, can be modified according to the extent of change that must be performed. For small projects, companies generally go for the light model. The Medium-Sized Model on the other relegate is created for the majority of project. For complicated projects, people generally use the Complex Model. When the element of time is crucial, past the commensurate modification is the quick model. The last variation is the one designed for a slow type of change, which is the Day-by-day model (Baekdal, 2006).For Procter and Gamble on the other hand, which contains various products for various customer segment, the Complex model is the most suitable. In the Complex model, the unfreezing step contains somas like analyzing the problem to understand what is really going on and the reason of it, and then understanding the cost and benefits of a change. Afterwards, the company should explain the situation to members of the company and listen to their comments.The next phase includes invalidating the present rules and policies and defines new visions, new goals and finally generate a plan. The move step in the Complex model includes explaining the logics of the new vision, mission and goals and getting everyone on board. Afterwards, the team should listen to everyones comment, measure out the plan and adjust the plan based on the feedbacks. In the re-freezing step, management should define new rules and policies and define the new way of living for the company. This step includes constantly renewing the energy and evaluating the results (Baekdal, 2006).