Procter and Gamble Europe Essay

I. IntroductionSince the end of World War II, tune organizations in the United States are becoming closer together with businesses in the atomic number 63an region. There are several reasons of this business behavior. First is the geographic location. Geographically speaking, Europe is the next logical step for foreign elaborateness after the North American continent has been to the full explored. Second is the hea wherefore and technological situation in Europe. Reports indicated that round nations in Europe has became to a greater extent Americanized in technology and more(prenominal) importantly, culture (Hilger, 2006).Procter and take chances, one of the most admit companies in the United States have in addition had a significant front man in the European market today, extraly in Germany. In this paper, we forget discuss Procter and adventures decision to expand their business into the European continent and how the decision relates to Procter and guesss corporate s ystem.II. P & G Corporate CultureIn the come withs annual score and reports from external observers, there are actually various traits in Procter and Gambles operations that define their uniqueness in the global market. However, some of those corporate cultures are more in line with the European blowup strategy, compare to the others. Some of them are DiversityIn the confederations official website, it is mentioned that people at Procter and Gamble are united by the commonality and of corporate quantifys and goals. Diversity is considered as the uniqueness of severally of them that leave help fulfilling corporate goals. The federation has a human choice system that is designed to ensure that eachthing works for everyone and as the phoner 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 oblige Procter and Gambles decisions to per form international expansion. InnovationThe group also relies severely on its efficiency to innovate and create unexampled things from nevertheless ideas. The group applies about a dozen core technologies to amplify this particular competitive advantage. Furthermore, the group has connected its intrinsic innovation capability to extensive external network of scientists, technology problem solvers and corporate inventors. Procter and Gamble work on innovation as a process that can be corking continuously to produce more robust and reliable results. This particular capability to inn ovate has also been a contri furtherive factor to Procter and Gambles decision to expand abroad. By tapping into this capability, the company can lodge to local environments and create new and innovative products. Market Leadership example of the company has once said in the middle of a found campaign that Procter and Gamble put forth many competitive advantages handle consumer oriented strategy and innovation, but most importantly, the company also stresses heavily on market leadership. In its annual report, it is repeatedly stated that the company is designed to win in various aspects of the global business competition. The company spends huge percentages of their earnings each financial period on merchandising campaigns beca character they believe 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 reapingProcter and Gamble also stated in its annual report that the company as a whole, is designed for growth. In other words, corporate trouble is al right smarts looking for growth opportunity whether internally or externally. Thus, a chance to develop business into a new market will obviously be perceived as another way to conce ptive growth.III. Strategy by P&GIII.1. Human Re fount focussing InvestmentsDespite the cultures of the company that supported corporate expansion into Europe, the group essential still adapt to the converts between American business culture and European. peerless of the greatest changes in Procter and Gamble is within the human resource department. As the company entered the new market, watchfulness has formed a project squad 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 developed a strategic alliance with IBM and transferred this value into corporate competitive advantage.Procter and Gamble also uses their HR account managers to unionized 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 th e team delivers business results in a way that generates growth. Overall, Procter and Gamble has made huge investments in its Europe HP structure, but the new model 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 shifting from media planning to conference planning. This was as much as an industry effort as it is an internal initiative. Procter and Gamble might not be the only company embracement the consumer-centric approach to the media, but Procter and Gamble did it in quite a high-profile direction that the marketing world surrounding the company moldiness pay guardianship to the new philosophy. The company maintained a consistent focus on media creativity and also pushed to develop a broadband v ideo 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 step, 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 hand is created for the majority of project. For complicated projects, people generally use the Byzantine Model. When the element of time is crucial, then the suitable modification is the degenerate model. The last variation is the one designed for a slow subject 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 guest segment, the Complex model is the most suitable. In the Complex model, the unfreezing step contains phase s kindred 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 mind 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, evaluate 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).