Procter and Gamble Europe: Ariel Ultra's Eurobrand Strategy

Published 01 Sep 1999
Reference 4816
Topic Strategy
Region Europe
Summary

The case describes the critical competitive decision issue facing P&G Europe in the course of a major pan-European product development project. Major attention is given to cross-border processes and interaction between strategic and organizational developments. The case allows for a role play (up to eight different roles) within a complex multinational setting in Europe, from functional and general country manager to European and worldwide headquarters.

Teaching objectives

To help students or participants: Appreciate the broader strategic and organizational implications of what may at first sight seem like a tactical marketing decision issue Appreciate the critical importance of effective process management in moving from a country-based organization towards a unified pan-European organization Highlight the complex interaction between strategy and organization at different levels within large established multinationals Examine the pros and cons of moving from national products and brands towards pan-European products and brands Experience the opportunities and limitations of different management positions within a complex organization

Keywords
  • RD0500