PROCTER & GAMBLE EUROPE: Vizir Launch RECOMMENDAT

It is recommended that Charlie Ferguson wait for the final test-market results before launching the product and that a rethinking of stategy might then be necessary as a result of those tests. In any case, it is recommended that the product be considered a German product at this time and that a Europe-wide launch not be undertaken initially. Such a launch could be possible alter once the product is established and once the feasibility of any Europe-wide move is assessed.

The objective is to launch the product successfully, and this requires knowing that the product will fill a particular niche. The test results should help determine this in the German situation. The problem with a Europe-wide launch is that there are too many variables and too many uncertainties involved, and the questions that such a move raises need to be answered carefully and with hard evidence. The company is trying to accomplish several things at the same time--the launch of this product; the creation of a proper corporate control structure for the various European operations; the learning process that goes along with this, meaning the necessary cultural differences that will have to be accommodated in the developing European operation; and a Europe-wide strategy not merely for this product but for other products.

The drive to make this a Europe-wide product has been pushed too hard and too quickly, particularl

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and should not be trying to hit all markets at once. That would entail a real expense along with a real danger that could lead to even greater, unrecoverable expense. DISTINCTIVE COMPETENCE Procter & Gamble believes its corporate structure is its greatest asset, which is why it has copied this structure in each of its regional offices. Certainly, it has been successful in this endeavor, and the company has even been wise enough to see where local content was also needed and has found a way to incorporate this into the basic structure without harm. Another asset the company has always had is an understanding and use of research in deciding what products to sell, and yet in this case an attempt is being made to launch without all the results being considered. Mr. Ferguson is overly anxious about getting his unit up to a certain level when what he needs to do is make sure that the actions taken will achieve the objectives desired. Anything less will endanger the entire company. The company has also been very successful in marketing and advertising its products. This is understood and possible in the German situation. On a Europe-wide basis, though, the distinctive competence would be sorely tested because of the many diffe
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Approximate Word count = 1229
Approximate Pages = 5 (250 words per page)