Contents
List of Figures 2

1. Background 3

2. Micro Environmental Analysis 4

2.1 Company Analysis 4

2.1.1 Management of Proctor & Gamble 5

2.2 Industry Analysis 8

3. Macro Environmental Analysis 10

3.1 Political 10

3.2 Economic 10

3.3 Social 12

3.4 Technological 13

4. SWOT Analysis 16

4.1 Strength 16

4.2 Weakness 16

4.3 Opportunity 17

4.4 Threat 17

5. Conclusion 19

6. Recommendation 21

7. References 22

8. Appendix 24

List of Figures

Figure 2.1 Proctor & Gamble Mental Map 4

Figure 2.2 Organization Chart 6

Figure 2.3 Shopper Marketing Taxonomy 7

Figure 2.4 Value Proposition 9

Figure 3.1 Projected GDP % Growth and Inflation by Country 11

Figure 3.2 The advertising spending on Media 2013 12

Figure 3.3 Contribution to global growth in ad spend by medium 2013-2016 (US$m) 13

Figure 3.4 % of global smartphone users who have used the app in the past month (Q2 2013) 13

Figure 3.5 New Policy of Google Advertising (1) 15

Figure 3.6 New Policy of Google Advertising (2) 15

Figure 4.1 2012 Planning on Spending Advertising within the Social Media Space (%) 18

Figure 4.2 Advertising Spending on Facebook (Top 3 Brands) 19

1. Background
Procter & Gamble is our target company in this project. We will start with the background, and then examine both the micro and macro environment. The conclusion and recommendation will be generated from the internal and external analysis. Some theories and marketing concept might be applied, through this project, we hope that better understanding of Procter & Gamble and theory application would be achieved.
Since 1873, Procter & Gamble has built a rich heritage of touching consumers’ lives with brands that make life a better everyday. It is an American multinational consumer goods