Marketing

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  • Publicado : 23 de febrero de 2012
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Questions
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Identify the key actors and forces in the company’s marketing environment thataffect its ability to serve its target customers effectively.
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For Unilever’s case they could not serve their target properly due that P&G wascomplaining about the ingredient that Unilever was using, and that affects the image of the company because the customers can’t trust a product that is constantly having problems.
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What were the most critical actors or forces that accounted for Persil/Omo Power’s final downfall?
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First thefact that reducing the level of the accelerator didn’t work, and then the story on the Dutch press with pictures proving damages in clothes because of the accelerator.
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Show how each of the actors/forces you have identified in question 2 directly (or indirectly) impacted on Unilever’s final decision to revamp and relaunch the defectiveOmo/Persil Power.
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Damages were obvious by then, customers were not going to buy or trust a product that was damaging their clothes. Unilever had to actabout it.
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Critically evaluate the motives of P&G.
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P&G decided to do something aboutit due that Unilever didn’t notice them about the dangerous accelerator, so they had to act and warn the costumers about the corrosive ingredient.
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5. What are the key lessons for management?
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6. Could the problems have been anticipated and...
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