The main purpose of this paper is to provide strategies for Colgate-Palmolive to operate more successful and make the money it invests more efficient. By analyzing its current situation, we will provide recommendations for the company to turn the losses to profits, and suggest how to increase the market share of their core products. We will first discuss the background of the company to get the general idea of Colgate. Then, we will talk about important issues of the company, including their core competencies of what makes them better than the others, and what are the problems it is facing, such as factors that make Colgate product lose its market share to competitors. After that, based on the company's objective it wants to achieve, we will be providing our strategies and tactics that help Colgate to keep its oral care industrial leadership in this competitive environment. Finally, a conclusion will be given at the end. [Wit, 344].
BACKGROUND OF COMPANY .
Colgate-Palmolive is a $9.4 billon global company serving people in more than 200 countries and territories around the world with consumer products that make lives healthier and more enjoyable [Colgate-Palmolive, 2]. The company focuses on strong global brands in its core businesses - Oral Care, Personal Care, Household Surface Care, Fabric Care and Pet Nutrition. It sells its products under such internationally recognized brand names as Colgate, Palmolive, Mennen, Softsoap, Irish Spring, Protex, Sorrisio, Kolynos, Hill's Science Diet, Hill's Prescription Diet pet foods and etc. The company delivering strong global growth by following a tightly defined strategy while increasing market leadership for key products such as toothpaste, toothbrushes, bar and liquid soaps, deodorants/antiperspirants, dishwashing detergents, household cleaners, fabric conditioners and specialty pet food.
Colgate generates 75% of its revenue from products that are either No.