Developing a ‘Go To Market’ Strategy for Proctor and Gamble

Developing a ‘Go To Market’ Strategy for Proctor and Gamble
Proctor and Gamble (P&G) intend to use E-Business to go direct to their market and potentially bypass the main distribution channels that they utilise currently (e.g. the supermarkets). You must examine the academic literature to identify possible solutions to this problem and then develop a detailed plan to implement your strategic choices. There will be 6 main parts to this assignment. The first 5 parts will be aimed at a mixed technical and business audience justifying and explaining your solution. The first 2 parts will require you to examine the literature (especially the academic literature) to develop the general principles for your solution. The next 3 parts will detail your solution, first based on that analysis, and then as practical descriptions of the implementation of that solution. The final part will be a report to the board on your solution aimed at an executive audience.

Part 1 Analyse the academic literature surrounding e-business approaches of accessing a market – 500 words
Identify the weaknesses/threats associated with the ‘Go To Market’ strategy. This should be based upon a discussion from within the academic literature and an analysis of P&G.

Part 2 Analyse various case studies on accessing a market – 500 words
Identify and analyse a variety of case studies that address the weaknesses/threats identified in Part 1. Develop a set of guiding general principles from these case studies that will underpin your solution.

Part 3 The Business Plan for Your Solution – 1000 words
Describe solution for the ‘Go To Market’ strategy based upon the general principles developed in Part 2. This business plan will detail:
• The Business Concept (100 words)
• Product/Service Description (100 words). You will need to know the P&G offerings and decide upon which will be provided through your solution and how the solution will do this.
• Market (300 words). For this section you will need to make use of the market databases (e.g. Mintel) available through the library. i.e Competitors, Competitive Advantages, Main Barriers to Entry
• Operations (500 words) For this section you will need to use various case studies to underline your approach. i.e. Existing capabilities, Capabilities to be developed, Impacts on other depts.

Part 4 A profit and loss account for your solution
A 5 year Profit & Loss account (Excel template to be provided) will allow you to test if your solution will make money and therefore its timing for success. The P&L should clearly link back to your business case and will have a direct impact on your project plan.

Part 5
A detailed project plan (GANT Chart) showing how and when your GTM solution will be implemented. The project plan and P&L (see above) work together to show how the business plan of your GTM strategy will be work in an operational sense, how much money will need to be invested and when, and then how long before there is a return on that investment as the strategy goes live. Your various decision points should be clear in your business plan.
Part 6 – 500 words Executive report – 1 pager, format to be specified by P&G, and will be a report to the board about the project.