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The Procter & Gamble Company (P&G) attempts to reduce the impact of their activities on the environment. In particular, the plants of this corporation are powered with “100 % renewable energy” (Procter & Gamble Company 2012). Secondly, they use fully-recyclable materials while packaging their products. Additionally, they reduce their manufacturing waste to the minimum (Procter & Gamble Company 2012).
Overall, one can say that this organization is committed to organizational causes. Apart from that, this company actively interacts with local communities, especially very impoverished neighborhoods, and regions. For example, one can mention that this corporation invests millions of dollars in order to build playgrounds for children (Procter & Gamble Company 2012). Furthermore, they implement a clean water program which is intended for children and adolescents living in Africa (Procter & Gamble Company 2012). Thus, this corporation attempts to act as a responsible corporate citizen.
Intellectual property issues
The company strives to protect its products and technologies from infringements and illegal use. The patent each of their technologies and designs and these legal acts provide exclusive rights to an organization that invented a certain product. This corporation is willing to make sure that its inventions are not used by for-profit companies.
For instance, one can mention the case Procter & Gamble Company v. Garcoa Laboratories (Newberry 2011). The management of P&G argued that Garcoa Laboratories imitated the bottles of P&G shampoo (Newberry 2011). They were able to defend their interest in the court. Therefore, one can say that the management of P&G actively tries to protect its intellectual property from potential competitors.
The action plan, control, and evaluation
The Procter & Gamble Company closely works with third-party companies in an effort to bring innovations like products or technologies (Procter & Gamble Company 2010). Moreover, almost 50 percent of new products are not created directly by this company (Procter & Gamble Company 2010). They encourage other firms to search for creative solutions.
Nevertheless, they also invest in R&D (research and development) activities. The company strongly relies on focus groups when deciding whether a particular product can appeal to buyers and how the product differs from others. The recommendations of these buyers can tell whether innovation should be further developed. It should be noted that the success of a product is evaluated according to three important criteria, namely customers’ opinions, the cost of production, and its performance in comparison with other brands. These are the main processes that are needed in order to bring new products to the market.
The Procter & Gamble gives warranty to their customers in order to gain their loyalty. According to their policies, defective items will be replaced, repaired or reimbursed (Procter & Gamble Company 2011, unpaged). Furthermore, even non-defective products can return to the company, provided that they have not unpackaged (Procter & Gamble Company 2011, unpaged).
Additionally, the customer can find contact information and they can call the company and talk about the malfunctioning of a product and make a return request (Procter & Gamble Company 2011, unpaged). Furthermore, they encourage clients to speak about possible problems, because, in this way, the corporation can improve the quality of their products. Thus, one can argue that Procter & Gamble understands the importance of communication with clients whose recommendations are not disregarded.
Newberry, J 2011, Procter & Gamble files suit over look-alikes in Kroger stores.
The Procter & Gamble Company 2010, Core Strengths.
The Procter & Gamble Company 2011, Duracell.
The Procter & Gamble Company 2012, The Overview of Sustainability.