decline in sales volume, inversely Unilever saw 12% increases in sales volume. Aggressive marketing has been key to P&G’s success in the past, so to regain market share, P&G must continue to market aggressively in response to Unilever. According to Michael Porter’s model of forces that determine market attractiveness, intense segment rivalry causes profitability to suffer. In this case, each manufacturer will have to increase its marketing budget every year just to maintain the status quo due to the intense…
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