Question

using SWOT analysis, have you identified any opportunities that are a good match with Colgate Palmolive core competencies? Likewise,have you discovered any weaknesses that could be converted to strengths though careful marketing planning?

Answer 1

SWOT analysis is a technique which is used by a company to identify the strengths , weaknesses, threats ,opportunities of the company.Opportunities refer to those avenues which can be used by the company to increase its return.The core competencies of Colgate Palmolive are caring,global team work and continuous improvement .Using SWOT analysis , the opportunity that has been identified is unexploited rural market. Colgate can make use of its global team work to exploit rural market.In the rural markets the personal care products have not made their impact yet and it is a great opportunity for colgate to explore rural market in China and India.

Weakness of Colgate is brand dilution. Colgate is known for its white toothpaste but as competitors have introduced sensitivity, bleeding gums and other varieties, Colgate has moved away from white toothpaste to such products and this is its weakness. Colgate has a brand which is most trusted in the world for its white tube toothpaste . So with careful marketing planning if it switches over to its most trusted brand , its weakness can be converted to strength.