Marketing situation analysis

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SITUATION ANALYSIS CHECK LIST To help you ensure your situation analysis is complete, here is a list of items the grader will look for when grading your papers. I highly recommend that you use this as a check list. Please note however, the mere presence of the topic in your paper is not enough to warrant a good grade. It is the quality of the coverage and the clarity of your work that matters. All the items shown on this checklist will be graded. COMPANY Recommended number of pages for this section:2 Company description Mission and Goals SWOT Recommended number of pages for this section:3 SWOT Table (Strengths, Weaknesses, Opportunities, Threats) -Text in the tables could be single spaced SWOT Description COMPETITOR ANALYSIS Recommended number of pages for this section:3 SWOT Table for at least 2 competitors -Text in the tables could be single spaced State your “educated” opinion regarding “gaps” in the market and trends at industry level CUSTOMER ANALYSIS Recommended number of pages for this section:3 Define the segment(s) at the industry level (be specific with your segmentation variables) Identify the Needs and Wants for the segment(s) MARKETING & PRODUCT OBJECTIVES Recommended number of pages for this section:3 Current market and Target Markets (Be specific) New product/Service (Present your new/revised product(s)/Service(s) here) Positioning (Perceptual map required) EXECUTIVE SUMMARY (Write ES only after you have completed all sections of the paper) Maximum 2 pages Two-page, double space, executive summary is given at beginning Summarizes the whole document CLEARLY AND CONCISELY MKT304 – Prof. Sean Keyani Last Revised: 9/13/18 SA Checklist: Page 1 of 3 SITUATION ANALYSIS CHECK LIST FORMAT OF THE PAPER Does not exceed the page limits (Max 16 pages excluding cover page, table of contents, references pages and appendixes) Pages have numbers (Page X of Y format) Appropriate 12 point font size, double-spaced, one-inch margins MUST CITE ALL INFORMATION (otherwise = plagiarism = F) - Style= APA Provide a reference section at the end of the paper in correct style/format - Style= APA Edit/proofread and use correct Spelling and Grammar Use tables/charts/graphs effectively to present information (SWOT tables must be in the body of the paper; the rest of the tables/charts/graphs could be included in the appendixes) Use an appropriate tone and write clearly Be consistent with your in-text citations and your references page (APA style). I would highly recommend using the automatic “References\Citations and Bibliography – \Table of Contents” in MS Word (“Reference tools” for Macintosh computers). For web reference guidance for APA format, you may look to: http://owl.english.purdue.edu/ For library resources; please use the following links: http://library.calstate.edu/northridge/databases/subject/business-economics http://library.csun.edu/ResearchAssistance/AskUs When using web sources, remember to reference the actual source of your data or information, not the search engine you used to get to the source. GOOGLE, for instance, is NOT a source, nor is library.csun.edu. They are the vehicles you used to find your source. Any web citations should include the full URL address as well as the date you received information from that URL address. Sources should also be CREDIBLE. For instance, Wikipedia should not be used as a source in your paper – it is not a credible source for information (this doesn’t mean that you can’t use it, you just need to go to the direct source to find the credible information). MKT304 – Prof. Sean Keyani Last Revised: 9/13/18 SA Checklist: Page 2 of 3 SITUATION ANALYSIS CHECK LIST Important Reminders: • Be sure to cover all the items on the SA checklist. You may want to use items of the checklist as a headings/sub-headings in your paper. • Refrain from adding definitions from your textbook to “fill” the paper. Also, DO NOT include random information in the appendixes (e.g. general financial/stock information that are unrelated to topics discussed in the paper) • Your feelings, perceptions and experiences as a consumer are not necessarily facts. This is a research-based paper so, it cannot be based on what you feel or assume is true. It MUST be based on research and facts. In other words, DO NOT ASSUME because you and/or your team have a certain perception about a product, market, company, etc. all consumers will have the same perceptions as you do. • Your paper MUST have in-text citations throughout the paper and a reference page at the end of the paper. • Be sure to follow the formatting guidelines listed on page 2 of the SA checklist. • Be sure NOT to copy and paste material from internet or other teams' work(s) into your paper. Please note that you will submit this paper on Turnitin too and note that “plagiarism=F" • Your paper does not have to be 16 pages, 16 is the maximum number of pages allowed for this paper. • If you have problems within your team, I expect you to be able to resolve any conflict as adults. It is important that you focus on the goal, work together and complete the paper in time. All students in this class will have a chance to review their teammates and provide a peer evaluation to me at the end of the semester. I take peer evaluations very seriously. • Tone of the paper: you may want to assume that your group is a consulting firm creating this SA for the CEO of company you're working on. DO NOT attempt to market your hypothetical marketing firm, be sure to focus on the topics you need to cover according to the checklist. • Please refer to syllabus for important information regarding late submissions. • Each team needs to submit ONE copy of the SA paper on Turnitin and ONE copy of the paper for grading. There are two separate links for these two on Canvas and their deadlines are different. Only ONE person per team will upload the two copies of the paper into Canvas. • Files MUST be in .pdf format. • First upload, into Turnitin, must to be done by 11:00 p.m. the day before due date. • Second upload, for grading, must be done by on the due date (Please refer to syllabus for due dates) MKT304 – Prof. Sean Keyani Last Revised: 9/13/18 SA Checklist: Page 3 of 3 Running head: MIDTERM REPORT: KIMBERLY-CLARK CORPORATION Midterm Report Kimberly-Clark Corporation University of Houston – Victoria MGMT 4309 – 27448 Dr. Ehsan Fakharizadi October 15, 2017 1 MIDTERM REPORT: KIMBERLY-CLARK CORPORATION 2 Table of Contents 2. History of Kimberly-Clark Corporation ……………..…………………………………. 5,6,7,8 2.0.1. Kimberly-Clark Ticker ………………………………………………………….... 7 2.1 Kimberly-Clark Co. Background ………………………………………………... 9, 10 2.2 Purpose of Kimberly-Clark Study ………………………………………………..... 10 3. External Analysis ………………………………………………………………………......... 11 3.1 General Environmental Analysis …........................................................................... 11 3.1.1. Depiction of Demographic Segment …………….…………………... 11, 12 3.1.2. Economic Segment ………………………………………………...... 12, 13 3.1.3. Political/Legal Segment ………………………………………........... 13, 15 3.1.4. Socio-Cultural Segment …………………..………………………… 15, 16 3.1.5. Technological Segment ……………………………………………...….. 16 3.1.6. Physical Segment ……………………………………………………….. 17 3.1.7. Driving Forces ………………………………...…………………….. 17, 18 3.2. Industry Analysis …………………………………………………………….………….... 18 3.2.1. Description of the Industry …….….……………………...…………………. 18, 19 3.2.2. Industry Dominant Economic Features ………………….………………….. 19, 20 3.2.3. Market Size and Growth …………………………………………………..... 20, 21 MIDTERM REPORT: KIMBERLY-CLARK CORPORATION 3 3.2.4. Industry Trends ……………………………………...………………………. 21, 22 3.2.5. Depiction of Five Forces Analysis …………………..….…………………….… 23 3.2.5.1. Threat of New Entrants ……………………………………………. 23, 24 3.2.5.2. Power of Substitute Products ……………………………… 24, 25, 26, 27 3.2.5.3. Power of Buyers …………………………………………………… 27, 28 3.2.5.4. Power of Suppliers ……………………………..……………………… 28 3.2.5.5. Intensity of Rivalry3.3. Competition Analysis ……………………. 28, 29 3.3.1. Industry Competitors ………………………… .……………………….. 30, 31, 32 3.3.2. Rivals Anticipated Strategic Moves ……………………………..……… 32, 33, 34 3.3.3. Key Success Factors ………………………………………………………… 34, 35 3.4. Summary of Opportunities and Threat …………………………………………….….. 35, 36 MIDTERM REPORT: KIMBERLY-CLARK CORPORATION 4 Table of Appendices Figure 1: Unemployment Rate ……………………………………………………………...… 13 Figure 2: Gross Domestic Product 2007-2016 ………………………………………………... 14 Figure 3: Production Volume Paper & Cardboard ……………………………………………. 21 Figure 4: Nonwovens vs Wovens ……………………………………………………….…….. 26 Figure 5: Competition Comparison Table …………………………………………………….. 31 MIDTERM REPORT: KIMBERLY-CLARK CORPORATION 5 2. History of Kimberly-Clark Corporation Kimberly-Clark Corporation originated in 1872 as Kimberly, Clark and Company in Neenah, Wisconsin. Research conducted revealed formation occurred as a result of partnership, capital generation, and construction. The partnership transpired amid four men John A. Kimberly, Charles B. Clark, Havilah Babcock and Franklyn C. Shattuck of the four it appeared that the latter two investors were associated with Atlas Paper Co (Kimberly-Clark, 2017). It portrayed the four partners were able to establish Kimberly, Clark and Co. through capital generation of roughly $30,000.00 which steered them to embark on the construction of Globe Mill with production underway on October 22, 1872 (Kimberly-Clark, 2017). The early to mid-19th century research revealed company movement toward diversification. The Global Mill was significant for both Kimberly, Clark and Co. and Wisconsin for four main reasons: (1) the manufacture of newsprint out of rags of linen and cotton, (2) it was first within the state to use ground and mechanic pulp for paper in operations to produce paper, (3) led to the development of wrapping paper, (4) it increased their reputation for new and innovative products and processes (Kimberly-Clark, 2017). Next it illustrated an alliance formed with Scott Paper Company a Pennsylvania based firm in 1874 yet it was not signed until 1879, followed by an 1880 name change emerging Kimberly & Clark Company (Kimberly-Clark, 2017). During this period they had become “leading Midwest paper producer building Kimberly Mill” which inspired the establishment of the town “Kimberly, Wisconsin” (Kimberly-Clark, 2017). From 1881 to 1886 transformation was revealed as well as a joint venture with the Atlas Paper Mill for the production of book paper. Next it eluded Kimberly & Cark Company paper production had “nearly a 70-ton capacity where about 35-tons went to newsprint, about 21-tons went to wrapping paper, and leaving the remainder available for book paper” (Kimberly-Clark, 2017). MIDTERM REPORT: KIMBERLY-CLARK CORPORATION 6 The latter part of the 19th century and the early part of the 20th century implied that expansion continued amidst tragedies endured by Kimberly & Cark Company. First due to the 1888 Atlas Mill which burned only to be resurrected in less than six months; when the mill burned it impacted their wrapping paper business and thus revenue generation (Kimberly-Clark, 2017). In 1891, the death of Charles B. Clark indicated he’s idea “sparked the creation” which implied the company experienced loss of knowledge with his passing (Kimberly-Clark, 2017). Loss struck again in the early 20th century when Kimberly Mill burned disrupting capacity of supply for newsprint this event spurred ingenuity as the company converted production of Niagara Mill which originally produced wrapping paper transforming it to produce newsprint a month later to meet newsprint demand (Kimberly-Clark, 2017). In addition, in 1901 and 1905 two more founders Frank C. Shattuck and Havilah Babcock died leaving John A. Kimberly as the only surviving founder (Kimberly-Clark, 2017). Next it clarified that “changing condition in ownership by deaths of three of the founders” would be a factor in the immediate years that followed by indicating that Kimberly & Clark Co. was “reorganized and incorporated as Kimberly-Clark Corporation in 1906” shadowed by the 1907 company withdrawal of the living founder at that time John A. Kimberly passing the helm to Frank J. Sensenbrenner (Kimberly-Clark, 2017). The subsequent years, depicted an era of remarkable transformation for Kimberly-Clark as the restructure appeared to influence the company’s creativity, innovation, as well as advance their manufacturing and product development. It indicated that the company hired scientist Ernest Malhler to “establish a research, technical and engineering department” (Kimberly-Clark, 2017). It appeared that Malhler and with James C. Kimberly son of founder John A. Kimberly traveled abroad to Europe preceding WWI while on the trip it was described the two “learned about two new products that will have profound impact on company’s growth” as a result one product that MIDTERM REPORT: KIMBERLY-CLARK CORPORATION 7 may have transpired was “rotogravure book paper produced from bleached groundwood pulp, for use in newspaper supplements, magazines, and other mass-produced printing” (Kimberly-Clark, 2017). During WWI many manufacturing facilities throughout the United States underwent transformation to assist the war effort. Kimberly-Clark was no different it was noted that in 1918 Badger-Global mill manufactured “Cellucotton as filter for army gas masks, but the war ends” the war effort of making a filter for gas masks is noted for the development and introduction of Kleenex tissue a name brand product (Kimberly-Clark, 2017). In addition, in 1913 Kimberly-Cark advanced by manufacturing “creped cellulose waddling named Cellucotton” which was a substitute for cotton (Kimberly-Clark, 2017). It look as if the 1920s or roaring 20s had two major occurrences for Kimberly-Clark first was the promotional advertisement kicking off second was becoming a public stock “Listed on New York stock Exchange May 8, 1929” (Kimberly-Clark, 2017). (KMB) is Kimberly-Clark’s ticker (Kimberly-Clark, 2017). The 1950s were a “decade of major international expansion” as result of the mergers and/or acquisitions of the company’s “first non-North American facilities” (Kimberly-Clark, 2017). The 1970s were the signals of divesting occurred; by showing the company withdrawal form “coated and commodity printing papers market” which led to “the sale of mills at Niagara Falls, New York, Anderson California; West Carrolton, Ohio; and Niagara and Kimberly, Wisconsin” (Kimberly-Clark, 2017) The 1980s exposed restructure as the company underwent “changes to its organizational structure” which “establishes a Chairman’s office” as well as “new operating sectors” in addition MIDTERM REPORT: KIMBERLY-CLARK CORPORATION 8 to a move of Kimberly-Clark’s “World Headquarters” to Irving, Texas where it resides today (Kimberly-Clark, 2017). The last decade of the 19th century observed implied Kimberly-Clark underwent transformation, product innovation, as well as divesting and restructuring efforts while simultaneously seeking revenues. Kimberly-Clark and Scott Paper merge through a $9.4 billion deal effective 1995 (Kimberly-Clark, 2017). During this time “ABSORB–LOC Plus (super absorbent material)” in the incontinence care product “Depends” and “Poise Pads to combat light loss of bladder control” was introduced to market (Kimberly-Clark, 2017). Next it depicted the company tackled its sustainable growth formulation strategy by “building strengths: core technologies, well-known trademarks and consumer product franchise” in addition to outsourcing or “divestures of non-core businesses and global acquisitions of consumer product business” which represented restructure and may have propelled the company forward as they logged record income level which reported “earnings from operations” which totaled “$1.34 billion, or $2.37 per share” (Kimberly-Clark, 2017). Research of the 21st century revealed Kimberly-Clark by illustrating change is likely to continue as the company moves forward due to changes of market conditions in which they operate and compete. Review of IBISWorld and MarketLine reports as well as the Kimberly-Clark Corporation website (2017) it was determined that the company participates in a dynamic external and internal marketplace. In recent years their portfolio revealed a 2011-2012 restructuring of tissue and pulp, 2012-2014 changes to the European strategy, as well as the 2014 creation of Halyard Health, Inc. (Kimberly-Clark.com, 2015, p. 20). A restructure was announced October of 2014 (Kimberly-Clark, 2017). The 2014 restructure appeared to target overhead costs, discipline cost, and inefficiencies as a result of Halyard, Inc. with a projected after tax cost saving of $130- MIDTERM REPORT: KIMBERLY-CLARK CORPORATION 9 $160 million by 2016 yearend which was noted as on “track” (Kimberly-Clark, 2017, p. 21). The 2014 restructure appeared to target overhead costs, discipline cost, and inefficiencies with a projected after-tax cost saving of $130-$160 million by 2016 (Kimberly-Clark, 2017, p. 21). The 2014 restructure was completed on December 2016 with total after-tax cost of $164 million dollars and a cumulative annualized savings of $140 million realized in 2016 (Kimberly-Clark, 2017, p. 19). Kimberly-Clark had 2016 end result of sales of $18.2 billion (Kimberly-Clark, 2017 ). 2.1 Kimberly-Clark Co. Background Kimberly-Clark is internationally recognized with brands/products sold in 175 countries, with operations in 35 countries, and roughly 42,000 global employees (Kimberly-Clark, 2017 ). An article implied that Kimberly-Clark is an industry leader of the household & personal products sector as well as in the consumer product staples industry (BloombergL.P., 2017). Research exposed that Kimberly-Clark Corporation is a United States based company with their world headquarters located in Irving, Texas with a deep seeded history in the pulp and paper mills industry which originated back at formation of Kimberly, Clark and Company in Neenah, Wisconsin. It looks as if the partnership of four members, capital investment of roughly $30,000, as well as the construction of Globe mill in 1872 to make newsprint from rags of linen and cotton marked the start of the journey (Kimberly-Clark, 2017). Kimberly-Clark Corporation’s formation was the embarking of a journey which has continually propelled them forward with nearly a 150 years of history they have endured only a few name changes, yielded numerous partnerships, expansions, mer ...
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EinsteintheProf
School: Carnegie Mellon University

Hello, review the attached document and contact me in case you need any changes. Otherwise, good luck in your study and if you need any further help in your assignments, please let me know. Always invite me to answer your questions.

Running head: KIMBERLY CLARK CORPORATION

Kimberly-Clark Corporation
Institution Affiliation
Instructor’s Name
Student’s Name
Course Code
Date

1

KIMBERLY-CLARK CORPORATION
Table of Content
Executive Summary……………………………………………………….2
Company Description …………………………………………………… 3
Mission and Goals …………………………………………………… 4
SWOT analysis ……………………………………………………….5
SWOT description ……………………………………………………6
Competitor Analysis ……………………………………………………7
First Competitor ………………………………………………8
Second Competitor ………………………………………………8,
Opinion On market Gaps ………………………………………………9
Customer analysis ………………………………………………………..9
Industry Segment …………………………………………………...........9
Needs and Wants of the Customers ………………………………………10
Marketing and product Objectives …………………………………………12
Current markets and Target market …………………………13
New products and service ………………………………………14, 15
Market Positioning ………………………………………………16
Summary ………………………………………………………………….19

2

KIMBERLY-CLARK CORPORATION
Table of Appendices

Appendix I: Gross Domestic product…………………………………… 21
Appendix II: Customer Analysis………………………………………….22

3

KIMBERLY-CLARK CORPORATION

4

Situation Analysis and Marketing Plan:
Kimberly-Clark Corporation
Executive summary
Kimberly Clark Corporation has been in the market for the last century. It was founded in
1872; 146 years ago. It is an American Multinational personal care company that specializes in
various products. The firm has been able to establish a close relationship with clients from all
classes and connect business to their immediate goals. The firm relies on the set programs to
grow it markets diversity. Most of the work done by the team build is through media directions
and formal clients recommendations (Mazur, 2017). With such a positive reputation in the
world, the firm has been able to establish and market share in the paper production. Some of the
items manufactured by the firm include Kleenex facial tissue, Andrex toilet paper, Kimwipes,
disposable diapers, and Kotex feminine. Also, the firm produces baby wipes and Huggies
diapers. Across the globe, the firm has gained a reputation in its services and the quality of the
products.
The company headquarters in Irving Texas, United States. More than 40,000 employees
are directly engaged with day to day operations of the firm. With over 20 subsidiaries across the
United States, it has enabled the workers to create a positive impact in the society and had
allowed the firm to grow it operation across Houston and Irvin Texas. In the 1950s the firm
expanded it operation to international level. Such a move was achieved by opening a plant in
Mexico, Germany, and the United Kingdom. The firm launched several other subsidiaries in
many other foreign locations. After successful and reputable public relations in the market, the
firm formed Midwest Express Airlines from one of its corporate flight sectors. The team works

KIMBERLY-CLARK CORPORATION

5

closely with clients to provide a holistic approach in their operation. The members use the
Turkey operations to provide better services in the market.
The firm has been able to generate more than US$18 billion in revenue for the last one
year. It also has an operating income of US$3.3 billion. Mostly the firm targets Supermarkets,
wholesalers, retailers and other small companies. Also, private health sectors and the financial
institutions are some of the major clients for sale of its products. Every day is a new opportunity
for the firm and it members to elevate the success from one level to another. One of the primary
functions of the company is the produce the papers for various purposes depending on customer
preference. The company focuses on setting suitable strategies for other firms in different sectors
to grow their business.
Company Description
Kimberly-Clark Corporation is a decentralized business where many of the decision
made is carried out horizontally. The firm was started with only $30,000, solely for making
newsprint from lags of linen and cotton. The communication channels used have established set
goals to be achieved by the firm. The firm is a multinational company and its Headquarters in
Texas, the United States with over 40,000 workers both fulltime and casual workers. In the
paper manufacturing and airline industry, the firm is ranked among the top 100 companies that
have contributed to the success and better health to many communities and individuals. Due to
the quality of the products sold by the firm, it is correct to say the firm is the best in the market.
Major clients are the wholesalers, online traders such as Amazon, eBay, and Alibaba, Wal-Mart,
and other supermarkets contribute to the revenue generation of the firm.
As a registered public company the firm has been able to establish it reputation in the
market by serving its clients well. Kimberly- Clark has acquired many other small companies in

KIMBERLY-CLARK CORPORATION

6

the same line of work. Such activities have helped the firm to gain market share and promote
growth in its operation. Due to its stable financial position the firm has been able to create
several subsidiaries across the United States.
On the other hand, customers have been able to receive adequate services and immediate
feedback regarding the product a...

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Anonymous
awesome work thanks

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