Problem
• What factors in an evaluation of the external environment might have led P&G to pursue the Tide Cleaners initiative? What other factors should it consider as it further develops and promotes Tide Cleaners?
• Review the Product-Market Growth Matrix in Figure 3.4. Which of the four approaches is P&G using with its Tide Cleaners initiative? What other growth strategies could it use to stimulate further growth?
• With the Tide Cleaners venture, P&G is responding to consumers' choice to spend their money on a service to realize the benefit they seek rather than through the purchase of a product. What other industries are - or should be - taking a similar approach? Discuss and then respond with your group's top industry pick that will be successful, and give at least one reason why you think it will be successful.