Focus on Consumers: P&G’s e-Commerce Strategy

Abstract

New opportunities arise as entire industries embrace the potential of the Internet and the World Wide Web. These opportunities can improve various facets of an organization’s environment including customer management, supply-chain relations, inter-organizational partnerships, and internal operations. When developing eBusiness initiatives that capitalize on these opportunities, companies must consider the uniqueness of their industry. In this chapter, the unique characteristics of the Consumer Packaged Goods Industry are presented followed by an analysis of the potential eBusiness opportunities that arise from the Internet. Thereafter, a description of the initiatives undertaken by Proctor & Gamble, a major manufacturer within the industry, and an analysis of how these initiatives capture the uniqueness of the industry will be presented.