The Strategy of Toothpaste Brand Introducing to Kazakhstan Market: Internal Environment Analysis

This final qualifying work is devoted to the theoretical and practical study of the internal marketing environment of Procter & Gamble in order to launch a new brand of toothpastes on Kazakhstan market and achieve a 7% market share in this category. The work includes the following steps: 1. Theoretical study of the basics of analyzing the internal environment of a company, including concepts and various approaches to this type of analysis. 2. Development of the plan for analyzing the internal environment of Procter & Gamble, including the use of A.Osterwalder business model, SWOT and SNW analyses, as well as Marketing mix analysis and evaluation of company resources for internationalization. 3. Conducting an analysis of the internal environment of Procter & Gamble and identify the shortcomings of the organizational structure, as well as the strengths and weaknesses of the company. 4. Calculation of the Procter & Gamble Internationalization Readiness Index in Kazakhstan market. 5. Proposals Development for the internal company environment improving and a strategy for entering into a new market. As a result of the work, key aspects affecting the successful international development of the company were identified and specific recommendations were proposed to improve its position in the market of Kazakhstan.