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2008 Procter & Gamble. All rights reserved. The copyright is owned by
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DenmarkJoanna Boydak - Jo-Ann Dilay - Meryllee Martinez - Royce Rowan - Wynn Witman
22008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
2008 Procter & Gamble. All rights reserved. The copyright is owned by
Procter & Gamble
Countries to Choose From:
Denmark
Germany
Pakistan
South Korea
Ukraine
2008 Procter & Gamble. All rights reserved. The copyright is owned by
Procter & Gamble
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Germany Pros:
Strongest in defense of property rights
Freedom from corruption Strong business and
investment freedom Cons:
Employee restrictions High income tax rate
and corporate income tax rates
Pakistan Pros:
Moderate fiscal freedom, business freedom and labor freedom
Cons:
Political Violence, civil unrest, poor infrastructure
Weak in: trade, investment, and financial freedom, property rights. and freedom from corruption
2008 Procter & Gamble. All rights reserved. The copyright is owned by
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South Korea Pros:
Competitive scores in business and investment freedom
Government incentives Cons:
Weak trade freedom, fiscal freedom and labor freedom
High overall cost of trade
Ukraine Pros:
Moderately well in trade freedom and fiscal freedom
Low tariff rates Cons:
Weak in: business freedom, monetary freedom, investment freedom, property rights and freedom from corruption
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Denmark Highly Transparent Government department devoted to attracting
foreign entrants. Employment Regulations Freedom to Operate Highly Protected by Gov Corruption: Almost Non-Existent World’s Best Nation for Foreign Investment GDP 37,264.00 2007
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Denmark
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2008 Procter & Gamble. All rights reserved. The copyright is owned by
Procter & Gamble
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2008 Procter & Gamble. All rights reserved. The copyright is owned by
Procter & Gamble
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Countries to Choose From:
Denmark
Germany
Pakistan
South Korea
Ukraine
2008 Procter & Gamble. All rights reserved. The copyright is owned by
Procter & Gamble
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Point of Entry 3.5 MILLION Inhabitance Regional Headquarters for the Scandinavian and
Baltic Area Joint Venture and Licensing Commonality for ease of Transition
No requirement to register licensing agreements No Danish restrictions on remittance of royalties Personal business entities must be managed by a
physical person being an EU national or someone having a valid permit to work and do business in Denmark
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Limited Liability Corporation (LLC) A/S classification because only this classification
may be listed on the Copenhagen stock exchange Online electronic registration system:
CVR num in hours Exemption of Inbound or Outbound Dividends This classification: Min Cap Req. 500,000.00
Manufacturing… the next step of consideration
A/S Corps and Leasing Production Sight.
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1895- KING CAMP GILLETTE originates the idea for a new disposable razor blade
1901- GILLETTE teams up with MIT engineer and machinist WILLIAM NICKERSON and together modify the safety razor
1903 - GILLETTE begins his legendary climb to the top as king of the U.S. shaving market
1905 - GILLETTE opens his first overseas office, headquartered in London, England
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1914 - 1918: WORLD WAR I - GILLETTE works out a mega deal with the U.S. Armed Forces
1960 - GILLETTE safety razors with long lasting stainless steel blades hit the U.S. market.
1960s -70s - DISPOSABLE RAZORS, which can neither be sharpened or replaced, hit the market for both men and women.
1971 - GILLETTE begins to aggressively market a new twin-blade razor on a wide scale, even though there have been similar razors available since the 1930s.
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2000- Launched the Mach-3 and shaving gel, shaving foam and linen series for women
2002- Gained more shares so that it had three fourth of the shares.
2004- The company launched the next generation triple blade shaving system, Gillette Mach Turbo.
2005- Gillette, USA was acquired by the Procter & Gamble Company, USA
2006- Released Fusion Power2008 Procter & Gamble. All rights
reserved. The copyright is owned by Procter & Gamble
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2008 Procter & Gamble. All rights reserved. The copyright is owned by
Procter & Gamble
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800-1050 AD- Viking period in Denmark 1914- WWI: Denmark remained neutral 1940- WWII: Occupied by Germany 1949- Denmark abandoned its neutrality and
became a founding member of the North Atlantic Treaty Organization (NATO)
1959- the European Free Trade Association (EFTA) was formed by Denmark and 6 other countries
1973- Denmark entered the EU
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Procter & Gamble
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2008 Procter & Gamble. All rights reserved. The copyright is owned by
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Product quality Innovation Unique/customized and creative Trade quality for price (vise versa)—value
Service quality Independent consumers, Prefer DIY Casual Salesmanship is appreciated, If fed-up = EXIT Compensatory decision-making
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Image importance Real Casual; relaxed
1) Interaction 95% of population follows the Evangelical Lutheran Church
Second largest is Islam Humanistic
Control of their own destiny Egalitarian society Feministic Society
The Flexicurity Model Flexibility, Adaptability, Security
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2) Association Fairly high individualism:
Interdependent Individualists Commonality
Low Power Distance Neutral
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3) Subsistence Prefer fresh, organic, healthy and
convenient food Individual portions
Manual Labor attitudes are positive Service sector of the labor force is 76%
4) Procreation Feminine society
Relaxed approach toward sexuality and sexual relations
Sex is viewed as a time for emotional expression.
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5) Learning Visual, image learners Low context Emphasis on science in education
6) Time Monochronic
7) Space Does not place much importance on personal
space or territory Density 334.53 people per sq. mile.
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8) Defense Neutral
1.4% of GDP spent on military expenditures All Danes receive basic healthcare
2.9 physicians per 1000
9) Play Art, Literature, Music Nature oriented: Biking
10) Material Effects Strong property rights
Play down aspects of material wealth in their lives
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Wilkinson Sword Feather
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Current Exchange Rate: One US Dollar = 5.77 Danish Kroner
Market Penetration: Overall Cost Leader of Comparable Units “6 Months” Disposable Razors with Replacement Heads at
$27-30 (or 153-167 DKR) Entry Price: $25.00 US Dollar. 147.23
Danish Kroner Followed by Promotional Support
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Department Stores: Magasin Illum Salling
Pharmacies/ Hypermarkets: Matas Estetique Helsam
Kiosks
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Internet Website Demos Facebook.com Link for sample
Sponsorships Transit ads
(DSB) Traditional Ad
Print Media
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Gillette
Gill
ette
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2008 Procter & Gamble. All rights reserved. The copyright is owned by
Procter & Gamble
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2008 Procter & Gamble. All rights reserved. The copyright is owned by
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Gange nyde forandrede, har i?Gange nyde forandrede, har i?Opbevare jer kant hos GilletteOpbevare jer kant hos Gillette
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In conclusion, we feel that Gillette’s ability to incorporate innovation and technology in to their male grooming products will appeal to our target market of males ages 17- 45. By relating to their cultural values and etic components, we feel that Gillette will integrate itself into this culture successfully. We believe that our established brand identity will be compatible and well received. This also gives us the future option to enter other Scandinavian countries who are more or less identical to Denmark.
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2008 Procter & Gamble. All rights reserved. The copyright is owned by
Procter & Gamble
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2008 Procter & Gamble. All rights reserved. The copyright is owned by
Procter & Gamble
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