COLGATE'S COMPANY

Colgate was as a result of research made by William Dutch back in 1806, in New York City. He began with soap, a candle and a starch. Since then, Colgate has led to evolvement of many other products in the market such as, Colgate soap, perfumes, tooth brushes and toothpastes. This has also led the establishment of Colgate dental cream. Initially Colgate was one group but eventually happened to break into different companies, which includes; Colgate Palmolive company, oral and dental products, which includes both toothpaste and toothbrushes. The Palmolive Company mainly dealt with the production, supply and provision of products which included soaps, toothpaste and toothbrushes.

After a business establishment, an individual finds himself in that business with an aim of making some profit and thus to the Colgate group which began as a commercial group which intended to produce products which were extremely essentials to human beings. The Colgate Company provided various services when marketing and mainly included education and health services to its people. They would also involve building services to its customers.

In any business oriented company, there must have the global strategy which governs its operations. Global strategy is strategies which leads a company to its globalization as stated in its mission and vision. They are in relation to developing strategies as set up by individuals to meet their objectives. These global strategies includes, involving themselves in competition in every part of the world, they ensured that the product in the market was similar, cost reduction to their goods and services; thus they were able to identify value adding activities, and they also had the benefit to enjoy the so called economies of scales in a business. The company was in serious competition in the market with its competitor, who was the largest in producing soap and detergents in the world. This, therefore, lead to Colgate losing most of its customers. They decided to educate the people and involve the community at large. Colgate brought about sponsorships, and they were able to get their product back to the market.

The company decided to compete in the market as this initiated them towards their products. In order to get product doing well in the market, they would produce a similar product in each market they got into. The company located places where it was within their reach and accessible as their provision of that commodity. Also, they enjoyed the economies of scale as they took the advantage in its products as they produced standard commodities, which could be exported.

When it came to pricing, ensured that they had control of the product in the market. This came as a result of lowering the cost of different items in the market. It allowed the company to standardize the commodity worldwide through the reduction of cost deliveries. It also made sure that the relationship with its customers was exceptionally courteous. It understood its customers to some extent that they would reach them even in their rural areas, associate with them and even assisted them in finding solutions to their problems. This led to the product adaption to the market.

As they got to packaging, they ensured they provided an effective and efficient product to its clients. This was as a result of reducing the number of packaging of their product. They also had promotions to their product, which were could be done while sponsoring events hence marketing their product. As they had located their value adding activities, they achieved a lot of competition and this reduced insignificantly promotion, again in some places they offered distribution services.

REFERENCES
Harry, A. (2005, July 13). "Colgate-Palmolive Sells Detergents to Phoenix Brands". PROMO Magazine.
"Company information: Colgate-Palmolive Co". ethiscore.org. Retrieved 2009-02-25
"Colgate-Palmolive opens Morristown toothpaste plant". Knox News Sentinel (E. W. Scripps Company). February 28, 2008. Retrieved 26 February 2009.