P&G's international strategy was to take core U.S. businesses—soap, toothpaste, diapers,
and shampoo—and replicate them to the rest of the world. International sales increased from
virtually zero in 1953 to $4 billion in 1985. During this expansion period, new geography was
conquered for existing brands, and P&G rotated managers to different locations between the U.S.,
Europe, and Asia. During the 1980s, P&G international shifted to developing and marketing
products tailored to the needs of each market. This increased focus on understanding and meeting
consumer needs worldwide enabled P&G to expand international from about $4 billion (31% of
sales) in 1985 to $15 billion (50% of sales) in 1993. Ed Artzt, president of P&G International from
1983 to 1990, was appointed CEO of the company in 1990.
P&G's international strategy was to take core U.S. businesses—soap, toothpaste, diapers,and shampoo—and replicate them to the rest of the world. International sales increased fromvirtually zero in 1953 to $4 billion in 1985. During this expansion period, new geography wasconquered for existing brands, and P&G rotated managers to different locations between the U.S.,Europe, and Asia. During the 1980s, P&G international shifted to developing and marketingproducts tailored to the needs of each market. This increased focus on understanding and meetingconsumer needs worldwide enabled P&G to expand international from about $4 billion (31% ofsales) in 1985 to $15 billion (50% of sales) in 1993. Ed Artzt, president of P&G International from1983 to 1990, was appointed CEO of the company in 1990.
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