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etence can come from several aspects. It lies on a company’s human resource and its integration with corporation, a company must have a qualified even excellent specialists. Besides, core skills are indispensable in developing company’s core competence. Reputation also accounts for core competence. Certain companies manage to surpass competitors in research and development. They aim to gain long term profit and devote themselves to new products. Corporation culture is also important to establish a company’s core competence. Among all those aspects that develop a company’s core competence. The most influential and widely used technique is marketing strategy. Some companies utilize the 4Ps theory i.e. product, price, place, promotion (McCarthy, 1960) to provide products and service to meet customers’ specialized needs. Others may seek competitive advantage through the marketing network. They attach great importance and invest a lot of money and time in product selling, market research, market promotion, technical support and market expansion.

Since there are so many aspects that companies should pay attention to, sometimes it is difficult for companies to distinguish core competence from other capabilities. There are several features of core competence. First, the core competence can provide benefit or meet the ultimate need of its customers. Second, core competence must be unique and hard to be imitated. Third, it should also capable of extending, that is to say, core competence can help company to open other market and can promote company’s competence in other products and service.

For P&G, its core competence mainly lies in its market strategy. P&G develops a multi-brand strategy. As a major manufacture of daily products, its business covers nearly all lines concerning our daily life, ranging from cleaning products to food, paper, medicine and so on. Taking advantage of its sufficient capital, P&G realizes a vertical integration. Though the multi-brand strategy costs more and risks more, it is more flexible and allows P&G fill up its space on supermarket shelves. (Ian, 2010) Through this strategy, P&G establish a stable and good image in customers. Apart from using multi-brand strategy，P&G also practice differentiation strategy. P&G always seeks to develop distinctive features for each of its products. It develops different interest mix to meet various needs of its customers.

The competence that distinguished P&G from other competitors also lies in its ability of establishing its brand value. A good brand name can help companies easily recognized and generate customers’ association as well as reduce promotion costs. Each product of P&G well exemplifies the characteristics of the product and the position. P&G also excels in using knowledge-based marketing to enhance its brand value. Exploiting knowledge into the practice of marketing will help companies constructing successful market brands. (Ian, 2004) During the process of marketing, P&G fully utilizes knowledge and ideas.

All those above marketing strategies used by P&G constitute its core competence.  They not only help P&G establish a good image and high reputation in the society and among the public, but also develop a large number of loyal customers as well as retain a high customer satisfactio本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。