Dwight & Church:

Church & Dwight: Time to Rethink the Portfolio

I. INTRODUCTION

A. EXECUTIVE SUMMARY

1. Summary statement of the problem: Church & Dwight Co. Inc. is a 160 years old company that has been working to build a market share on a brand name that is rarely associated with its name. In spite of having this status in the eye of consumers its product can still be found among several consumer products in 95% of all U.S. households. Because of its rapid growth brought by its several acquisitions it is now facing new challenges. It must now rationalize the firms expanded consumer products portfolio of 80 brands into the existing corporate structure while continuously seeking new opportunity for growth. Another issue that is evident is how will the company’s small size be able to compete for market share with its giant competitors both domestic and international market.

2. Summary statement of the recommended solution: The issues that the Church & Dwight Corporation face is not an easy task for its board and management. The expanded consumer products should contribute to the continuous and steady growth of the company by retaining products that generates more revenues. Penetrating international market and removing barriers such as transportation cost will gain a competitive edge against the giant players in the market.

B. THE SITUATION

The Church & Dwight Corporation a was founded 160 years ago and became the world’s largest producer and marketer of sodium

bicarbonate-based products in United States. Although its name was not popular one, its products can be found in variety of consumer products 95% of all U.S. households (Wheelen & Hunger, pp.35-2). It has many core product carrying the brand name ARM & HAMMER. The ARM & HAMMER baking soda became a fundamental item on the pantry shelf because of its several uses other than baking (Wheelen & Hunger, pp.35-2). It can be used as a dentifrice, chemical agent to absorb or neutralize...