The company believes in running its business in a responsible, environmental friendly and sustainable manner. The processes and the products of the company have direct or indirect impact on the environment.
The four major values which the company follows are achievement, teamwork, entrepreneurship and commitment. All the brands of the company are divided into six broad categories. They are fabric care, food, surface care, health and personal care, dishwashing and home care (Baisya, 2010).
The company operates under the health care segment. It targets urban households, hospitals and clinics. The company positions itself as a consumer centric innovator.
Micro Environment Analysis
The major strengths of the company include are as follows:
The company has a strong goodwill. Reckitt Benckiser has a strong household segment which is growing. The company has won many products of the year awards. The packaging of the product is portable and hence the company enjoys price advantage. The company believes in innovations and hence it has a strong and stable research and development department. The company marks its presence by advertising heavily and hence the brand recall value is high.