Mr. Clean Car Wash: Procter & Gamble's Foray into Services


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Case Details:

Case Code : BSTR375
Case Length : 21 Pages
Period : 2007-2010
Pub Date : 2010
Teaching Note :Not Available
Organization : Procter & Gamble Company
Industry : Consumer Packaged Goods/ Services
Countries : US

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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Excerpts Contd...

Expansion

In February 2009, Mr. Clean Car Wash announced its national franchise expansion and started to accept franchise applications. P&G planned to initially focus on six markets - Georgia, Ohio, Illinois, Kentucky, North Carolina, and Texas. "We want to be a national brand across every state. We want to have a presence in every major metropolitan area,” Foster said...

Challenges

Some analysts were apprehensive about P&G's entry into full-service car washing and criticized the move as risky. They pointed out that the venture had been launched at a time when the market was in the grip of an economic crisis...

Outlook

P&G planned to expand its car wash business nationwide. The goal of the company was to become one of the top car wash franchisors in the US by the end of 2010...

Exhibits

Exhibit I: P&G: A Timeline
Exhibit II: P&G Business Segments
Exhibit III: Procter & Gamble - Consolidated Statements of Earnings
Exhibit IV: Mr Clean Products
Exhibit V: Car Wash Market in the US
Exhibit VI: Mr Clean Car Wash - Services

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