In a recent annual report the chief executive officer of Kimberly-Clark outlined his plans as follows:

We continue to address the elements under our control, focusing on areas critical to delivering long-term, sustainable growth and returns to our shareholders. Specifically we:

• . . . placed our near-term emphasis on realizing higher selling prices in order to improve margins.

• . . . took advantage of growth opportunities in developing and emerging (D&E) markets. We also concentrated on further extending our portfolio in higher margin segments such as the workplace and safety gear in our K-C Professional business and medical devices in Health Care.

• . . . make substantial investments in our brands and in the key capabilities-innovation, marketing and customer development-that support long-term growth.

• . . . kept our attention firmly fixed on the needs of shoppers and users of all ages worldwide. . . .

*See rkconline.net/AR/KimberlyClark08/.

Instructions

For each critical area identified by Kimberly-Clark, match the area with one or more of the concepts documented in the learning objectives for this chapter. Use every learning objective at least once.

Explain how each concept highlighted in the learning objectives would help Kimberly Clark with their critical area.