Clorox has recently tried to focus on growing trends of "health and wellness, sustainability, affordability, and products geared toward a multicultural market."
Many believe that Icahn was drawn to Clorox's "amalgamation of many different brands" and that he wants to take advantage of that. Clorox has, however, started selling off some brands so that they could focus on more lucrative areas; i.e. the area of disinfection with their bleach wipes.
I believe that Clorox is trying to move towards more of a Hedgehog Concept. They are realizing that they may have had too many brands and that they need to focus on something that they can be the best in the world at, they can focus on something that they are deeply passionate about, and that they can, consequently, have more profit. Although they are not quite there yet because they are trying to apply the hedgehog concept to different brands within their company, as well as different product areas, they are working more towards it now more than ever.
Clorox has always been known as a cleaning, disinfecting, sanitizing brand that have products doing the same thing. They can be the best in the world at providing disinfecting products with bleach that so many people are in need of with new fears of different illnesses sprouting up year after year. Clorox can be the best in the world at disinfecting, and they have an overwhelming understanding of the area, they just need to focus on making it the best in all aspects, in all countries, and in all situations.
Analysis on the article, Icahn takes 9 percent stake in Clorox
