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Executive Summary This report sets out by analyzing one of GilletteSs successful launched product series the non-disposable shaver - Mach3 series For convenience word Mach3 is used in this report to represent the Mach3 series Mach3s competitive positioning in the local male shaving market is analyzed Throughout the report opinions - such as comments and recommendations were made based on analysis performed Detailed analysis on Gillettes current marketing situation was done through using the EPISTLE for Macro analysis and Michael Porters Five Forces for Micro analysis SWOT analysis was used for possible growth It was found that Gillettes strength lies in its strong brand equity that is capable of catering to all market segments Her main competitor is identified to be the brand Schick A market research revealed that the Mach3 controls about 54 within the Singapore market Surveys done had shown that consumers are more receptive to Gillettes products than her competitors as she tends to have better grasp of their consumers mind and needs This understanding attributed to Gillettes formulation for suitable marketing strategies The key success factor was seen to come from Gillettes Strategic Pathway From analysis the recommended target segments to emphasize upon should be First time shavers Appearance orientated shavers and No fuss shavers Using the Ansoff Matrix it was seen that Gillettes growth strategy lies on her Product Development This strategy could be reinforced using the TOWS Matrix that is capable of charting future competitive strategies The report concludes Gillette should continue on expanding her business locally Gillette needs to avoid cannibalism and starts consolidating its razor products since other Gillette series are shrinking It is also recommended that Gillette should expand her business locally through gaining the competitors 14 market Table Of ContentsPage 10 Introduction1-2 20Industry Analysis 2-5 30 SWOT Analysis5-6 40 Sustainable Core competence6-7 50 Marketing objectives7 60 Market Research7-9
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