Executive Summary
This report sets out by analyzing one of Gillette(S)s successful launched harvest-home series, the non-disposable shaver - Mach3 series. For convenience, word Mach3 is used, in this report, to represent the Mach3 series.
Mach3s competitive office in the local male shaving market is analyzed. passim the report, opinions - such as comments and recommendations, were made based on compend performed.
Detailed analysis on Gillettes current marketing situation was do through employ the EPISTLE for Macro analysis and Michael Porters Five Forces for small analysis. SWOT analysis was used for possible growth. It was found that Gillettes posture lies in its strong brand equity that is capable of cater to all market segments. Her main competitor is identified to be the brand Schick.
A market research revealed that the Mach3 controls about 54% at bottom 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 prep for suitable marketing strategies.
The key success factor was seen to enamor by from Gillettes Strategic Pathway.
From analysis, the recommended target segments to emphasize upon should be: First magazine shavers, Appearance orientated shavers and, No fuss shavers.
Using the Ansoff Matrix, it was seen that Gillettes growth outline 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 come about on expanding her business locally. Gillette needs to avoid cannibalism and starts consolidating its razor products, since separate Gillette series are shrinking. It is also recommended that Gillette should expand her business locally through gaining the competitors 14% market.
Table Of Contents                                                                 Page
1.0 Â Â Â Â Â Â Â Â Introduction ...
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