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Gillette

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1) The foundation of the Gillette is in 1901 as providing to customers shaving care products that is safety razor and blade. Also, it had more than half of the entire razor and blades market globally. Until the 1962 Gillette was monopoly in the market, when English firm Wilkinson Sword introduced its stainless-steel blade. Gillette offers to customers “consumer high quality shaving products that would satisfy basic grooming needs at a fair price”. With this power Gillette should not be victim its own success. In fact, Gillette’s performance increased all time such as despite of the World Wars periods, it continued to make profit in the market. However, with the Gillette’s wide range of products they do not have the manpower to fully focus on a specific product at the time of entrance in the market. Duracell realized that their products are being copied and sold at lower retail value. In terms of the come to an end can be validity for Gillette, but research and development department gives chance to them.
2) There is an obvious competition between Gillette and Schick. When the Gillette introduced a product such as Mach3 which has three blades, Schick entre to the market and it introduced as Quattro that has four blades. This battle can provide benefit for example; Gillette’s new and innovative products, which are needed because of the competition, can bring competitive advantage over other competitors.
3) For the future strategies of Gillette, they need to continue the positioning in the market segment. They limit the number of products introduced into the market within time frames. They introduce so many different types within many specific lines and do not fully focus of the success of that specific product. As my recommendation for Gillette, in order to maintain and gain market share Gillette should limit the number of razors launched in specific time.

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