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Clean Edge Razor Case Study Analysis
Paramount, a well established and globally recognized personal care product company has developed their latest and highly innovative non-disposable shaving razor called Clean Edge. The Paramount senior executives were sure that Clean Edge would bring great satisfaction for consumers due to the 5% growth in the non-disposable razor product has experienced in the past 4 years (2007-2010). In fact, according to the case study, although with respect to non-disposable razors, price and quality were segmented into three dimensions such as value, moderate and super premium, the senior executives of Paramount unanimously had agreed to price Clean Edge razors in the super-premium segment since the razor industry as a whole has seen dramatic growth in the super premium segment for the past 10 years. In addition, the super premium segment was high in demand due to many new innovative features found in razors such as…
Clean Edge Razor Case Study
Paramount Health established itself as a consumer giant with global sales of over $13 billion. Since 2009, it was the unit-volume market leader for non-disposable razor products. However, that category is entering a new phase based on technological innovations, particularly in the super-premium categories. This resulted in the need to continually innovate and improve razor technology. Paramount now must face issues and decisions regarding positioning of new products, alignment with past products, and future expenditures.
Changes in the category? Competition, Strategic life cycle? Technology is the largest driver in the changes to the non-disposable razor product. This has resulted in a sub-category, the super-premium segment, growing faster than expected, and increased competition from other companies with a more innovative technological push causing a true fight for market share. The market is huge, over $1 billion in potential sales in the U.S. alone per annum and…
Barrell, D., Nask, M. (2003). Reaching Out: The Financial Power of Niche Marketing. Chicago, IL: Dearborn Financial Publications.
Quelch, J., Beckham, H. (2011). Clean Edge Razor: Splitting Hairs in Product Positioning. Harvard Business Case Brief 4249. Boston, MA: Harvard University Publishing.
Turner, T. (2005). Valut Guide to the Top Consumer Products. New York: Valut, Inc.
And many have got successful too in earning the market share. The emerging competition by new companies is a growing threat for the company and it should be tackled properly to avoid any future disturbances.
In order to further describe the competition Southwest Airlines is facing a Competitive Profile Matrix is designed. The following Competitive Profile Matrix tells about the tough competitors which are in a good position to have an edge over Southwest Airlines. It tells about the strengths and weaknesses of other competitors in contrast with Southwest Airlines.
Factors Weight Southwest Airlines United Airlines Delta Airlines Ratings Score
Score 1. Low fares.15 4.60 3.50 4.60 2. Customer Service.15 2.30 4.60 3.50 3. Employee Relations.15 4.60 3.50 3.50 4. Rate of Expansion.10 2.20. 4.50 4.50 5. Marketing.15 4.60 4.50 4.50 6. Finance Structure.15 4.40 4.40 4.40 7. Management Policies.15 4.60 4.60 2.20
EXTERNAL FACTOR EVALUATION MATRIX
Gittell, Jody Hoffer. The Southwest Airlines Way Using the Power of Relationships to Achieve High Performance. New York: McGraw-Hill, 2003.
More City Pairs Await Southwest - Kelleher Says Opportunities Remain Using Airline's Formula." Aviation Week & Space Technology. 143. 6 (1995): 40.
A www.marketingmix.com.au / www.mcdonalds.com / www.bbc.co.uk
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