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PRESENTATION SUMMARY
EDEL TONER COLIN SYKES SARAH SHAW - INTRODUCTION - ORGANISATION AND PRODUCTS
JIM McCALLUM
NILE SMITH
UK
NORTH AMERICA
EUROPE
ASIA
ORGANISATIONAL CHART
Gillette Company
Commercial Operations
Grooming
(Blades & Razors)
Western Hemisphere
Eastern Hemisphere
Portable Power
(Duracell)
North America
Western Europe
Braun
(Electrical Appliances)
Latin America
Oral Care
(Oral B Brand)
Asia Pacific
Braun
Oral-B Duracell
1.0 RMS
GLOBAL STRATEGY
Corporate Objective
global focus on consumer products global competitive advantage in quality, value added personal care/use products
Global Market
competing in the triad markets (Europe, Japan, North and South America) industry concentration (SWOT Analysis) global market leadership in male and female grooming products
Weaknesses
Long Development Cycles Relatively Static Market Growth Heavy Dependence on High Street Retail Outlets Expensive Brand Maintenance
New Competitors Cloning of Successful brands Increasing Buyer Power (Inventory De-stocking) Growth in Substitutes Own Label Fits Economic Downturn
Opportunities
Threats
Shaving Products
Toiletries
Electric Shavers
Pre-Shave
Post-Shave
Deodorants
Disposable Razors
Shaving Systems
Replacement Blades
Mach3
Sensor & SensorExcel Atra Trac II Custom Plus Good News
Agility
Gillette for Women Venus
RAZOR WARS
v
The Defender Product Development Consumer Research Elevate the Psychology of Shaving Captive Systems mean High Margins Women Shavers are Growth Area
Razors are a Commodity Shaving is a Chore Price Positioning Innovation Short Product Life Cycles Disposables
MACH3 TURBO
As the undisputed leader in mens grooming, Gillette is committed to innovation and to developing products which will provide men with a superior shaving performance. MACH3Turbo and the new Gillette Series fulfil that promise
Peter K. Hoffman, President,Gillette Grooming Products 30 October 2001
CONCLUSIONS
Diversifying capital, investment, products and other resources to maintain and expand position as market leader. Strategically positioned as leader, and regularly reorganising its structures to respond quickly to changes in business and competitive trends. Developing and maintaining a high profile for its brand names through marketing. Continuing to maximise efficiency in production and distribution, rather than focusing on direct retailing. Likely to remain as the market leader of Grooming sector products for the foreseeable future.