...shortened, easy-to-remember version of Marcel’s family name and hence was adopted as the logo for all of the company’s products. Bic is well known for producing and manufacturing stationery products, razors, lighters, water-sports equipment, services with promotional products and phones. The company is located in more than 160 countries worldwide and employs over 8400 employees. The Bich family owns 40% of Bic stock and controls 55% of its voting power. Bic’s vision is “we offer simple, inventive and reliable choices for everyone, everywhere, everytime.” Their consumer range therefore, stretches from offices to small children, encompassing ‘everyone’. In order to satisfy this wide spread, Bic tries to gain a balance between reasonably high quality and reasonable price. In performing a strategic analysis of the company, we hope to evaluate its current position and make recommendations of how they can improve in the future. 1.0 – HISTORY: 1945: Marcel Bich bought an empty factory in Paris with his partner, Edouard Bouffard. Bich had substantial knowledge of the writing instrument trade having previously worked as a production manager for an ink maker. Together they started producing fountain pen parts and mechanical pencils, and in 1950 Bich purchased the patent for ballpoint pens. This led to the creation of the disposable pen. 1954 – 1957: the Company entered into foreign markets, such as Europe and South America, by creating subsidiaries...
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...Table of Contents 1.0 Introduction 2 2.0 Case Summary 3 3.0 Case Analysis 5 3.1 SWOT Analysis 5 3.2 Industry Environment Analysis 7 3.3 Product Analysis through the Marketing Mix 11 4.0 Scenario Analysis 13 5.0 Recommendations 15 5.1 Costing and Budget Analysis 15 5.2 Product Positioning 18 5.3 Brand Name Selection 20 5.4 Contingency Plan 21 6.0 Conclusion 23 1.0 Introduction Paramount Health and Beauty Company (Paramount), a leading name in consumer’s Health, Cleaning, Beauty and Grooming, is all set to launch a new non-disposable razor with cutting edge technology aims to improve men’s shaving experience. Developed after a thorough research & development, the design is technologically superior, and provides superior performance by the use of a vibrating technology. Being the market leader in the non-disposable razor market segment, the launch is expected to propel Paramount into extending the market leadership. The issue at hand is the decision regarding this product positioning, either to market it as a niche product targeting highly involved fastidious groomers looking for superior shaving experience or as a main stream positioning focusing on the broad advantage of the closet possible shave. The case study leverage on the economic analysis, where a simple pro forma income statement that took into account the effects of cannibalization were produced, coupled with consideration from various marketing methodology including...
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...disposal wooden chopsticks Florence Fok Xxxxxxxx 5/28/2012 ChoiceSticks Table of Contents EXECUTIVE SUMMARY ....................................................................................................................................... 1 BUSINESS IDEA ...................................................................................................................................................... 2 PROBLEM ............................................................................................................................................................. 2 SOLUTION.......................................................................................................................................................... 2 PRODUCT CHARACTERISTICS ................................................................................................................... 2 MARKET POTENTIAL .......................................................................................................................................... 4 USERS .................................................................................................................................................................... 4 CUSTOMERS ...................................................................................................................................................... 4 SIZE OF THE MARKET ......................................................................................................
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...the right strategy to market a product to consumers is critical. A current market leader in the U.S. razor market, Paramount, is facing some difficulty with deciding which marketing strategy to implement in order to maximize profit. The solution that the company must choose should result in an opportunity for growth for their new line, Clean Edge, with as little loss of sales to their other product lines as possible. In order to do this, the company must use a niche marketing strategy. By doing so, they will be able to reach the growing market that is looking for super-premium razors, an area in which they are not currently targeting, and release a product that competes with the most populated segment within non-disposable razors. By doing this, Paramount will be in line to becoming the market leader, not just in unit sales but also in dollars. Paramount must focus on specifically targeting the social/emotional and aesthetic shavers as they represent a large percentage of non-disposable razor users and have beliefs and values that are in line with the image that Clean Edge is trying to portray. This will result in a more loyal consumer base and create more brand loyalty as consumers will feel as though they have a closer relationship with the company and their needs are being fulfilled. By following the niche marketing approach, the large issue of cannibalization can be avoided. Paramount will be able to have products in each of the 3 non-disposable razor sectors, super-premium...
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...research (minimum of 2 sources in APA format). 2. Identify the country cluster (as identified in the text) for both your Domestic and Global environments; choose different clusters. 3. Include sociocultural factors that may help and hinder the company and its operations in 2 different cluster countries. 4. Evaluate their successes and/or failures. 5. Minimum 4 complete paragraphs; a paragraph is a minimum of 100 words. Clustering countries together based on their cultural values can bring an understanding of the similarities and differences across cultures. The Global Leadership and Organizational Behavior Effectiveness (GLOBE) study took sixty-two societies and grouped them into ten clusters based on the overall similarities using nine value orientations (Thomas & Inkson, 2009). Each country cluster share factors such as common language, religion, economic system and political boundaries. The United States which is the domestic environment for Proctor & Gamble (P&G) is part of the Anglo cluster with countries such as Canada, England, and Ireland, and China is part of the Confucian Asia cluster with countries such as Japan, South Korea, and Singapore. One of the sociocultural factors that could hinder P&G in their global environment is language. The packaging and labeling of their products or promotional materials need to be properly translated to avoid confusion. Proper translation of promotional material should be done carefully...
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...biomass are all advantages of using genetically-engineered E. Coli. By also genetically engineering plants such as cress and potatoes, biodegradable plastics can also be produced cheaply. The plants create the biopolymer instead of storing starch. • The polymers made from plants have the same structure as those produced by bacteria. The significance of these methods of production is that Biopol is produced naturally by renewable agricultural resources. • Biopol is stable in air and is quite stable when stored in humid conditions. Biopol is also fully biodegradable with degradation to carbon dioxide and water only occurring when Biopol is exposed to micro-organisms found naturally in soil, sewage, river bottoms, and other comparable environments. The rate of degradation depends on the thickness of the material and how much bacteria is present. Biopol can decompose more speedily without oxygen, which is noteworthy because oxygen is not always present in large amounts in modern-day landfills. • Biopol is also...
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...consumption has become a common practice among businesses around the world. The concept of green consumption is the manufacturing and selling of products that are environmentally friendly and sustainable for society and people. It also means recycling materials as well as being energy efficient. By practicing green consumption, companies are able to create products that can inflict less harm to the environment and to people. Green consumption alone cannot help improve the environment quickly. Green marketing helps to promote and reinforce the idea of sustainable products that green consumption is about. Everywhere around the world that practice green consumption has different ways of promoting it. In countries, such as United States and China, they share a common idea of what green consumption is, but practice and promote it differently. In China, their ultimate goal is to achieve sustainable consumption in choosing green products that are uncontaminated, good for public health and avoid pollution with the awareness of its people. China Origin The idea of green consumption was not immediately accepted in China. The United States started green consumption before China, so they have a better grasp and understanding on how to approach the problem on how to be environmentally sustainable. Over recent years, the concern of the environment rapidly has been increasing in China. The concept of green consumption has been introduced and advocated by government in China for over ten years...
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...privately held producer and seller of disposable tableware, has experienced numerous challenges since their founding in 1947, but has prevailed positioning itself as a leader in their industry. Through acquisitions and mergers with companies such as Innoware Paper, Hoffmaster has become a “market-leading designer, manufacturer, and supplier of premium disposable tableware to consumer retail and foodservice.” While touted as a market-leader and with recent expansion into the e-commerce realm, Hoffmaster recognizes that constant innovation is the key to staying ahead of their competitors. With an already saturated U.S. market, the question is “how does Hoffmaster grow from here?” Analysis From humble beginnings as a paper napkin manufacturer with four employees, Hoffmaster has grown to a leader in the disposable tableware industry with an estimated $900 million in revenue for 2013. Through horizontal integration involving a series of acquisitions and mergers, Hoffmaster has achieved relatively high level of related-product diversification within the disposable tableware industry with sales of napkins, plates, table covers, placemats, etc. With related products Hoffmaster was able to split into two functional divisions: Creative Converting Consumer Division which makes up 55% of total revenue and Hoffmaster Foodservice Division accounting for the remaining 45%. Both of these distribution channels are supplied with a “decorated, premium product that is sturdy” indicating a differentiation...
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...versus procter and gamble(condensed) Disposable Diaper Early Evolution 1. 1940s-- J&J introduces disposable diapers in the United States. 2. 1952-Kendall and Parke-Davis enter the market. Focused- traveling parents with infants Uses: with fatening pins and plastic pants/ineffective for both babies and parents dry Result- Slow sales/ high price($.10 for disposable vs $.03 to $.05 for cloth diaper services and $.01 to $.02 for home laundered diapers). 3. 1961- P&G entered disposable diapers indusrty with Introduction of Pampers Pampers: Price $.10 per daiper(Similar price as other firms) 4. 1964-P& G enginners developed technology process which was faster than prior process with minimal process of raw material which cut cost Pamers reintroduce with low price of $.055 per diaper nd national distribution was achieved by 1969. 5. 1960s- Diaper reasearch began at K-C Used feminine napkins to develop product which used fluff pulp in place of tissue. Pulp--- provided better absorbency and competitive cost savings. 6. 1968-- K-C introduced---- Kimbies Kimbies----Parity prices with Pampers(eqal cost to consumers)/ Kc invested it's profit into further development of product which show a high degree of price indiference to consumers 7. Late 1960s--Other companies (scott paper, borden and internation paper-) experimenting with a two -piece disposable diaper systems(Technology developed in Europe) with disposable inner liner and a reusable plastic outer...
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...of marketing to the BOP segment. The ultimate goal of this meeting will be to establish a set of general guidelines to use in developing a market strategy for any one of the company’s products to be marketed to the “aspirational poor.” These guidelines need to be company or product specific at this time. In fact, think of the final guideline as a checklist – a series of questions that a company could use as a start in evaluating the potential of a specific BOP market segment for one of its products. a. What are BOP market’s needs? b. What does the BOP market lack in terms of services and/or goods? c. Where is the BOP area? i. Rural versus urban d. What are the various forms of transportation in the BOP area? i. What is the infrastructure like in the area and is it reliable/safe? e. What are the BOP’s cultural values and what is of importance to them? i. What do people in these communities do for fun? f. What are the health concerns in the BOP market? i. How can our product benefit the area and environment? g. What forms of entertainment does the BOP area have? i. What types of technology are present? ii. What is readily available? iii. What is affordable? h. What type of income do families have in the BOP area? i. What are their jobs? ii. Would they be able to afford our products? iii. How many members in the family do they have to provide for? i. How frequently are families in the BOP area shopping/going to the store? 2. Marketing to the BOP raises a number...
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...Environmental Effects of Consumerism December 18, 2010 By admin Leave a Comment Over consumption of tangible, non-essential products is part of what defines the developed world, with America and Western Europe taking the top prize for consumerism. Unfortunately the rest of the world, including more and more developing countries, isn’t far behind. Consumerism is defined as the need to purchase goods and services that reflect or improve one’s status. Even though it creates jobs and keeps the economy moving, consumerism is taking a toll on the environment. Natural resources are being depleted and the ecosystems are being compromised by disposable plastic products, bottles, and shopping bags. Many items, which were once thought of as luxury items have become necessities. Products are made, quickly become obsolete and are replaced. Items that are disposable, are made to be used only once, or just for fun, flood our markets. The cost of producing products, the raw materials needed and the energy consumed, is not taken into account when cost is measured. Reliance on automobiles, even in countries such as China, where not long ago bicycles outnumbered cars, has made an enormous impact on the environment in the form of pollution and the dependence on fossil fuels. Another negative impact from consumerism is the over consumption of meat, processed food, and fast, ready-made food. Raising livestock to meet the demands of the consumer impacts the water supply, and produces the destructive...
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...Beauty Company (Paramount) was faced with a difficult dilemma. Paramount was a global consumer products company which focused their products around health, cleaning, beauty, and grooming. Paramount had spent considerable time and investment into a cutting edge non-disposable razor that was touted to provide the “closest, cleanest, and smoothest shave people had encountered.” Their dilemma was into which part of the non-disposable market they should introduce their “superior” razor into. As we evaluate the environment in which Clean Edge will compete, we identified five key issues to analyze. The issues include new entrants into the market, Radiance’s new razor, the economy, distribution channels, and increased marketing costs. After analyzing these issues, the introduction of the new razor and the increased marketing costs would pose the greatest risk to Clean Edge. Both of the issues have a high impact and high immediacy for Paramount. The new razor that is entering the market has similar technologies that will cause a higher impact for Paramount than any of the other issues. The emerging new entrants into the market, the economy, and the changing distribution channels all have a low impact but high immediacy for Paramount. The changing distribution channels are occurring because of changes in the industry and the increased availability of all the products in this submarket. The products are now being offered at more retail outlets and are occupying more space on retailer’s shelves...
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...1. Why are environmental scanning and analysis important to marketers? They are important to marketers because you can gather information about forces in the environment and get to interpret it then you can market based on what you feel would be the best way to either use or avoid the forces. 2. What are four types of competition? Which is most important to marketers? The four types are brand competitors, product competitors, generic competitors, total budget competitors. Brand competitors are most important to marketers because the products are very similar. 3. Define income, disposable income, and discretionary income. How does each type of income affect consumer buying power? Income is how much money people make. The more they make the more they are willing to spend. Disposable income is what you get after tax. The less taxes that get taken out will make your more be able to spend more on products. Discretionary income is disposable income available for spending and saving after individual has purchased their basic necessities. If people still have enough money after getting what they need they will be more able to spend money on what they want. 4. What factors influence a buyer’s willingness to spend? Willingness to spend is inclination to buy because of expected satisfaction from a product. A products price and value also influence almost all of us. Another factor is if people have the power to buy. 5. What are the goals of the Federal Trade commission? List the...
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...REI Marketing Environment WorksheetList the current characteristics of each environmental factor as they relate to REI. U.S. EconomyHow does the current U.S. economy affect REI retail operations? 1.The American jobless rate is currently at an all time low. The economy is enjoying an upsurge that is fueling the housing market and the stock market and resulting in the U.S public having more disposable income than in recent years. This turns into an up rise for most retail and recreational markets. 2. While the current economic outlook may be boosting the spending activity of most Americans, the demands of balancing work schedules and family life have resulted in a consumer that is extremely careful of how they spend their disposable income. They are demanding high quality, superb customer service and immediate attention. Those recreational retailers who can meet these demands will be the ones who will benefit most from the current economic climate. Global EconomyHow does the current global economy affect REI retail operations? 1. REI, like many U.S. firms are expanding their operations into overseas markets. As this is done, the economic climates of these markets benefit from the influx of cash resulting from the employment of their populations. Multinational corporations (MNCs) are moving operations to wherever they can find the least expensive labor pool that is able to do the work well. This action has the combined effect of increasing available markets for...
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...revamped their bull’s-eye icon; this change happened to show what Target stands for and offers to its customers. In 1969 Target opened its first distribution center in Fridley, Minnesota and later became Dayton Hudson Corporation’s highest revenue producers in 1975. In 1979, Target had reached $1 billion in annual sales. With this achievement Target held a billion dollar sale as a way of saying thanks to its guest for visiting the 74 stores in the 11 states that they were located at the time. Today, Target is open in all of the states except Vermont. In 2013, Target expanded its company even further when they opened 124 stores in Canada (Target Through the Years, 2014). Target has several products and services that are unique to their company for their guest. Target has several private label products such as Market Pantry, Archer Farms, Up & Up, Room Essentials, Threshold, and several more. Target also offers many services to their guest including the Target Credit and Debit cards, which allow guest to save 5% every time they use...
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