increased over the years. Gillette continues to expand its product line and remains aggressive as ever in advertising. Gillette distributes its products all over the world and continues to grow. According to Subrata Charkravarty with Forbes, unlike many takeover targets of the 1980s, Gillette was not a flabby company that needed its belt tightened. It was a tightly run outfit. Mockler took over in 1975. In the next decade he cut costs and sold or closed 21 businesses, many acquired by Vincent Ziegler, his mercurial predecessor. Productivity has improved at a compound rate of 6% a year during Mockler's tenure. Gillette today has fewer employees than it did in 1974, although sales have more than tripled.
Gillette has been able to remain number one because of its strengths. New technology, a strong reputation and brand, quality products, aggressive advertising, and being the leader in the razor market are some of the strengths that have aided in their success.
Gillette has faced such weaknesses as strong competition from competitors, product not being accessible in small stores, found mostly in larger retail stores, and the cost to maintain their products can be expensive.
Because of Gillette’s reputation and brand recognition they are preferred most consumers, men and women in professional careers are requiring more grooming products than ever before, more items with advanced features can be developed, and new product lines are some of the opportunities that Gillette can take advantage of in the future.
Gillette faces many threats; growth of competitors, not being able to maintain prices due to competition, imposters, and imitation of products has the potential to threaten the success of Gillette’s success in this market.
Gillette continues to be successful and as long as they continue with new innovative ideas they should remain ahead of the competition.