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Compose a 500 words essay on Gillete: Product and Marketing Innovation. Needs to be plagiarism free!Therefore the decision-making process put in place should focus on the company’s other product lin
Compose a 500 words essay on Gillete: Product and Marketing Innovation. Needs to be plagiarism free!
Therefore the decision-making process put in place should focus on the company’s other product lines and newer diversification strategies or improved marketing techniques. Using the decision making framework the following summary gives an overview of the available opportunities that the company can take in the global marketplace (Kerin & Peterson, 2009).
The key issue arising from the case study is that the Gillette Company has reached its limits in product innovation. The company’s main dilemma is on how to stay at the top and continue market domination and how to expand its market share around the world without relying on further research into product innovation.
Just as research suggests the company no longer has to engage in product innovation as any further innovations may not affect their market share. At this stage Gillette’s best alternatives is to focus on strengthening their market share and further penetrating into the untapped market segments. Another best alternative the company can consider is the alternative of electric shavers, they can expand on this line of product which probably can gain them more market share because of its convenience and ease of use. The company needs to also put into consideration the available uncertainties such as their close rival’s (Schalk) actions.
In considering the relevant information the company needs to invest more in research and development so that they can source information on which products to use in their product –line expansion. With a proper system of collecting and analyzing information from the market the company can maintain its market dominance. The company also needs needs to be in constant update of the emerging market trends and its competitive environment.
This step will enable careful analysis of the available alternatives such as better marketing strategies and product
