Midterm "Case Analysis: Gillette"
Read Case: Gillette found in textbook Appendix and Write a paper that answers the following questions.
1. Evaluate product innovation at Gillette throughout its history. Has Gillette been a victim of its own success?
o Has product innovation in the wet-shaving market come to an end?
o Explain.
2. What do you make of the razor wars, first between Gillette and Schick, and now with online competitors?
o Does Gillette face a serious threat from competitive inroads?
o Explain.
3. What actions would you recommend over the next five years that could help Gillette maintain its worldwide dominance in the shaving market?
o What specific marketing program decisions would your recommend?
o Should Gillette be worried about its pricing strategy?
o If so, what strategies would you recommend
Within your paper/analysis be sure to address the following:
• Each question should be at least 1 page in length.
• Include a title page