厦门大学毕马威十强邀请赛2010年入围案例.ppt

Catalogue
Specific plan
Strategy selection
Analysis of strategies
Analysis of problems
Background
Plan implementation
Background
Background
Analysis of problems
Analysis of strategies
Strategy selection
Specific plan
Implementation
Paramount Health and Beauty Company is a global consumer products giant . Its corporate divisions includes Health ,Cleaning , Beauty and Grooming . And it has a long history in nondisposable razors manufacturing . Now it has the products of Pro and Avail which are respected brands in the industry .
Paramount has done well in this industry for decades . And recently it successfully developed a new product and planed to offer it to the market in January 2011 . It is certainly a good job . But it troubles the executives as they consider about the orientation of the new product . And we will look at it below .
Clean Edge razor
Background
Analysis of problems
Analysis of strategies
Strategy selection
Specific plan
Implementation
Macro-Environment Analysis
Clean Edge competed in the nondisposable razor and refill cartridge categories. Nondisposable razors experience approximately 5% growth per year while refill cartridge capturing approximately 2% growth per year. So it is an attractive market for Paramount.
This market can be divided into different segments according to different criterions.
Paramount studies from 2009 showed that consumers purchased razors and replacement more frequently than they had in any previously. So consumers’ behavior is a very important factor when we consider the positioning strategy for Clean Edge.
Background
Analysis of problems
Analysis of strategies
Strategy selection
Specific plan
Implementation
The Current Competitors
Threat of Substitute Products
Threat of potential Entrants
Bargaining Power of Suppliers
Bargaining Power