MRKT5500: Clean Edge Razor
Description
This case study assignment will reinforce concepts related to market segments, targeting, and positioning. In addition to these strategic components, the case will bring pricing strategy into the strategic planning process.
Clean Edge Razor is a ‘wet shave’ company that sells nondisposable razors (i.e., consumers buy replacement razors), like Gillette Fusion blades.
Refer to the attached “Clean Edge Razor” PDF file.
Using the attached “Case Analysis Template” file.
Review and prepare your case study submission, please keep the following discussion points in mind:
What are the dynamics of the non-disposable razor category? Is it stable, growing, or declining? Include numbers from the case. What is Paramount’s (company that sells Clean Edge) position in the industry (i.e., market share leader, etc.)
Be sure to identify, describe, and discuss the three price/quality price tiers (value, mainstream, premium). Notice the different names. What is happening in each of those price tier segments (i.e., growing, stable, declining)? In addition to the price/quality price segments, please discuss the ‘benefits sought’ segments (e.g., aesthetic shavers) in your discussion – these segments need consideration for assessing growth trends and whether to target the mainstream or premium segment.
The central issue, in this case, is how to position Clean Edge (the newest razor technology) in the mainstream vs. premium segment. Discuss the pros/cons of targeting the mainstream segment; do the same for the premium segment. Discuss the potential profits for both segments (premium vs. mainstream) – this will require using pricing, estimated sales volume (units), and costs (variable and fixed).
Make a recommendation based on your analysis. Be sure to include potential short-term consequences and long-term consequences of your decision. Marketing managers usually put more emphasis on short-term results over long-term results (short-term sacrifice with long-term growth). Please include these considerations in this case.
Unformatted Attachment Preview
Cover Page
Title
Your Full Name
Course & Section i.e., Mon/Wed.
Date
Situation Analysis
ùnopsis briefly summarize the case in your own words o more than 2 pages
Environmental Analysis
SWOT Analysis )n bullet format
Strengths
Weaknesses
Opportunities
Threats
Internal
External
Problem Statement
ÈY? eep it brief¯ more than 20 words. Challenge yourself to be concise but brief. This should be
written as a statement not a question.
Development of Alternatives
Your alternatives are derived from your opportunities outlined in your SWOT. Number each alternative
and explain.
Evaluation of Alternatives & Recommendations
Evaluate each alternative using the pros and cons of each choice. Use outside sources to back up your
hypothesis. Select the best choice based on the companyàstrengths and opportunities.
Recommendation
End this section with an overall recommendation/conclusion .o more than 1 paragraph.
Other pointers for working on your cases
All cases are typed, contain a cover sheet, sections are labeled and are double spaced and
printed in a 12-point font. Don forget bullet points can help the reader to follow your points.
Bullets should be utilized in the SWOT analysis. Do NOT use paragraphs for this section.
Suggested Reading ead the case at least 3 times. Yes, 3 times. If you only read it once, you
will only be able to detect surface problems.
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