In addition, as a large global brand it can establish a powerful supply-chain management model and global competitiveness enables supplier’s prices to be driven low. A key concept used in strategic management practice, (Hunt, 1972) defined strategic groups as grouping companies within an industry that have similar interests, business models or similar combinations of strategies. With the many products they develop their product expansion is strong. may face not only the consequences from the law but also face a backlash from the general public who may then An outside observer might wonder why Procter & Gamble bothered. 72-78 ProQuest [Online]. Hunt, E. and Schwartz, J. social responsibility to other human beings. 62 (2) pp. In 2005, P&G acquired the UK's prestigious razor producer, Gillette, replacing Unilever as the world's largest consumer products brand. a certain product may be marketed to them. Ali, S., Anwar, M., Munir, A. and Mustafa, G. (2009) Gillette Company. Value – The report utilises appropriate theory, conceptual frameworks and academic literature on future strategies and scenarios for Gillette from an analytical perspective. ... PESTLE Analysis The PESTLE analysis will be conducted to examine the current external environment for P&G in the world market. 6. Premium Consumer, ... Gillette Safety Razor Division (SRD) would be foolish to not enter the cassette market at this time in the game. The series of disputes refer to company slogans, advertising campaigns, design patents regarding razor heads with more blades and trademarks.m, Replacement shaving razor heads have become the world’s most shoplifted product.n, Many companies within the industry have incorporated RFID tags into packaging to automatically monitor products from shelf to disposal, however this has led to ethical disputes regarding personal privacy.o, Office of fair trading are investigating the high compatibility costs currently charged by companies in the industry., putting the present 4750% mark-up at jeopardy.p. Discrimination laws are placed by the government to protect the employees and ensure that everyone in is landscape will prevent investors and entrepreneurs from partaking in any risky ventures if the risk arises out Gillette 2 Introduction Gillette was founded by King Gillette in 1901, and its headquarter is in Boston, Mass, U.S.A. Mandal, V (2003) ‘Sikhs outraged by hair-cutting’, CanWest News Service, 11 July, p.5. Verdon,J. From simple essay plans, through to full dissertations, you can guarantee we have a service perfectly matched to your needs. Available at: http://jr3tv3gd5w.search.serialssolutions.com/?ctx_ver=Z39.88-2004&ctx_enc=info%3Aofi%2Fenc%3AUTF-8&rfr_id=info:sid/summon.serialssolutions.com&rft_val_fmt=info:ofi/fmt:kev:mtx:journal&rft.genre=news&rft.atitle=Gillette+online+ads+target+increasingly+lucrative+male+grooming+market&rft.jtitle=The+Financial+Times&rft.au=Birchall%2C+Jonathan&rft.date=2009-06-20&rft.pub=Financial+Times+Ltd&rft.issn=0307-1766&rft.spage=9&rft.externalDBID=n%2Fa&rft.externalDocID=202099065 (Accessed: 1 December 2010). appears to face, and so the company in question may face as well. Each country has individual rules on taxation and custom duties which may distort the company’s pricing policies. The negotiating power from supplies it determined by; concentration of suppliers, supplier branding, profitability of suppliers, threat of suppliers forward integrating into industry, buyers threat of backward integration into supply, buyers level of importance to suppliers profitability, switching supplier costs. The diagram below identifies, categorises and prioritises the key issues facing Gillette in the micro-environment. The impact of the technology on the costs that most companies in the industry are subject to have the Team Up With Expert Writers To Complete Your Unfinished Essay. The Company also announced its 2030 Sustainability action plan. The recent technological developments and breakthroughs made by competitors, as mentioned above. environmental protection prevail in the industry as a whole, and thus are expected from any company as they Gerhardt, P. (2002) ‘Environmental Factors of a Marketing Strategy’, Breadth Component Unit 7. policies for IP protection would mean that entrepreneurs may find it too risky to invest in. Gillette has branched off from just their basic razor to many more enticing Global Industry Analysts (2010) Shaving Products – A Global Strategic Business Report, 1August [ONLINE] Available at: http://www.companiesandmarkets.com/Market-Report/shaving-products-a-global-strategic-business-report-349917.asp (Accessed 1 December 2010). PESTEL analysis is critical to understand the external threats & opportunities arising because of the macro environment developments. This type of product operates in a very niche market. We offer competitive pay, a strong benefits package and flexible schedules. conditions that must be fulfilled, while some government systems have inefficient amounts of red tape that With Wal-Mart as the main retailer for Gillette’s products, the conclusion drawn could be that the potential profitability can become shortened as Gillette has a high reliance on Wal-Mart and similar large retailers for a large proportion of revenue. PESTLE is a tool that is used to evaluate and understand the external factors that affect the organisations and can have an intense effect on the organisation. The environmental factors that may significantly impact include: The government institutions and frameworks in a country, while technically also political and thus subject to It is common for companies in this industry to operate and distribute globally. Rise in male grooming sales suggests men are more conscious with the way they look.g, Introduction of high-end products last longer, meaning they have to be replaced less frequently, reducing sales.h, High-quality premium product with additional USP’s e.g. Available at: http://www.washingtontimes.com/news/2005/sep/26/20050926-092005-9885r/ (Accessed: 1 December 2010). The new The political factors that may impact the profitability or chances of survival of the company are quite product to the general public if the majority of the population was a lower class; rather, they would have to (2007) ‘The new face of shaving: Men paying more for good skin care’, The Star Phoenix, 14 July, p.11. ‘It’s time we acknowledge brands, like ours, play a role in influencing culture’, says Gillette in the ad. the business climate, in general, have the potential to make a company highly profitable, or extremely likely to In another ad, Gillette posits its razor as serving "the modern woman" to further convince women to start using its product or be left behind. You can view samples of our professional work here. Our experts specialize in dissertation editing, so let us finalize your paper or have us write it for you. In another ad, Gillette posits its razor as serving "the modern woman" to further convince women to start using its product or be left behind. Available at: http://www.guardian.co.uk/money/2011/jan/04/vat-rise-increase-households (Accessed: 5 January 2011). Registered Data Controller No: Z1821391. 5th Edn. In the Shaving Razor industry, this refers to using environmentally-friendly materials, long-lasting performance, environmentally-friendly packaging, CO2 emissions. If should (knowingly or unknowingly) contribute to the further endangerment of an already endangered species Gillette faces intense competition in most markets, its products compete with highly marketed, well-known, branded products. In late December 2015, Procter & Gamble filed a lawsuit on behalf of its subsidiary Gillette against the Dollar Shave Club, seeking an injunction and damages due to alleged patent infringement. amount of time. of, say, an unstable political regime or a sudden economic recession. (Brand market share for Gel 7 oz–$/Units–in parenthesis), Gillette, Bic, Shick-Wilkinson Sword King of shaves. External Environment of Gillette in 2004 In 2004, Gillette was fighting to maintain its position as one of the major leaders in the wet-razor industry. Available at: http://jr3tv3gd5w.search.serialssolutions.com/?ctx_ver=Z39.88-2004&ctx_enc=info%3Aofi%2Fenc%3AUTF-8&rfr_id=info:sid/summon.serialssolutions.com&rft_val_fmt=info:ofi/fmt:kev:mtx:journal&rft.genre=news&rft.atitle=Schick+shaved+off+research%2C+Gillette+claims&rft.jtitle=The+Vancouver+Sun&rft.au=Michael+McCullough&rft.date=2003-09-11&rft.issn=0832-1299&rft.spage=F.1.Fro&rft.externalDBID=VSUN&rft.externalDocID=406502981 (Accessed: 1 December 2010). However, value of sales has dropped, due to heavy promotional discounting.c, Price increase due to high demand in premium disposable shaving systems. The demographics of the population, meaning their respective ages and genders, vastly impact whether or not is not expected to incur the same level of pollution and environmental degradation as an oil company. The current weather conditions may significantly impact the ability of to manage the transportation of both of the economic cycle. If there is a likelihood Gillette’s team consulted men across the country, conducted its own studies, and spoke to experts on masculinity, according to the company. Gillette is an American brand of safety razors and other personal care products including shaving supplies, owned by the multi-national corporation Procter & Gamble (P&G).. Based in Boston, Massachusetts, United States, it was owned by The Gillette Company, a supplier of products under various brands until that company merged into P&G in 2005.The Gillette Company was founded by … Ted Trainer, (2005) ‘Social responsibility: the most important, and neglected, problem of all?’, International Journal of Social Economics, Vol. According to (The Guardian, 2010) several companies have already made plans to increase their prices and many companies are waiting to see what action competitors take, while some companies have chosen to absorb the increase. The exchange rate of the country operates in would impact the profitability of , particularly if engages in whichever political party holds the majority in a government body, are also legal and thus should be considered d, Brand loyalty is high within the industry, however one in ten users experiment with new brands and formats. In addition an analysis of strategic groups and sources of competition will be included. These are defined within six broad-ranging sections with the acronym PESTEL, political, economic, social, technological, environmental and legal. Any opinions, findings, conclusions or recommendations expressed in this material are those of the authors and do not necessarily reflect the views of UKEssays.com. Available at: http://www.bicecolutions.com/en/index.php/shaver (Accessed 3 December 2010). incur a loss. The object of this report is to provide a structure focusing on future trends that can help to analyse strategic choices available to companies in the Shaving Razor industry. The intensity of the rivalry from established competition is reliant on; the structure of competition, industry costs, degree of differentiation, switching costs, strategic objectives and exit barriers. Whether or not a company’s intellectual property (IP) is protected. The level of political stability that the country has in recent years. Porter’s five forces framework can enable companies to analyse key forces that will affect the industry from the micro-environment and determine competitive intensity and consequently the overall industry profitability. Value – The report utilises appropriate theory, conceptual frameworks and academic literature on future strategies and scenarios for Gillette from an analytical perspective. meaning people would be willing to work for a lower wage, which would lower the costs of. The market development will lead to dilution of competitor’s advantage and enable Gillette to increase its competitiveness compare to the other competitors. New York: Infobase Publishing. industry: Uber and Lyft dominate the taxi cab industry; smartphones have left other phones an unviable option The high value-to-size ratio offered by the Shaving Razor industry has triggered the products offered by Shaving companies to become the worlds most shoplifted product according to (The Telegraph, 2003; BBC News, 2010). It has long been known for innovation in both product development and marketing strategy. Jane Gillette, DDS National Primary Oral Health Conference 20112 ... of their competency compared with external ... •Create an EBD learning environment •Rate level of evidence: –Standard Operating Procedures (SOP) –Quality assurance (i.e. Gillette was also the parent company to Duracell, Braun and Oral-B. The rate of GDP growth in the country will affect how fast is expected to grow in the near future. (DePamphilis, 2010) outlined suppliers such as Gillette have been under considerable pressure from retailers, due to the on-going growth of Wal-Mart and industry mergers, for example Sears and Kmart. To export a reference to this article please select a referencing stye below: If you are the original writer of this essay and no longer wish to have your work published on UKEssays.com then please: Our academic writing and marking services can help you! Plus we give employees something that sets us apart: a chance to take part in our mission. It will provide an extensive external environmental analysis of the current Shaving Razor environment with a future-trend perspective, using the PESTEL (political, economic, social, technological, environmental, legal) framework (see, for example, Brooks et al., 2005, p.7) as a suitable analytical tool for the macro-environment. This may be best exemplified by the recent Depilatories are chemical agents used to temporarily remove hair at the skins surface. The economic system that is currently operational in the sector in question- whether it is a monopoly, an (2007) The Encyclopedia of skin and skin disorders. Available at: http://news.bbc.co.uk/1/hi/business/4723542.stm (Accessed: 5 December 2010). Gillette maintains a win-win relationship with its suppliers of raw-materials as they can be obtained from anywhere and little supplier switching costs would be incurred. However efficiently the financial markets operate also impact how well can raise capital at a fair price, The (Chain Drug review, 2008) suggests that older men tend to prefer electric razors; however the younger generation would lean towards purchasing wet-shaving products which are offered by Gillette. As Gillette manufactures its own products, there is minimal effect from this source. When most people hear “GILLETTE”, one thing comes to mind–Razors. Economic Environment 5. the connection to the target market's interests and priorities. Study for free with our range of university lectures! For example, in the case of textiles, in countries expensive, but has to engage in it, not only due to the law but also out of 's personal feeling of ethical and Free resources to assist you with your university studies! BBC News (2005) P&G to acquire Gillette for $57bn. How much an improvement of technology would improve/ transform what the product initially offers. inflation rate, the foreign exchange rate, the interest rate, the gross domestic product, and the current stage PESTEL is an amalgam of initials of various factors that not only affect but and boycotts due to a lack of environmental conscientiousness. A low minimum wage would mean higher profits and, thus, higher chances of survival for. Changes in macro environment forces can impact the Porter Five Forces & industry attractiveness. When most people hear “GILLETTE”, one thing comes to mind–Razors. A PEST analysis analyses the external environment in which an organization operates and identifies how it should influence marketing decisions. Often policies on their own are not enough to efficiently protect and its workers, making chart reviews) Hardly a new idea, but an important acknowledgement by a huge brand nonetheless. How easy, and thus quickly, will the technology be diffused to other firms in the industry, leading to other The two remaining forces are from ‘vertical’ competition: bargaining power of suppliers and bargaining power of customers. Few firms have dominated an industry so … technology or finding an innovative alternative. This press release features multimedia. views as more ethical, particularly about the environment in the wake of global warming. Reference this. This report will define Gillette as assembling and marketing its products within in the Shaving Razor industry, a distinct category of the Beauty & Personal Care sector. Plus we give employees something that sets us apart: a chance to take part in our mission. needs to be fully aware of what level of health standards, reactions to harassment claims and importance of encounters a new technology that is gaining popularity in the industry in question, it is important to monitor are seen as the norm. In addition, the buyers in this industry are price sensitive. The Star Phoenix (2006) ‘RFID technology threatens privacy’, 5 June, p.6. These factors, and their resulting impact on aggregate demand, aggregate investment and the level of popularity and how quickly it is growing and disrupting its competitors’ revenues. To properly appraise the extent of the overall systematic political risk that may be exposed to, the following Contradiction in pricing may cause people black market the companies products.a, The VAT increase from 17.5% to 20% will raise material costs throughout the industry and the UK.b, Continued growth trend in industry value (£523 million), however estimated 3% decrease in 2009.c, Recession had minimal effect on spending habits within this industry, few people have spend less on shaving products. Methodology – The tools used in this report to provide an external analysis of the key environmental forces and competitive drivers include; analytical frameworks such as the PESTEL framework, and Porter’s 5-forces analysis. External Opportunities and Threats Gillette posses many opportunities that can help expand the recognition of the brand. PESTEL analysis is critical to understand the external threats & opportunities arising because of the macro environment developments. A high level of unemployment in the country would mean there is a greater supply of jobs than demand, Evans, J (2008) Quality and Performance Excellence: Management, Organisation and Strategy. following: Technology can rapidly dismantle the price structure and competitive landscape of an industry in a very short Once a supplier is selected to participate, Gillette expects them to produce a pre-production planning system to assess the supplier’s capability to deliver Gillette’s specifications. Gillette used its product to create a problem and provide the solution -- a genius marketing strategy, if you ask us. Regardless of the period of growth the industry, valued at £523 million, has benefitted from in recent years, Mintel (2009) suggested that sales of shaving and depilatory products had dropped by an estimated 3%. keeping in mind the demand and supply. The class distribution among the population is of paramount importance: would be unable to promote a premium | Makeup is mostly catered to women, so targeting a majority male Alden, S. (2009) ‘Social Responsibility Revisited’ Credit Union Magazine, 75 (3) pp 30-31, EBSCOhost [Online] Available at: http://search.ebscohost.com/login.aspx?direct=true&db=buh&AN=37178959&site=ehost-live&scope=site (Accessed 1 December 2010). eventually devising a strategy that can effectively manoeuvre the competition to maximize a firm's chances of Gillette advances sustainability journey across its supply chain and products with announcement of its 2030 goals Gillette (NYSE: PG) today released new data revealing that most men globally (59%) are more supportive of sustainability efforts as a result of COVID-19. The report will then focus on Porter’s five forces framework, which (Porter, 1980) referred these forces as the micro-environment, which will then be used to establish the competitive intensity and therefore the overall industry profitability. factors should be considered before taking part in any investments: Economic factors are all those that pertain to the economy of the country that , such as changes in the The impact of Among the key conclusions of the PESTEL analysis are the following: With consumer purchases increasingly dependant on the often neglected topic of social responsibility, (Shayrn, 2009; Trainer, 2005) suggest that over the coming years, even in today’s tough economic times, consumers demand an urgency about making their communities more environmentally friendly, fairer and sustainable. Apart from Schick-Wilkinson, which has provided stiff competition to Gillette razor products, other aggressive companies are developing e-commerce driven products which provide additional competition in the market. PESTEL analysis is critical to understand the external threats & opportunities arising because of the macro environment developments. It will concentrate on identifying, categorising and prioritising the key issues facing this organisation both in the macro-environment and the micro-environment. Market Segmentation of Gillette. This would An understanding of the overall competitive To this end, the level of attractiveness of the global market will thus be established. *You can also browse our support articles here >. Thank you for your email subscription. Porter, M. (1980) Competitive Strategy: Techniques for Analyzing Industries and Competitors. Ricciuto, T. (2001) ‘Cutting edge thefts target Mach 3 razors: Blades disappearing faster than speed of sound’, Niagra Falls Review, Nexis UK [ONLINE]. boycott in retaliation. Gillette is a Twin Cities Top Workplace and a National Top Workplace. Opportunities for Gillette – External Strategic Factors. These conditions lead to frequent price wars, advertising disputes, and new, innovative product introductions, making it expensive for Gillette to maintain a high market share. The Human Drift is a work of Utopian social planning, written by King Camp Gillette and first published in 1894. Gillette is an organisation that deals in personal care products and safety razors along with other shaving supplies. firms copying the technological processes/ features of. the increasing aging of population, who statistically shave less often.f, Changing social attitudes. from the government but also from its customer base, who may be willing to pay a premium price for the improvement is drastic, then other firms in the industry suffer more heavily. Kruger, R (1998) ‘Razor sharp’ Discount Merchandiser, 38 (1) pp. The threat of substitution from electric razors is minimized as Gillette owners, Proctor & Gamble, have an arm in this industry with their successful brand Braun. decision. BBC News (2006) Razor rivals resolve blade battle. (1972) A critique of economic theory: selected readings, CA: Penguin. international investors. That’s to be expected, since safety razors were invented by King C. Gillette in 1903, and the product in various forms has been the core of the company’s business ever since. the entire industry as a whole- these factors are namely Political, Economic, Social, Technological, ideas and patents of companies who are only profiting because of that information. Terms of Use. analysis of the business environment of any industry for which data is available. 69-70 EBSCOhost [Online] Available at: http://search.ebscohost.com/login.aspx?direct=true&db=buh&AN=133744&site=ehost-live&scope=site (Accessed 1 December 2010). future. Subscribe now to get your discount coupon *Only correct email will be accepted. Few firms have dominated an industry so … DePamphilis then goes on to suggest Wal-Mart is responsible for 13% of Gillette income is 2005, suggesting a high-reliance on the retailer for profitability, increasing the threat of bargaining from customers. That’s to be expected, since safety razors were invented by King C. Gillette in 1903, and the product in various forms has been the core of the company’s business ever since. to pull out of new ventures and halt their expansions, as the future became uncertain in the wake of this The SWOT and PESTLE have been done in the study to understand the internal and external factors impacting Gillette. Stable free cash flow provides opportunities to invest in adjacent product segments. The stability of the currency is also important- an unstable currency discourages It is also suggested that this is due to the fact depilatories are expensive, slow and irritating to the skin. Another key factor affecting the threat from new entrants is the risk of retaliation by Gillette, which could be substantial and could include mergers or acquisitions, an example of this is when Proctor & Gamble acquired Gillette for £30.2bn (BBC News, 2005). The social factors that affect and should be included in the social aspect of the PESTEL analysis include the decisions taken by the government. Sources: a(Ricciuto, 2001); b(The Guardian, 2010; HM Revenue & Customs, 2010); c(Mintel, 2009); d(The Times 100, 2010); e(Mandal, 2003); f(Gale,2008); g(Verdon, 2007); h(Greb, 2009); i(Kruger,1998); j(Shayrn, 2009; Trainer, 2005); k (Kostigen, 2008) l(Global Industry Analysts, 2010); m (Solley, 2005; New York Times, 2004, p.4;BBC news, 2006) n(The Telegraph, 2003); o(The Star Pheonix, 2006); p(Poulter, 2009; The Office of Fair Trading, 2010). Gillette's vision statement reads: 'To build total brand value by innovating to deliver consumers value and customer leadership faster, better and more completely than our competitors.' Cavallaro, M. (2008) ‘Marketing to Men’, Restaurant Business, 107 (6), pp 20-22 Ebsco [ONLINE]. Gillette, a brand of shaving equipment for both men and women is owned by Procter & Gamble Ltd. culture, belief, attitudes and values that the majority of the population may hold as a community. Findings – The influence of political, economic, social, technological, environmental and legal drivers in the macro-environment, combined with the issues from the micro-environment, provide a series of implications for competitive action and strategic choice in the future. Our academic experts are ready and waiting to assist with any writing project you may have. potential trade partners would harm companies by preventing potential exports. Available at: http://download-reports.blogspot.com/2009/10/gillette-company.html (Accessed: 1 December 2010). Gillette has always been focused on product innovation and has regularly come up with unique products that cater to very specific customer needs.. In the Shaving Razor industry, (Mintel, 2009) suggested there are high levels of brand loyalty present. US: Thomson South-Western. This suggests that Shaving Razor companies who absorb the VAT increase may experience more increased custom than those who choose to pass on the rise in costs to customers. The messages portrayed through these advertising campaigns are manipulated to benefit the company, and draw customers away from purchasing substitutes. translate to the level of urgency required to adequately respond to the innovation, either by matching the We've received widespread press coverage since 2003, Your UKEssays purchase is secure and we're rated 4.4/5 on reviews.co.uk. However, with the technology available today, e.g. Do you have a 2:1 degree or higher? international trade. (Evans, 2008) suggested that Gillette identifies suppliers with a proven ability to meet its specifications. Each legal battle has costs both in money, time and to some extent brand reputation. Finally the report will analyse strategic groups and sources of competition within the Shaving Razor industry. STEP 5: PESTEL/ PEST Analysis of Gillette Fusion Case Solution: Pest analyses is a widely used tool to analyze the Political, Economic, Socio-cultural, Technological, Environmental and legal situations which can provide great and new opportunities to the company as well as these factors can also threat the company, to be dangerous in future. following: The social factors that impact are a direct reflection of the society that operates in, and encompasses The buyer’s power increased due to the fact Shaving Razors represents a significant fraction of the retailer’s costs and the products are undifferentiated. In 1900 the company introduced the … 32 Iss: 8, pp.682 – 703. Disclaimer: This work has been submitted by a university student. The threat from established rivals is limited by the strong image and brand loyalty Gillette maintains. As the industry provides an essential product, that the majority of males require on an international basis. Gillette has dominated the American razor market for over a century. In 2005, P&G acquired the UK's prestigious razor producer, Gillette, replacing Unilever as the world's largest consumer products brand. Health and safety laws were created after witnessing the horrible conditions that employees were forced to Interpreted that there is minimal effect from this source, CanWest News,... Remove hair at the skins surface available at: http: //www.bicecolutions.com/en/index.php/shaver ( Accessed: 1 December )! Environment developments for over a century kits and shaving creams introduced the … Gillette is a Twin Top! Utilises appropriate theory, conceptual frameworks and academic literature on future strategies and for! This type of product operates in would impact the porter Five forces & industry attractiveness an price. 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