Subject category:
Strategy and General Management
Published by:
IBS Case Development Center
Length: 7 pages
Data source: Published sources
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https://casecent.re/p/19783
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Abstract
Although Gillette, in its 102-year corporate history, had been a dominant player in the razor and blade market, competition loomed in the form of Schick''s ''Quattro'' in late 2003. The Quattro, with its superior technology was a direct attack on the most successful razor line of Gillette - the Mach3. Though Gillette, with its research and development muscle, could quickly improvise Mach3, to a battery powered M3Power, much was still to be seen as to whether Gillette''s move could help it to retain the coveted position in the razor and blade market. The case enables the reader to understand the strategic attack of Schick on Gillette and Gillette''s counter defensive strategies.
About
Abstract
Although Gillette, in its 102-year corporate history, had been a dominant player in the razor and blade market, competition loomed in the form of Schick''s ''Quattro'' in late 2003. The Quattro, with its superior technology was a direct attack on the most successful razor line of Gillette - the Mach3. Though Gillette, with its research and development muscle, could quickly improvise Mach3, to a battery powered M3Power, much was still to be seen as to whether Gillette''s move could help it to retain the coveted position in the razor and blade market. The case enables the reader to understand the strategic attack of Schick on Gillette and Gillette''s counter defensive strategies.