Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 30 January 1987
Length: 11 pages
Data source: Field research
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Abstract
Gillette is trying to decide whether to enter the fast-growing blank recording cassette business. The vice president of new business development is charged with developing a marketing plan to be used as the basis for a go/no go decision. In part, the issue is whether Gillette can transfer its distinct competence to a new but related market. The problem is compounded by the rapid changes characteristic of a market early in its life cycle.
Location:
Industry:
Size:
Fortune 500, USD600 million sales
Other setting(s):
1970
About
Abstract
Gillette is trying to decide whether to enter the fast-growing blank recording cassette business. The vice president of new business development is charged with developing a marketing plan to be used as the basis for a go/no go decision. In part, the issue is whether Gillette can transfer its distinct competence to a new but related market. The problem is compounded by the rapid changes characteristic of a market early in its life cycle.
Settings
Location:
Industry:
Size:
Fortune 500, USD600 million sales
Other setting(s):
1970