King of Shaves

Topics: Shaving, Razor, Personal care brands Pages: 6 (2050 words) Published: April 11, 2013
Foundations of Global Business
Individual Assignment Spring 2013

Your Report
The Individual report comprises 50% of your Total Module Mark. Your report will be marked both on the structure and format of your report and on the findings. Marks will be determined by your ability to: * understand and interpret the question

* apply information and lessons learnt during the semester * research information and use it to answer the questions * express information and arguments in a logical and well structured manner Guidelines

The report is to be 2,000 words excluding the Cover sheet, Contents page and References.

The format of the report is to be:

* Cover sheet including name of student, seminar tutor, date of submission, and word count – 5% will be deducted from the report mark for any omission of this information * Executive summary

* Contents page
* Introduction
* Findings (main body of the report)
* Conclusion
* References (there is to be a minimum of three sources and these are to be referenced in Harvard format)

* Reports should be word processed in 11 point type and with 1.5 line spacing * Run a spell check before you submit – marks will be deducted for poor spelling and unprofessional presentation * You should write in the style of a business report, not an essay, and should address your report to your client * You are free to use bullet points, charts and graphs (where appropriate), headings and subheadings.

Answer all of the following questions:
1. Describe Porter’s Five Forces model, its purpose and the business benefit. (5%) 2. Using Porter’s Five Forces model analyse the challenges facing King of Shaves. (40%) 3. From your analysis identify and describe two Opportunities and two Threats. (10%) 4. Using Porter’s Generic Strategies identify which strategy King of Shaves is following, support your answer with evidence. (10%) 5. Describe the concept of stakeholder analysis. (5%)

6. Using the stakeholder framework identify who are the stakeholders, map them into the framework and describe their power and interest. (30%) Case Study
Will King is not one to shirk a challenge. Eighteen years ago he set up shaving oils business King of Shaves with seed capital of £15,000. Since then, there's been just £4m of external investment as the business has grown. And in precisely nine days' time, the business will go head-to-head with razors behemoth Gillette, bought by Procter and Gamble five years ago for $57bn (£36bn). It's not even David versus Goliath. It's David's kid brother versus Goliath. Both companies plan to launch new razors in the UK on January 25, and later this year King of Shaves will be taking the fight to its rival's US home turf through a distribution partnership with the owner of electric razors brand Remington. There, however, the comparisons end. Gillette has said that Fusion ProGlide will be Britain's biggest consumer product launch this year, which King takes that to mean the US giant will spend between £30m and £50m advertising it. His own launch, however, will see King of Shaves promote its Azor 5 largely through low-cost campaigns on social networks Facebook and Twitter. "I can see where this is going," laughs King, 45, the chief executive of The King of Shaves Company, as the contrast is made clear. "Is Will King asking for trouble? No I don't think so at all. "If you take the time to look at the market and its dynamics, this is a very interesting space to be in. You're up against a company which has extraordinarily profitable cash flows; and there's another company [Schick Wilkinson Sword] about one-50th of the size by market capitalisation, which itself has extraordinarily good cash flows. "But there's no number three so you realise you only have three competitors – two existing big guys and a lack of awareness. So if you then get the right partner, there's no reason why you can't explode the brand." It's a...
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