Case Two- Preserve Toothbrushes

Topics: Strategic management, Management, Strategic planning Pages: 3 (688 words) Published: March 29, 2012
Case Two- Preserve Toothbrushes

Strategic planning is an important aspect for any business or corporation. Without it, an organization has no way to achieve a stated goal. They have no way to march towards their vision. In the case of Eric Hudson, an entrepreneur with a vision, he successfully created a business with a goal in mind and implemented a strategic plan to make it happen.

Every small business startup has to have some edge in order to compete; otherwise they will be forced out by larger, pre-existing competitors. For Preserve, this meant identifying and filling a niche in an industry largely consisting of multinational conglomerates. For Eric Hudson, this meant thinking critically, having a plan, and implementing it in order to carry out his vision. Preserve found its niche in environmentally friendly toothbrushes.

Preserve created an environmentally friendly toothbrush manufactured from recycled plastic. Further enhancing the product was a unique 45 degree angled head designed by Hudson’s father, an industrial engineer. At the time, the “green” movement was largely a niche in itself. While not a first-mover, others were already in the “green” products industry; Preserve had a modified approach of the second-mover strategy. It did not create the “green” industry, but it did create a new product. It was often a small market for “green” products, and the products that existed were often less effective and of poor quality. However, for Eric Hudson, he made it his vision to provide an environmentally friendly product without sacrificing quality or performance.

Initially, Preserve’s toothbrush was marketed through grassroots movements and sampling. However, it was at one of the sampling events, that an employee from Stonyfield Yogurt, an organic yogurt company, approached Preserve and relayed the information that they consistently had leftover plastic from producing yogurt containers. With this bit of information, Preserve had a new strategic...
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