Proctor & Gamble states in their statement of purpose and strategy, “We will continuously stay ahead of competition while aggressively defending our established profitable business against major competitive challenges despite short term profit consequences.” Therefore doing nothing is simple not an option. The market had an increase of 5 percent last year, while Scope suffered from a .7 percent loss. Plax as a new competitor to the marked was able to achieve a 10 percent market share in over only three years, and will continue to grow and could take from our share if nothing is done. If we created a ‘better tasking pre-brush rinse’ we can also compare this to Scope when entered the market. Scope had all the same attributes of Listerine but offered a better taste, and was able to penetrate the market and be successful with a 12 percent market share in one
Proctor & Gamble states in their statement of purpose and strategy, “We will continuously stay ahead of competition while aggressively defending our established profitable business against major competitive challenges despite short term profit consequences.” Therefore doing nothing is simple not an option. The market had an increase of 5 percent last year, while Scope suffered from a .7 percent loss. Plax as a new competitor to the marked was able to achieve a 10 percent market share in over only three years, and will continue to grow and could take from our share if nothing is done. If we created a ‘better tasking pre-brush rinse’ we can also compare this to Scope when entered the market. Scope had all the same attributes of Listerine but offered a better taste, and was able to penetrate the market and be successful with a 12 percent market share in one