national origin of the MNC is a major influence on the trade-off between global integration and local adaptation. Now‚ Gillette Group has a plan to set a subsidiary in Shenyang of China which is a advanced city in China. So choosing effective HR practices is very important for the development of this subsidiary. In this report‚ first‚ some practical HR methods of Gillette Group will be introduced and illustrated‚ and then through analyzing the differences between US and China to find out the barriers
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This case details the success of Gillette over the history of the company‚ from its inception in 1901 to the present day. The ups and downs that the company went through over the years and the obstacles it had to overcome to stay at the top of the market in not only the U.S. but worldwide. The company as a whole has faced new competition that sparked a battle that many still remember to this day. Innovative History In 1901‚ during its year of inception Gillette cornered the market for being the
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Harleen Parmar Gillette Indonesia Chester Allan‚ Gillette’s country manager of Indonesia‚ needs to decide whether increasing spending in marketing beyond 12% of sales will cause a 20-25% increase in blade sales in 1996. Despite the high market share of 48% and 97% brand awareness (See Exhibit 1) of Gillette-brand blades‚ the company needs to target several factors that hinder its growth by switching rural population to lower priced Gillette blades; targeting 48% of the urban male population
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introduction Gillette know men in their grooming needs but not for woman. Men have been scraping their beards and moustaches off since the invention of dating‚ and had been using a variety of single edged razors‚ including the so-called "safety razor"‚ which had been introduced by Gillette in 1901. A mere 70 years would pass before the Gillette people could improve on things with the introduction of the Trac II razor‚ the first two-bladed cartridge. The theory was‚ that the first blade would
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The Gillette Company ‚ was founded in 1901 by inventor King C. Gillette. It was a leading international manufacturer of consumer products ranging from electric razors to ballpoint pens. Gillette has three divisions: 1. Safety Razor division (blades and razors) 2. Paper Mate Division (writing instruments) 3. Personal Care Division-PCD (toiletries and cosmetics) PCD was responsible for Gillette’s U.S. entries in hair care‚ skin care‚ and deodrants /antiperspirants The Brands of Gillette are
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FROM: Giuseppe Fornaro TO: Edward “Cutting Edge” Barber‚ Head of Gillette Shaving Division RE: Rejuvenating the strategy of Gillette’s razor business Current Strategy Gillette has grown to be a power brand in the shaving industry. Its products are seen as premium quality and are thus sold at a premium price. Gillette’s current business model consists of high spending in marketing and product development (R&D). Gillette’s traditional competitive strategy for razors is to focus technology
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THE GILLETTE COMPANY MARKETING PLAN Second year of Mach3 in the market. 1. Executive Summary * The major goal is to meet the sales volume (unit and US$14400 MM) as well as estimated profits US$ 2880 MM which represents 24% of sales. * Consolidate Mach3 as a successful launch‚ with the objective of recovering the investment in 2 years. * Minimize the effect the higher price of Mach3 might have in foreign markets. * Make consistent efforts in all
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1. Should Gillette enter the cassette market at all? Gillette Safety Razor Division (SRD) would be foolish to not enter the cassette market at this time in the game. With the established and well-trusted brand name on it’s side‚ Gillette will be able to exploit the undeveloped marketed to it’s fullest potential. The way that Gillette can accomplish this is by utilizing some of it’s biggest and strongest assets to overcome what the consultants believe are the three major problems in the industry:
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Executive Summary Gillette is a world known multinational company in shaving products market and holds more than 70% market share (Hartline 2007) in this segment. Since its very inception in 1901‚ Gillette has always been envied for delivering the finest shaving care products both for men and women. Besides‚ it has also diversified its product lines extending it to toothbrushes‚ toiletries‚ stationeries‚ cosmetics and other household appliances. Originated in Boston‚ Gillette has been dominating
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Identity Prism 8 2.2.3 Brand personality 9 3. Positioning 10 3.1 Possible positioning statements 11 3.1.1 Comparisons 12 3.1.2 Contrast between two statements 12 4. Celebrity endorsement 13 4.1 David Beckham and Gillette 14 4.2 Other Gillette celebrity endorsers 15 4.3 Match-up hypothesis 16 4.4 Future Endorsement 17 5. Retail Environment 17 Appendices Bibliography Appendices Appendix 1 – Marketing Week Article Appendix 2 – Questionnaires Appendix 3
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