Managing in the Competitive Environment

Managing in the Competitive Environment

  • Submitted By: kwm1902
  • Date Submitted: 12/03/2009 3:18 AM
  • Category: Business
  • Words: 3568
  • Page: 15
  • Views: 1291

Critically evaluate the strategies available to the firm in respect of its proposed entry into the Hong Kong toothbrush market. To what extent do you feel it would be possible to gain a competitive advantage in this marketplace?

Contents

1. Introduction to the available strategies……………………...page 2

2. The Methods used to understand Oral Hygiene’s strategic position and its ability to gain competitive advantage…..page 2

3. Evaluation of strategies………………………………………….page 6

4. Can Oral gain competitive advantage?..…………………..page 7

5. Conclusion………………………………………………………....page 10

6. Appendices………………………………………………………..page 12

7. References…………………………………………………………page 18

8. Bibliography…………………………………………………….....page 18

Introduction to the available strategies

Two strategies to achieve the aim of gaining a 10% market share of the Hong Kong toothbrush market within 3 years with a 15% marketing contribution have been put forward: one by Lily Lau, a group product manager and one by Rick Reynolds, the Regional V.P.

Lily’s is a strategy of design; a heavy TV advertising campaign with below the line support for 800 dentists, where the product retails at $26HK. The intention is to differentiate the product whilst maintaining a low cost base to achieve competitive advantage. This strategy is the result of a logical and rational analysis of the local market using the tools and methods outlined later.

Rick’s is a strategy of experience; a smaller TV campaign with above the line support for the dentists, where the product retails at $40HK like Fresh Dent in order to create the same professional image. This focussed differentiation strategy was used in Europe, where it was successful.

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The Methods used to understand Oral Hygiene’s strategic position and its ability to gain competitive advantage

Marketing Audit

Pest Analysis (see appendix A)

Particularly important as the group’s previous experience of marketing...

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