Gillette

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Term Paper Title	Gillette
# of Words	1189
# of Pages (250 words per page double spaced)	4.76

Gillette

Gillette is leading worldwide home applicants, such as
razor, battery, electronic and manual toothbrush,
manufacturing company. On April 14, 1998, the company
introduced the world’s first triple blades razor and begun to
sell July 1, 1998 in the United States and September in the
Western Europe. Since Gillette launched new razor in
1998, the company expected high returns in short-term;
however, the result of the new product has been defined
yet. SWOT ANALYSIS - Key Learning The areas of the
internal factors are Finance, Management, Manufacturing,
Market position, Personnel, and Research & Development.
All these factors can be defined as either strengths or
weakness or both. First of all, the company as a whole
gained net sales amount of 10.1 billion dollars and net
income of 1.4 billion dollars for the 1997 due to acquire
leading battery company “Duracel” in 1996 and grow of
“Sensor Excel” razor. As a result, company could spend 1
billion dollars to invent “Mach 3” which is triple blades
razor. Even though Gillette had sufficient fund to invent the
new product, the company took high risk of financial side
that if the new product’s sale does not reach to company’s
expectation, the company will face shortage of capital
resources and can be lead to bankruptcy. But if Mach3
turn out to be a New Coke or McDonald’s Arch Deluxe –
much-hyped new products that were mostly duds and
fizzle- the gloom will be heavy from Gillette’s corporate
headquarters in Boston’s Back Bay to the South Boston
factory that Gillette has overhauled to produce 600 million
Mach3 blade cartridges per year, or about half of Gillette’s
annual target of 1.2 billion Mach3 blades. (Boston Globe,
4/15/98) Since Gillette introduced "Mach3" in April, the
company changed its manufacturing tools to produce
Mach3 South Boston's factory. Gillette already spent 300
million dollars for advertising and promotion worldwide for
the year that company introduced new product. The
amount is twice as much as the company put for advertising
"Sensor Excel" in 1989. Gillette released the new product
to retail stores on July 1, 1998, and starts to advertise on
TV and the other media six weeks later; however, many
people went to the company's web site to look at the new
product. Even though company spent tremendous amount
of fund for the advertising, some people from Asia did not
recognize the product according to our group's survey. For
customers, there are satis...

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