Clean Edge Razor Case Study
Paramount Health established itself as a consumer giant with global sales of over $13 billion. Since 2009, it was the unit-volume market leader for non-disposable razor products. However, that category is entering a new phase based on technological innovations, particularly in the super-premium categories. This resulted in the need to continually innovate and improve razor technology. Paramount now must face issues and decisions regarding positioning of new products, alignment with past products, and future expenditures.
Changes in the category? Competition, Strategic life cycle? Technology is the largest driver in the changes to the non-disposable razor product. This has resulted in a sub-category, the super-premium segment, growing faster than expected, and increased competition from other companies with a more innovative technological push causing a true fight for market share. The market is huge, over $1 billion in potential sales in the U.S. alone per annum and 34% of that from the super-premium niche. The category, in fact, has changed from being based on utility and cost (value and premium), to aesthetics, innovation, and consumer perception of quality. Additionally, a challenge for Paramount is that each market share point is worth several million dollars, and even small delays in new product launches have the potential to result in millions in sales losses. This, though, also presents a challenge to the Research...
Literature Review, Analysis and Discussion 7,500 words This section presents a review of the recent relevant peer-reviewed and scholarly literature concerning environmental sustainability in general and how environmental sustainability initiatives can help multinational corporations of different sizes and types achieve a competitive advantage in particular. Literature Review. According to Michalisin and Stinchfield (2010), "There is widespread consensus that human activity has had a significant impact on global climatic patterns which will have
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