Case Analysis Gillette Midterm Marketing Analysis
Order ID |
53563633773 |
Type |
Essay |
Writer Level |
Masters |
Style |
APA |
Sources/References |
4 |
Perfect Number of Pages to Order |
5-10 Pages |
Description/Paper Instructions
Case Analysis Gillette Midterm Marketing Analysis
Marketing Analysis
Midterm “Case Analysis: Gillette”
Read Case 16: Gillette found in textbook Appendix and Write a paper that answers the following questions.
Evaluate product innovation at Gillette throughout its history. Has Gillette been a victim of its own success?
Has product innovation in the wet-shaving market come to an end?
Explain.
What do you make of the razor wars, first between Gillette and Schick, and now with online competitors?
Does Gillette face a serious threat from competitive inroads?
Explain.
What actions would you recommend over the next five years that could help Gillette maintain its worldwide dominance in the shaving market?
What specific marketing program decisions would your recommend?
Should Gillette be worried about its pricing strategy?
If so, what strategies would you recommend
Within your paper/analysis be sure to address the following:
Each question should be at least 1 page in length.
Include a title page
Collaborative planning, forecasting and replenishment
Over the last 25 years or so, a number of breakthroughs have occurred in collab- orative working in supply chains. Many of these initiatives have originated in the retail sector but the ideas have universal application. The underpinning logic of all these collaborative initiatives has been the idea that through sharing information and by working together to create joint plans and forecasts, both the supply side and the demand side of the supply chain can benefit. Collaborative planning, forecasting and replenishment (CPFR) is the name given to a partnership-based approach to managing the buyer/supplier interfaces across the supply chain. The idea is a development of vendor managed inven- tory (VMI). VMI is a process through which the supplier rather than the customer manages the flow of product into the customer’s operations. This flow is driven by frequent exchanges of information about the actual off-take or usage of the product by the customer. With this information the supplier is able to take account of current inventories at each level in the chain, as well as goods in transit, when determining what quantity to ship and when to ship it. The supplier is in effect man- aging the customer’s inventory on the customer’s behalf. In a VMI environment there are no customer orders; instead the supplier makes decisions on shipping quantities based upon the information it receives direct from the point-of-use or the point-of-sale, or more usually from off-take data at the customer’s distribution centre. The supplier can use this information to forecast future requirements and hence to utilise their own production and logistics capacity better. Under conventional replenishment systems both sides need to carry safety stock as a buffer against the uncertainty that is inevitable when there is no visibil- ity or exchange of information. With VMI the need to carry safety stock is greatly reduced as a result of ‘substituting information for inventory’. CPFR is in effect an extension of VMI in that it takes the idea of collaboration amongst supply chain partners a step further. Underpinning CPFR is the creation of an agreed framework for how information will be shared between partners and how decisions on replenishment will be taken. A key element of CPFR is the gen- eration of a joint forecast which is agreed and signed off by both the supplier and the customer. Figure 4.10 presents a nine-step model for the implementation of CPFR pro- grammes developed by the US-based organisation VICS (Voluntary Inter-Industry Commerce Standards). Whilst many of the early CPFR pilot implementation exercises were in retail envi- ronments, there is no doubt that these principles can be applied successfully in most industries. A study by Accenture1 highlights a number of significant benefits that can flow from successful CPFR (see box below).
RUBRIC
QUALITY OF RESPONSE |
NO RESPONSE |
POOR / UNSATISFACTORY |
SATISFACTORY |
GOOD |
EXCELLENT |
Content (worth a maximum of 50% of the total points) |
Zero points: Student failed to submit the final paper. |
20 points out of 50: The essay illustrates poor understanding of the relevant material by failing to address or incorrectly addressing the relevant content; failing to identify or inaccurately explaining/defining key concepts/ideas; ignoring or incorrectly explaining key points/claims and the reasoning behind them; and/or incorrectly or inappropriately using terminology; and elements of the response are lacking. |
30 points out of 50: The essay illustrates a rudimentary understanding of the relevant material by mentioning but not full explaining the relevant content; identifying some of the key concepts/ideas though failing to fully or accurately explain many of them; using terminology, though sometimes inaccurately or inappropriately; and/or incorporating some key claims/points but failing to explain the reasoning behind them or doing so inaccurately. Elements of the required response may also be lacking. |
40 points out of 50: The essay illustrates solid understanding of the relevant material by correctly addressing most of the relevant content; identifying and explaining most of the key concepts/ideas; using correct terminology; explaining the reasoning behind most of the key points/claims; and/or where necessary or useful, substantiating some points with accurate examples. The answer is complete. |
50 points: The essay illustrates exemplary understanding of the relevant material by thoroughly and correctly addressing the relevant content; identifying and explaining all of the key concepts/ideas; using correct terminology explaining the reasoning behind key points/claims and substantiating, as necessary/useful, points with several accurate and illuminating examples. No aspects of the required answer are missing. |
Use of Sources (worth a maximum of 20% of the total points). |
Zero points: Student failed to include citations and/or references. Or the student failed to submit a final paper. |
5 out 20 points: Sources are seldom cited to support statements and/or format of citations are not recognizable as APA 6th Edition format. There are major errors in the formation of the references and citations. And/or there is a major reliance on highly questionable. The Student fails to provide an adequate synthesis of research collected for the paper. |
10 out 20 points: References to scholarly sources are occasionally given; many statements seem unsubstantiated. Frequent errors in APA 6th Edition format, leaving the reader confused about the source of the information. There are significant errors of the formation in the references and citations. And/or there is a significant use of highly questionable sources. |
15 out 20 points: Credible Scholarly sources are used effectively support claims and are, for the most part, clear and fairly represented. APA 6th Edition is used with only a few minor errors. There are minor errors in reference and/or citations. And/or there is some use of questionable sources. |
20 points: Credible scholarly sources are used to give compelling evidence to support claims and are clearly and fairly represented. APA 6th Edition format is used accurately and consistently. The student uses above the maximum required references in the development of the assignment. |
Grammar (worth maximum of 20% of total points) |
Zero points: Student failed to submit the final paper. |
5 points out of 20: The paper does not communicate ideas/points clearly due to inappropriate use of terminology and vague language; thoughts and sentences are disjointed or incomprehensible; organization lacking; and/or numerous grammatical, spelling/punctuation errors |
10 points out 20: The paper is often unclear and difficult to follow due to some inappropriate terminology and/or vague language; ideas may be fragmented, wandering and/or repetitive; poor organization; and/or some grammatical, spelling, punctuation errors |
15 points out of 20: The paper is mostly clear as a result of appropriate use of terminology and minimal vagueness; no tangents and no repetition; fairly good organization; almost perfect grammar, spelling, punctuation, and word usage. |
20 points: The paper is clear, concise, and a pleasure to read as a result of appropriate and precise use of terminology; total coherence of thoughts and presentation and logical organization; and the essay is error free. |
Structure of the Paper (worth 10% of total points) |
Zero points: Student failed to submit the final paper. |
3 points out of 10: Student needs to develop better formatting skills. The paper omits significant structural elements required for and APA 6th edition paper. Formatting of the paper has major flaws. The paper does not conform to APA 6th edition requirements whatsoever. |
5 points out of 10: Appearance of final paper demonstrates the student’s limited ability to format the paper. There are significant errors in formatting and/or the total omission of major components of an APA 6th edition paper. They can include the omission of the cover page, abstract, and page numbers. Additionally the page has major formatting issues with spacing or paragraph formation. Font size might not conform to size requirements. The student also significantly writes too large or too short of and paper |
7 points out of 10: Research paper presents an above-average use of formatting skills. The paper has slight errors within the paper. This can include small errors or omissions with the cover page, abstract, page number, and headers. There could be also slight formatting issues with the document spacing or the font Additionally the paper might slightly exceed or undershoot the specific number of required written pages for the assignment. |
10 points: Student provides a high-caliber, formatted paper. This includes an APA 6th edition cover page, abstract, page number, headers and is double spaced in 12’ Times Roman Font. Additionally, the paper conforms to the specific number of required written pages and neither goes over or under the specified length of the paper. |
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