The U. S. Men’s Shaving Gel Market: A Competitive Profile\(^1\)

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The U. S. Men’s Shaving Gel Market: A Competitive Profile\(^1\)

July 21, 2021 Economics and Management 0

Men’s Shaving Gel, Beer, Shampoo, Shredded/Grated Cheese, Refrigerated Orange Juice, Men’s Razor-Blades, Women’s Razor-Blades, Toothpaste, Canned Soup, Coffee, Potato Chips, and Alkaline AA Battery are among the twelve studies that have attempted to analyse the competitive profile of US consumer markets.

Porter associates a large market share with a cost leadership strategy, which is based on competing on a lower price than the competitors. Customer perception of quality, rather than low cost, should be the foundation of competitive strategy, since it is considerably more important to long-term competitive position and profitability than any other element. As a result, a superior alternative is to provide greater quality in comparison to the competition.

In most consumer markets, a company seeking market share leadership should target the middle class by competing in the mid-price segment and providing quality that is superior to that of the competition: at a slightly higher price to convey a sense of quality and to ensure that the strategy is profitable and long-term sustainable.

Quality, on the other hand, is a tough term for most people to grasp. As a result, people frequently utilise relative price and a brand’s reputation as indicators of quality.

In 2008, the overall sales of men’s gel in the United States were $ 131 million. We discovered that the 7-oz Gel was the most popular size, with $116 million in sales in 2008. As a result, we’ve concentrated our investigation on this bundle.

We evaluated two hypotheses using Hierarchical Cluster Analysis: (1) that the market leader is likely to compete in the mid-price group, and (2) that its unit price is likely to be greater than the nearest competitor.

For 2008 and 2007, the results supported both Hypothesis I and II. The mid-price segment included both the market leader Edge and the runner-up Gillette Series. Furthermore, the unit price of Edge was higher than that of Gillette Series, as we have hypothesised.

We found that relative price was a strategic variable, as hypothesised.

We also discovered five strategic groups in the industry.

Author (S) Details

Y. Datta
College of Business, Northern KY University, Highland Heights, KY 41099, USA.

View Book :- https://stm.bookpi.org/IEAM-V12/article/view/2075

 

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