Strategic Profile and Case Analysis Purpose Located in Knoxville‚ Tennessee‚ Pro Clean is a cleaning service business owned by one Kevin Wilson. He started out as a one-man show‚ but expanded his business 2 years ago. His expansion plan was to imitate the leading company in the industry‚ King Rug’s business model. He moved his office out of his home into a commercial facility‚ hired 3 workers to do the cleaning job and purchased 2 more new vans on lease. He also started a basic website for his company
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Company overview/ Statement of Problem Pro Clean LLC is an old-timer carpet cleaning business. It was owned and managed by Kevin Wilson and located in Knoxville‚ Tennessee. Wilson had to manage almost all functions of Pro Clean daily activities. In this industry‚ the problems Pro Clean faced are how to stay competitive and still make above average returns with one of his main competitor the King Rug. King Rug has a resolute business structure and is able to charge its customers with high prices
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CASE ANALYSIS OF CLEAN EDGE RAZOR Submitted by BrandMasters Fatima Dilruba (B13085) Bhavya Singla (B13080) S Jayaram (B13110) Case Analysis of Clean Edge Razor Problem Statement Paramount Health and Beauty Company developed the Clean Edge Razor‚ a technologically advanced non disposable razor. The company now has to study and segment the market environment and find a suitable target to successfully position and launch their product. Situational Analysis General Market Profile
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Tennessee V. Lane Case Before 2004‚ courthouses and other public buildings differed from how they are today. There was one thing that these buildings did not have‚ a handicapped entrance. At this time‚ it could be very embarrassing to be handicapped because you could do nothing for yourself. If you wanted to enter a public building‚ you had to ask someone to carry you in‚ or even worse‚ you might have to crawl up stairs to enter! This was a definite problem that had been around for years‚ however
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Evan Roy December 9‚ 2014 BUS 360 Clean Edge Analysis The decision at hand is should Paramount position its new innovative Clean Edge razor in the mainstream market or possibly position the razor as a niche product? In addition‚ the company also must decide on the brand name and marketing budget for the product launch. Paramount product manager‚ Jackson Randall is faced with some very difficult decisions that involve many differing opinions from company executives. All Paramount
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launch a new razor into the market currently referred to as “Clean Edge.” The project team recommends that the company should position the product as a distinct mainstream product‚ dubbing it “Clean Edge by Paramount” in order to produce growth in sales from new product innovation. The importance of placing the product in a mainstream position is to successfully launch an innovative product creating more market share for Paramount and for Clean Edge to become the most sought out razor in the industry
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Market Orientation & The Clean Queen Situation The case opens with an 8:15 AM meeting among several key people at the Danbury‚ Illinois plant of the Floor Care Products Group of Atlas Industries Worldwide. The group consisted of the following persons: • • • • Dave Matters: Chief Design Engineer (CDE) Jack Davis: General Manager‚ Danbury Plant (GM) Molly Hudson: Product Manager‚ Clean Queen Floor Care Products (PM) Bart Simpson: National Sales Manager‚ Floor Care Products (NSM) Jack (GM)
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PunyamurthulaVinay Adithya S [Clean edge razor:splitting hairs in product positioning] The company has already decided to introduce Clean Edge into the men’s market where it has a strong presence. Jackson Randall‚ the product manager for Clean Edge‚ struggles with how best to position the product for the launch.It has two strategies in mind “niche” and “mainstream”. Randall must recommend an optimal strategy and provide supporting economic analysis of his decision--not just for Clean Edge‚ but for its effect
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Clean Edge Razor- Case Analysis Introduction Paramount Health and Beauty Company has developed a new razor called Clean Edge. Paramount needs to decide between launching this razor in a niche or mainstream position. After analysis‚ we recommend that Paramount launch Clean Edge in niche position. Analysis of Clean Edge Financial Analysis Launching Clean Edge as a niche product would require significantly less ad expense compared to attempting a mainstream positioning‚ $15 million compared
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Clean Edge Razor Case 1. What is the marketing management problem or opportunity the case protagonist faces? Paramount must decide how it wants to position the Clean Edge Razor in the market. With the men’s grooming market segment poised for growth‚ it must figure out where the most profit opportunity lies (i.e.‚ super-premium‚ mainstream‚ etc.) and then proceed with an implementation plan. 2. What alternative courses of action can the protagonist pursue to address the case problem? One
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