Clean Edge Razor Case

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Enclosure A: Decision Point Summary The largest decision in the Clean Edge launch is where to position the product. Should the product be placed in the “Super-premium” blend of products or in the “Moderate” segment? Without this decision formulated, it would not be prudent to name the product and allocate marketing funds. Millions of dollars ride on the sole decision of which market to select. The tertiary decisions that follow the main decision include naming the product and deciding on the right amount of marketing funds that will be needed for a successful launch. In this case, the tertiary decision of the marketing fund allocation did directly affect the bottom-line of the main decision point. With the “moderate” category requiring nearly triple the marketing budget, the marketing budget was a key component of the main decision, and could not be factored in after the decision was executed. Enclosure B: Analysis Techniques Employed A look at the seven exhibits that accompanied the case file quickly revealed that most of the data needed for analysis was present, but the data needed to be more cleanly organized to aid the ultimate decision. All the data needed to compute the two-year Net Operating Income (assuming all product sells) was available, but the data was not converted to revenues and expenses and there was no Net Operating Totals provided. Likewise, we were given Paramount’s and Prince’s 2009 total sales amounts of $170 million and $224 million, respectively, but each competitor’s razor sales were not calculated. Only percentages of sales were offered. To successfully extrapolate the needed data, several basic sum formulas were used as well as a pivot table to cross-tabulate the percentages of competitor sales to actual sales figures. A table of all competitors, broken-down by Super-premium, Moderate and Value was then created with

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