Gillette Indonesia Essay

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Table of Contents 1. SITUATION 3 2. ANALYSIS 3 2.1 SWOT Analysis 3 2.2 PEST Analysis 4 2.3 Financial Analysis 5 3. KEY ISSUE 5 4. STRATEGIC OPTIONS 5 5. RECOMMENDATION 6 6. NEXT STEPS 6 7. BIBILOGRAPHY 6 1. SITUATION Gillette is a multi national corporation established in 1901 in Boston is a world leader in blades and razors and nine other consumer product categories. Gillette conducts its manufacturing operations at 50 facilities in 24 countries. The company distributed its product through wholesalers, retailers, and agents in over 200 countries and territories. Gillette’s mission is to achieve worldwide leadership in its core product categories. The Country Manager of Gillette Indonesia, Chester Allan, was developing a marketing plan for his market which once completed would be sent and reviewed by Rigoberto Effio, the business director of Gillette’s Asia Pacific Group. The plan projected a 19% increase in blade sales in Indonesia in 1996 from 115 million to 136 million. This assumption was based on the 17% increase that was achieved in 1995 from 1994. The business director was considering increasing investment in Indonesia for market development from that of the previous year, which he believed would increase blade sales by 25% - 30%. Gillette has been doing remarkably well in the Asia Pacific market by earing more than $600 million from blade & razor sales in 1995 alone. They have consistently maintained a profitable growth over the previous 5 years. In 1995 three-quarters of sales came from product categories they held worldwide share leadership in. The aim of this research is to understand: * If there is a need to further invest into the Indonesian or maintain status quo. * If there is a need for investing additional resources into marketing, sales & distribution to speed up market development. * Based on

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