Burt's Bees

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Burt’s Bees should go mainstream and compete with other personal care products in the market. Replogle should have Burt’s Bees launch new product lines in new personal care categories in order to compete with the rest of personal care brands. Replogle should do more advertising. Though an advertisement campaign did not work in the past, he should hire a company to help with the creativity. Replogle should also keep the “quirky” image of Burt’s Bees for now and have some of its products sit in the shelves next to other natural personal care competitors. Overview of paper The purpose of this paper is to discuss whether Burt’s Bees can go mainstream and maintain its traditional strengths. First, I will review the history of Burt’s Bees and provide background on personal care products. Then I will introduce the critical issue that Burt’s Bees faces and the decision that John Replogle, CEO of Burt’s Bees, needs to make. I will analyze the company’s strengths and weaknesses, as well as their strategies. Following this analysis, I will offer my recommendations to Replogle on what the next step should be for the company. At the end, I will summarize the case once again and briefly restate my recommendations. Background of Burt’s Bees Burt’s Bees gets its name from a reclusive beekeeper named Burt Shavitz that sold honey from the tailgate of his pick-up truck on the side of a Maine road. It was 1984, and Roxanne Quimby was driving to work one day when she spotted him. She immediately saw an opportunity to expand the business. Shavitz was selling honey in gallon jars for 12 bucks. Quimby thought of selling it in smaller containers to tourists and getting more money this way. She finally took over the business end. She put them in attractive little beehive-shaped jars and added handmade labels. She also started making candles out of beeswax and selling them in craft fairs

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