strategic planning process

This case study assignment will reinforce concepts related to market segments, targeting, and positioning. In addition to these strategic components, the case will bring pricing strategy into the strategic planning process.

Clean Edge Razor is a ‘wet shave’ company that sells non-disposable razors (i.e., consumers buy replacement razors), very much like Gillette Fusion blades.

*As you review the case and prepare your case study submission, please keep the following discussion points in mind:

1. What are the dynamics of the non-disposable razor category? Is it stable, growing, or declining? Include numbers from the case. What is Paramount’s (company that sells Clean Edge) position in the industry (i.e., market share leader, etc.)

2. Be sure to identify, describe, and discuss the three price/quality price tiers (value, mainstream, premium). Notice the different names. What is happening in each of those price tier segments (i.e., growing, stable, declining)? In addition to the price/quality price segments, please discuss the ‘benefits sought’ segments (e.g., aesthetic shavers) in your discussion – these segments need consideration for assessing growth trends and whether to target the mainstream or premium segment.