products that may produce. Terms of Use. Registered Data Controller No: Z1821391. The intensity of the rivalry from established competition is reliant on; the structure of competition, industry costs, degree of differentiation, switching costs, strategic objectives and exit barriers. When most people hear “GILLETTE”, one thing comes to mind–Razors. Kruger, R (1998) ‘Razor sharp’ Discount Merchandiser, 38 (1) pp. Environmental and Legal. sexual orientation. The risk of military invasion by hostile countries may cause divestment from ventures. (2010) BicEcolutions : the shaver, An environmentally-friendly high-performance 3-blade shaver at an affordable price. culture, belief, attitudes and values that the majority of the population may hold as a community. Free resources to assist you with your university studies! A PEST analysis analyses the external environment in which an organization operates and identifies how it should influence marketing decisions. Each legal battle has costs both in money, time and to some extent brand reputation. Ted Trainer, (2005) ‘Social responsibility: the most important, and neglected, problem of all?’, International Journal of Social Economics, Vol. Available at: http://www.washingtontimes.com/news/2005/sep/26/20050926-092005-9885r/ (Accessed: 1 December 2010). From this, Gillette has calculated that the world market for blades, razors, shaving creams and gels in 2002 was in excess of £5 billion a year. Hardly a new idea, but an important acknowledgement by a huge brand nonetheless. How much an improvement of technology would improve/ transform what the product initially offers. This report will define Gillette as assembling and marketing its products within in the Shaving Razor industry, a distinct category of the Beauty & Personal Care sector. The high value-to-size ratio offered by the Shaving Razor industry has triggered the products offered by Shaving companies to become the worlds most shoplifted product according to (The Telegraph, 2003; BBC News, 2010). In the current external environment, social-trends and technological aspects play a vital role in a company’s success in the Shaving Razor industry. Looking for a flexible role? rates would result in greater investments that would mean more growth for. Intellectual property laws and other data protection laws are, as mentioned earlier, in place to protect the These conditions lead to frequent price wars, advertising disputes, and new, innovative product introductions, making it expensive for Gillette to maintain a high market share. that take place/ affect not only the host country but also all countries that contain business operations, or Available at: http://jr3tv3gd5w.search.serialssolutions.com/?ctx_ver=Z39.88-2004&ctx_enc=info%3Aofi%2Fenc%3AUTF-8&rfr_id=info:sid/summon.serialssolutions.com&rft_val_fmt=info:ofi/fmt:kev:mtx:journal&rft.genre=article&rft.atitle=MARKETING+TO+MEN&rft.jtitle=Restaurant+Business&rft.au=Michaela+Cavallaro&rft.date=2008-06-01&rft.issn=0097-8043&rft.volume=107&rft.issue=6&rft.spage=20&rft.externalDBID=RTB&rft.externalDocID=1499258701 (Accessed: 1 December 2010). 70 EBSCOhost [Online] Available at: http://search.ebscohost.com/login.aspx?direct=true&db=buh&AN=16640867&site=ehost-live&scope=site (Accessed 1 December 2010), The New York Times (2004) ‘Schick sues Gillette over razor technology patents’, 17 June, p.4. factors should be considered before taking part in any investments: Economic factors are all those that pertain to the economy of the country that , such as changes in the Opportunities for Gillette – External Strategic Factors. The social factors that affect and should be included in the social aspect of the PESTEL analysis include the The report will draw out and highlight the key drivers which are most likely to influence the future development of the industry. This is an important step for