Gillette Security Razor Section: Blank Cassette Project Composition

In late 1970, after the split-off of the Toiletries Division, the Gillette Safety Razor Division (SRD) is definitely considering a proposal to the bare recording cassettes market to attempt to achieve the assigned profits growth target. The cutting tool and razor business is definitely mature as well as the SRD understands it won't manage to achieve the expansion target generally there, so it's evaluating a diversity strategy to enter the new business. As with any variation strategy, they are really facing a new market, with a new product. The first thing that SRD should do, in order to profitably satisfy customer requirements, is to start a situation examination. The company first must understand it is external and internal scenario (strengths and weaknesses), including the customer, the industry environment, plus the firm's own capabilities. Furthermore, it needs to forecast tendencies in the dynamic environment in which it works. The first thing to comprehend is the environment, where three different systems (reel-to-reel tags, eight-track cartridges and cassettes) are competitive to satisfy precisely the same need (of course with differences). Yet according to the data in the case, for its advantages in cost, size, general documenting capabilities and off-the-air recording trend amongst young people, the cassette seems to be the one that will win this competition. The single thing that we have to notice about the regulatory environment, is that government agencies and customer safety advocates had highly discouraged installing cassette instruments in automobiles. This is very important, since the automobile section is vital for the cassette technology to grow. Second, to understand the client base, we can see that this is known as a fast growing market with 1970 expected sales of $130 mil (60% over 1969) and expected normal growth charge of thirty percent per year through the 1970s. Also the market is usually divided in three item segments situated in the quality of the cassettes: •Professional quality: Larger price ($2. 98) although...



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