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Essay text:
Facing the mess situation, Replogle the CEO hoped to lead the company from an entrepren-eurial company in a niche market to a category leader in a transformed market.
II. Problems
Burt's Bees managers thought they had fierce consumer loyalty. However, lacking of marketing department, they only judged by a little feedback from their sales representatives. By this way, Burt's Bees neither estimated the size of consumers nor measured the consum-ers' sensitiveness with changing. In communications, they thought a national product-demonstration tour can communicate the value proposition to consumers according to the sales, but they did not measure by the ratio of return over investment...
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