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Essay Details:
Essay text:
Gillette’s market share is expected to be 50% in 1996, so
there is an existing market of double-edged blades of 116m.
The >$10k income bracket has grown by 30%, the $5k-$10k bracket by 15% and the $2k-
$5k bracket by 3%. The only bracket to reduce in size is the <$2k bracket, decreasing by
15%. Also the incidence of shaving is increasing, and lacks far behind that of Hong Kong.
This evidence suggests that the shaving market is in the early stages of growth on the
Product Life Cycle.
1.1.2 Structure
Rivalry - Low
Gillette’s market share is expected to reach 50% in 1996. Having such a strong monopoly
results in a high concentration ratio, signifying low rivalry...
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