Contents of the paper
1.Executive Summary
2.Company Description
3.Strategic Focus and Plans
-Mission, goals, objectives
-Core competencies, sustainable competitive advantage
4.Situation Analysis
-SWOT analysis
-Industry analysis, trends
-Competitor analysis
-Company analysis
-Customer analysis
5.Product-Market Focus
-Marketing and product objectives
-Points of difference
-Positioning
6.Financial Data and Projections
7.Conclusion
Executive Summary
The case is about skin- tique corporation, the case study covers the company description an overview of what they produce there objectives and the companies core competencies. This aims to provide a fair understanding of the company and the line of business it is in. The situation analysis covers the swot analysis the internal and external environment of the company. The case study then does an analysis on the questions faced by the product manager and the different options she has. A study of financial data and projection is done to reach a conclusion for the case
Company Description
Skin- Tique Corporation, a manufacturer of womens personal- care products with sales of $ 225 million in 2002. The company's line of products includes facial creams, hand and body lotions, and a full line of womens toiletries. Products are sold by drug and food- and- drug stores through rack jobbers.
Product Description
Soft and Silky Shaving Gel was introduced in the spring of 1988. The product was viewed as a logical extension of the company's line of hand and body lotions and required few changes in packaging and manufacturing. The unique dimension of the introduction was that Soft and Silky Shaving Gel was positioned ...