3年間の開発の後、パラマウント・ヘルス＆ビューティ社は、クリーンエッジと呼ばれる振動技術を駆使したカミソリの販売を目前に控えていた。同社は先進的な技術を誇るこの製品を自社が最も得意とする男性向け市場で発売した後、女性向け市場にも投入する計画だった。新製品の開発過程を指揮してきたプロダクトマネジャーは、製品をどのようにポジショニングすべきか悩んでいた。 After three years of development, Paramount Health and Beauty Company is preparing to launch a new technologically advanced vibrating razor called Clean Edge. The innovative new design of Clean Edge provides superior performance by stimulating the hair follicles to lift the hair from the skin, allowing for a closer shave. The company has already decided to introduce Clean Edge into the men's market where it has a strong presence. Jackson Randall, the product manager for Clean Edge, struggles with how best to position the product for the launch. One strategy is to release Clean Edge as a "niche" product, targeting the high-end market of fastidious groomers looking for superior skin care products. Another strategy is to release the product into the highly competitive mainstream razor market where the product can be positioned as the most effective razor available. Randall meets internal resistance to the mainstream strategy from the product manager for the company's current, but aging, mainstream razor products and he must consider the effects of cannibalization in his plan. Randall must recommend an optimal strategy and provide supporting economic analysis of his decision--not just for Clean Edge, but for its effect on the entire company.

【書誌情報】

ページ数：10ページ

サイズ：A4

商品番号：HBSP-419J06

発行日：2011/1/19

登録日：2019/9/30