Market Selection and Plan for Dollar Shave Club essay sample

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Table of Contents

I. Introduction

II. Market Selection

III. Marketing Plan
Marketing Objectives
Segmentation and Buyer Behavior Issues
Competitive Stance and Positioning
Branding, Standardisation and Adaptation

IV. Conclusions

V. References

VI. Appendices


The nature of contemporary business environment, even on the international scale, has noticeably changed. Financial crises, redistribution of economic power, changing cultures and consumer habits and changes in strategies of consumer engagement strongly affected ways of doing business worldwide. The notion of innovation in this aspect is very important, since it became broadly recognised as the key to success in saturated and commoditised markets where creative product strategies often seen as not relevant or hardly visible. For instance, Renova, a Portuguese company specialising in disposable tissues and hygiene which launched black toilet paper and rebranded its communication from functional to symbolic since 2000s, is currently seen as global market leader in the disposable tissues segment and enjoys stable inflow of revenues in European market. Similarly, venture capitalism of Branson’s Virgin Group allowed establishing start-ups as a corporation, bringing stable revenues since its first market expansion in 1970s. This report discusses innovation in relation to Dollar Shave Club, a U.S. - based start-up launched in March 2012, which delivers razor blades to your doors on a monthly basis fee. Given its rapid success in U.S., as well as recent funding from venture capitalists in Silicon Valley with ambitions to compete with Gillette brand in the long-term, it considers international expansion to an international market of Western and Eastern Europe. This report is further organised as follows. First, it defines six market selection criteria and applies them to four countries located in Eastern Europe and justifies the choice of Poland as the most strategically wise choice for Dollar Shave Club. Second, it outlines marketing plan for Dollar Shave Club expansion, focusing on segmentation and buyer behaviour issues, market entry modes as joint venture with another start-up company, competitive stance of Dollar Shave Club to successfully withstand Gillette competition in Poland and required branding, adaptation and standardisation strategies required for strengthening competitive positions. The report concludes that entry to Poland is a manageable opportunity for Dollar Shave Club, while also recommends considering specific emerging trends, like consumer ethnocentrism, culture of being unshaved, focus on private labels and selectiveness to product based on combined value of price, quality and image.

Market Selection.

Selection of the appropriate screening criteria in choosing the pathway of marketing expansion is important for businesses that seek for internationalization. Each market has its own economic, political, social and cultural; specifics which will one or another way affect their final choice regarding the expansion strategy for the business. In case of Dollar Shave Club, screening criteria has been chosen considering the variety of parameters that take into consideration political climate, trade and economic regulations, market size and development trends, as well as the likelihood of doing business in destination country. Regulations initiated by or involving support of the local government – this parameter stands for any …

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