Disruptive shave technology : considering the Dollar Shave Club model for a UK launch / Justin O'Brien.

Format:

Book

Author/Creator:

O'Brien, Justin (Peter Justin), author.

Series:

SAGE Knowledge. Cases.

SAGE Knowledge. Cases

Language:

English

Subjects (All):

Dollar Shave Club.

Marketing--Great Britain.

Marketing.

Entrepreneurship--Great Britain.

Entrepreneurship.

Great Britain.

Physical Description:

1 online resource.

Place of Publication:

London : SAGE Publications: SAGE Business Cases Originals, 2018.

System Details:

text file

Summary:

This entrepreneurial marketing case outlines a subscription-based, low-cost shaving technology business opportunity -- the US-based Dollar Shave Club -- that two London-based entrepreneurs wanted to emulate for themselves in the UK. The case is introduced with a summary of the American business, which benefited from a highly successful but low-cost YouTube viral video that prominently featured its founder Michael Dubin. Superficially, the UK market does not appear to be attractive, according to summary Mintel consumer research and high-level competitor analysis. However, empathetic customer insight of dissatisfaction with ever-more important service convenience elements and over-branding from the dominant fast-moving consumer goods marketing leader were factors that ultimately ignited a paradigm shift in the marketing of male grooming. Students are invited to undertake a number of marketing analysis exercises before weighing a market entry recommendation for the two case protagonists, Zach and Dane.

Notes:

Includes bibliographical references and index.

No ILL or scholarly sharing allowed.

Description based on XML content.

ISBN:

9781526441638

OCLC:

1023547556

Access Restriction:

Restricted for use by site license.