Merit Enterprises, marketing homework help

Your company, Merit Enterprises, markets a variety of consumer products similar to that of Lever Brothers, Incorporated (toothpaste, deodorant, shampoo, etc.).

Brite-White (a toothpaste introduced in 1982) is one of ten products marketed by the Personal Products division of Merit Enterprises. Brite-White Toothpaste has a 2.6% share of the overall toothpaste market in May 2016, down from 3.15% of the market in 2007. Total dollar sales of your ten products in 2015 were $2.86B – net profitability of the division, after taxes, is $254M. Brite-White generates sales of $45M and generates $3.1M in net profit.

Brite-White’s primary competition includes the families of toothpastes from CREST (22% of the toothpaste market), Colgate (21%), and Ultrabrite (16%) These are the Top Three toothpaste families and their market share (at least for this mini-case study). Annual USA market growth for toothpaste is about 1.9% a year, primarily due to population growth.

You are the Division Vice President. As such you are responsible for the division’s overall growth and overall profitability.

Given this responsibility for overall division profitability and managing products, what STRATEGIC marketing recommendation would you make to your company president as to what to do with Brite-White? What are the benefits AND risks of your recommendations to your president, assuming they are implemented?

 
"Looking for a Similar Assignment? Order now and Get 10% Discount! Use Code "GET10" in your order"

If this is not the paper you were searching for, you can order your 100% plagiarism free, professional written paper now!

Order Now Just Browsing

All of our assignments are originally produced, unique, and free of plagiarism.

Free Revisions Plagiarism Free 24x7 Support