Deodorant Homework PDF

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Deodorant Case 1.

2. I would categorize this industry as an oligopoly. These companies most likely compete by gaining differentiation leadership. The different brands offer similar products; however, some like AXE and Old Spice focus on their scents while Dove focuses on skin care. 3. I agree with Professor Halliday that there is low supplier and substitute power. For suppliers, there are many that provide the raw materials required to create deodorant. Since there are so many, there are lower switching costs leading to low bargaining power. As for substitutes, there are not many deodorant replacements. Deodorant has a very specific use that no other product has proven to apply well. 4. As a potential new entrant, I am worried most about the threat of existing rivalries. Since just 3 parent companies make up more than 50% of the market share, prices are pretty much set. This leads to low switching costs for the consumers even though many stay loyal to one brand....