Clorox vs. Shout Term Paper Example | Topics and Well Written Essays - 2750 words

Clorox vs. Shout - Term Paper Example Thus it is necessary for the company to identify its strengths and weaknesses in order to develop strategies to improve its market share and sales and thus gain competitive advantage over its competitors. Its strengths are that is enjoys customer loyalty and give back to the community thus good reputation. The weakness of Clorox is that it is a small company concentrated only in a small region of the global market. SC Johnson on the other hand enjoys the strength of having its products all over the global market. However they have a disadvantage that they do no give back to the community and have limited customer loyalty. The recommendations that Clorox Company can implement in order to achieve competitive advantage of the product category market include strategic marketing, innovations and expansions of its operations and products into new markets so as to gain global market value and dominate it as well. Market Analysis of Product Category The bleach market globally is expected to have a value of $2.6 billion which is an increase from 2008 by 0.7%. Americans alone accounts for almost 50% of the global market value of the bleach while the Clorox contribute 28.5% share of bleach’s global market value. ... Hence its existence for more than six generations has helped in gaining customer loyalty and confidence which gives them advantage over their competitors like Sc Johnson. The product category have been recording increased sales over the years however currently due to economic crisis consumers tend to go for the products that are cheaper and economical. Due to presence of some chemicals in the product category, Clorox Company decided to introduce green products as a market strategy to improve sales and lure the consumers since nowadays everyone wants to go green and protect the environment. This was done in 2008 and for the first few years the sales increased enormously (Thomas, 58). However when the global recession crept in the sales started declining because people prefer to buy the normal Clorox which is lower in price as compared to the green option. At the end of the day consumers want to promote environmental protection but not at a higher cost. Clorox Company is relatively sma ll as compared to SC Johnson and it commands mostly domestic market unlike SC Johnson which commands global market. This has give SC Johnson an advantage over Clorox since they cover almost all countries in the world. This has given challenge to Clorox and currently they are putting together strategies that can help them expand and they are especially eyeing the Canadian market. The household market is growing quite rapidly and thus other companies are gaining market value globally at the expense of Clorox Company. Market analysis of the product category shows that there a variety of cleaning products in the market. Many companies have invaded the household cleaning products market thus quite a number of cleaning products for the consumer to chose