International Market Selection For Dollar Shave Club

International Market
Selection For
Dollar Shave Club

TABLE OF CONTENTS
INTRODUCTION............................................................................................................................3
ASSIGNMENT 1.............................................................................................................................3
Market selection .........................................................................................................................3
ASSIGNMENT 2.............................................................................................................................7
Market entry strategies ...............................................................................................................7
CONCLUSION................................................................................................................................9
REFERENCES...............................................................................................................................10
APPENDIX 1.................................................................................................................................12

INTRODUCTION
International marketing can be defined as application of marketing principles in more
than one country. This helps organizations in expanding their global operations and opportunities
so that they can achieve their desired goals and objectives. Further, this method is based on
extension of ventures marketing strategy where special attention have been paid on marketing
identification, targeting the segment and taking effective decisions globally (Henseler, Ringle
and Sinkovics, 2009).
By taking the above scenario into consideration, this present report has been prepared on
Dollar Shave club which delivers razors and other personal grooming products straight to door
step of consumers through mail. Organization positions itself as cost effective leader in retail
chain. Venture delivers the razor blades on monthly basis and provide other grooming products
for home delivery as well. This present report will focus on market selection for existing product
and also on different marketing strategies.
ASSIGNMENT 1
Market selection
Market selection for Dollar Shave club plays a crucial role as organization has to select a
particular geographical market which can boost their sale and venture will be able to increase
their revenue, productivity and goodwill. Moreover, firm has got huge success and their first
video on YouTube went viral. Since then, it has attracted the mind of audience and firm delivers
the blade at the door step of individuals (Czinkota and Ronkainen, 2012). Organization then
launched three membership plans and for that company has got more than 2 million subscribers.
The three plans are:
 The humble twin: It has two blades per razor and company gives 5 cartridges/ month. The
cost for this blade is £0.69.
 The 4X: This is more advanced shaver that gets right down to business. It comprises 4
stainless blades with 4 cartridges per month. The price for the same is £4.13.
 The Executive: This razor is also called assistant for face. It is also known as special
trimmer which is built for professionals. It consists of 6 stainless blades and Dollar Shave
Club provides 4 cartridges/ month. It costs £6.19.

Moreover, Dollar shave club is building their market share immensely and focusing on
giving stiff competition to their major competitors like Gillette, Mach3 Turbo, Philips, etc.
Mentioned venture works on giving customers maximum satisfaction and focusing on giving
products at their door step. People can choose one of the best blades and it comes with free
compatible handle. Further, the membership cub has no rule and boundations. One can simply
login and get in touch with organization products. There are no fees, no commitments and
individual can also cancel the order anytime. Further, person is also free to change the razor
plans and if someone does that then the new handle will come free (HOW IT WORKS, 2016).
Apart from it, if a person does not shave so often, then person can skip the delivery for
the particular month and can call for the same for next month. Dollar Shave Club has also come
with different other products like Shave butter which is there first non-razor product. Individual
can use it before shaving which will give him smooth shaving experience.
The first promotion of the venture product was done in the year 2012 where company has
posted a video on YouTube featuring the CEO of firm. This video has attracted many customers
towards the organization products and within the 2 days of it release, venture has got more than
12000 orders. Apart from it, it has also received 22 million views and the number is increasing
day by day (Kourdi, 2010). Further, cited firm has a staff of 24 people who are working with best
of their efficiency and capability to achieve organization goals and objectives.
Furthermore, the market choose for organization growth and expansion is Western
Europe which lies in the western part of European continent. The countries which have been
selected for organization growth are Belgium, France, Germany and Switzerland. Market
selection strategic is necessary for venture as they have to choose best of the country in order to
expand their operations. Target marketing eventually act as a part of market segmentation.
Further, Dollar Shave company have to do mass marketing in order to sell their product in entire
market.
Moreover, before the actual expansion, cited firm need to scan the environment
effectively so that their operation gets best of the output and does not incur that much cost. The
main reason for expansion is that Dollar Shave Company has raised some of $10 million from
venture capitalist and this will eventually help in firm expansion. Apart from it, mentioned
company is on its early stage of international development (The Best Razor Brands, 2016).