Positioning Statement of the Dollar Shave Club

Assignment #2 Positioning Statement
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Assignment #2 Positioning Statement
The success of a company depends on many factors. One of the most crucial aspects is the position statement. It refers to an internal document that indicates the strategy used for making tactical decisions (Chernev, 2018). In the modern world, competition is stiff; hence, companies need to outline their position statements. One such company is Dollar Shave Club, which operates in the personal grooming industry. The position statement presented will guide the managers to make strategic decisions that will allow the company to remain competitive in the market.
Background of the company
Dollar Shave Club is an American company that specializes in razors and other products meant for personal grooming. It is based in Venice, California. The company delivers products to its target clients by mail. Subscribers get razor blades and other personal grooming products delivered to their homes every month (Dollar Shave Club, 2019). The company offers three major forms of membership plans, which clients can upgrade or downgrade when any time. In 2016, Unilever acquired the company for $1 billion. This was one of the largest acquisitions for Unilever to make for a small company like Dollar Shave Club (Wade, 2016). The razor market in the U.S. is competitive, with Dollar Shave Club dominating only 10% of the market.
A positioning statement for:
* Customers
For the men who Shave, Dollar Shave Club’s razor blade is affordable, of high quality, and offers the best shaving experience.
This customer-focused statement will allow the company to identify the value the razor blades will offer to the clients. Firstly, the statement indicates that the product is affordable. In a market with alternative products, clients are looking for products that not only meet their needs but are also affordable. By indicating that the razor blades are affordable, the company has confidence that more customers will be attracted to choose its products. Additionally, the statements communicate the idea that the product is of high quality. This implies that while the razor blades are affordable, the company has not compromised on the quality. Clients can derive high value from the product at a lower price. Lastly, the statement shows that customers, especially men will have the best shaving experience using the product. The statement indicates that the company is aware of the importance of giving clients the best experience possible. This will ...