1. The battle is like many companies that are trying to control a part of the consumer market. Gillette was the biggest shaving company in the world for a long time and when the brand Schick came on the scene they had trouble competing with another aggressive brand. The battle was started by Schick trying to top the Mach3 razor that was a three blade razor that was said to be “The Best a Man can get,” by Gillette. Schick had come out with the Quatro that was the world’s first four bladed razor. Gillette felt like Schick was basically copying their Mach3 design and filed a lawsuit. After the suit filed against Schick, they in return filed a suit stating that Gillette mislead consumers of their technological superiority in its advertising. The battle between these two companies benefits them personally by all the exposure they receive, whether good or bad. They also, are always trying to further their research and development which keeps their products on the cutting edge of the market. By always researching and developing new technology, it benefits the customers too because of the new products and features they put out. This battle also benefits the customer because the companies will try to compete with the lowest prices possible.
2. Gillette should keep maintaining their wet-shaving market to their already stable segment, as well reaching people around the world that still haven’t been exposed to their brand. They should also look into smart subsidiaries that would make their company more profitable. Even a thought of teaming up like many of the big companies are doing these days to take over the market they are in. AT&T and Cingular combined their companies and they ...