Gillette is an American company founded by King Camp Gillette. It was founded in 1901 and until 1962 had no serious competition. This can be explained by its constant concern for innovation, which follows its founder's belief, "a successful invention is one that is purchased again and again by a satisfied customer". (Original idea by William Painter)For this reason Gillette has always tried to innovate in the market with new products. But they didn't want their product to be purchased just because it's new, but because it was perceived by the customer as a good quality product with staying power and product loyalty. This can be illustrated by the launch of Gillette's “Fusion” product. This was the world's first 5-blade razor, introduced in 2006. At first, customers bought it and it generated a good amount of revenue, however Gillette feared that customers wouldn't. buy the product again because the price of the refills was more expensive than other products and this company makes money from the sale of the refills. Furthermore, Consumer Reports concluded that there was no added value in this product, according to them the “Fusion” line had the same benefits as the Match3 and were both “the best a man can get”. However, Gillette is not full of prosperity; he was also a victim of his own success. Since this company had never had serious competition from its founding until 1962, its executives were too confident that competitors posed no threat to them. As a result, they began to focus on buying new businesses and finding new ways to generate revenue. The Gillette executive made a misguided decision when...... halfway through the document ...... gathered information about the teenager's preferences. , interests, etc. As for competition, if the company continues to innovate in marketing or product; he shouldn't worry about Shick as they pose no significant threat. However, Gillette must not neglect the company again as it did in 1962, when Shick took over a significant portion of its market share. For this Gillette should also take into account the fact that Shick has cheaper principles in its products for women and should implement a strategy to increase or maintain customer loyalty to avoid letting them buy Shick products because they are cheaper. Another thing they could do is launch a new product on the market that competes with low prices, in other words, they could increase their market share by creating a new product line that targets the same segment that their competitor is targeting.