Abstract
Today, Gillette employs 28000 employees worldwide, has control over more than 60% of the world market and is present in 145 countries.
The Gillette strategy is global and, aims to foresee the future (notably by the Committee horizon) and concerns the world which went up to "one nation", this is clearly evoked in the formulation strategy. With its long experience, Gillette could achieve its global strategy with safety. Also, a global strategy provides numerous advantages.
Market shaving system characteristics pervasive need and use:
The shaving system does not require a local adaptation of products. Moreover, consumption becomes increasingly homogeneous around the world by a convergence of needs. This peculiarity of the market shaving system enhances the hypothesis of standardization of production and of the marketing variables.
