Preserve Toothbrushes Essay

Strategic planning is an important aspect for any byplay or corporation. With reveal it, an organization has no way to achieve a stated goal. They chip in no way to march towards their vision. In the case of Eric Hudson, an entrepreneur with a vision, he successfully created a business with a goal in mind and implemented a strategic plan to make it happen. every(prenominal) small business startup has to have some edge in order to compete otherwise they will be forced out by larger, pre-existing competitors.For continue, this meant identifying and filling a niche in an manufacture more often than not consisting of multinational conglomerates. For Eric Hudson, this meant thinking critically, having a plan, and implementing it in order to impart out his vision. Preserve found its niche in environmentally gracious soup-straineres. Preserve created an environmentally friendly toothbrush manufactured from recyc take plastic. Further enhancing the yield was a unique 45 degree angle d head designed by Hudsons father, an industrial engineer.At the time, the green movement was largely a niche in itself. While not a first-mover, others were already in the green increases industry Preserve had a modified come out of the second-mover strategy. It did not create the green industry, but it did create a wise product. It was often a small grocery store for green products, and the products that existed were often little effective and of poor quality. However, for Eric Hudson, he made it his vision to provide an environmentally friendly product without sacrificing quality or performance.Initially, Preserves toothbrush was marketed through grassroots movements and sampling. However, it was at one of the sampling events, that an employee from Stonyfield Yogurt, an organic yogurt company, approached Preserve and relayed the information that they consistently had leftover plastic from producing yogurt containers. With this smear of information, Preserve had a untried s trategic alliance that provided them with the raw materials to receive its product, and Stonyfield had the ability to promote tself as an environmentally friendly corporation as a result of its efforts. Preserve is a small, niche brand, and like close to other small niche brands, their merchandise budget pales in similitude to its larger competitors. In Preserves case, they focus on generating publicity to promote and advertise their brand. The best advertisement is free advertisement, and Preserve tends to give back a lot of magazine articles and television appearances. This in turn generates tidings of mouth testimonials, the most effective form of advertising.Businesses in general should continually strive to enhance their business model and update their strategic plan. A dweeb analysis is a useful tool for examining a business and how it is standing its basic mission. By comparing the firms strengths and weaknesses with outside(a) opportunities and threats, a SWOT analy sis provides managers with a view of the organizations internal and external environments. In turn, this analysis can be utilize to determine if the firm is meeting expectations or if it is on track to meet expectations.Preserves director of marketing, C. A. Webb, admits that she doesnt actually perform SWOT analysiss, but certainly uses that form of thinking consistently when implementing new products, distribution channels, designs, or other decisions. In fact, it was this style of thinking that led to Preserve to focus its effort on packaging its unknown product in order to appeal to a more sophisticated market and consumer. It was crucial to target a specific audience because retailers could not ante up large amounts of shelf space to a small brand such as Preserve.So Preserve made it their mission to go up against their large competitors in the only way possibleout marketing them. Business strategy and strategic plans are crucial for any business, small, medium, or large. Pr eserve certainly provides an excellent example of the necessity of a strategic plan and how following one can lead to success, provided the organization has the needful strengths and environment as can be determined by a SWOT analysis. Preserves success can certainly be attributed to a successful business plan, as well as painstaking planning. Both are important lessons to be taken away from Preserves market presence.