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Title: Burts Bees

Essay Details

Subject: Miscellaneous
Author: Patricia M
Date: May 3, 2014
Level: University
Grade: A
Length: 1 / 291
No of views: 0
Essay rating: good 0, average 0, bad 0 (total score: 0)

Essay text:

Facing the mess situation, Replogle the CEO hoped to lead the company from an entrepren-eurial company in a niche market to a category leader in a transformed market. II. Problems Burt's Bees managers thought they had fierce consumer loyalty. However, lacking of marketing department, they only judged by a little feedback from their sales representatives...

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By this way, Burt's Bees neither estimated the size of consumers nor measured the consum-ers' sensitiveness with changing. In communications, they thought a national product-demonstration tour can communicate the value proposition to consumers according to the sales, but they did not measure by the ratio of return over investment...

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