Newell Rubbermaid Case Study

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I. Organizational Strategy Information

1. Executive Summary
The Ivy Guide is a translating device that attaches to writing instruments. By simply pressing a button and underlining a word, the device scans and projects the translation onto the paper. It is a lightweight, simple-to-use piece of technology that will aid in the learning of foreign languages.

2. Mission Statement
Newell Rubbermaid helps people flourish every day where they live, learn, work and play.

3. SWOT Analysis (See Appendix A)
Strengths:
Many strong products/household names.
Financial strength/stock market opportunities
Increase in sales (Strong 4th quarter 2013/strong year 2013)
Weaknesses:
Product quality (Graco car seats)
Power struggle due to changing of higher management and former CEOs staying

Opportunities:
Working together with Habitat for Humanity/involvement with not-for-profits.
Sales increasing in Latin America
Partnering with the new generation of college students
Threats:
Heavy competition from generic/store brands, higher prices
Sales slowing in Asia and Europe

4. Competition
The largest competitor for Newell Rubbermaid’s potential product of the Ivy Guide is WizCom Technologies. They have created a scanner (in a pen format) that scans the word or phrase and produces the visual (a translation or notes) onto a small screen. The Quicktionary® pen scanner weighs about as much as “an empty coffee cup” (Ecker, 2008). However, WizCom Technologies requires the consumer to install specialized software on a computer to share the information from the pen scanner to a computer. This software “isn’t the most navigable application” and is “only PC compatible” (Ecker, 2008).

II. Marketing Strategy Information

1. Description of Customers
A....

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...h marks. The Sharpie Gel Highlighter makes it much easier to highlight important details while studying. The highlighter uses a new design that allows the user to highlight on type of paper surface. The new pen will not dry out if the cap is left off thanks to unique ink-like gel. The author gave it an outstanding review (Anonymous, 2011).

Opportunities
Working with Habitat for Humanity/involvement with not-for-profits
Newell Rubbermaid partnered with Feed the Children to help families that were affected by the EF5 tornado that devastated Moore, Oklahoma. The company donated $145,000 worth of merchandise, such as totes and water coolers, to help the afflicted families (“Acts of Kindness,” 2013). This act of kindness shows that Newell Rubbermaid is willing to give back to the community. Consumers appreciate companies that are socially responsible.

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