MARKETING STUDY RENOVA TOILET PAPER

The success, failure and stagnation of any business are to a limited extent determined by how many customers the goods and services attract. This is so because while customers make maximum use of the goods, the more the business continues to make profit. It therefore bestows a great responsibility to the service/goods providers to produce such goods of great quality that would satisfy the customers, more especially with the increasing competition in the business world. However, the competition in the business world makes it better for the consumers since it raises a standard of production amongst the producers (Ruffolo, 2015). An Analysis of the Situation This case solemnly deals with the toilet papers, which happens to be a commodity that has been categorized with somehow sluggish growth accompanied by minimal innovations.

However, that notwithstanding, the strategic challenges that would face the manager of the company; Paulo Pereira da Silva could still be said to be common across all the medium size companies trying to counter giant commoditized consumer markets. Such challenges are primarily never so easy to resolve. This however could be said to be the reason why Paulo Pereira would thus resolve to device alternative means in dealing with the imbalance. The underlying idea would thus be, without the coming up of strategic clear cost advantage, distinctive brand positioning as well as the uniqueness in the features of the product, one would thus ask, how then would Renova develop its own business in such a market or expand into new market? And so, while attending a performance of Zumanity, Paulo Pereira da Silva not only got to be attracted by the trapeze artists holding on to black fabric stripes but also got inspired to think of Renova’s own artsy advertisement showing naked men and strips.

This led generation of the idea of producing black toilet paper. Renova FPA The company was born in1818 and was preferred as a watermark for toilet papers. The current firm was initially stated in the year 1939 in North 0f Lisbon city. It switched from official paper work to the now disposable paper products back then in the year 1961 and later on quickly gained a leading position in the Portuguese market. As a company, it grew so fast and by the year 2005, it had employed close to 600 people with a productivity of 100,000 tons of paper in a year. The company thereafter started to expand to Spain and to France in 1990 and 2002 respectively. Recommendations The very first step is the identification of certain target market that the company would use and/or reach fast and subsequently reach the entire public.