Question 1

a) Describe the competitive landscape for Outside in Singapore. Which competitors should the company be most worried about?

b) How has a digital disruption and the Covid-19 pandemic helped Outside App to thrive in their business? Identify two (2) further innovative digital initiatives Outside App should consider to meet current and future customer demands.

c) Assuming that Outside receives additional funding and Nicholas Lima wants to strengthen the company’s position with a communications strategy, how should Nicholas Lim allocate this budget across media? What measures of success would you consider to evaluate the communications efforts?

d) How would you manage and motivate HR in a pandemic with employees being dispersed around several geographical locations working from home?

Question 2

Having revisited the Dollar Shave Club (DSC) Case Study, outline two (2) strategic options with a particular focus on “digital” open to Gillette in responding to the DSC? In your opinion, which or your identified strategies should Gillette pursue and why?