Most of the customers prefer the products that are natural. Anti-aging products and men’s skin care products have become popular in the last few years and are gaining visibility in the marketplace. Because of these trends, skin cares share of total industry revenue has grown during the last five years.
Burt’s Bees has strategically positioned itself in the industry as a manufacturer of natural products. However, the company faces threats of stiff competition from companies such as Kiss My Face, Jason Natural Products, Nature’s Gate, and Tom’s of Maine. Three of these companies, including Burt’s Bees, are now owned by larger companies with a wide range of product offerings. Ordinarily, there is need for the products that that are natural and organic. This is because most of the consumers have become aware of the effects of chemicals on the skin that causes cancer in the long run. This makes them not to buy most of such products. However, Burt’s and Bees’ is on the competitive advantage since it sales organic products that the customers love. The strategic positioning of the brand enables it to beat its competitors. Burt’s Bees is an earth friendly, all natural skin care company that strives to do good for humans, bees, and the planet. The company has also opportunity in increasing innovation through the advancement of technology.
In contrast, Clorox Company is a brand primarily known for its bleach products; Toxic chemicals that can harm the environment. The acquisition of Burt’s Bees by Clorox was part of the company’s strategy to focus on creating value by investing in new and existing categories that were consistent with consumer trends in areas of health and wellness, sustainability, convenience, and a multicultural marketplace. Clorox has helped Burt and Bees to raise the existing brands by innovation, expand into adjacent product categories, enter new sales channels, and pursue new businesses in growing markets where it could gain and