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I. Situation
In 2006 Burt's Bees, a natural personal care manufacture, had sales growing by over 30% per year during the past four years across multiple, increasingly diversified channels of distribution in U.S. However, the natural personal care market was competitive and those competitors' products were diversified in categories, channels, prices, and promotions. 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. 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,......

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Approximate Word Count: 583
Approximate Pages: 3 (250 words per double-spaced page)

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