TenderCare holds a strong positive image among consumers and is recognized throughout most of the world.
Financial Sources of the Firm.
Not only does TenderCare market here in the United States, but also in Canada, the United Kingdom and other foreign countries. The Canadian and United Kingdom markets have been very promising to TenderCare diapers.
Distribution.
TenderCare distributes to wholesalers, who then sell to supermarkets, drugstores and other stores who carry disposable Diapers. .
Key Problem Areas.
Competition is stiff in the disposable diaper market; there are many brands out there each trying to differentiate themselves from the others. In recent years, both Proctor and Gamble and Kimberly Clark have invested in new equipment to produce redesigned diapers, attempting to increase market share. Both Proctor and Gamble and Kimberley Clark held a combined market share of 80 percent in 1984 and 1985. .
Key Opportunities.
TenderCare diapers are different in design; just under the liner is a "wicking fabric that draws moisture form the surface around a soft waterproof shield to an absorbent reservoir of filler." Tests done by marketing personal Tom Cagan, shows from start to five minutes after poring water into TenderCare and Pampers brand diapers, TenderCare diapers were dryer. Another plus for TenderCare is that they have the opportunity to patent their product reducing the chances of replication.
Situation.
TenderCare diapers are not in the most favorable position, but chances are far from hopeless. The only reason conditions are not completely favorable is because of the amount of competition TenderCare faces; nevertheless, this can be overcome. The design of TenderCare diapers alone is a valuable asset for the company's growth. .
Objectives.
TenderCare disposable diapers main objective is clearly to turn a profit, keeping in mind the larger the market share the larger the profit.
