How Does the Company Stand Up Against the Competition?
As of this moment, RelEVE is not making any profits and is existing on the cash support from Cherokee Industries and Akcess Pacific Inc. The domestic market for sanitary protection products at wholesale is at $1 billion. In 2001, RelEVE's market share is insignificant enough to constitute a competitive threat to any of the leading category brands especially given the low levels of support available to the brand. Mrs. Bowing states that "Gynofem at this time falls into the category known as a "question" due to it's slim gross margins and lack of promotion".
What are the Environmental Factors?
There are four environmental factors that could affect RelEVE. First, their major accounts like Target, Walgreen, etc. could pull their connections for various reasons. Secondly, major competitors could create a similar soft cup products which could undermine the company altogether. Thirdly, regulators could pass new rules that could affect how business is conducted and lastly; RelEVE's financial supporters could withdraw for different reasons (RelEVE 2002). Currently, the US is suffering from a down market; however, this should not seriously affect RelEVE's consumer behavior, as it caters to a niche market and women are willing to pay more for a premier product (Kotler).
