I. Executive SummaryKing of Shaves (KOS) is a British shaving, skincare and grooming brand founded by Will King. King incorporated KMI (Knowledge & Merchandising Inc. Ltd.) on April 13, 1993. It is KMI that owns the King of Shaves brand, along with other "premium mass" toiletry brands. King of Shaves is sold internationally on the company's website and through retailers worldwide. The brand's main markets are the UK, US, Australia, Scandinavia and New Zealand.II. Current marketing situationA. Market Overviewi) Demographics and Market Needs2.1.1 Market DemographicsGeographical• Immediate geographic target countries are UK, USA, Australia, Scandinavia and New ZealandDemographics• Primary customers are male.• High income Behavioral Factors• Good hygiene habits• Concerned about appearance.2.1. 2 Market NeedsKing of Shaves seeks to meet the following benefits that are important to its customers.• Quality: Only sell products that can demonstrate their quality• Accessibility: People can purchase products easily, either online or through increasing retailers . lifestyle is more troubled and the need to look good is increasing, which makes society more demanding and increases the need for integration. The main users of King of Shaves products are men, but with the launch of products for women, we have started to be consumers too. Users have good hygiene habits; they care about their appearance and spend money to be more beautiful. These customers are very demanding and always want a good product, so King of Shaves cares about the quality of the products. The product itself is made for and to be used by the company. ii) Market trends and targets but...... half of the paper ...... component we do not have any information. Lastly, the initial structure was very simple and composed of only four people and today it is composed of twenty-three people.B. Marketing organization Packaging and production are carried out at sites located in the Netherlands and Austria. The marketing managers responsible for coordinating research and development, design, sales support material development, logistics and procurement are Will and Herbie.C. Contingency Planning Difficulties and Risks: • An established competitor choosing to compete on quality. • Overly aggressive and debilitating actions by competitors. • Problems developing brand awareness • Economic recession The worst risks may include: • Determining that the business cannot support itself on an ongoing basis. • The inability to achieve profitability