You might know OXO for its well-designed, ergonomic kitchen gadgets. But OXO's expertise at creating handheld tools that look great and work well has promoted the company to expand into products for bathrooms, garages, offices, babies' rooms, and even medicine cabinets. In the past, this award-winning manufacturer has managed to move its products into almost every home in the United States by relying on a consistent, sometimes nontraditional marketing strategy. However, in a highly competitive and turbulent market, OXO has focused on evaluating and modifying its marketing strategy in order to grow the brand. This video demonstrates For marketing expenses, use 75 percent of the company's reported "Selling General and Administrative" expenses, as not all of the expenses in that category are marketing expenses. (AACSB: Written and Oral Communication; Analytical Thinking: Reflective Thinking) how OXO is using strategic planning to ensure that its marketing strategy results in the best marketing mix for the best and most profitable customers.

After viewing the video featuring OXO, answer, What are some of the market conditions that have led OXO to reevaluate its marketing strategy?

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