個案總覽

Spreadsheet to accompany product 9B17A033.

In January 2016, the chief executive officer of Harley’s Corner, an India-based online retailer of gourmet dog food, faced a decision dilemma. He needed to decide on the most suitable positioning strategy for the business, which competed against several well-known brands, including other fresh, gourmet, home-cooked food for pets. Harley’s Corner needed to convey a proposition that ran deeper than simply representing an “all-natural, home-cooked” fresh pet food. How could he differentiate the offerings in a relevant way to retain his loyal customers, attract new customers, and thereby grow the business? What was the best way to position his brand, Harley’s Corner, which catered to a niche segment?

Student spreadsheet for case W17354.

In January 2016, the chief executive officer of Harley's Corner, an India-based online retailer of gourmet dog food, faced a decision dilemma. He needed to decide on the most suitable positioning strategy for the business, which competed against several well-known brands, including other fresh, gourmet, home-cooked food for pets. Harley's Corner needed to convey a proposition that ran deeper than simply representing an "all-natural, home-cooked" fresh pet food. How could he differentiate the offerings in a relevant way to retain his loyal customers, attract new customers, and thereby grow the business? What was the best way to position his brand, Harley's Corner, which catered to a niche segment?

Instructor Spreadsheet for 8B17A006.

In 2014, the owner of Shiva Tourist Dhaba, a highway restaurant specializing in authentic Indian cuisine, faced a pressing decision. The business had been successful since opening in 1995, but it now faced intense competition. The owner was working with a marketing research team in pursuit of two objectives: to gain insight into customer loyalty and to decide on his restaurant’s positioning strategy. After conducting a survey of restaurant customers, the marketing research team needed to determine the tool that would best analyze the data to help resolve the issues facing the restaurant owner.

In 2014, the owner of Shiva Tourist Dhaba, a highway restaurant specializing in authentic Indian cuisine, faced a pressing decision. The business had been successful since opening in 1995, but it now faced intense competition. The owner was working with a marketing research team in pursuit of two objectives: to gain insight into customer loyalty and to decide on his restaurant's positioning strategy. After conducting a survey of restaurant customers, the marketing research team needed to determine the tool that would best analyze the data to help resolve the issues facing the restaurant owner.