商品敘述：

This brief case includes a Case Preview. This optional, customizable resource provides students with a lens through which to consider the case, including a snapshot of the case situation and key questions to consider. The updated Teaching Note features a new section that provides insights for teaching the case in an undergraduate classroom. Hunley, Inc. manufactures rods for the niche sport of fly fishing. It specializes in freshwater rods that are perceived as "middle-market" products, targeted at "avid" fly fishers, In the face of declining revenue and a decreasing price per unit sold, the company''s president is considering several growth options, including introducing a rod made from state-of-the-art materials (moving up-market) and expanding distribution into Walmart (down-market). Hunley''s president must decide whether either option is feasible and if so, what kind of marketing plan is necessary for each to succeed. If neither option is chosen, he must determine what other ways Hunley might grow. This is a rich marketing mix case that requires students to develop a qualitative and quantitative plan for Hunley''s product line under two very different growth options. The discussion can illuminate numerous marketing issues that an instructor might want to emphasize, including: brand extension, product and company market position, positioning statements, market segmentation, introductory marketing programs, new product launches, channel conflict, sales force management of a strategic shift, among others. This case is suitable for an introductory marketing course for undergraduate or MBA students. It can also be used in a section on positioning and increasing consumers'' willingness-to-pay within a strategy course. Further, the challenges facing Hunley are relevant to many courses in executive education.

涵蓋領域：

Market positioning;Marketing channels;Marketing management;Marketing strategy;Product distribution;Product launches;Target markets

相關資料：

Spreadsheet Supplement, (7888), 0p, by John A. Quelch, James T. Kindley;
HBS Brief Case Teaching Note, (5-919-502), 13p, by John A. Quelch, James T. Kindley;
Spreadsheet Supplement, (9-919-503), 0p, by John A. Quelch, James T. Kindley;
Spreadsheet Supplement, (9-919-504), 0p, by John A. Quelch, James T. Kindley

哪些人也有訂購？