Manchester Products: A Brand Transition Challenge, Spanish Version Harvard Case Solution & Analysis

When students have the English language PDF of this Brief Case in a coursepack, they will also have the option to buy an audio version. In January of 2005, Manchester Products Inc., a longtime leader in office furniture that just lately entered into the house furniture market, acquired Paul Logan's Furniture Division (PLFD). The acquisition of PLFD made Manchester an immediate market leader in home furniture.

Manchester Products A Brand Transition Challenge, Spanish Version Case Study Solution

A crucial variable in the value of PLFD has been the name of the business founder -- arguably the premiere name in high-end fashion and accessories, and a true lifestyle brand. Nevertheless, Manchester has achieved rights to utilize the Paul Logan brand name for merely three years. Jason Adams, VP of Marketing for Manchester, is accountable for designing a strategy to transition the brand from the Paul Logan name to Manchester. He created the proper combination of marketing and promotion plans to support the transition, review the consequences, and must develop the best timing and sequencing of the brand transition.

PUBLICATION DATE: June 28, 2009 PRODUCT #: 410S21-PDF-SPA

This is just an excerpt. This case is about SALES & MARKETING

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