Pets.com Inc.: Rise and Decline of a Pet Supply Retailer Harvard Case Solution & Analysis

The case follow the ascending and decline of Pets.com from its beginning in 1994 until 2000. It commences with a look at the arrival of Pets.com, followed by a discussion of the market, consumer behavior and key competitor. It then focus on Pets.com's business strategy along with marketing mix. The case study provide the foundation for class discussion of several crucial issues, including but not limited to a) the choice whether to enter a strategic partnership, b) the pursuit of an aggressive growth strategy, c) the design and direction of the marketing mix, d) the utilization of aggressive communication and pricing strategy, and e) brand-building choices. Pets.com is often mentioned alongside the Edsel, New Coke, Betamax and others as one of many biggest advertising blunders of all times.

As such, scholars find it a fascinating storyline. The case study also asks students to reflect on some common challenges faced by organizations, for example entry and survival in a highly competitive market, the best way to deal with a central player, venture capital along with entrepreneurial issues, business model design, brand management, marketing mix decisions, and the advantages and dangers of a growth strategy. The case has been used successfully in these courses: a) an MBA elective course dealing with popular marketing mistakes and failures, b) a postgraduate tactical marketing class coping with growth strategies, c) a marketing management course at the undergraduate degree focused on the design and direction of the marketing mix, and d) a services marketing module at the undergraduate level on the subject of online marketing.

Pets.com Inc. Rise and Decline of a Pet Supply Retailer case study solution

PUBLICATION DATE: September 15, 2009 PRODUCT #: 909A21-HCB-ENG

This is just an excerpt. This case is about INNOVATION & ENTREPRENEURSHIP

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