Case | HBS Case Collection | October 1998 (Revised November 1999)

Chantal Cookware Corp.

by H. Kent Bowen, Paul W. Marshall and Stephanie Dodson

Abstract

Chantal Cookware is a small, private company with a 15-year record of success in the design, assembly, and sale of high-end cookware. It experiences serious setbacks when consumers' tastes shift from colorful enamel-on-steel products to commercial-style cookware. Thurlow must decide how to revitalize the business and considers several alternatives, including entering a lower priced niche or repositioning the existing product line. Includes color exhibits.

Keywords: Consumer Behavior; Strategic Planning; Market Entry and Exit; Product Positioning; Trends; Manufacturing Industry;

Citation:

Bowen, H. Kent, Paul W. Marshall, and Stephanie Dodson. "Chantal Cookware Corp." Harvard Business School Case 699-023, October 1998. (Revised November 1999.)