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Case
| HBS Case Collection
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1999
(Revised from original 1998 version)
Chantal Cookware Corp.
by
H. Kent Bowen, Paul W. Marshall and Stephanie Dodson
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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, November 1999. (Revised from original October 1998 version.)