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  • October 1998 (Revised November 1999)
  • Case
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Chantal Cookware Corp.

By: H. Kent Bowen, Paul W. Marshall and Stephanie Dodson
  • Format:Print
  • | Pages:17
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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, October 1998. (Revised November 1999.)
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About The Authors

H. Kent Bowen

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Paul W. Marshall

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  • Relax (Boston): Innovating and Growing an Entrepreneurial Business By: Paul Marshall and Carole Carlson
  • Keurig: Hostile Takeover (A) & (B) By: Paul W. Marshall
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