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Carolina Lunker Sauce

Abstract

Carolina Lunker Sauce is a new product attempting to break into the fishing attractants category. At the time of the case, the company founders are evaluating cutting the retail price of the product in order to secure distribution. Analyzing this decision forces the leaders of this struggling company to evaluate their overall new product strategy and the product's positioning in the market. The case is ideal for classes focused on new product strategy, positioning and pricing.

 

Type

Case

Author(s)

Timothy Calkins, Matt Cobb

Date Published

Citations

Calkins, Timothy, and Matt Cobb. Carolina Lunker Sauce. Case 5-106-001 (KEL215).

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