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Harley’s Corner: Positioning Dilemma in the Pet Food Market
Madhurima DebCase IVEY-9B17A033-ECorporate Governance, Entrepreneurship, MarketingIn January 2016, the chief executive officer of Harley’s Corner, an India-based online retailer of gourmet dog food, faced a decision dilemma. He needed to decide on the most suitable positioning strategy for the business, which competed against several well-known brands, including other fresh, gourmet, home-cooked food for pets. Harley’s Corner needed to convey a proposition that ran deeper than simply representing an “all-natural, home-cooked” ...Starting at €8.20