Shearling: tackling competition
Publication date: 8 January 2024
Abstract
Learning outcomes
After completion of the case study, students will be able to analyze the marketing mix strategy of a firm, discuss the importance of a generic strategy to gain a competitive advantage, analyze the basis of consumer segmentation in furniture and highlight the importance of positioning in influencing the overall marketing mix strategy of a firm.
Case overview/synopsis
It was April 18, 2022. Puneet Singh Seehra (Seehra), the owner and director of Shearling Skins Private Limited (Shearling), was visibly worried as he was looking at the recent sales report. Shearling was in the business of manufacturing premium-quality furniture for corporate clients. Seehra was happy about the growth of his company. However, he was lately concerned about the declining sales figures. Some important questions were troubling Seehra. Was competition eating into his business? How could he differentiate Shearling from competition? What was the right marketing strategy for a market dominated by unorganized competitors and a few major players? His head spinning, he leaned back on his chair as he looked out of his office window.
Complexity academic level
The case study can be taught in a graduate-level course in marketing or strategy.
Supplementary materials
Teaching notes are available for educators only.
Subject code
CSS: 8 Marketing
Keywords
Acknowledgements
Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision-making. The authors may have disguised names; financial and other recognizable information to protect confidentiality.
Since submission of this article, the following author(s) has updated their affiliations: Manoj Das is now at the Department of Marketing, Jaipuria Institute of Management Indore, Indore, India and Shabnam Priyadarshini is Advisor and Head at Capability Development, Sage Sustainability, Bengaluru, India.
Citation
Ghosh Dastidar, S., Das, M. and Priyadarshini, S. (2024), "Shearling: tackling competition", , Vol. 14 No. 1. https://doi.org/10.1108/EEMCS-11-2022-0408
Publisher
:Emerald Publishing Limited
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