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Corporate Strategy: Case Studies

C/B/1992. Slanket: Responding to Snuggie's Market Entry. Harvard Business School Case study analysis

WORDS:
2000
DATE:
2009
PRICE:
29.99 GBP

This paper is analysing “Slanket: Responding to Snuggie's Market Entry” case study by Deighton and Kornfeld. This paper is a discussion of the case study of Slanket, the sleeved blanket. It describes the case, and the problem of a copycat product called Snuggie. It discusses how Slanket must use social media such as YouTube, blogs, Facebook, Twitter, online review sites and other online advertising strategies to capitalise the collapse of its main competitor. It also asks how a pioneer in a new product category manages the runaway success of a follower in light of Snuggie becoming a pop culture phenomenon and talked about on popular television programmes. Will the coming of Snuggie mean the end of Slanket?

 

KEYWORDS: Social media advertising, search engine, buzz, sleeved blanket, keyword advertising, Harvard Case study, Slanket, Snuggie,

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