Macrantha Sealant: A Positioning Strategy

Shraddha Purandare

Asian Journal of Management Cases, 2024, vol. 21, issue 1, 39-47

Abstract: This case outlines the dilemma faced by an entrepreneur about promoting and positioning his product in the market. The entrepreneur was aware of the huge scope available in the Indian sealant market. Though he wanted to launch the product in the market, he was in a fix to target an appropriate market. The instructor can use the case to discuss the promotion and positioning strategy analysis to mitigate the risk. Readers must think strategically about the business performance challenges if proper strategies are not put in place. This case can be taught to address issues of marketing management, strategic marketing, product management, etc., in management courses.

Keywords: Entrepreneurship; marketing; strategic management (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:sae:anjomc:v:21:y:2024:i:1:p:39-47

DOI: 10.1177/00380229211014675

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