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Macrantha Sealant: A Positioning Strategy

Author

Listed:
  • Shraddha Purandare

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.

Suggested Citation

  • Shraddha Purandare, 2024. "Macrantha Sealant: A Positioning Strategy," Asian Journal of Management Cases, , vol. 21(1), pages 39-47, March.
    • Handle: RePEc:sae:anjomc:v:21:y:2024:i:1:p:39-47
    DOI: 10.1177/00380229211014675
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