Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
Publications
Publications
  • September 2018
  • Case
  • HBS Case Collection

Hunley, Inc.: Casting for Growth

By: John A. Quelch and James T. Kindley
  • Format:Print
  • | Language:English
  • | Pages:12
ShareBar

Abstract

Hunley, Inc. manufactures rods for the niche sport of fly fishing. It specializes in freshwater rods that are perceived as "middle-market" products, targeted at "avid" fly fishers. In the face of declining revenue and a decreasing price per unit sold, the company's president is considering several growth options, including introducing a rod made from state-of-the-art materials (moving up-market) and expanding distribution into Walmart (down-market). Hunley's president must decide whether either option is feasible and, if so, what kind of marketing plan is necessary for each to succeed. If neither option is chosen, he must determine what other ways Hunley might grow. This is a rich marketing mix case that requires students to develop a qualitative and quantitative plan for Hunley's product line under two very different growth options. The discussion can illuminate numerous marketing issues that an instructor might want to emphasize, including brand extension, product and company market position, positioning statements, market segmentation, introductory marketing programs, new product launches, channel conflict, sales force management of a strategic shift, among others. This case is suitable for an introductory marketing course for undergraduate or MBA students. It can also be used in a section on positioning and increasing consumers' willingness-to-pay within a strategy course. Further, the challenges facing Hunley are relevant to many courses in executive education.

Keywords

Growth and Development Strategy; Marketing Strategy; Decision Choices and Conditions; Sports; Marketing Channels; Distribution Channels

Citation

Quelch, John A., and James T. Kindley. "Hunley, Inc.: Casting for Growth." Harvard Business School Brief Case 919-501, September 2018.
  • Educators
  • Purchase

About The Author

John A. Quelch

→More Publications

More from the Authors

    • April 2020
    • Faculty Research

    Promoting Land and Nature Jerky, Spreadsheet for Students (Brief Case)

    By: John A. Quelch and Katherine B. Hartman
    • April 2020
    • Faculty Research

    Promoting Land and Nature Jerky, Spreadsheet for Instructors (Brief Case)

    By: John A. Quelch and Katherine B. Hartman
    • April 2020
    • Faculty Research

    Promoting Land and Nature Jerky (Brief Case)

    By: John A. Quelch and Katherine B. Hartman
More from the Authors
  • Promoting Land and Nature Jerky, Spreadsheet for Students (Brief Case) By: John A. Quelch and Katherine B. Hartman
  • Promoting Land and Nature Jerky, Spreadsheet for Instructors (Brief Case) By: John A. Quelch and Katherine B. Hartman
  • Promoting Land and Nature Jerky (Brief Case) By: John A. Quelch and Katherine B. Hartman
ǁ
Campus Map
Harvard Business School
Soldiers Field
Boston, MA 02163
→Map & Directions
→More Contact Information
  • Make a Gift
  • Site Map
  • Jobs
  • Harvard University
  • Trademarks
  • Policies
  • Accessibility
  • Digital Accessibility
Copyright © President & Fellows of Harvard College