Harry & David is a catalogue retailer. At its inception, the company sold fruit baskets and popularized the "Fruit of the Month" concept. Since then the company has abandoned this restrictive definition of itself, expanded its product mix, and used its Promotion to explain that it is the source of the perfect gift for every occasion. Harry & David used a _________strategy.

Question

Quizplus · Accepted Answer

Harry & David's shift from selling only fruit baskets to positioning themselves as the source of the perfect gift for every occasion indicates a repositioning strategy. They have broadened their image and target market beyond just fruit baskets and leveraged their brand name and reputation to appeal to a wider audience.

Harry & David Is a Catalogue Retailer