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 change in product mix and promotion to no longer be restricted to selling fruit baskets and "Fruit of the Month" subscriptions aligns with a repositioning strategy, as they are redefining their brand and target audience. A reinvention strategy would entail a more drastic overhaul and potentially a new name or image, while reconfiguration and realignment strategies refer more specifically to organizational changes rather than branding and marketing changes.

Harry & David Is a Catalogue Retailer