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18462. MANCHESTER PRODUCTS: A BRAND TRANSITION CHALLENGE HARVARD CASE STUDY 4043. This paper presents a Berkeley Research case study analysis and case solution to a recent Harvard Business School case study by John A. Quelch and Heather Beckham about Manchester Products, a well-established leader in the office furniture market which has recently assumed a market leadership role in the home furniture market thanks to its acquisition of Paul Logan’s Furniture Division (PLFD). The case focuses on the Vice President of Marketing’s (Jason Adams) efforts to formulate a plan for transitioning the brand from the Paul Logan name to the Manchester name. The paper includes background analysis, problem statement, problem analysis with Five Forces and SWOT, identification and evaluation of alternatives, and strategic recommendations with discussion of implementation. APA Style. 12 pages, 10 footnotes, 9 bibliographic sources. 3,897 words.
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