Fighter Brands Business & Marketing Research Paper (Research Paper Sample)

Fighter Brands
Name
Institution
Peak Sealing Technologies (PST) is a firm that produces premium carton sealing tapes and values technological innovations. Recently, an inferior and economical tape manufacturer successfully ventured into the market creating a ripple and PST needed a solution to this arising problem. PST faced a dilemma on whether to compromise on its premium product lines, a move that would cannibalize PST’s reputation. From such a conundrum, it was difficult for the product manager to make a subtle decision: should they reduce their prices and hurt their brand equity? Alternatively, should they persevere and hope for the best? Given how both options were unpleasant, it was essential for the company to launch a fighter brand.