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Positioning Strategies Case Study

Case Title:

La-Z-Boy: Changing Style

Publication Year : 2004

Authors: Shalini, Sumit Kumar Chaudhuri

Industry: Home Appliances and Personal Care Products


Case Code: POS0002

Teaching Note: Not Available

Structured Assignment: Not Available

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Since 2003, La-Z-Boy, the American icon of comfort furniture, best known for its recliners, is witnessing a stagnant growth. The growth of the upholstery segment has become stagnant and the casegoods segment is reporting declining sales. Besides the US recession, the company has been facing tough competition from its global competitors, and finding it difficult to keep up with the consumer preferences of its younger generation customers. To stay tuned with the changing times, the company decided to launch a new product range with competitive pricing and designs.

Pedagogical Objectives:

  • To discuss the product modernisation strategy adopted by La-Z-Boy to enhance its growth and gain sustainable competitive advantage over its competitors.

Keywords : La-Z-Boy; Todd Oldham; Recliners; Casegoods; Upholstery segment; Floral City Furniture; Edward M Knabush (Edward) and Edwin J Shoemaker; Growth Strategies Case Study; Kurt L Darrow; La-Z-Boy Furniture Galleries; La-Z-Boy Residential; Oasis; Cocooning chairs; Arc; Snap sofa; Hi-lo matic


  • Introduction
  • A brief profile
  • A stagnant episode
  • The new look
  • Future potential

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