In "A.1. Steak Sauce: Lawry's Defense," Chuck Smith, brand manager of A.1., learned that Lawry's was entering the steak sauce category. Smith needed to determine if his company should defend their market share and if so, what the defense plan should include.
Originally published in Calkins, T. (2004). A.1. Steak Sauce: Lawry's defense. 5-104-045. Evanston, IL: Kellogg School of Management at Northwestern University.
