MARKETING QUESTION

This week you learned about portfolio analysis, offensive and defensive strategies, and the way that strategies will vary over the course of the Product Life Cycle. Peloton is a brand that has taken a very offensive strategy for growth during the course of the pandemic. The brand had huge success early in the pandemic and successfully positioned their bikes as a luxury item, but is recently struggling with potential negative brand associations thanks to an unexpected storylines on Billions and the Sex and the City reboot (see interview and Peloton's lightning quick response via advertisement here), price fluctuations, and inventory overproduction (see Forbes article here). On Feb 9, they also fired 2800 employees (see Business Insider article here).

Here is a longer report, for anyone interested in an in depth look at what is going on right now at Peloton.

If you were working on Peloton's future strategy, what type of offensive or defensive strategy would you employ and why?