Case Study: Trump Steaks

Infamously listed in the August 2015 edition of the TIME magazine as one of Donald Trump's major business failures, Trump Steaks is an excellent example of a mediocre product with a relatively terrible sales and marketing strategy. Additionally, this steak brand is now considered one of the biggest blunders of President Donald J Trump, and a constant source of ridicule for him.

Marketed as "The World's Greatest Steaks" by its founder, this brand of meat was launched on the 8th of May 2007 and exclusively sold its steaks, burger patties, and sausages through The Sharper Image's catalog, stores, and website along with QVC (an American free-to-air television network, and flagship shopping channel specializing in televised home shopping that is owned by Qurate Retail Group). It should be noted that Donald J Trump registered the brand name "Trump Steaks" with the USPTO (United States Patent and Trademark Office).

The meat behind this steak brand was supplied by Buckland Beef, an Atlanta-based subsidiary of Sysco and a long-time partner of the Trump Organisation who have supplied meat for all of Trump's hotels and casinos. It should be noted that Trump Steaks was discontinued from being being listed and sold at The Sharper Image only after a short two month stint. Trump Steaks was discontinued at QVC around the same time.

There were several reasons behind the failure of this Trump-associated meat brand, however the major reason behind this could be a mixture of a mediocre brand, average reviews and a flawed supply system, namely the sales of meat exclusively through a website. Additionally, the brand name associated The Sharper Image (a retailer of lifestyle products and consumer electronics) could have been detrimental for Trump Steaks, a food product. It should also be noted that the thought of consuming "high-quality" meat products from a website was inconsiderable around that time period. As of April 2016 the only place these steaks can still be purchased is at Trump's various properties. Also the Trump Steaks trademark was canceled in December 2014 according to a trademark search through the USPTO.

In conclusion, Trump Steaks is an example of how not to launch or distribute such a "luxury high-quality" perishable product.

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