Ouedraogo Case Assignment: CUTCO Corporation 1) Direct selling is defined as any kind of selling that is made outside a fixed business location. Therefore‚ most of the company that use direct selling are not well-known‚ are small‚ privately owned or do not have physical stores. Direct selling is essentially a push marketing strategy‚ and the firms that use it do very little traditional advertising. Most of the direct sales take place in a residence and on a one-to-one basis. 2) CUTCO Corporation
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Situation Analysis Industry: Cutlery/ Direct Selling Industry Sales force consists of 15 million direct sellers 2007 U.S. Industry sales were $30.8 billion; Global sales were $114 billion Average annual growth rate is 3.2% Company: 61st year in operation (2010) $200 million revenues Headquarters located in Olean‚ Pennsylvania Over 500 products‚ ranging in price from $27 to $945 (Increases 5% every other year) Numerous subsidiaries- Trends: Majority of sales force
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Strategic Marketing Problems CUTCO Corporation 1. Situation Analysis I.Industry In 2007 the direct selling industry had approximately $30.8 billion in sales. Direct sellers are almost entirely independent contractors. Virtually any product can be sold via direct selling. Internet Sales accounted for 11.4% of direct selling dollars in 2007‚ however most direct selling websites focus on company information and distributor contact information. II.Company CUTCO Corporation is a private company that
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Cutco Case Strengths· Products can be purchased individually or as a package.· 20-cutlery items account for 60% of sales.· Prices have increased 5% every other year.· Every product has lifetime guarantee and free product sharpening.· Alcas acquired Vector Marketing to re-create nationwide in-house Cutco sales and marketing infrastructure.· Expanded internationally in 1990 to Canada.· Cutco International operating margin was 2.5% in 1991.· Vector employs promotional activities‚ events and competition
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CUTCO CASE The tactic of direct selling is one that isn’t a popular approach in sales‚ unless you’re part of the small division that thrives on it. Direct selling is face-to-face selling from a fixed business location and therefore‚ a form a nonstore retailing. There is less public awareness of most direct selling firms as they do not advertise as much as major retailers. Almost all direct sellers are independent contractors and according to a survey of district sellers conducted for the District
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P. 1 Cutco Case Analysis Questions Cutco Case Analysis Questions Ratings: (0)|Views: 727 |Likes: 0 Published by hssyanCutco Case analysis Cutco Case analysis More info: Published by: hssyan on Apr 03‚ 2013 Copyright:Attribution Non-commercial Availability: Read on Scribd mobile: iPhone‚ iPad and Android. download as DOCX‚ PDF‚ TXT or read online from ScribdFlag for inappropriate content|Add to collectionSee more See less https://www.scribd.com/doc/133757461/Cutco-Case-Analysis-Questions
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Case #4 | CUTCO Corporation | BUAD 6300University of ToledoDr. Michael L. Mallin | Meagan Frances Ayers Spring 2011 | Strategic Issue CUTCO must select a strategic focus for the decade ahead and must also make a decision as to whether to continue the retail sales pilot program‚ halt it‚ or expand it. Analysis and Evaluation Direct Sales Industry While direct selling has proven to be quite effective for CUTCO‚ the industry has positives as well as negatives. Because there
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Cutco Case Study V Strategic Marketing MBA 5841 Alberto Moreno What is Direct Selling? Direct marketing is the encounter-to-face promoting a way from a small business location. It’s technically a kind of non-shop retailing. Direct vendors aren’t workers of the firm. They’re independent contractors who promote and sell these products or services of a business in return for a fee on these sales. Orders are often set in person or through the adviser’s webpage
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Cutco is a corporation that manufactures produces and sells cutlery to customers through in-home demonstrations by sales representatives. Their manufacturing of knives can date back to over one hundred years. People remember them as having the standard military knife that was seen in war. Cutco is a well-known corporation and customers buy their products because they know they can rely on their quality of their products. Cutco tries to follow the standard Six Sigma when trying to satisfy customers
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McDonald’s Corporation Case Analysis Name left out BUSN 412 Business Policy July 27‚ 2008 CASE ANALYSIS MCDONALD’S CORPORATION COMPANY NAME: McDonald’s Corporation INDUSTRY: Fast Food COMPANY WEB SITE: http://www.McDonald’s.com/corp.html COMPANY BACKGROUND: The first McDonald’s was built in 1940 by the brothers Dick and Mac McDonald. In 1954 Ray Kroc became the first franchisee appointed by Mac and Dick McDonald in San Bernardino‚ California. The following year‚ 1955‚ Kroc opened his
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