Strategic Marketing of Cutco Corporation - Essay Example

Cutco Company was started in Olean, NY and most people are aware of the quality of its commodities thus attracting a large group of customers.
Another advantage of distributing the brands to the mentioned regions is that the company will incur less shipping cost compared to distributing to all regions of the U.S. (25). This is because the regions are near the manufacturing centers in Olean, instead of distributing to all regions. Apart from cutting down the number of Oreck stores, it is also recommended that the corporation makes use of other home appliances and high-end kitchenware stores. The target stores should be Sur La Table, Sonoma, Crate & Barrel, and Restoration Hardware. These retail stores specialize mainly in the home furniture, kitchenware, kitchen appliances, and bathroom, bedroom, and lighting appliances.

Therefore, distributing the products to these stores means that the products will be well-known to customers who do shopping in these stores. These stores have a customer market that already exists only that they are not aware of Cutco brands and this will increase the company’s brand awareness. This is phase 1 of the implementation plan and phase 2 will be distributing products to larger stores, which include Dillard’s, Bloomingdale’s, and Macy’s because they are within the company’s target price. Distribution to these stores will also increase the awareness of the Cutco brand and sales (34).
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