Barksdale
17 February 2015
Case Analysis: CUTCO
Situation Analysis:
1) Industry
a) Competitors: CUTCO, J.A. Henckels Zwillingswerk Inc., Wustoff-Trident, Shun Cutlery
b) Industry Sales for 2011: $733,000,000 (appendix 1.1)
c) CUTCO’s revenue in 2012 was $250,000,000; Henckels was approximately the same. Shun Cutlery and Wustoff-Trident were unlisted, but combined can be estimated at approximately $233,000,000.
d) Marketing strategy:
i) Henckels, Wustoff-Trident and Shun Cutlery utilize department store…
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