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Franz Collection, Inc.: The Road From Subcontracting to Brand Marketing Case Solution & Answer

This Case is about MARKETING

PUBLICATION DATE: May 26, 2010 PRODUCT #: 910M30-HCB-ENG

The case explains the three-stage improvement of a Taiwanese business – from an initial devices producer (OEM) of little presents for Western European consumers, to an initial design producer (ODM) offering design and production of house design and presents to consumers in Europe and the United States, to an own brand production (OBM) business releasing its brand of porcelain tableware targeted at the worldwide market.

The narrative of Franz Collection is an anecdote of item outsourcing and global cooperation, where OEM subcontractors in Asia have actually attempted to establish their own marketing channels and brand to bypass their Western customers and appeal straight to customers. This case explains the supervisory problems in developing a worldwide brand dealt with by producers in Taiwan and the neighbouring nations.

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