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

The case describes the three stages of transformation into a Taiwanese company – original equipment manufacturer (OEM) small gifts for customers in Western Europe, original design manufacturer (ODM) providing the design and manufacture of decoration and gifts for customers in Europe and the U.S., a company manufacturing its own brand (OBM) china launches its brand to the global market. The story of Franz Collection is a history of outsourcing products and international cooperation, in which the OEM subcontractors in Asia have tried to establish their own marketing channels and brand names around their Western customers and appeal directly to the consumers. This case describes the dilemmas of management to establish a global brand manufacturer in Taiwan and neighboring countries.
by
Lien-Ti Bei,
Shih-Fen Chen
Source: Ivey Publishing
21 pages.
May 26 2010: release date. Prod #: 910M30-PDF-ENG
Franz Collection, Inc.: The road to the solution of outsourcing where brand marketing

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