TTI Branding- From Chinese Contract Manufacturing to ODM
Code
CC-510-002
Date
2010
Industry
Industrial Products, Tools & Machinery
Length
14 pages
Author(s)
Waldemar Pfoertsch
Language
English
Company
Techtronic Industries, Co. Ltd.
Source
CCCH
Discipline
Marketing & Sales
Key Words
Brand management, Diversification, Contract manufacturing, international marketing, Going Global
Description
Techtronic Industries, Co. Ltd. (TTI), a Hong Kong based company provided power tools and small appliances. In 2007, TTI was listed in the UNCTAR Report as one of the emerging global companies in China. So far TTI had been an astonishing success story. It started out as a humble battery producer, moved into contract manufacturing, acquired brand assets of European and American companies, and wiped out the competition in their home territory by offering what the customer wanted with a quality and price that allowed profitable expansion and customer satisfaction. Now the challenge the company faced was to more rigorously exploit synergies and growth opportunities from the acquisitions and the scale of business. Could they push their various product categories in markets where they are under represented? Could they reorganize the structures and resources around them so that newly created units became more efficient with their existing brand, products, and marketing investments?
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