Case Study: CUTCO Cutlery

Paper Summary:

This paper explains the unique manner in which CUTCO Cutlery, crafter and seller of fine kitchen cutlery, conducts business. The author describes the way that CUTCO can improve its four critical strategies: customer, channel, brand and customer relations management (CRM). The paper includes a SWOT analysis.

Table of Contents:
Company Overview
Four Critical Strategies - Customer, Channel, Brand, CRM

From the Paper:

"Once CUTCO identifies their customer base, they can then talk to contractors and their employees working in sales, marketing or customer support to help them make "informed decisions" when selling to customers or marketing their products. If CUTCO wants to survive and remain competitive, it must adopt a CRM policy that is customer and contractor focused. The company must learn to fully inform customers and contractors of their policies, practices and any efforts the company has made to compensate for past failures."

Sample of Sources Used:

• Alcas Corporation. (2007) CUTCO Cutlery: Company Info, Alcas Corp, Retrieved November 27, 2007: http://www.cutco.com/company/companyInfo.jsp
• ConsumerAffairs.Com Inc. (2007) "Students Sue Knife Promoters," ConsumerAffairs.Com Inc, Retrieved November 27, 2007: http://consumeraffairs.com/news04/vector01.html
• CRM Media. (2002) "What is CRM?" CRM Media, a division of Information Today, Inc. Retrieved November 27, 2007: http://www.destinationcrm.com/articles/default.asp?ArticleID=1747
• QDI Strategies Inc. (2007) QDI Strategies: Channel, segmentation, growth and market entry strategies for new products and new markets, Libertyville, IL: QDI Strategies, Inc. Retrieved November 27, 2007: http://qdistrategies.com

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