cutco case solution

Topics: Cutco, Direct selling, Sales Pages: 8 (2520 words) Published: October 20, 2014

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Cutco Case Analysis Questions
Cutco Case Analysis Questions
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Published by hssyanCutco Case analysis
Cutco Case analysis
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Cutco Case Write-up
Rutgers Business School: Marketing Channels1.
What is direct selling?Direct selling is the face-to-face selling away from a business location. It is technically a form of non-store retailing. The manufacturer sells directly to the consumer or business customer as does Dell, Inc.Direct sellers are not employees of the company. They are independent contractors who market and sellthe products or services of a company in return for a commission on those sales.Direct selling is a push-marketing strategy where there are no physical stores. Orders are usually placedin person or via the consultant’s Web page. Sometimes the phone is used to place orders or reorders, but only about 12% of sales take place this way. Home shopping parties are the most widely recognizedsales method, where friends, family or acquaintances get together for a few hours to learn about orsample a range of products or services. However, the majority (about 70%) of the direct selling industry’s sales actually occur using a one

-to-one approach where one seller may present the productsor services to a single consumer.According to the direct selling association (DSA), some recent statistics are as follows- 85% of the sellersreport a good, very good or excellent experience with direct selling. 74% of U.S. adults have purchasedproducts from a direct seller. 70% of direct selling takes place in a residence, and almost two-thirdstakes place on a one-to-one basis.The popular form of direct selling is multilevel marketing. Multi-level marketing, which is commonlyreferred to as MLM, is one type of distribution method found in direct selling. You may also hear of theterm multilevel used to refer to a type of compensation plan that pays its representatives based on the individual’s product sales as well as that of their “downline,” which refers to a group of people thatconsultants bring into a company to generate sales.2.  

How would one respectively characterize Cutco Corp. and Vector Marketing Corp?Cutco Corporation, formerly Alcas Corporation, is the parent company of Cutco Cutlery Corp., multi-levelmarketing company Vector Marketing, KA-BAR Knives Inc. and Schilling Forge. Its primary brand is alsothe name Cutco. The company was founded in 1949 by Alcoa and Case Cutlery...
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