Writer’s choice

Read the Case Study “Cutting Edge Quality: Cutco Knives for Life” available in the textbook, Chapter 12 (Ferrell et al., 2020).
Using the DeVry Library and only peer-reviewed publications (e.g., periodicals, journals), prepare an APA Report addressing the following:
A summary of the case.
List a series of positive attributes that both the product and the organization exhibit and that can be marketable.
Choose at least two traditional promotional strategies (exclude direct sales) and explain why these channels are the best options to move the product from a “push” to “pull strategy.”
Choose at least three digital communication channels and explain how a marketing managing strategies to communicate the benefits and positive attributes of both the product and the company.
Discuss at least two legal and social issues in Internet marketing that apply the most to this type of product and organization. Explain the consequences for the organization when these issues emerge.
Close this paper with an analysis in which you apply the discussed concepts to appraise critically the importance of the managerial issues addressed in this paper. Use real-life examples to explain the importance of these concepts.
Include at least three references with your APA report
Note: For this assignment, you would have to access “Chapter 12: Dimensions of Marketing Strategy” introduced during Week 6).

Case Study: Cutting Edge Quality

Case Summary

Cutco is a cutlery company that deals in the production and sale of a wide range of sporting knives, kitchen cutlery, and kitchen accessories. The company started manufacturing knives in New York in 1949, with the joint venture of Case Cutlery and Alcoa Corporation. Since the 1950s, the company has been producing high-quality knives and cutlery, growing to become an organization that is recognized across the United States for its high quality, American made products. The cutlery produced by Cutco comes with a guarantee that allows customers to enjoy knife service at zero cost, regardless of the time of purchase. This guarantee ensures that Cutco knives are passed down generations and that the reputation of the company is maintained. All the products of the company are distributed and marketed by Vector Marketing Corporation and the company mostly uses direct selling to reach its customers.

Cutco’s vision is “To become the largest, most-respected, and widely recognized cutlery company in the world”. The company has been performing well in the United States market since its formation. Currently, the company boasts of having more than two hundred and fifty offices in Canada and the United States. While the company has been using direct selling, experiments have been conducted on other methods of selling in recent years. The company has opened retail stores to provide product servicing to its customers and provide potential customers with places where they can handle and try out knives before they make purchases.

Positive Attributes

Several positive company and product attributes can be identified and used for purposes of marketing. The recently opened retail shops provide potential customers with the “Cutco experience” (Sparks, 2019), where they can try out different knives and make an informed decision on which product to purchase. Through the retail areas opened by the company, customers can take gardening, cooking, and floral arrangement classes, improving the relationship between the company and its customers. Also, the company provides customers with a wide range of cutlery products, with a product range of more than a hundred types of cutlery products besides knives. Therefore, the customers of the products have a wide selection range of products to select from. Cutco Cutlery has a good reputation across the United States, which is a plus for the organization.

Besides providing a wide product range, the company produces its products using high carbon stainless steel that is heat-treated to make sure that they have a sharp edge that is snap-resistant. Cutco knives have edges that are resistant to snapping as a result of heat or pressure. They are also corrosion-resistant. The handles of high-quality knives are tough, strong and resistant to abrasion. Also, Cutco Cutlery provides customers with knife servicing without condition. The customers of the company are guaranteed that the products that they purchase will last for long since they can take them for service at any time.

Promotional Strategies

At the moment, Cutco Cutlery uses direct selling as the primary method of product promotion. This method of selling is an example of a push promotional strategy where the product is taken to the consumer. If the company wishes to switch to a pull promotional strategy, where the customers are brought to the product, then strategies such as the provision of discounts and advertising have to be adopted (Liu & Huang, 2015). The company may advertise its products via social media channels and through print media. This way, the potential customers can be made aware of the existence of the company and its products without them having to visit company stores. A wider market would also be reached through advertising. The provision of discounts on products would attract more customers to try the products of the company.

Digital Communication Channels

The use of digital channels of communication is effective in conveying the positive attributes and benefits of a company’s products to potential customers (Jones, Borgman, & Ulusoy, 2015). Through the use of digital communication channels to market its products, Cutco Cutlery can achieve better performance in the market. Some of the most effective channels that the company may use to improve communication with potential customers and realize increased sales include social media marketing, affiliate marketing, and pay-per-click advertising.

Social and Legal Issues in Internet Marketing

Internet marketing provides an effective method for product advertising as it reaches a wide market. However, several legal and social issues are related to the use of internet marketing. Some of the issues that Cutco may have to deal with, with the adoption of internet marketing include breach of comparative advertising standards and regulations, intellectual property issues, data collection issues, and privacy concerns (Klein & Wueller, 2017). Adequate planning and research are required to ensure that the company achieves compliance with the various rules and regulations that guide online marketing in the country.

Conclusion

Cutco Cutlery is an organization that is performing well in the United States market, boasting a long history of cutlery production in the region and offering high-quality products to its clientele. To achieve even better market and sales performance, the company should adopt a pull product promotion strategy to ensure that potential customers are made aware of the existence of the company and its high-quality products. Through internet marketing and advertising, the cutlery company can boost its market performance and realize sales growth.

References

Jones, N., Borgman, R., & Ulusoy, E. (2015). Impact of social media on small businesses. Journal of Small Business and Enterprise Development.

Klein, D., & Wueller, J. (2017). Fake news: A legal perspective. Journal of Internet Law (Apr. 2017).

Liu, H. W., & Huang, H. C. (2015). Tradeoff between push and pull strategy: The moderating role of brand awareness. In Marketing, Technology and Customer Commitment in the New Economy (pp. 259-264). Springer, Cham.

Sparks, E. (2019). A Fresh Perspective. American Bankers Association. ABA Banking Journal, 111(1), 18.