The Cutco brand is affiliated with Cutco Corporation, Vector
Page 379 Marketing Corporation, and Cutco Cutlery Corporation. It seems overly cumbersome for customers to understand that Vector Marketing Corporation is selling Cutco knives! Meanwhile, Cutco is now the largest manufacturer of high-quality kitchen cutlery in the United States and Canada. How would you structure Cutco’s branding if you entered a new international market?
Two things that have never changed at Cutco are their commitment to fine craftsmanship and the Forever Guarantee. The guarantee means what it implies—that Cutco stands behind its knives’ performance and sharpness forever. They also have a forever guarantee of replacing their knives for any misuse or abuse at half the cost. Is this a viable international strategy when considering entry into the vastly diverse markets that exist globally?