A tattoo equipment and commodities business, Eikon Device Ltd, has to select between several alternatives. Their core business is the generation of tattoo needles as well as the power supply that makes tattoo machines operate, selling mostly into America and Canada.
With increasing international demand yet, should they contemplate building a distribution facility abroad? Alternatively, since much of their accomplishment is derived from catering to the specific necessities of tattoo artists, should Eikon increase its product line for the North American market?
Meanwhile, competition from China has emerged to push Eikon outside of its core markets. Eikon direction has to prioritize their initiatives. Writer Anthony Goerzen is associated with Queen's University.
PUBLICATION DATE: February 14, 2014 PRODUCT #: W13615-PDF-ENG
This is just an excerpt. This case is about STRATEGY
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