The case elucidates the three-stage change of a Taiwanese business - from an original devices maker (OEM) of little presents for Western European consumers, to an initial design producer (ODM) offering design and production of house decoration and presents to clients in Europe and the United States, to an own brand production (OBM) business releasing its brand of porcelain tableware targeted at the worldwide market.
The story of Franz Collection is an anecdote of item outsourcing and worldwide cooperation, where OEM subcontractors in Asia have actually attempted to establish their own marketing channels and brand to bypass their Western customers and appeal straight to customers. This case explains the supervisory issues in developing a worldwide brand dealt with by makers in Taiwan and the neighbouring nations.
PUBLICATION DATE: May 26, 2010 PRODUCT #: 910M30-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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