Abstract

As a global company based in Hong Kong, Techtronics Industries (TTI) is sitting on top of the world. Since its incorporation in 1985 as an Original Equipment Manufacturer (OEM), TTI grew into a leading producer and brand-owner of power equipment and floor-care products in North America, Europe and Australia. At an investors meeting in 2015, it boasted of an unbroken 4-year growth of sales revenues and double digit net profits. TTI attributes its success to its passion for product innovation, manufacturing excellence, and unwavering devotion to specific markets.

To sustain its growth, TTI was convinced that the Asian region would be its next frontier. How should it go about deciding which countries to target? What are the challenges and risks in introducing TTI’s premium products to emerging markets?

Learning Objectives

The case can be used to introduce students to the essentials of global marketing management. Specifically, by using the case students will develop an understanding of what it takes to develop a successful market entry strategy into emerging Asian markets, with the need to understand the global and local business environments—economic, cultural, and legal-political—and how to apply such knowledge.