個案資料

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?

• Branding
• Product distribution
• Market segmentation
• Business expansion
• Emerging markets
• Marketing management
• Manufacturing processes
• Product management
• Competitive forces
• Globalization