The name Cutco comes from “Cooking UTensils COmpany,” a name once owned by Alcoa. Alcoa is a U.S. company that now concentrates on work with lightweight metals and advanced manufacturing techniques. Together with W.R.
Case & Sons Cutlery Company, Alcoa created the joint venture Alcas Corporation in 1949, which subsequently became Cutco Corporation in 2009.
Cutco Corporation includes the wholly owned subsidiaries of Vector Marketing Corporation, which it acquired in 1985, and Cutco Cutlery Corporation. Vector Marketing is the U.S.-based sales arm of Cutco Corporation, which is headquartered in Olean, New York. More than 700 manufacturing and administrative employees work at the Olean location.
Cutco is now the largest manufacturer of high-quality kitchen cutlery in the United States and Canada. The product line includes kitchen knives and utensils, shears, flatware, cookware, and sporting knives. Look around your house and your friends’ houses—you are likely to see one of their well-known blocks of knives in the kitchen! The price for one of the blocks with a dozen or so knives ranges from about $100 to upward of a few thousand dollars. Some 16 million people have bought Cutco knives.
Originally, Cutco was created as a product for Wear-Ever Aluminum (a company focused on cookware), which at the time was a division of Alcoa. Cutco evolved from there, eventually adding its signature Wedge-Lock handle and Double-D recessed edge on some of its knives. Two things that have never changed are Cutco’s 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.
Cutco, as it operates today, was formed in 1982 following a management buyout that took the company private. As with any employee or manager buyout, it was a leap of faith for the team that bought the company. But, based on the company’s story, it was also the moment that secured Cutco’s future for generations to come. In this process, in 1985, Vector Marketing Corporation became the exclusive marketer of Cutco products directly to consumers via sales representatives located throughout the United States and Canada. Cutco International Inc. is responsible for international marketing.
Annual sales for Cutco now stand at about $200 million worldwide, but mainly in the United States and Canada.
The product line includes more than 100 choices under the Cutco name alone. The extended line includes kitchen utensils, gadgets and flatware, sporting and pocket knives, and garden tools. For the Cutco line, the products are marketed via what is called “direct selling” (marketing of products directly to the consumer away from a fixed retail location). Internationally, outside North America, Cutco has independent office arrangements in Australia, Costa Rica, Germany, South Korea, and the United Kingdom. Puerto Rico also has independently run sales locations.

Questions
1. The Cutco brand is affiliated with Cutco Corporation, Vector 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?
2. Is Cutco’s Forever Guarantee a viable international strategy when considering entering the vastly diverse markets that exist globally?
3. As mentioned, Vector Marketing Corporation is the exclusive marketer of Cutco products directly to consumers via sales representatives located throughout the U.S. and Canada, and Cutco International Inc. is responsible for international marketing. Do you think that the direct sales model will work as a market entry strategy internationally? Where might it work and where might it not potentially work?
4. Given that Cutco’s product line includes more than 100 choices under the Cutco name alone, is it realistic to think that Cutco can enter global markets with all of its products, for each market, every time it considers a new market entry?