Cottle-Tylor Case Analysis
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Cottle-Tylor Case Analysis
Company Analysis
Cottle-Tylor is an American-made multinational brand founded in 1815 and has its headquarters in Philadelphia. The company product offerings can be classified into three broad categories: oral care, personal care, and home care (Quelch & Zalosh, 2012). Cottle's wide range of product categories is one of the important attributes the company can leverage as a firm-specific advantage. Product diversity makes the company attracted to a large customer because their diverse needs are addressed all at once (Du, 2017). Cottle also had registered its presence in more than 200 countries worldwide as of the year 2009, rendering Cottle-Tylor a global brand. Cottle adopted the concept of hiring from the locals while operating in international jurisdictions, further strengthening its global brand by establishing strong bonds with the international community.
Collaboration within the Cottle-Tylor, especially with the subsidiaries in the international environment, is utterly evident from the declaration made by Brinda Patel. This attribute is key to driving innovativeness and strategic marketing within the company (Quelch & Zalosh, 2012). The company also had adopted a sales and marketing strategy that is entirely informed by consumer behavior, making the company's target marketing more effective. Cottle-Tylor registered an 8% annual growth in sales between 2004 and 2009, 12% in net income, and a whopping 14% in earnings per share, a trend that is very crucial to the company's brand name.
Product diversity, one of the key strengths for Cottle-Tylor, did not play a big role in Indian operations as the firm mainly focused on oral care, sidestepping other products, the personal and home care products. The strong corporate social responsibility that the company showed towards the local community is evident in Indian operations when the company partnered with IDA to create awareness to the general public on the significances of dental hygiene.
Market Anlaysis - India
India is one of the most populous countries globally, with a population of over 1.16 billion in the year 2009. The county has also undertaken some drastic changes in its economic policies, transitioning from the highly regulated economic environment adopted after the independence in 1991. The new economic policies adopted in 1991 opened doors for international corporations. Furthermore, the high influx of rural-urban migrants in India increases access to basic commodities needed in oral hygiene, such as water, and increased awareness on the importance of oral hygiene. Besides, as of 2004, India was beginning to adopt emerging communication technologies that were fundamental in the creation of awareness and increasing access to global news. The emerging communication technologies posed as an opportunity for international companies such as Cottle-Tylor in the product positioning and promotion. Thus, India has numerous favorable conditions that present opportunities for international companies like Cottle-Tylor, hence a perfect target market.
Demand for Toothbrush in India
The demand for toothbrushes and any other equipment used in oral care in India was relati...