Company – Teli USA, Inc., Atlanta, GA
Product: Consumer telephones and fax machines.
Situation Swedish company entering U.S. market required marketing strategy and plan.
Developed marketing plans for entry into the U.S. consumer electronics industry for the company’s Swedish-made telephones and entry into the U.S. office equipment industry for their facsimile equipment (Teli AB, Stockholm, Sweden). The consumer electronics plan included rep selection and roll out strategy by retailer type. While the company achieved first year sales of $5 million, their consumer telephone division was ultimately closed down due to consumer price resistance. While we identified this problem prior to launch, Teli AB was not able to attain low enough manufacturing costs in Sweden to adjust their retail prices. Their office equipment division has since been acquired by the Gestetner Corporation.