Eikon Device Inc.: Creating an International Strategy
(7 pages of text)
Eikon Device Ltd, a tattoo equipment and supplies firm, has to choose between several alternatives. Their core business is the production of tattoo needles and the power supply that makes tattoo machines operate, selling primarily into the United States and Canada. With increasing international demand however, should they consider establishing a distribution facility abroad? Alternatively, since much of their success is derived from catering to the specific needs of tattoo artists, should Eikon expand its product line for the North American market? At the same time, competition from China has emerged to push Eikon out of its core markets. Eikon management has to prioritize their initiatives.
This case can be used as a way of analyzing the strategic choices available to firms when considering international markets — whether or not to go international and, if so, what level of involvement (i.e., distribution agreement, direct investment, etc.) to choose.
Canada, Small, 2013
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