Cutco: marketing Project Essay

Cutco
Knives are one of the oldest and most useful tools known to man.   Ancient civilizations used pieces of wood and rock for tasks that knives are currently used for such as carving, cutting, preparing food, and hunting.   The invitation of metalworking to civilization created a new age in knives and weaponry as metalworking evolved through the Stone Age, Bronze Age, and Iron Age.   Knives have evolved as some of the most useful and important tools in our civilization and will remain so throughout the foreseeable future.   Because of their diverse uses as tools, cooking preparation aids, hunting and defensive tools, and decorative uses, knives will always be a needed and desired product in our society.   One drawback that has never been fully remedied to this product is the fact that continual use will inevitably lead to dulling of the blade, making the tool much less effective, and in some cases corrosion will even occur making the tool completely unusable.   Modern technology has created some basic solutions to these problems, including more resilient materials, primarily steel, as well as more ergonomic and user friendly designs, which reduce both dulling and corrosion by creating a more user friendly tool with a more durable design.
The ultimate problem with all knives and modern tools in general is that no matter how good the design or construction, the tool will eventually succumb to age, corrosion, dulling, or some manner of obsolescence.   Cutco has created a solution to this situation by introducing their “forever guarantee”, which realizes that a tool such as a knife will never be able to last forever, however, the need for such durability can be realized through proper customer service and maintenance, which also creates a lifetime relationship and income stream with customers.
Cutco is a cutlery company that has been in business since 1949, and distributes its products solely through direct marketing. Vector Marketing Corporation and Cutco Cutlery...