Product details

This is the third of a six-case series (505-057-1 to 505-060-1, 505-108-1 and 506-062-1). In 2005, Plaston of Switzerland manufactured and sold air treatment systems globally as one of two product lines. Plaston specialised in high end humidifiers and air cleaners. Plaston had entered the US market in the late 1990s with five products from the air treatments line, all small appliances designed for use in the home or office. Plaston began US activity with a focus on small upscale stores and opened an office with three employees in Illinois. Plaston then changed strategy and focused on large upscale retailers which operated nationwide and hired manufacturers? representatives. As business exploded, Plaston was considering how to address growth. This case is suitable for courses in marketing strategy and global marketing.