K-International Inc.
Seeking distribution channels
Dear Ladies & Gentlemen,
We are K International, Inc. Our Chicago based marketing firm has been building expertise in
Europe and specifically East Europe since 1989. Our latest project is described below.
One of America's most respected manufactures is considering expanding distribution of its
product into the European market place. This company has a 75-year tradition of producing
only the highest quality window and door products available. Many of its residential and
commercial products offer exclusive features not found anywhere else.
While foreign distribution is already in full swing in Australia, the Caribbean, Canada,
China, Mexico, various parts of the Pacific Rim, including Japan, and South America, Europe
presents a new set of challenges and opportunities because Europe, with its high standards
and ageless traditions, will be a most unique and demanding market place.
With your extensive European business background, if you help us answer a few marketing
strategy questions all of us at K International sincerely would appreciate any and all
answers and opinions you can provide to us.
Background Information:
-
These will be America's finest made windows, distributed in Europe. At this time
there will be no production outside the USA, only partial assembly in Europe. -
This is a wood window (1500 times the thermal resistance of metal) with a heavy gauge
aluminum cladding on entire exterior. Exterior is available in 3 standard, baked-on, fade
resistant colors or over 50 custom colors. -
Glass is double or triple insulated. Every operable window produced is tested against
air infiltration and out performs US minimum standards by approximately three times. A very
large selection of glass options is available, some offering heat gain reduction to a low as
18 percent. -
Hardware is corrosion resistant, even in seacoast applications.
-
Mini-Blinds & Pleated Shades are available built inside the glass.
-
Unlike many of the tilt/turn style windows of Europe, this company produces a
"crank-out" style window (casement), and one that slides up and down (double-hung). -
Roll up and down screens are available in the crank-out style windows.
-
As with all of its foreign expansions, this company does not financially back its
distributors. Each distributor develops their own market place and reaps their own profits. -
Closest available estimates for crank-out windows position them at about two times
the cost of a typical German aluminum tilt/turn window.
The following page has some questions on which we would greatly value your opinions and
advise.
-
What geographic areas would you feel are the best markets to target for these
products: Because of special state and local taxes, EC approval standards, etc. -
Staging area: What country, or countries, would you suggest for main warehousing and
distribution? -
What is your honest opinion of swing-out only (casement) and/or slide up and down
only (double-hung) windows for use in Europe. -
Please identify the group of potential customers you would target for these windows.
-
What would be the best way of educating and marketing unfamiliar American products to
these new customers? -
How would you sell this window? Through retail Home Center stores, architects,
builders, designers, window stores? -
How would you recommend minimizing the import taxes of these American products?
-
Do you know any individuals or companies, with experience and financial strength that
may be interested in securing such distribution rights in Europe?
Thank you very much for your assistance. We will mail you some four-color information for
your review.
