TEKA is an international manufacturer of kitchen appliances and sinks based in Spain. Sales of both the TEKA brand and related upscale Küppersbusch (Germany) were expanding dramatically. The brands were well established; TEKA was a manufacturer of consumer basics, while Küppersbusch represented a higher-end kitchen appliance market, up against big brand giants like Viking and Gaggenau Hausgeräte.
Research into the residential, commercial hardware, and consumer products categories uncovered significant US-based competition and a well-established distribution chain for most competitors. Entering the market would require a US-based operation and a marketing message that offered a unique place in a crowded market.
HCP was engaged in building the US headquarters in Tampa, Florida, creating a go-to-market strategy after conducting market research. HCP’s leadership team secured offices in Westshore, hired the sales and marketing team, and deployed public relations and marketing through a series of domestic trade shows. HCP’s leadership team served in an executive capacity for the TEKA/Küppersbusch board in the US during the start-up period. While managing the marketing and strategy development, HCP built financial models, provided sales support, and made presentations to US big-box sales operations. Advertising, direct marketing, and consumer-based support were developed and managed.
HCP’s management worked with product development in Spain to adapt certain products to US standards and the demands of potential distribution partners. Success in the US was achieved early with the agreement by Home Depot to carry the products as a high quality, lower-priced product in their line. Other distribution channels followed.
Sales were expanded to include distribution in all the Americas, and HCP was engaged in helping define both logistics and market support for a new plant in Mexico. While the emphasis was on the TEKA sinks, the company explored the appliance line’s potential importation, recommending against entering a crowded field with major US manufacturers. However, this eventually led to the decision to successfully introduce (under HCP management) the Küppersbusch line of high-end appliances for a uniquely architectural focus.
With HCP oversight in place, the firm successfully ventured into the American markets. HCP turned operations and support over to a US-based sales, marketing, and management organization under the parent company.