Eikon Device Inc is a small tattoo equipment and supplies firm in Kingston, Ontario, Canada. The company’s businesses are mainly focus on the traditional tattoo machine, needles and their high-end power supply in the US and Canada. The board of ED is consisted with seven directors and the management is in good shape. ED is good at manufacturing specially designed tattoo equipments; needles and the tattoo operate power supplies which are the core competences of the company. Until 2013, the company has expanded into a full service tattoo supplier with 50 employees and a 24,000 square foot facility. Their reputation has spread to oversea, like Europe, Japan, Australia and South Africa. As their rapid growing market shares, the company needs to find a solution to expand the market and increase sales. There are two alternatives for considering which are establishment of a new distributional facility in other country and continuing products diversification in the North America market. Because of the restricted scale of company, ED can just undertake one alternative at the same time. The company has to decide if they should build facility oversea to become a multinational company or further expand new products line in the North America. Internal and External Analysis:
Eikon Device Inc was established in 1994. Currently, there are two founders in the board of director. Dean Byrnes is the president and Monika Stengele occupies the VP marketing. Another founder, Bill Baker who is a tattoo artist suggested that tattoo industry was shifting into the mainstream. His perspective of tattoo industry has led the rapid development of the company later. The management performance of ED before 2013 is impressive though several successful events like the R&D program and opened new market on medical supply. The R&D program had come out with some new designs on the tattoo equipments