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Friday, July 19, 2002
Ritek consolidates marketing unit to tap Chinese brand-name market

Ritek Group, which comprises the core Riteck Corp., one of the world's largest optical-storage media makers and several affiliates in the optoelectronics field such as RiTdisplay, has shifted its consolidation efforts from manufacturing to marketing.

It is consolidating its marketing resources to prepare for further developments mainly in the Chinese market as it apparently believes that the expansion of the production department has reached a limit. Also, the company plans to fully promote its "Ridata" brand goods.

A new global marketing logistics business department will be responsible for the CD-R product's marketing. Huing Kao-hsin, general manager of the original OEM clients business department, has been appointed to lead the new sector.

According to Ritek, it must improve its marketing department as its core business has showed signs of slow growth as competition among CD-Rs producers mount.

CD-R clients have not been loyal to makers as they have shifted orders depending on market issues and prices. CD-R makers suffer if the market is idle because they have invested in fixed assets and have relocated some production lines to China.

Under the new global marketing logistics business department, Ritek decided to adopt a new market approach to determine clients' loyalty to the company, to decide on production allocations when the market supply turns rigid. Moreover, it will rank client grades by credits and loyalties with a long-term goal of developing into strategic alliance in production relationship to lift its capacity utilization rate.

Ritek did not exclude that its global logistics marketing consolidation is actually aimed at the Chinese market because nearly all the local CD-Rs makers compete there.

Ritek's rivals are moving in the same market direction by introducing brand name products, such as CMC Magnetics Corp.'s brand and the Prodics Corp.'s SmartBuy.

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