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Trikke Tech Inc.


Angela da Rocha, tel.: (5521) 2540-0804; e-mail:


Brazilian entrepreneurs founded Trikke Tech Inc. in the United States in 2000 after an unsuccessful attempt to market their product—a human-propelled vehicle similar to a scooter—in Brazil. By 2006, Trikke Tech was a new international venture with manufacturing in China, marketing activities in the United States, R&D in Brazil, patents pending in 35 countries, and sales in 17 countries. This case study describes the company's initial steps and its strategy in the U.S. market and outlines the future challenges faced by the entrepreneurs. Specifically, the case addresses the question of how to position the new product to achieve market penetration in the United States, and which strategies and marketing programs to adopt, considering the firm's limited resources.