Traeger Pellet Grills: Cooking up the Competition

In spring 2018, the chief supply chain officer of Traeger Pellet Grills, LLC, based in Salt Lake City, Utah, United States, was visiting a supplier in in Changzhou, China. He was meeting with the supplier the next day but had not fully decided how to manage the meeting. The supplier was responsible for a large portion of the company’s supply of grills but was also positioning itself as a competitor by tooling, designing, and producing knock-off products that were then directly marketed to consumers in the company’s strongest market—the United States. Although the supplier denied any involvement in the knock-off grills, the chief supply chain officer knew the tooling and styling were impossibly similar to his company’s products and there was no other facility in that supplier's area with the capability to make look-alike grills at that level. The chief supply chain officer had to decide how to deal with the rebellious supplier.