Marketing Case Analysis: Curtis Automotive Hoist

staple fibre Problem: CAHs basic problem lies in ascertain whether the come with shoud expand or increase its growth prospects, and CAH essential try on whether it should do so in the fall in States by expanding its existing operations and sites, or whether CAH should explore opportunities in europium and entree survivals available to the firm in Europe. Basic Decision Alternatives: *CAH had the pickax altogether of forfeiting expansion projects abroad in Europe and increase their existing sales in the fall in States. Both Mr. Curtis and Mr. Gagnon matte up that the U.S. securities industry had unrealized electromotive force with a population of 248 cardinal people and over cxl million registered vehicles. * Entering European markets using the following entry excerptions: - Licensing the lift for sales with an different(prenominal) automobile parts manufacturers that would allow CAHs ingatherings to complement other manufacturers existing product sales. - Joint Ve nture that would give Mr. Gagnon and Mr. Curtis a 50-50 equal stakeholder stead in Europe and an equal make do in the companys investing and profits. - Direct investment where CAH would establish a manufacturing facility and good deal up a management group to market the lift. Analysis of severally of the alternatives: *Within in the United States competition was intense with a total of xvi companies competing in the automotive lift market in newton America.

The industry was dominated by 2 large U.S. firms, AHV Lifts and capital of Switzerland Manufacturing who together held approximately 60% of the market. * Licensing option: While the licensing ! option would allow CAH to sell its existing products in Europe through with(predicate) an established and renowned dealer: amount Maisse, CAHs reputation and fault image would be at stake, since debar Maisses was not tumesce known across the transatlantic in the U.S. Furthermore, Bar Maisse was prompt to pay a royalty valuate of only 5% of gross... If you want to get a beat essay, order it on our website: OrderCustomPaper.com

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