Marketing Case Analysis: Curtis Automotive Hoist

canonic Problem: CAHs basic problem lies in determine whether the come with shoud expand or increase its growth prospects, and CAH mustiness try on whether it should do so in the unify States by expanding its existing operations and sites, or whether CAH should explore opportunities in europium and entryway 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 unify States. Both Mr. Curtis and Mr. Gagnon matte up that the U.S. securities industry had unrealized potential with a population of 248 cardinal people and over one hundred forty million registered vehicles. * Entering European markets using the following entry plectrums: - Licensing the lift for sales with an opposite(prenominal) automobile parts manufacturers that would allow CAHs ingatherings to complement other manufacturers existing product sales. - Joint Venture th at would give Mr. Gagnon and Mr. Curtis a 50-50 equal stakeholder stead in Europe and an equal piece in the companys investing and profits. - Direct investment where CAH would establish a manufacturing facility and good deal up a wariness group to market the lift. Analysis of severally of the alternatives: *Within in the United States competition was intense with a total of sixteen companies competing in the automotive lift market in northeastward 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 op! tion would allow CAH to sell its existing products in Europe done an established and renowned dealer: amount Maisse, CAHs reputation and grime image would be at stake, since debar Maisses was not well(p) known across the transatlantic in the U.S. Furthermore, Bar Maisse was watchful 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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