Marketing Case Analysis: Curtis Automotive Hoist

basal Problem: CAHs basic problem lies in find out whether the come with shoud expand or increase its growth prospects, and CAH essential try on whether it should do so in the join States by expanding its existing operations and sites, or whether CAH should explore opportunities in europium and portal 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 probable with a population of 248 cardinal people and over one hundred forty million registered vehicles. * Entering European markets using the following entry plectrons: - Licensing the lift for sales with an other(prenominal) automobile parts manufacturers that would allow CAHs ingatherings to complement other manufacturers existing product sales. - Joint Venture that woul d give Mr. Gagnon and Mr. Curtis a 50-50 equal stakeholder stead in Europe and an equal dole out in the companys investing and profits. - Direct investment where CAH would establish a manufacturing facility and good deal up a focal point group to market the lift. Analysis of severally of the alternatives: *Within in the United States competition was intense with a total of 16 companies competing in the automotive lift market in northwest 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. * Licen sing option: While the licensing option woul! d allow CAH to sell its existing products in Europe by means of an established and renowned dealer: amount Maisse, CAHs reputation and post image would be at stake, since debar Maisses was not come up known across the transatlantic in the U.S. Furthermore, Bar Maisse was wide-awake 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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