Marketing Case Analysis: Curtis Automotive Hoist

sanctioned Problem: CAHs basic problem lies in find whether the come with shoud expand or increase its growth prospects, and CAH must try on whether it should do so in the linked States by expanding its existing operations and sites, or whether CAH should explore opportunities in europium and ledger entry 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 joined States. Both Mr. Curtis and Mr. Gagnon matte up that the U.S. securities industry had unrealized authority with a population of 248 cardinal people and over cxl million registered vehicles. * Entering European markets using the following entry plectrums: - Licensing the lift for sales with an otherwise(prenominal) automobile parts manufacturers that would allow CAHs ingatherings to complement other manufacturers existing product sales. - Joint Venture that would give Mr. Gagnon and Mr. Curtis a 50-50 equal stakeholder stead in Europe and an equal take 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 16 companies competing in the automotive lift market in nitrogen 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: W hile the licensing option would allow CAH to! sell its existing products in Europe done an established and renowned dealer: amount Maisse, CAHs reputation and discoloration image would be at stake, since debar Maisses was not swell up known across the transatlantic in the U.S. Furthermore, Bar Maisse was nimble 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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