Marketing excellence

Marketing excellence

Case Study

Early Growth ExpansionCompany HistoryPresented by Anju

Early GrowthStarted in 1883 in Stockton, California as "Stockton Wheel Company"Founded by the Holt Brother1905- first major public contract, the San Francisco Cable Car1909 opened a second plant in Peoria, IllinoisAided the US and their allies in WWIMerged with C.L. Best Tractor Company to from Caterpillar Tractor Company in 1925

ExpansionHeadquarters moved to Peoria, IllinoisAfter WWI, European nations became interested in Caterpillar machineryExpansion to other countries, ex. IndiaLed to the formation of different brands within Caterpillar

Heavy Machinery Mining Equipment RentalsEtc.Major Products and ServicesPresented by Lin

Product & ServicesProductServicesMachines: the product line consists of more than 300 machinesEngines: High speed diesel enginesElectronics: Technologies, systems and components needed to operate in the harshest environmentsTurbines: Mid-range industrial gas turbinesReplacement partsCastings: Caterpillars Cast Metal OrganizationMaintenance & Support: Caterpillar dealer serviceTraining: Caterpillar UniversityFinancing & Insurance: The best financing solution for your business.Rentals

.Q1. What were some of the key steps that led to Caterpillar's becoming the industry leader in earth- moving machinery?

Q2. Discuss Caterpillar's future. What should it do next with its product line? Where is the future growth for this company?

The First Question.

What were some of the key steps that led to Caterpillar's becoming the industry leader in earth- moving machinery?

For one, its been in industry for 110 years!

BEAT THAT!

Methods

Business MethodsPresented by Yuliang

Business Methods Caterpillar have two operating systems, one for Caterpillar and another for Caterpillars dealers.Caterpillar using Six Sigma and Caterpillar Production System to control company's operation.Caterpillars dealers using Dealer Business System for their day to day operations.

Additional reasons:Wide range of Products :

About the Industry Maintaining an Edge Major Competitors SWOT AnalysisCompetitive AnalysisPresented by Cassie

Competitive AnalysisIndustry AnalysisMajor industries servedStaying CompetitiveCommitment to customersThe Big 8 ImperativesSubsidiary Brands and ExpansionMajor CompetitorsBobcat CompanyJohn DeereLiebherr Construction Equipment Co.

SWOT AnalysisStrengthsStrong brand identityControl of supply chainWeaknessesHighly dependent on demand in related industriesOpportunitiesGreen technologiesSocial mediaThreatsLabor disputesStrong competition

The Second Question

Discuss Caterpillar's future. What should it do next with its product line? Where is the future growth for this company?

Looks like, the company has been looking for answers to this . Have a look !

Innovations Investments Business StrategyFuture GrowthBusiness Outlook for Future GrowthPresented by Rebecca

InnovationsFirst to introduce steam and gas powered farm equipmentDiesel-powered track-style tractorsBreakthrough solutions in turbo charging technology, electronic controls, fuel systems, drive systems and more for the purpose of enhancing our customers' success

Investments

Buying other companiesConsumer help

Business Strategy & Future GrowthProvide work environments, products, services and solutions that make efficient use of the world's natural resources and reduce unnecessary impacts on communities, the environment and the economyGreen energyContinued innovationConsumer needs

In recent years, Caterpillar has established a new operating system called Caterpillar Enterprise System to control international business operation.

Caterpillar Production System

Marketing strategyNew vision 2020 strategies:Improve products and servicesAchieve more advantage by improving Caterpillars distribution systemBuild superior Caterpillar business modelCaterpillars marketing strategy is to treat its customers like human beingsCaterpillars global strategy is to provide different product and service standard with its competitors.

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Rishav Karwww.linkedin.com/in/rishav-kar-703b15112?trk=hp-identity-nameSpecial thanks to Prof. Sameer Mathur, IIML for his guidance.www.linkedin.com/in/sameermathur