Marketing Case Analysis: Curtis Automotive Hoist

Basic Problem: CAHs basic problem lies in determining whether the come with shoud expand or increase its growth prospects, and CAH must try on whether it should do so in the United States by expanding its existing operations and sites, or whether CAH should explore opportunities in europium and 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 United 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 140 million registered vehicles.

* Entering European markets using the following entry options:

- Licensing the lift for sales with another(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 share 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 sixteen companies competing in the automotive lift market in North America.



The industry was dominated by 2 large U.S. firms, AHV Lifts and Berne 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 an established and renowned dealer: amount Maisse, CAHs reputation and brand image would be at stake, since debar Maisses was not well known across the transatlantic in the U.S. Furthermore, Bar Maisse was prepared to pay a royalty valuate of only 5% of gross...

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