BU362 Lecture Notes - Lecture 7: Aerial Work Platform, Wheel Alignment, Canadian Tire
Document Summary
Mark is deciding if and how he should expand into europe after successfully expanding into the us market. Industry was dominated by 2 large us firms ahv lifts and berne manufacturing (60% of market) Resources: financing from a venture capital firm, pierre: marketing manager, mark: design engineer, 4 patents: lifting mechanism (scissor design & safety locking mechanism) Strengths: strong reputation: cadillac of hoists, 5 year warranty installation in less then a day, (cid:862)leader i(cid:374) auto(cid:373)oti(cid:448)e lift safety(cid:863) Weaknesses: few european connections (low knowledge, long sales cycle (low re-purchase, overly dependent on sellers, narrow product line, dependent on us wholesaler, morally wrong to purchase outside of your country (consumer ethnocentrism) Independent garages specializing in wheel alignment: positioning. One of the easiest to install/ use. Surface hoists (post lift hoists, scissor hoists: place: Up to 4 years for approval: price: Catalogue type package with products, uses, price and other info.
