Marketing Assignment

Marketing Assignment Words: 416

Results Project A enabled Comates to double its warranty period within two years while outing claim rates by two-thirds. Comates had emerged as the major challenger In the construction equipment Industry. Kumquat’s potentially dangerous reliance on domestic sales reduced. The Nagoya Era (1982-1987) Focused more on cost-cutting and aggressive sales tactics than on shifting production overseas or reducing Kumquat’s dependence on the stagnating construction Industry. Made extensive capital Investments to cut costs, launched a campaign to use assets more efficiently boosted research and testing activities.

Short-term strategy – raising prices abroad, expanding overseas parts procurement, ND cutting production costs. Medium-term strategy – developed more marketable construction equipment products through increased R&D spending and capital Investments In manufacturing facilities. Long-term ; he told, “Comates is gearing itself toward new business areas of high-growth potential. ” Internationalization : Establishment of two important overseas plants Chattanooga, Tennessee, Brittle, United Kingdom. Reduction in overall sales because of falling demand, worldwide price wars, a rapidly appreciating yen.

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Angora’s apparent resistance to faster and more dramatic change, ND his unpopular autocratic management style eventually resulted in his replacement. Tanana ended the practices of price discounting and high-pressure sales. Framed goals of internationalization and product diversification & pushed the company toward rationalizing production in Europe and the United States. Started Market Exposure. It began sourcing mint-excavators for the European market from the Italy, dump trucks from Brown (U. K. ) and vibratory rollers from BAG Were (Germany) marketing them around the world under its own name.

Imported backhoe loaders from Italy onto Japan. Entered into a 50/50 Joint venture with Dresser, the American oil services company. Kumquat’s market share fell from 35% to 31%. Kate Era Gave New Direction, New Culture to the company. Stimulated new initiatives. Challenged the organization with a new slogan, “Growth, Global, Groupware”. Launched Project – G : the organization committed itself to return to growth. Encouraged his organization to grow the misconstruction part of business aggressively that would position it well in three growth segments-??electronics, robotics and plastics.

Organization was now redefined as “a global and compound high-tech organization that integrates hardware and software as systems. ” SOOT Analysts Strength Ability to quickly react to situations. Implementation of plans & their execution. Weakness Belated in Internationalization. Relying more on domestic market. Exploring new horizons & expanding their arms in other countries. Eyeing their business into new sectors. Threat Throat-cut competition from its rival competitors. Dependence on stagnating Construction industry. Fall in market share.

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