Baxton Technology Case Analysis

Baxton Technology Case Analysis

Strategic Marketing

Baxton Technology

29. September 2011

Introduction

Baxton Technology Company manufactures surface automotive hoists which are used by garages, service stations and other repair shops to lift cars for servicing. Because of its design, quality of workmanship, safety features, ease of installation and five-year warranty, Baxton Lifts achieved a reputation as the “Mercedes” of the hoist industry and is considered a leader in automotive lift safety in Canada and United States.

There are sixteen firms competing in the automotive lift market in North America. AHV Lifts and Berne Manufacturing together held near 60 percent of ...

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a company sales force, Canadian distributors and a U.S automotive wholesaler. The company’s success to date is based on a strategy of offering a superior product that is primarily targeted to the needs of specific customers. The strategy stressed continual product improvement, quality workmanship and service. And personal selling was a key part of the strategy as well.

Define Problems

In order to continue a fast growth of the company, the Baxton Technology will meet two problems. One is developing its business in the European market and how to go about doing this. It appears there are three main strategies to choose from: a licensing agreement, a joint venture option or a direct investment. Additionally, choosing which country to develop still needs to be taken into consideration. The second problem is developing the company's business in the U.S.A. If the American wholesaler could push the Baxton Technology hoists, sales...

1. MAJOR ISSUE: Should the Baxton ...

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PAPER DETAILS
Added: 4/9/2012 06:02:24 PM
Submitted By: veronika79
Category: Business
Words: 583
Pages: 3

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