Camar Automotive Hoist

930 Words Jan 14th, 2007 4 Pages
Camar Automotive Hoist
Executive Summary
With the advent of the Free Trade Agreement in 1989, the duties on hoists between the two countries were phased out over a 10-year period; by 1999 exports and imports of hoists were duty-free. Camar Automotive Hoist (CAH) manufactured surface automotive hoists, a product used by garages, service stations, and other repair shops to lift cars for servicing. In 1999, CAH had sold 1,054 hoists and had sales of $9,708,000 about 60 percent of sale were to the U.S and 40 percent remained to Canada
Recently the major project and problem is that Mark Cammar, President of CAH, determine what marketing strategies should be implemented for this move to the European market in 2001 from these
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To increase CAH¡¯s sales in the U.S., set up push strategy (Exhibit 4), directing the promotional mix to channel members to gain their cooperation in ordering and stocking the product. In this approach, personal selling and sales promotions play major roles. Salespeople call on wholesalers to encourage orders and provide sales assistance. Sales promotions, such as case discount allowances (20 percent off the regular case price), are offered to stimulate demand. By pushing the product through the channel, the goal is to get channel members to push it to their customers.
Control & Feedback:
The main way to analyze if the hoist is doing well with appropriate strategy in the European market is to measure sales, return on investment, and what percentage of market share CAH has. The company will also monitor how the hoist is doing monitoring how much market share the company is taking away form its competitors in the current European.
Contingency Plan:
As a contingency, if sales are not what expected in the European market CAH will allow companies to offer licensing (Exhibit 3) for its hoist is one in which the strategy will offer the right to a trademark, patent, trade secret, or other similarly valued items if intellectual property in return for a royalty or a fee. To do this, the advantages will enable the company to face low risk and a

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