Caterpillar Sales and Marketing in Japan

Topics: Marketing, Government of Japan, Caterpillar Inc. Pages: 4 (1268 words) Published: December 1, 2011
Caterpillar Sales and Marketing in Japan
Caterpillar should concentrate more resources and efforts to expand the sales and marketing in Japan. Caterpillar has a good opportunity to expand Japan market share and to achieve more profits because that the Japanese government demand huge number of heavy construction equipments to rebuild the damaged infrastructure caused by earthquake and tsunami. Though Komatsu is a strong competitor against Caterpillar and has a bigger market share, Caterpillar’s future sale will still increasing and the profits will soar in the Japan market. Caterpillar Japan Profile

Caterpillar, which has an asset of US $64.020 billion, is the world's largest manufacturers of farm and machinery equipment and engines. Caterpillar was ranked number one in its industry and number 44 overall in the 2010 Fortune 500. The industry leader has three segments of business: Machinery, Engines, and Financial products. The date that Caterpillar accessed to the Japan’s market can go back to 1963 by the joint venture of Caterpillar Mitsubishi Ltd. Caterpillar, which accounts for 40% of Japan market share, is now the second largest heavy construction equipment provider in Japan. Opportunity

Business Environment----Competitor
Komatsu Ltd., which has more than half of the Japan heavy machinery market share, is the strongest rival for Caterpillar. The Japanese-based company, which is the world second largest heavy machinery maker, has three primary segments: Construction, Mining, and Utility Equipment. However, as the heavy machinery industry leader, Caterpillar has many advantages to face the massive reconstruction. First, the company has more advanced technology and top-rate reputation of products and services. Although Caterpillar’s market share is smaller than Komatsu, it still profits from Japan and earned revenue of $1.2 billion there in 2010. The large revenue that Caterpillar achieve in Japan as a foreign company shows the highly...
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