Volvo Business Units and Caterpillar
Integrated Company Analysis
Wisconsin School of Business
December 14, 2010
Team A9
Ryan Beal - Jay Frohne - Tiana Jia - Megan Johnson - Stuart Solomon
On our honor, we have neither given nor received unauthorized aid in completing this academic work.
Table of Contents
Executive Summary .......................................................................................................................................1!
Overview of Recommendations ............................................................................................................... 1!
Background ....................................................................................................................................................2!
Caterpillar Inc. Overview ......................................................................................................................... 2!
Strategic Overview ................................................................................................................................... 2!
Competitive Environment......................................................................................................................... 3!
Acquisitions .............................................................................................................................................. 3!
Marketing Strategy Analysis for Caterpillar and the CAT Brand .................................................................4!
Background of the CAT Brand ................................................................................................................. 4!
Reputation ................................................................................................................................................. 5!
Segmentation ............................................................................................................................................ 5!
Positioning
Wisconsin School of Business
December 14, 2010
Team A9
Ryan Beal - Jay Frohne - Tiana Jia - Megan Johnson - Stuart Solomon
On our honor, we have neither given nor received unauthorized aid in completing this academic work.
Table of Contents
Executive Summary .......................................................................................................................................1!
Overview of Recommendations ............................................................................................................... 1!
Background ....................................................................................................................................................2!
Caterpillar Inc. Overview ......................................................................................................................... 2!
Strategic Overview ................................................................................................................................... 2!
Competitive Environment......................................................................................................................... 3!
Acquisitions .............................................................................................................................................. 3!
Marketing Strategy Analysis for Caterpillar and the CAT Brand .................................................................4!
Background of the CAT Brand ................................................................................................................. 4!
Reputation ................................................................................................................................................. 5!
Segmentation ............................................................................................................................................ 5!
Positioning