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Marketing POOPS PresentationBusiness X420
Spring 2001
Indiana University
• Reinvented
• High-Tech
• Growth-oriented
Caterpillar
What characterizes Caterpillar?
• We’re growth oriented– Sales: Tapping markets in Asia, Mexico,
Eastern Europe and CIS– People: Countless opportunities for career
development
What characterizes Caterpillar?
• We’re progressive– Team approach to projects– Technologically advanced products and
services
We focus on
• Delivering superior value
• Customer success
Strong as the machines we makeHigh velocity organization
• Fast, accurate response to customer needs
• Quick response to shifts in the marketplace
• Cat Global Network
• Employee empowerment
Making progress possible
• Construction, Mining and Agricultural Equipment
• Engines and Engine Systems
• Financial products to help Cat customers worldwide
• Logistics Services
Caterpillar Dealers: our key competitive advantage
Privately owned independent businesses
• Operate under a Sales and Service Agreement
• Small in number, large in size
• 65 dealers in the U.S.
• 127 outside the U.S.
Product Groups
Cat Dealers
Marketing Divisions
Customers
We Prepare You to Succeed
What is the
• Understanding the marketplace
• Product development
• Sales & product support
• Merchandising and support plans
Role of Marketing?
of Emphasis
• Machines and Engines
• Sales and Product Support
Two Main Areas
The Development Process
• Marketing Orientation Program
• First assignment with product group
• Second assignment with marketing company or product group
• Field representative assignment
Field Representatives:
• Function as a business consultant
• Ensure communications between factory and marketplace
• Build trust
• Ensure acceptance of product line
• Monitor customer satisfaction
• Ensure achievement of corporate business goals
Responsibilities
Marketing Job
• Technical/professional knowledge
• Business/commercial skills
• Interpersonal/communication skills
Knowledge / SkillsMarketing
We Need People Who:
• BS degree in marketing, engineering or business (grade point 2.8 minimum)
• Sell themselves/their ideas
• Self-starters with proven leadership skills
• Communicate effectively
• Mechanical/commercial strengths & interests
• Welcome the excitement of travel and relocation
Questions?????
Product and Employment Brands are Mutually Reinforcing
ProductFeature
Quality and Performance
Value andPrice
Innovationand Design
Image and Prestige
Compensationand Benefits
Product/Company
BrandStrength Company
Culture andEnvironment
WorkEnvironment
Work-LifeBalance
Product Brand and Its Components Employment Brand and Its Components
Benefit Plan Ranks in Top 501. Philip Morris
2. Conoco
3. Pacific Gas & Electric
4. Bristol-Myers Squibb
5. Raytheon
18. CATERPILLAR
* Retirement, stock options,
insurance, and health care.Source: Money Magazine
Strong as the machines we makeSales and profits
• Record sales of $19 billion
• Projected sales of $30 billion by year 2010, 6-7% annual growth
• Profits in 1997 surpassed $1 billion for third consecutive year
• Excellent stock performance