...BACKGROUND AND PROBLEM DEFINITION “Mercedes of Hoists”Baxton Technology is manufacturing surface automotive hoists which are used by Service centres, Garages, and other car repair shops. Mark Baxton, president of Baxton Technology wants to keep the company on a fast growth track after the US and Canada market.Baxton Technology 60% of sales was to US with the remaining 40% to the Canadian Market. European market could be a good move but US Market sales could be also increased if the US wholesaler would push the product. And if go with European market then they have three options: Licensing to French Firm Bar Maisse, Joint Venture with Bar Maisse or Direct Investment in Europe, so which one would best suit the company. MARKET AND INDUSTRY ANALYSIS In Automobile Aftermarket Industry, around 49,000 hoists were sold each year in North America. The market size was $150 Million.Baxton Technology has 2.1% Market share.(Exhibit 2) US hoist market is largely dominated by two US firm AHV lifts and Berne Manufacturing, having around 60% market share. Baxton Technology competed with AVH and Mete in scissor lifts, however was ahead by 20% and 5% in its sales price respectively. Their target is to have higher profit Margin rather than high sales volume. Three types of distributors were used for Baxton- Company sales force (100% selling price received), Canadian distributors (80 % selling price received) and US wholesalers (78% selling price received). Apart from this, the distribution system...
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...Report for Baxton Technology Date: November 20, 2014 Problem Overview Mark Baxton, president of Baxton Technology wants to expand and grow his company. He is faced with two of the following decisions: to further expand his company in an existing market by focusing his efforts in the United States, in particular the east coast, or the second option is to go global and introduce the product into a single European market. Recommendation Baxton’s Technology penetration into the US market would seem attractive, but the hoist industry already dominated 60% of the market share by two large U.S. firms, AHV Lifts and Berne Manufacturing who compete based on price. Expanding in the U.S. does not seem feasible with so much competition because of their relationship with wholesalers. U.S. wholesalers refuse to relinquish any of its territory and do not wish to “push” the Baxton Lift. Their main objective was to sell any hoist, not necessarily the Baxton Lift. It would be in the best interest for Baxton Technology to enter the European Market because there is no dominant hoist manufacturer. Within the “Big Four” industrialized nations: France, Germany, Italy, and the United Kingdom. The only firm that has a scissor-type lift is Germany, luckily their primary target market is within German borders. This presents an opportunity of advancement for Baxton Technology, especially with the interest of the French firm, Bar Maisse which manufactures wheel alignment equipment. Baxton is already...
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...Beowulf in Relation to Anglo-Saxton Beliefs and Values In the epic poem, Beowulf, there are many references of Anglo-Saxton beliefs and values and the effects they have on the characters and the outcome of the story. As the setting of the story takes place in Anglo-Saxton times, these beliefs and values were well represented and well valued by the many characters of the story, such as Beowulf, Hygelac, Hrothgar, and Wiglaf. The Anglo-Saxton values consisted of generosity, friendship, loyalty, and bravery. Anglo-Saxtons also desired their kings to be chivalrous, powerful, and daring. Most importantly, the epic reveals the values of Anglo-Saxton society in its chivalry code, as well as the code of knighthood. Beowulf demonstrates Anglo-Saxton values and beliefs by strengthening the heroic code, by designating loyalty as a very important characteristic in Anglo-Saxton standards, and by demonstrating the Anglo-Saxton’s high appreciation for craftsmanship. Beowulf strengthens the heroic code by indirectly stating that a hero must possess the characteristics that society finds to be the most important and honorable for a hero. The epic designates Beowulf as a prominent hero in Anglo-Saxton standards, as he possessed bravery, honor, loyalty, and spoke in an elevated language throughout the story. The first lines of the epic state how the past kings showed Anglo-Saxton heroic qualities, and give a preview of the epic will be told, specifically. “So. The Spear-Danes in days gone by and...
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...Baxton Technology After working for another automotive hoist manufacturer, Mark Baxton took off and built his own hoist manufacturing business and named it Baxton Technology. Over the next nine years, Mark grew his business to over nine million dollars in sales. There were several factors that made Baxton Technology what it grew into by the late 1990’s. From the beginning, Mark founded the business on providing quality, safe products at a fair price to his customers. Many of these features set him apart from his competitors. Baxton offered a scissor lift type hoist system that was equipped with a safety locking system that allowed the hoist to be raised to any level and lock into place. The scissor lift mechanism also allowed mechanics to easily access the undercarriage of the vehicle. Along with quality workmanship, this lift offered alignment plates that gave mechanics accessibility to perform wheel alignment jobs. This mechanism wasn’t always offered with other style hoists from Baxton’s competitors. Functionality with installation was a high point with the scissor lift system. The low-maintenance style of hoist was labeled a surface lift, of which was installed directly onto the floor in less than a day. Mark and his staff continually made improvements to the lifts, adding safety features that showed Mark made a conscious effort to keep improving their product. This style of management and improvement ties directly into what the book called “Customer Characteristics, Expectations...
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...Baxton Technologies: Background Baxton Technology, referred as BT hereafter, is a Quebec based company which manufactures hoists (scissors type surface) with its operations in Canada and US. It competes in the speciality shop segment particularly with shops that deals with wheel alignment. It had already developed a reputation and was known as the Mercedes of Hoists and had sold 1,054 hoists, with 60% sold in US and rest in Canadian Market. Industry: Total hoists sold annually in North American hoists market was around 49,000, typically purchased by new car dealers, used car dealers, speciality shops, and automotive outlets for serviced or repaired cars. The Canadian hoists market more than $54 bn at retail in 1999, servicing around 14mn cars on the roads. The cost of hoists usually ranged from $3,000 to $15,000. Market Study: 16 companies competed in the North American market, 12 US and 4 Canadian. The In-ground hoists accounted for 21% of the market share, and 79% was contributed by Surface hoists. Two major firms controlled sales for the US markets were, AHV lifts and Berne Manufacturing. Compared to its immediate competition, the price of BT was approx 20% higher. And, the other major contributor charged 5% lesser than BT. The retail price per lift was $10,990; however, the amount received by BT was $9,210. The sales were achieved using three channels: 1. Direct selling at the retail price. ($10,990) 2. Canadian distributor at 80% of retailer price. ($8,792) ...
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...The Minister decides to wear his secret sin on his person being symbolized as a Black Veil worn upon his face for everyone to see, with the immediate reaction being very negative by his adherents and even his fellow clergymen. The criticism of Puritan religious notions is shown through Nathaniel Hawthorne's use of hypocrisy in the follower's actions as they judge him for something everyone struggles with. In a direct quote from Richard Baxton( the author of “Directions for Hating Sin”) he clearly states the critique Nathaniel Hawthorne brilliantly gets across by stating “ Direct. X. Look always on sin and judgment together…”.These direct words from the sermon categorize judgment and sin together deeming them equally as prohibited. With judgment primarily being the focused topic of “ The Minister's Black Veil”, the critique shows as the people blindly go against one of their own core beliefs as puritans, also hypocritically judging someone for their sin which each and every person...
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