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Global Construction Equipment Outlook

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Submitted By jsturm59
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Market Model
• Monopolistic Competition
– Monopolistic competition is a form of imperfect competition where many competing producers sell products that are differentiated from one another (that is, the products are substitutes, but, with differences such as branding, are not exactly alike). – In monopolistic competition, firms can behave like monopolies in the short-run, including using market power to generate profit. In the long-run, other firms enter the market and the benefits of differentiation decrease with competition; the market becomes more like perfect competition where firms cannot gain economic profit. – Market Power is a company's ability to manipulate price by influencing an item's supply, demand or both. A company with market power would be able to affect price to its benefit. Firms with market power are said to be "price makers" as they are able to set the price for an item while maintaining market share.

Major Competitors
• John Deere
– American – mainly Agricultural

• Caterpillar
– American – mainly Construction

• Komatsu
– Japanese – mainly Construction

• CNH Global
– Swiss – mainly Agricultural

• Volvo
– Swiss – mainly Construction

• Terex
– American – mainly Construction

• Sany
– Chinese – mainly Construction

Market Shares

Herfindahl Index
• • • • Based on Market Shares in previous slide, we get a Herfindahl index of 1,624 The U.S. Department of Justice considers a market with a result of less than 1,000 to be a competitive marketplace; a result of 1,000-1,800 to be a moderately concentrated marketplace; and a result of 1,800 or greater to be a highly concentrated marketplace. The Heavy Machinery market is therefore a “moderately concentrated marketplace” John Deere, Caterpillar and Komatsu have a Herfindahl index of 1,482, based on 62% market share

Differentiation
• Quality
– Deere dominates in

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