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Eaton Corporation

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Submitted By marcmorganjr
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| Eaton Corporation | The NAFTA Effect on North American Marketing | | Saint Leo UniversityMKT-564: Global Marketing | February 23, 2014 |

Introduction Considering the scope and intent of the Saint Leo University MBA Marketing course, Global Marketing (MKT-564), the purpose of this paper is to select a global organization and identify a specific relationship with global marketing. To accomplish this goal I have deigned to select Eaton Corporation as the subject of discussion. More specifically, this paper will focus on Eaton Corporation’s Electrical Assemblies Division of North America, the NAFTA trade agreement, and how the latter has affected Eaton from a global marketing perspective.
Company Overview
Eaton Corporation is a diversified power management company employing approximately 102,000 employees with operations in more than 175 countries (Eaton, 2014). Founded under the name Torbensen Gear and Axle in 1911 by Viggo Torbensen and Joseph O. Eaton, Eaton Corporation has been serving the power management needs of its customers for over 100 years (Eaton, 2014). With offerings ranging from vehicle transmissions to electrical distribution equipment and aerospace fuel components, Eaton has demonstrated a true commitment to providing power management solutions to its global customer base.
A truly competitive and successful global organization, Eaton reported sales figures in excess of $22.0 billion in 2013 (Eaton, 2014). Considering the nature of competition that exists within the power management industry, Eton’s success is quite an accomplishment. Despite the efforts of competitors that include powerhouse companies like General Electric, Siemens, Schneider Electric, and ABB, Eaton has been able to develop a value proposition that has allowed the company to earn and carve out an impressive 24% of global market share. Putting this figure into...

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