Strategic Marketing Cases: Caterpillar Inc.
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Caterpillar Inc.--Early 1990s
The assessment of opportunities and threats is the foundation upon which planners develop strategies. The Caterpillar case illustrates some of the problems associated with the identification of opportunities and threats, especially in a situation where previous successes are notable. Attempting to pattern long-term growth on the basis of previously valid assumptions is one of the classic dilemmas facing the strategic planner whether in consumer or organizational markets.
Why was Caterpillar able to meet Japanese competition and succeed while other major U.S. m…
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