Curtis automotive Hoist
...ither have the safety features of the Curtis lift.These competitors sell their lifts for 20% and 5% less then Curtis Lift. Key Issues: What should Curtis Automotive Hoist (CAH) do to expand its business and improve growth and profitability ? In looking at how customers buy lift products, we can see that owners of garages would determine what lift is needed before purchasing, due to the high amount of investment in purchasing. New car dealers purchased 30% each year. In comparison with its competitors, CAH’s standings in the market are fair. CAH competes in the specialty shop segment and the shops dealing with wheel alignment. The U.S. has a large amount of potential due to number of registered vehicles in the US market (in comparison to Canada.) In 1998, 1.2% of selling price went to U.S import duties, 3.4% for Canadian import duties. In-ground lifts contributed to 21% of sales in 1997. Surface lifts (which are what CAH produces) make up the following 79%. The lift market is dominated by two US firms, taking 60% of all total sales. The largest competitor, AHV, focuses on in-ground and two post surface market with a direct sales force. The other competitor, Berne Manufacturing, competed in the same market but with a mixed wholesalers and direct marketing sales team as their driving sales force. Both major competitors...