Curtis Automotive Hoist Case Analysis
...int venture partnership with Bar Maisse could also be possible. Pros: A 50/50 deal could help CAH become more familiar with the EU market and give opportunity to earn more money and gain a larger market share. A Partnership of this kind would compliment both firms’ offering of products and utilize distribution and wholesale channels of each company as well, building on the strengths of the firms. Cons: Spread the returns on profits with Bar Maisse. Marketing should be done though Bar Maisse’s distribution system as well leaving CAH restricted to market exposure. Foreign partner may seek to control the entire operation. Direct investment Expand into the European Union using direct investment (local manufacturing). Direct investment would be headed by Mr. Gagnon who has been influential in CAH’s success in the past. Pros: Name brand is protected by actions and is under the control of foreign investor. Cons: All of the risk is on CAH and Mr. Gagnon. Many restrictions are connected to entering foreign markets. Start-up costs in a foreign countr...