Transcript Caterpillar, Inc. - Indiana University

Indiana University
Marketing POOPS Presentation
Business X420
Spring 2001
Caterpillar
• Reinvented
• High-Tech
• Growth-oriented
What characterizes Caterpillar?
• We’re growth oriented
– Sales: Tapping markets in Asia, Mexico,
Eastern Europe and CIS
– People: Countless opportunities for career
development
What characterizes Caterpillar?
• We’re progressive
– Team approach to projects
– Technologically advanced products and
services
We focus on
• Delivering superior value
• Customer success
Strong as the machines we make
High velocity organization
• Fast, accurate response to
customer needs
• Quick response to shifts in the
marketplace
• Cat Global Network
• Employee empowerment
Making progress possible
• Construction, Mining and Agricultural
Equipment
• Engines and Engine Systems
• Financial products to help Cat customers
worldwide
• Logistics Services
Caterpillar Dealers: our key
competitive advantage
Privately owned independent businesses
• Operate under a Sales and Service
Agreement
• Small in number, large in size
• 65 dealers in the U.S.
• 127 outside the U.S.
Product Groups
Marketing Divisions
Customers
Cat Dealers
We Prepare
You to Succeed
What is the
Role of Marketing?
•
•
•
•
Understanding the marketplace
Product development
Sales & product support
Merchandising and support plans
Two Main Areas
of Emphasis
• Machines and Engines
• Sales and Product Support
Field Representatives:
The Development Process
• Marketing Orientation Program
• First assignment with product group
• Second assignment with marketing
company or product group
• Field representative assignment
Marketing Job
Responsibilities
• Function as a business consultant
• Ensure communications between
factory and marketplace
• Build trust
• Ensure acceptance of product line
• Monitor customer satisfaction
• Ensure achievement of corporate
business goals
Marketing
Knowledge / Skills
• Technical/professional knowledge
• Business/commercial skills
• Interpersonal/communication skills
We Need People Who:
• BS degree in marketing, engineering
or business (grade point 2.8 minimum)
• Sell themselves/their ideas
• Self-starters with proven leadership skills
• Communicate effectively
• Mechanical/commercial strengths & interests
• Welcome the excitement of travel and
relocation
Questions?????
Product and Employment Brands are Mutually
Reinforcing
Product Brand and Its Components
Product
Feature
Quality and
Performance
Image and
Prestige
Value and
Price
Innovation
and Design
Employment Brand and Its Components
Compensation
and Benefits
Product/
Company
Brand
Strength
Work
Environment
Work-Life
Balance
Company
Culture and
Environment
Benefit Plan Ranks in Top 50
1. Philip Morris
2. Conoco
3. Pacific Gas & Electric
4. Bristol-Myers Squibb
5. Raytheon
18. CATERPILLAR
* Retirement, stock options,
insurance, and health care.
Source: Money Magazine
Strong as the machines we make
Sales and profits
• Record sales of $19 billion
• Projected sales of $30 billion by year
2010, 6-7% annual growth
• Profits in 1997 surpassed $1 billion for
third consecutive year
• Excellent stock performance