TOPIC COVERED : GLOBAL MARKETING STRATEGY

(GROUP PRESENTATION)

The topic was to solve the global company, which are the Komatsu the second largest Earth Moving Equipment which is the company trying to be the market leader.

The Komatsu Company produces the global products, which help in the construction, mining, agriculture industries. The main competitor is Caterpillar Company, which is the world leader in the (EME) Earth Moving Equipment business. The Cat’s has the global market in many areas such as Asian and Oceanic countries, North and South America, Europe, Middle East and Africa markets. The Cat’s is facing a financial problem and carried a loss of 3 years continuously. But, the Cat’s is the market leader in this type of business. So, the Cat’s came in to many countries, first and catches the market before the Komatsu.

The Komatsu case has discussed to several conclusions, such as the firm should be more aggressive in using more investment on the competitive leverage with the Cat’s. Also, the Komatsu has to focus to develop the company products and increase the quality of products. The Komatsu strategy should transitional to oversea based to better production and lower cost of production. The firm will increase the technology in the investment; the Ko’s Company will concern the cost leadership. The Komatsu need to develop the Marketing mix for each region or continent. Also, the firm should focus on the internal factor that is the company staff. The firm should consider the financial and non-financial incentives to their staff worldwide. The benefit staff receipt will motivate them to work out the same goal with a good willingness. Also, the firm creates the labor relations to increase productivity.

Moreover, the Komatsu can be the market leader by using the Total quality management to be able to maintain customer satisfaction. Also, the firm has to work closely with dealer and supplier to better trained to get the best equipment for the customers. The firm can develop to the next step when a good foundation had achieved.

The discussion helps our group to better understand that each of the market had their own preference. If we could better understand to each of customer’s need, the firm could better develop the products to satisfy the customer. Also, the firm understands each culture will be benefit to better manage the staff to reach the optimum results, and the firm receipt the benefits in using this strategy.

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