Glen Bartons Caterpillar
        For this weeks group assignment we had to read and analyze, The Comeback of Caterpillar, 1985-2001 case study. Our teams change integrity on whether Caterpillars grand strategy under the leadership of Glen Barton had its merits. rough of us felt the grand strategy was properly focus and directed. While the rest of us felt it was optimal at best and needed to be refocused. The main purpose of our root word is, first to analyze and occur examples of Bartons grand strategy. Second to give examples in favor and against the strategy.
Against Glen Bartons Grand Strategy
New Markets
        Market development allows firms to rule a form of surd growth by identifying untried uses for existing products and in the raw demographically, psycho graphically, or geographically define markets. Frequently, changes in media selection, promotional appeals, and distribution are used to pioneer this approach (Pearce, Robinson, 2003, p166). According to Bartons theory for new markets, Caterpillars sales to growth countries accounted for only 23% of the companys sales. His strategy was to increased sales of Caterpillars equipment to the underdeveloped nations of Asia, Latin America, Eastern Europe, and the Commonwealth of Independent States (the former Soviet Union). He also surmised that developing countries had limited-access to water, electricity, and transportation, and therefore needed to frame in building highways, bridges, dams, and waterways.
What I feel he didnt study is marketing and advertisement would be needed to break into this new area. A market that he said did not call for access electricity and transportation. Another reason I dont retard with this strategy is be take in underdeveloped countries are normally also poor, which would cause this strategy to be unsuccessful.
Diversification
        I also felt Bartons diversification strategy fell short of real success. In 1999, Caterpillars boilersuit sales fell by 6%. Yet Barton concentrated on Caterpillars...
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