Baxton Technology Case Study

Baxton Technology Case analysis

Table of contents

1 Introduction 1
2 Marketing profile 1
3 Costs of sales and distribution 1
4 Existing channel strategies 1
5 Important Facts/Data 2
6 Recommendations 2
6.1 Marketing strategy 2
6.2 Goals 3
6.3 Functional are strategies 3
Bibliography 4
Appendix 5


1 Introduction

This report presents a case study of the Canadian company Baxton Technology, a manufacturer of the automotive scissor lift. By the year 1999, setting a timeframe for analysis of this case, Baxton Lift had been sold on the Canadian and the U.S. market, and expansion to the European market was considered.

The case is printed in Roger A. Kerin, Robert A. ...

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post lift hoists and scissor lift. Lifts are typically purchased by any automotive outlet that services or repairs cars, including new-car dealers, used-car dealers, specialty shops (muffler repair, transmission repair, wheel alignment), chain (Firestone, Goodyear, Canadian Tire), and independent garages. Baxton generally targets the specialty shop segment, in particular, shops that perform wheel alignment, where Baxtons scissor lift is especially effective. Baxton’s recent sales strategy has been targeted at gaining approval by large chains and manufacturers intended for sales in the chain and dealer segments of the market.

Competition in the market is composed of sixteen companies: four Canadian and twelve U.S. firms. The industry is dominated by two large U.S. firms, AHV lifts and Berne Manufacturing. AHV lifts has 40 percent of the market share and Berne manufacturing 20 percent. The remaining firms operate primarily in regional markets across the North America or offer a ...

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Sales by Channel of Distribution 1999
Units Sold Sales
Direct 264 $ 2,901,360.00
Canadian Distributor 158 $ 1,389,136.00
U.S. Wholesaler 632 $ 5,417,630.40
Total 1054 $ 9,708,126.40


Baxton Technology Scissor Lift Unit Sales by Channel of Distribution
% Sales Units Sold
Direct 25% 264
Canadian Distributor 15% 158
U.S Wholesaler 40% 632
Total 100% 1054

Channel Direct channel Canadian distributor the U.S. wholesaler
Cost per unit $ 8, 374.30
= cost of goods sold ($6,631.88) + total salary of four sales people, marketing manager and three sales staff ($460,000.00)/ units sold (264) $8,829.88
= Cost of goods ...

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Baxton Technology Case Study. (2011, March 15). Retrieved December 14, 2018, from http://www.essayworld.com/essays/Baxton-Technology-Case-Study/96112
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PAPER DETAILS
Added: 3/15/2011 06:11:20 PM
Submitted By: tstetler
Category: Business
Type: Premium Paper
Words: 2059
Pages: 8

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