Case 2: Curtis Automotive Hoist
Curtis Automotive Hoist (CAH) manufactures and markets surface automotive hoists in North America. Hoist, is used by garages, service stations and other repair shops to lift cars for servicing. The company has successfully positioned its product as a superior offering and used extensive personal selling to promote and serve the product. Its strengths lie in the extensive product line and possession of four patents including one for the key safety feature. Also, CAH's sales force is essential to CAH's success. The sales force focuses on serving large "direct" accounts and has been able to get approval from them. It established a distributor network across North America and has generated about 25% of annual unit sales. Finally, CAH's prominent reputation allows it to charge a premium when its competitors are mainly competing on price.
The other two types of distribution are the Canadian Distributors who install and service units across Canada......
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