Camar Case

Camar case

Camar Automotive Hoist (CAH) is located in Lachine, Quebec in Canada. The company manufactures the Camar Lift, a surface scissor lift, which is known throughout the industry as the "Cadillac" of hoists. ...

The following analysis of Camar Automotive Hoist will identify the company's problem, analyze the current situation, present expansion alternative recommendations and discuss implementation actions.

The management of Camar Automotive Hoist must develop a strategic expansion plan in order to effectively meet the needs of the company's current and potential customers. ... These opportunities include the possibility of direct investment in Europe by building a plant to manufacture the Camar Lift, a joint venture with an established company in France, or licensing with the sane company to produce the lift. ...

The market in Europe has been determined to be substantial, and management feels that there are distinct revenue possibilities in Germany, France, Italy and the Unit

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These companies compete in the in-ground and surface hoist market. The hoist is used by mechanics and service engineers to perform repairs and maintenance on vehicles. Furthermore, Mete Lift's scissor lift sells for 5% less than the Camar Lift. This approach works well for them, and they are the second largest automotive lift company in the United States, holding 20% of the market in North America. These products compete for the financial resources of an automotive service station, dealership or garage. Even though hoist malfunctions are rare, when an accident does happen it can be severe. Automotive hoists are used by car service outlets to lift automobiles up in order to service them from underneath.

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