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Analysis of sales profits and market share Caterpillar sold over 50 percent of its product in overseas countries Caterpillar realized that there is an opportunity and the company continued focus outside of the US particularly the developing countries Because of economic conditions in the developing countries customers are not able to pay hard currency for the product Caterpillar projected that sales will increase in these areas in the future and came up with any possible way of gaining customers in the developing areas In 1988 Caterpillar Inc made record sales of over 10 billion dollars and realizes a profit of 616 million But although the company sales continue to increase steadily over the next two years 1989 1990 the companys profit however took a different turn Profit for 1989 and 1990 fell to 497 million and 210 million respectively It is not rare that a company sale has increased and its profit continued to drop Needless to say however if things get worst in the industry and sales decline then the companys net profit could turn into a net loss In this case Caterpillar sale which was increasing steadily over a three year period from 1988 to 1990 went into a fallen slurp from over 11 billion in 1990 to under 10 billion in 199 As a result the company saw a net loss of 404 million in 1991 Analysis of marketing mix variables Caterpillars strategy is consistent with sound marketing principles Caterpillars marketing mix categories explained the selected strategy consist product distributionplace price and promotion Product Caterpillar is a strong producer of very large equipment The company offers a tangible and a non-tangible product to its customers The companys physical products are engines for a wide variety of electrical power systems such as generation system and industrial machinery and earth moving construction material handling and agriculture machinery Also Caterpillar portfolio includes a non-tangible product by providing financial assistance to its
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