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Case Summary Briggs Stratton designs manufactures markets and services products The products are sold as components to original equipment manufacturers in approximately 85 countries The company originated in 1909 by Steve Briggs and Harry Stratton their goal was to produce a six cylinder two-cycle engine The two-cycle engine was too expensive to mass-produce therefore the partners changed their focus Briggs Stratton began designing and producing electrical parts for automobiles which included switches starters and regulators After some time Briggs Stratton acquired the patent for the Motor Wheel a gasoline engine designed to fit on a bicycle Briggs Stratton realized that consumers wanted both reliability and lightweight giving forth a lawn mower from aluminum alloy Due to the high quality of the company name many retailers wont sell a lawnmower unless it uses a Briggs Stratton motor Briggs Stratton is the leading seller of air-cooled gasoline e ngines They have recently developed the Quattro lawnmower engine They are thinking of new ways to use the Quattro in different markets They are faced with going international with the Quattro using the Quattro engine for other uses or develop their own lawnmower Nature of the Industry Product Air-cooled gasoline engines for outdoor power equipment Business Product Class Component Selling component parts to original equipment manufacturers OEM Competitive nature Oligopoly Competition Product life cycle stage Market growth Mission To create superior value by developing mutually beneficial relationships with our customers suppliers employees and communities To enhance our brand equity and leadership position by developing manufacturing at low cost marketing and servicing high value power for a broad range of power products Objective Provide power for people worldwide to develop their economies and improve the quality of their lives and in so doing add value to our shareholders investment Distinctive Competency Briggs Stratton has a long-standing commitment To design and manufacture a complete line of environmentally sound
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