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荷兰留学生课程作业 competitive Marketing Strategy As(33)

时间:2010-09-22 19:54来源:荷兰Assignment代写 作者:代写留学作业 点击:
in 2005 and prices have been steady. He expects similar groMh levels in 2006 but voices concerna t what he describesa s kamikazep ricingb y some competitorsH. e stresses that HSS is aiminga t customer

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in 2005 and prices have been steady. He expects similar groMh levels in 2006 but voices
concerna t what he describesa s "kamikaze"p ricingb y some competitorsH. e stresses
that HSS is aiminga t customersf or whom refiabilityo f servicea nd producti s critical.
Comment
BrianS herlockc onfirmsth atH ewden'fsi vey earp lani s nowa t thee ndo f it secondy ear
withi tso perationaaln ds alesm anagementet amsi n place.F iveg eneraml anagersh ave
beena ppointeda nd3 3 'RentaCl entrese' stablisheads the 'hubso' f the 'huba nds poke',
witht he resto f Hewden'slo cationsth, e'spokes'i,d entifieda s RentaSl tores2. 006w ill
seef 9m investedin lT systems(w itha n additionaf4l m to follow)T. hen ews ystemw ill
be in pfacet hroughouatl l Hewden's3 60l ocationsb y nextD ecembetrh; isi s a total
packaged, esignedb y US lT companyL awsona, ndc overingb othr entaal ndb acko ffice,
customeras nds uppliers.
Page 42
Hewden'sR entalS toresa re describedb y BrianS herlocka s "in essence,t ool lrire
locationsw itha n enhancedp roducto ffering.T" he changesn ow in placew ill improve
nationacl overageH. e sayst hatt herea re currentlyn o discussionsg oingo n to change
the name to CAT Rental Stores and such a change would only be made, if it was thought
to improvet he company'ss tandingT. he Hewdenb rand,h owever,r emainsv ery strong.
Brianp ointso utt hato nly 17%o f Hewden'se quipmenpt ortfolioin termso f originacl ost is
Caterpillar.
The firstt hreeq uarterso f 2005 saw volumesi ncreasingfo r Hewden'st ool hire products
and some improvemenitn margins.W ith its "total"o ffering,t he companyi s aiminga t the
"professionacl ustomer".B rianS herlocks tatest hat throughout he changesi n Hewden,
there has been a determinationn ot to lose customerf ocusa nd that the companyi s
continuingt o concentrateo n "what it is good at "
Comment
Brandoni s due to issuea tradings tatementin earlyJ anuary,a heado f the publicationo f
its 2005 resultsi n lateF ebruaryF. inanceD irectorC hrisS imsi ndicatesth att he company
is "cautiouslyo ptimistic."
2005w as a yearo f rapide xpansionfo r Brandona s it reached' nationalc' overagea nd
added 32 locationst o its network.T his year's interimr esultss uggestedt hat it might have
suffereds ome 'indigestiona' s a result,b ut that the secondh alfw ould see a strong
recovery. Turnover in the first half was 18% up on the same period of 2004 but operating
profltf ell8% to f2.3m. Like its competitors,B randoni s seeingt he growingt rend towards
nationalc ontracts.A mongstt hose it has securedi s a preferreds uppliera greementw ith
Enterprise Plc.
In 2005 Brandona cquired1 3 new locationsl.n Novembero, n announcingthela testone,
LightH ire,C harlesS kinners tated," Havinge stablisheda nationaln etworkw, e are now


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