Effectiv Marketing
Effectiv Marketing
Effectiv Marketing
Charlotte Wallin
Autumn 2007
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Master Thesis MAHA Maschinenbau Haldenwang GmbH & Co. KG
Charlotte Wallin
Abstract
This master´s thesis is the work of Charlotte Wallin at Blekinge Institute of Technology the summer
and autumn 2007.
The aim of this master thesis is to show how important it is to make deep market investigations of the
present situation before expensive market activities are decided and entered into the market in
question. Many industrial market plans are released without a complete knowledge and is not positive
to the growth of market shares. To increase market shares, the best approach is to combine a detailed
knowledge of the market with established market analysis theories like SWOT, Porter and Kotler.
MAHA Maschinenbau Haldenwang GmbH & Co. KG (MAHA) is the company which this master´s
thesis has been executed placed in 150 km southwest of Munich Germany. MAHA is a global
company that designs, produces and sell vehicle repair and testing equipment to vehicle repair
facilities stations, government and private testing organizations as well as the automotive industry.
MAHA has businesses in over 130 countries and has a good position in the market due the high
quality of its products. However, MAHA have not in the past put resources in investing the markets
prior to heavily market investments but have realized its necessity to be able to increase their market
shares in markets with high competition.
The investigation includes three different markets: Japan, Russia, and Italy. The markets have in
common a complicated bureaucracy and complicated countries for foreign companies to entry. The
differences between the countries are the geographical location, culture, selling actions, service
demand and marketing activities plus the mature of the technical level.
By using information sources like printed literature, sources available on the Internet and branch
organizations, interviews and questionnaires with qualities and quantities methods for both employees,
distributors, competition and end-customers a huge volume of collected data has been summarized and
analysed by using different marketing models ending up in conclusions and suggestions for MAHA to
make the right marketing decisions aiming for a larger share of the market.
The result of this master’s thesis research has shows that the three markets should be treated different
because of that the markets are in different levels of their development. The markets demand different
products and is needed to be treated different. The Japanese market is much closed for foreign
companies, need to be approached in the Japanese language, demand high quality and quick service
plus has the highest technical level. The Russian market is a market, which is increasing at the
moment. The Russian market involves a lot of potential and MAHA has a good market share in the
market. The Italian market is the market, which involves most competitors. In the Italian market the
main European competitors are active.
For all three markets Japan, Russia and Italy, the conclusions for MAHA vary. In Japan the most
important factors is to find a partner or find an extreme high technical niche product, which doesn’t
have any correspondence in the existing Japanese market. In Russia should MAHA´s organization
expand and increase, but there is no need for large changes. In Italy MAHA should stake on one
product group and specialize on it.
Thanks to
I would like to say “vielen dank” to all employees at MAHA Maschinenbau Haldenwang GmbH &
Co. KG. that have helped me with this master thesis and an especially thanks to:
• Johan Siwers, who has been a great support of knowledge, inspiration and experiences.
• Joque Soskis, who has had a great patience and corrected the grammatical language.
• Stefan Hellmer, who has given good advices.
• Britt Aronsson, for spending her time and helpful advices.
• Anders Nilsson, for capability of making decisions.
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Master Thesis MAHA Maschinenbau Haldenwang GmbH & Co. KG
Charlotte Wallin
• Claes Hanson with college, which have given me a great support, help and advices.
• Mr. Yoshitaka Tsutsui, Mr. Oleg Spiridonov and Mr. Andrea Vezzini for specific information
about the investigated markets.
• The employees by the sales apartment and marketing apartment by MAHA Germany.
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Master Thesis MAHA Maschinenbau Haldenwang GmbH & Co. KG
Charlotte Wallin
Table of Contents
Terminology..........................................................................................................................12
2.1 How the master thesis has been carried out...................................................................13
Introduction of the three markets..........................................................................................36
Economical look out in Japan...............................................................................................37
5.2.1 Japanese vehicle testing organizations ....................................................................39
5.2.2 Japanese vehicle repair facilities ............................................................................41
5.2.3 Automobile exhibitions in Japan..............................................................................43
5.2.4 Competitors in Japan................................................................................................43
5.2.4.1 Overview table of competitors in Japan...............................................................43
5.2.4.2 Uninvestigated competitors in the Japanese market............................................46
5.2.5 Distributors of interest to vehicle repair facilities in Japan.....................................46
5.2.6 Actual and potential customers in Japan..................................................................46
Market situation in Russia.....................................................................................................47
5.3.1 Russian vehicle testing organizations....................................................................49
5.3.2 Russian vehicle repair facilities.............................................................................51
5.3.3 Automobile exhibitions in Russia..........................................................................52
5.3.4 Competitors in Russia..............................................................................................54
5.3.4.1 Overview table of competitors in Russia............................................................54
5.3.4.2 Uninvestigated competitors in Russia.................................................................55
5.3.5 Distributors of interest to automotive repair facilities.............................................56
5.3.6 Actual and potential customers in Russia...............................................................56
Italian vehicle repair facilities ..........................................................................................60
5.4.4 Competitors in Italy.................................................................................................61
Summary of Japan.................................................................................................................65
Summary of the Japanese turnover of different vehicle testing equipment......................65
Summary from interviews related to the Japanese vehicle testing equipment market.....66
Summary of the market share in Japan.............................................................................67
Summary of competitors in Japan.....................................................................................69
Summary of Russia...............................................................................................................69
Summary from the interviews related to the Russian vehicle testing equipment market. 70
Summary of the market share in Russia............................................................................71
Table of competitors in Russia..........................................................................................72
Summary of Italy..................................................................................................................73
Summary from the interviews related to the Italian vehicle testing equipment market....74
Summary of the market share in Italy...............................................................................75
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Master Thesis MAHA Maschinenbau Haldenwang GmbH & Co. KG
Charlotte Wallin
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Master Thesis MAHA Maschinenbau Haldenwang GmbH & Co. KG
Charlotte Wallin
10.1.3 Beissbarth...........................................................................................................101
10.1.4 Snap-on Tools Japan K.K. ................................................................................102
10.1.5 Nussbaum............................................................................................................102
10.1.6 Hunter Engineering Company ..........................................................................103
10.1.7 Autop Maschinenbau GmbH..............................................................................104
10.1.8 Dynopack...........................................................................................................104
10.1.9 Sanko..................................................................................................................105
10.1.10 Banzai ...............................................................................................................105
10.1.11 Bishamon Sugiyasu Corporation .....................................................................106
10.1.12 Dynotech...........................................................................................................107
10.1.13 Anzen Motor Car Co., Ltd................................................................................107
10.1.14 Iyasaka Limited.................................................................................................107
10.2 Detailed information about the competitors in Russia...............................................108
10.2.1 MAHA in the Russian market............................................................................108
10.2.2 Cartec..................................................................................................................110
10.2.3 Muller Bean SA.................................................................................................110
10.2.4 Nussbaum...........................................................................................................110
10.2.5 Hofmann Werkstatt-Technik..............................................................................111
10.2.6 Sherpa.................................................................................................................112
10.2.7 Ravaglioli...........................................................................................................113
10.2.8 O.M.A................................................................................................................113
10.2.9 Stenhoj ..............................................................................................................114
10.2.10 J.A. Becker & Söhne ........................................................................................114
10.2.11 Beissbart............................................................................................................115
10.3 Detailed information about the competitors in Italy..................................................115
10.4.1 Technoalliance....................................................................................................124
10.4.2 Technoservice......................................................................................................125
10.6 Methodology..............................................................................................................127
10.7 Investigated products..................................................................................................129
10.8 Interview questions for employees at MAHA Haldenwang.......................................131
10.9 Interview questions for the represents in the market................................................134
10.10 Interview questions for customers in the market.....................................................135
10.12 Interview questions for distributors in the market...................................................138
10.13 Request to the Russian customs...............................................................................141
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Master Thesis MAHA Maschinenbau Haldenwang GmbH & Co. KG
Charlotte Wallin
Figures
Figure 1.1: Road accidents 2005
Figure 6.1: The Japanese turnover of different vehicle testing equipment in Japanese Yen
Figure 6.2: Products market share in Japan
Figure 6.3: Market share in Japan
Figure 6.4: Results of competitors´ market share in Japan
Figure 6.5: The positions of BMW´s vehicle repair facilities
Figure 6.6: Point system for Russia
Figure 6.7: Result of competitors´ market share in Russia
Figure 6.8: Shows where the largest production is done in Italy
Figure 6.9: Italian brake tester market
Figure 6.10: Italian wheel alignment market
Figure 6.11: Italian wheel balancer market
Figure 6.12: Italian wheel changer market
Figure 6.13: Italian lifting technology market
Figure 6.14: Results of competitors´ market share in Italy
Figure 7.1: Summary table of vehicles and vehicle repair facilities stations
Figure 7.2: SWOT-analysis for Japan
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Master Thesis MAHA Maschinenbau Haldenwang GmbH & Co. KG
Charlotte Wallin
Figure 7.3: Summary table of vehicles and vehicle repair facilities stations
Figure 7.4: SWOT-analysis for Russia
Figure 7.5: Summary table of vehicles and vehicle repair facilities stations
Figure 7.7: SWOT-analysis for Italy
1 Introduction
This chapter sets forth the aim of the thesis, the background for it, the research questions
presented, and the limitations of the research.
1.1 Background
Today it is an intensive work in the industrialized world for decreasing the number of vehicle
accidents. To reach the goal many countries has a zero-vision, which means no deathly accidents. The
movement of eliminating deadly accidents began 10 years ago. The expectation was to reach the zero-
level in a short time period. Statistics (please see figure 1.1) show that there is still a lot of work to do
dramatically.
The number of death in road accidents has been reduced with 6% in 2006 compared with 2005 and the
general trend is declining.2 The zero-vision demand has created a change in responsibility and attitude
in the safety thinking. Governments and the vehicle industry are working together for reducing the
high number of accidents with extensive injuries.
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Master Thesis MAHA Maschinenbau Haldenwang GmbH & Co. KG
Charlotte Wallin
The technical safety improvements, which are implemented in all modern vehicles of today, have
dramatically reduced the risks for the driver and passengers to be killed in accidents. The safety
technique demand that the high sophisticated technical safety systems are working correctly. Too keep
a high level of the vehicles, it is a need of a more efficient vehicle testing products. The companies
which manufacturers these vehicle testing equipment need to market their products effectively in
many different markets to be able to increase their market share. The largest customers in these
markets are governmental vehicle testing organizations, but as well car and truck repair stations which
makes test to control and repair vehicles to a high working condition.
Because of the higher safety on the roads, the vehicle repair facilities market is increasing.
Manufacturers are expanding their businesses national and international due to the opportunities the
markets have with more governmental regulations regarding safety actions plus the vehicles higher
level of technique. This means a positive market growth which give companies a good opportunity to
be more successful in their international businesses.
To gain success in foreign markets, a company needs different marketing strategies and methods as
well as different establishments depending on the country of interest. The differences depend on the
different culture the markets have. Culture involves factors like the citizens, bureaucracy, priorities
and values. These factors need to be evaluated and the companies need to invest time in these factors
to have success in the markets.
MAHA is one company that is an international player in the vehicle repair and test facilities industry.
It was therefore natural to chose them as a case-study. MAHA works with improving its vehicle
testing equipment for the safety on the roads. The company offers a wide range (please see chapter 10
Appendix) of products and is represented in almost every market.
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Master Thesis MAHA Maschinenbau Haldenwang GmbH & Co. KG
Charlotte Wallin
The problem for exporting companies which wants to expand their businesses to new foreign countries
or expand their already existing present in the same markets is the low knowledge about the existing
culture, governmental rules, language, geographical location and technical level.
This question will give a possibility to investigate the markets potentials, as well as an understanding
about MAHA´s position in the vehicle repair facilities market.
1.3 Aim
Companies are historically founded on a need of products from a local market and it is not unusual
that this domestic market can feed companies for many years. In due time many companies discover
that they have to look for other markets outside the traditional one and start to export the present
products to international markets both close and far away from their home market.
The aim of this Master Thesis is to present theoretical and practical industrial marketing tools based on
several substantial market investigations. The study is analysed by well known marketing theories to
assist companies aiming for success in their efforts to increase their market share in international
markets with intensive competition.
For this purpose has the vehicle testing equipment market been chosen with MAHA in Germany as a
starting point. Japan represents a market with a high technical standard, Italy as a middle technical
standard and Russia as a low technical standard. The markets are in a growing phase and are
increasing their security on the streets. Studied factors such as size, culture parameters, competition,
language, bureaucracy, marketing and industrial structures can vary. Which leads to that the industrial
marketing tools have to be chosen carefully country by country to have a successful trend in growth of
market share.
1.4 Limitations
This master thesis has following limitations:
Competitors
The basic condition for this Master Thesis was that no contact with competitors, both manufacturers
and distributors should be done. Only the manufacturers and distributors of interest in the markets
have been investigated. The competitors’ strength and weaknesses are principally judged on marketing
tools and not on technological skills. It has not been done investigations about Chinese companies and
their products. This depends on that European, American and Japanese companies cannot compete
with Chinese companies´ prices and Chinese companies cannot compete with European, American
and Japanese companies´ quality, documentation and technology at the moment.
Markets
The research goes back to year 2001 and markets that have been chosen are Japan, Russia and Italy.
The markets have been chosen because they represent three different market types. Japan is a high
technical market which has a high changing tempo. Russia is a market which is in an economic boom,
which offers opportunities to increase businesses. Italy is an interesting market for the reason of its
own high production, difficult bureaucracy and with high differences economically between different
geographical parts. Only countries which have vehicle testing stations and an increasing demand of the
road safety will be investigated.
The meaning of increasing market share in this Master Thesis is of organic way and not through
fusions. Increasing market share mans to sell more products.
MAHA
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Master Thesis MAHA Maschinenbau Haldenwang GmbH & Co. KG
Charlotte Wallin
Limitations according to MAHA are that not all products have been studied and evaluated. This
depends on MAHA´s wide product range.
Terminology
• A brake tester is a product that can test vehicles´ brakes inside a vehicle repair facilities or a
vehicle testing organization. MAHA manufactures brake testers for use with all types of vehicles.
The underlying technology behind the brake testers consist two rollers which rotate with the
wheels. When the vehicle brakes, the brake tester senses the force applied and calculates the
resulting braking effect.
• Customer can be in two different positions. A potential customer is a customer whom the
company is not selling to, but it has a demand of the companies´ product or service. A present
customer is a customer whom uses the companies´ products or service.
• Distributor is a connection between the supplier and customer. Distributors are independent
companies which can make businesses with many suppliers.
• Emission testers are tools to measure the emissions from gasoline and diesel engines. To measure
a gasoline engine, the vehicle is connected with a pipe and the emissions different parts are
measured. To measure a diesel engine the emission is controlled with a laser which is reflected
and the density of the emission is measured.
• Headlight testers can control the steam of light at the headlight. If the headlight is wrong they can
blend traffic in the opposite direction.
• Lifting technology makes it possible to see and work adjustments under the vehicle. The lifting
technology has different solutions and different capacity for their purpose. The lifts use hydraulic
or electromechanical power. The lifting technology is tended for cars and trucks.
• Power dynamometer controls the speed of the vehicle. The vehicle wheels stands on two freely
tuning rollers without a small friction. The power dynamometers are used to see the vehicles
behavior in different speeds and to discover illegal tuning.
• Shock absorber tester makes it possible to see how effective the shock absorber is working. The
shock absorber tester is a plate under the wheel. The tester moves the wheel like the conditions at
the road. The frequency responds from the shock absorber is measured. MAHA uses the resonance
measurement.
• Side slip tester is a test which is performed to control the vehicle´s wheels stability.
• Test lanes are combination of side-slip testers, brake testers, lifting technology and wheel
alignment testers. The different testers are ordered in a straight line and the vehicle does never
need to leave this line for the tests.
• Vehicle includes cars, trucks, motorbikes and agriculture.
• Vehicle repair facilities are the vehicle workshop where vehicles can be repaired.
• Vehicle testing organizations makes controls of the vehicles to control if they are allowed to drive
at the streets after the countries governmental rules.
• Wheel alignment testers are equipment which makes it possible to control the vehicles axis. The
wheel alignment tester moves and the vehicle repair facilities worker can inspect the condition of
the axis.
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Master Thesis MAHA Maschinenbau Haldenwang GmbH & Co. KG
Charlotte Wallin
2 Methodology
This chapter explains which methods used and the reasons for their use.
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Master Thesis MAHA Maschinenbau Haldenwang GmbH & Co. KG
Charlotte Wallin
Primary data
In this master thesis primary data has been collected by:
• Interviews with employees working at MAHA Haldenwang Germany for collecting of
background information such as: products explanation; market situation in Japan, Russia and
Italy; and contact information for distributors.
3
Made by the author
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Master Thesis MAHA Maschinenbau Haldenwang GmbH & Co. KG
Charlotte Wallin
• Deep going discussions have been done with MAHA´s representatives in the investigated
markets to apply information and further discussions after the questionnaires. Information
about the number of vehicle repair facilities stations have been done through interviews by the
international headquarters and national offices. Interviews with worldwide branch
organizations as well as Japanese branch organizations have been done to get contact
information and double-check collected data.
• Questionnaires have been used for MAHA´s national representatives and distributors. The
questionnaires are used to get exactly and comparable answers in questions.
Primary data has given answer in following questions in each of the studied markets:
• Competitors name and position
• Customers
• Distributors
• Exhibitions
• Marketing methods used by MAHA and its competitors
• Number of road accidents
• Number of vehicle repair facilities stations
• Number of vehicle testing facilities
• Number of vehicles
• Used equipment in vehicle testing facilities
Secondary data
• Printed literatures are used to get relevant theories for this Master Thesis. Printed literatures
are articles and books in industrial marketing.
• Homepages are used for information about competitors. To double-check the number of
vehicle repair facilities stations, the numbers were controlled at manufacturers´ homepages.
Secondary data has given answer in following questions in each of the studied markets:
• Information about competitors
• Information about marketing methods
• Information about how to write an essay
The same methods have been used to collect data in the three investigated markets, except in Russia
where estimations from the author after consultation with MAHA employees were done. For
explanation of the methods, please see chapter 10 Appendix.
• The SWOT-model was chosen because it gives an understanding for the intern strength and
weaknesses of the company and its competitors. The SWOT-model also shows external
factors from the market which is useful for the market research.
• A benchmarking system is used to appreciate the market situation in Russia.
• Porter´s five competitive forces are used to understand the market situation in the three studied
markets.
• Kotler´s P´s have been analyzed to show MAHA´s position in the three studied markets.
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Master Thesis MAHA Maschinenbau Haldenwang GmbH & Co. KG
Charlotte Wallin
are only valid for the 3 markets (Japan, Russia and Italy) which have been investigated in this Master
Thesis.
The case-study is only done in the vehicle repair and test facilities market related to MAHA´s product
portfolio which is unique and can´t be generalized to other products and markets.
The reliability in this Master Thesis is high because the information is double controlled from at least
two independent sources. The factors which can differ in the future are harder safety roads and more
vehicle repair stations. The reliability has not been affected from that the study has been done from a
company. The customer study was neutral (just information about that the study was made for a
Swedish University Investigation) and the distributors which were interviewed were the investigated
company´s distributors.
For information about validity, case-study, generalizability and reliability please see chapter 10
Appendix.
3 Theories
This chapter describes the theories and models that have been used to carry out the research.
Industrial marketing has during the 20: ties century developed a wide range of marketing
methods/theories for business to customers as well as for marketing between businesses. In this
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Master Thesis MAHA Maschinenbau Haldenwang GmbH & Co. KG
Charlotte Wallin
Master Thesis a limited assortment of methods/theories in areas of marketing, markets and companies
are represented in this chapter.
3.1 Marketing
This section describes the general marketing methods/theories used in this Master Thesis.
To be able to fulfill this demand the supplier needs to have information about:
To be able to understand the B2B market in question it is essential to make a deep penetration by the
market by using the criteria Kotler has stipulated in his marketing theories.
According to P. Kotler (2003) a market may be defined as all buyers, actual and potential, of a
particular set of goods and service. The size of the market depends on the number of such buyers.
Market analysis focuses on the methods used by different companies to compete effectively in a
particular market.6
A sound understanding of the company´s market G. Roos, G. von Krogh and J. Roos (1998) suggest
evaluating the following criteria:
• Information about the product (units sold and net profit per unit)
• Competitors, their size, objectives, market share, product quality and marketing strategy
• Distribution, scales in each distribution, relative active importance of the different channels,
prices and commercial laws and reputation
4
T. R. Bacon and D. G. Pugh, 2004, p. 116
5
T. R. Bacon and D. G. Pugh, 2004, p. 82
6
G. Roos, G. von Krogh and J. Roos, p. 110
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Master Thesis MAHA Maschinenbau Haldenwang GmbH & Co. KG
Charlotte Wallin
P. Kotler (2003) recognized that the rate of change is among the most significant factor in the market
analysis. Customers now expect higher product quality and better service, and are more price sensitive
and les brand loyal. Manufacturers face more intense competition, which leads to higher marketing
costs and lower profits.7
P. Kotler (2003) says that markets evolve in four stages; emergent, growth, mature and declining.
• An emergent, or virtual, market is one in which customers demand proceeds the appearance
of production or services. Entrepreneurs have three choices to satisfy the markets customer. In
such markets, a company can meet an identified demand with a single product or it can meet
demand in two or more market segments with multiple products simultaneously. While
smaller concerns may be better advised to pursue a single market. In some cases the
opportunity may exist for either liquidation of the company or to exploit overlap between
these two approaches.
• If a new product sells well additional companies will enter the market and the market growth.
The new entrants can compete with the dominant company with one or a combination of three
approaches. The first is to seek to replicate the dominant product. The second is to produce
improvements on it. In each of these approaches the new entrant competes directly for the
dominant product´s customers. Finally it may be possible to market a substantially different
product which appeals to a broader market segment.
• When a market becomes saturated, P. Kotler (2003) refers to it as mature. In such markets
companies can compete only invading each others´ segments. Maturity of this kind can lead to
efforts to develop new products and companies which do so will enjoy a significant
advantage.
• A market declines when the number of customers decreases. This can occur because of the
emergence of newer, more appealing technology, or because of simply reduction in consumer
interest in the product type. This frequently results in the appearance of a new emergent
market.
When all this facts and information are collected companies have to go to the next step which is to
make a choice of which marketing channels will fit their needs.
Activities of the companies that effectively can be outsourced to its marketing channels may include
marketing and sales, and service.
• Marketing and sales encompasses activities such as obtaining information about customers´
needs, persuading them to buy the products, conducting market research, personal selling,
advertising, pricing and negotiation.8
• Service refers to activities relating to maintaining the value of the product through installation,
repair, training and product adjustment. These activities can be outsourced to independent
intermediaries or done by the company. Usually it is a combination of the two alternatives.
The agents or distributors make it possible for the company to sell products to different market
7
P. Kotler, 2003, p. 28
8
P. Doyle, 1992, p. 325-330
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Master Thesis MAHA Maschinenbau Haldenwang GmbH & Co. KG
Charlotte Wallin
segments. They can also add value to the products through giving the customer more specific
service. The specific service is possible because of their greater knowledge about the end-
customers. This specialization yields competitive benefits, because the distributors have the
ability to make the products more attractive and available to the market, which may allow the
company to invest more heavily in the business. It is important, however, that the strategies
originate with the company, and the activities are performed by the agents and distributors.9
Retailing includes all activities involved in selling goods and services directly to final customers for
personal business use.10 There are various methods of retailing: retail stores, direct selling (via mail on
Internet or through outside sales persons for example), distributors, wholesales and jobber.11
A distributor is a company that has no legal connection to the manufacturer, other than the contractual
connection associated with buying the product for resale. This contact may be exclusive, which gives
the distributor the sale right to sell the product in a geographical area non-exclusive. The distributor
has the duty to have a capacity of products in the company and in many cases even storage for the
products. The duty is for the reason that the distributor easily can supply the customers. The advantage
with the distributor are the short start stretch, low initial costs, good market knowledge about the new
market, easy to liquidate and no selling generates no costs. The drawbacks to use a distributor are the
unsure loyalty to the product and supplier, smaller winning profit with successful selling and unsure
continued over a longer period.12
As mentioned above, channels should be selected with great care. The channels above must be
effective in presenting the company´s products and services to the market, and in supporting suppliers.
The more complicated the products and services, and the value chains associated with them are, the
more competence will be required from the channel. The selected channel should be understandable
and capable for customers. Additionally, changing from a channel once selected is a difficult, risky
and expensive process.13
Now when both the collecting of the market information and the choice of channels are completed it is
time to investigate which market activities are suitable for getting a good exposure in to the market in
question.
• Local marketing refers to marketing programs tailored to find the needs and wants of
customers in a small and well-defined geographic region.
• Individual customer marketing is marketing done on a one-to-one basis where each individual
customer´s requirements are individually addressed.14
Recognizing differences between customers can mean improved sales and increased profit for the
company. Differentiating in this way can also lead to increased market growth. Such differentiation
also makes possible communicate with customers in more concrete and clear terms. Customer groups
can differ in various important ways, such as price sensitivity.15
9
P. Doyle, 1992, p. 325-330
10
P. Kotler, 2003, s. 535
11
P. Kotler, 2003, s. 535
12
L.-O. Wallin, 2004, s.115
13
P. Doyle, 1992, p. 331-332
14
P. Kotler, 2003, p. 279-282
15
P. Doyle, 1992, p. 69
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Master Thesis MAHA Maschinenbau Haldenwang GmbH & Co. KG
Charlotte Wallin
Marketing in different levels can be done with different methods. Examples of marketing methods
are:16
There are four different types of marketing which the methods above can be sorted into.17
• Direct and personal marketing, is selling discussions between the salesman and the customer.
It can also be service and advice from the selling company, oration and personnel selling.
• Direct and impersonal marketing is direct advertising with written information.
• Indirect and personal marketing is the marketing which goes through distributors. There is a
link which is handled by actors between the manufacturers and customers.
• Indirect and impersonal marketing is the media advertising from news papers, articles,
television and radio.
Companies need to be careful when they chose which method they are going to apply on the markets.
The best method can differ from different markets. The marketing can be done in one-direction or in a
two-direction. In one-side-marketing is it just one part which communicates. There is no connection to
the manufacturers; the customer can only get the information. In two-side-marketing is it a dialog
between the selling company and the customers.18
Exhibitions are a good marketing tool for the reason that it is: an orienteering function; identification
and trust function; and a competence and prestige function. Exhibitions are an orienteering function
for the reason that it is a personal decision for the customer. The customer gets the opportunity to
discuss with the exhibition and get information. Exhibitions are identification and trust function
because the customer gets an overview over the branch. The customer gets as well an opportunity to
get a personal contact to the exhibitors´ companies. The motivation for further businesses with the
exhibitor and customer is because the positive of the personal meeting in the exhibition. Exhibitions
are a competence and prestige function because it is the companies which have the largest resources
and the display case shows the best image.19 There are fewer contracts done in the exhibition. The
contracts are written after the exhibitions.
Internet has become another important tool for marketing. Internet offers a lot of possibilities for
companies to cheap and quick market their products or services. But there are also other advantages
with marketing over Internet, for example: (1) diversity of regulations; (2) infrastructure; (3)
geographical distance; (4) language; (5) user demographics; (6) buyer behavior; (7) payment systems;
and (8) currency.
1. Diversity of regulations includes privacy laws, taxation and retail laws for example. The
intensity of competition in a market is in large part a function of the regulatory framework. E-
marketing is especially difficult because a user may be in any of a large number of different
jurisdictions.
16
Bruhn, M., 2005, p. 210
17
Bruhn, M., 2005, p. 211
18
Bruhn, M. 2005, p. 215
19
Bruhn, M., 2005, p. 965
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Master Thesis MAHA Maschinenbau Haldenwang GmbH & Co. KG
Charlotte Wallin
2. Infrastructure differs from country to country in parameters such as bandwidth and numbers
of users of Internet. For example, to utilize an international bandwidth may not be the best
solution simply because it would not be advantageous for local buyers at foreign website.
3. Geographical distance has been effectively reduced by the advent of Internet, but still
influences logistical questions relating to costs and time.
4. Language can be an issue in that it is imperative that all marketing and information should be
provided in the customers´ native language. Customers normally require information to be
provided in their language, especially in connection with contract terms.
5. User demographics take into account the significant differences in the total number of Internet
users in various countries or regions.
6. Of course it is not language that dodders from country to country. Customers´ tastes and
behaviors can differ significantly.
7. Concerning payment systems, it is clear that in e-marketing one assumes that transactions will
occur through a credit card, although bank-to-bank transfers are sometimes utilized.
8. Final factor to be considered is currency. It is necessary to set prices differently for countries
or groups of countries on the same currency as in the EU. Some companies offer all products
in dollars, some uses specialized service which takes the user to homepages which provides
exchange rates in real time, others have calculation and exchange rate functions on their
currency of his or her choice. The first and second option is normally preferable for the reason
that exchange rates can sometimes change so rapidly that the recalculation function that the
homepage may provide outdated results.20
To be aware of the volume of the market and what shall be done regarding activities to reach both
existing and potential customers in not enough for success, due to importance of understand what the
competition is doing and intend to do.
3.2 Markets
This section describes the specific marketing methods/theories used for more deep penetration of the
market in this Master Thesis.
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Master Thesis MAHA Maschinenbau Haldenwang GmbH & Co. KG
Charlotte Wallin
To have knowledge about different countries and expand the business internationally is an important
step for companies which want to grow. For companies which have products on different levels
(prices, technology and design) is internationalization a good idea. With more different markets the
companies´ costs can sink because of the production can increase as well as larger markets lead to
more income. In internationalization is it important to find new sources which can deliver information.
Information and relationships between the company and international companies can give advantages
at the home market as well.22
Again according to M. E. Porter, these questions can be answered by analyzing five forces.
22
Master Thesis MAHA Maschinenbau Haldenwang GmbH & Co. KG
Charlotte Wallin
regulations. Segment attractiveness varies depending on the magnitude of its entry and exit barriers.
The most attractive segments have high entry barriers and low exit barriers. In these segments, only a
few firms can enter the market, and poor-performing companies can easily exit. When entry and exit
barriers are high, the profit potential is also high, but risks are greater because poor-performing
companies have little choice but to stay in the market and struggle to remain viable. When entry and
exit barriers are low, companies can easily enter and leave the industry, so returns are stable but low.
The worst case is when entry barriers are low and exit barriers are high. In these markets companies
enter during good times, but find it difficult to leave during hard times. The result is that in these
segments, there is a chronic overcapacity and depression earnings for all actors.27
• The product has a small importance for the quantity on the products or service the customer is
offering
A segment is unattractive if the buyers have a great deal of bargaining power. Buyers bargaining
power grows: when they become more organized or communicate effectively by word of mouth; when
27
P. Kotler, 2003, p. 242
28
P. Kotler, 2003, p. 242
29
M. E. Porter, 1998, p. 34
30
P. Kotler, 2003, p. 24
31
G. Roos, G. von Krogh, J. Roos, 1998, p. 90
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Master Thesis MAHA Maschinenbau Haldenwang GmbH & Co. KG
Charlotte Wallin
the product price represents a small fraction of the buyer´s disposable income; when competing
products are essentially equal; when the costs to buyers of switching from one product to another are
low; when buyers are price sensitive; or when buyers have the opportunity to buy further up the supply
chain.32
These five forces can be used in two ways; it is a decisive of how the company should be placed in
relationship to their competitors and it is also an analyze tool to see which actors that wants to entry
the market, customer/supplier negotiation position, influences from replacement products and the
competitors on the market.34 Porters five forces is based on planning times counted in months and
plans in five years periods. The five forces expect that the markets should be in the same position
during five years. In present markets rapidly changes which make the five forces model old fashion.
Most markets are increasing, which means that companies strategies needs to increase as well. The
relationship between customers and manufacturers and distributors is more flexible than before.35
Today benchmarking is an important factor at all markets because of all markets has competitors.
Benchmarking is also an important tool for companies for the reason that they can use information
about competitors to compete for customers. The competition can handle extra service and prices for
example and this will increase the company´s chances for success.
32
P. Kotler, 2003, p. 242
33
P. Kotler, 2003, p. 243
34
G. Roos, G. von Krogh, J. Roos, 1998, p. 84
35
Downes, L., 2001
36
S. Hollensen, 2004, p. 98
37
P. Doyle, 1992, p. 50
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Master Thesis MAHA Maschinenbau Haldenwang GmbH & Co. KG
Charlotte Wallin
• Are there any competitors that have a newer technology, or will come under the next half year
to year?
• What accounts for competitors’ performance? Have their market share increased or
decreased?
Maintaining surveillance of competitors’ activities gives the company a base to form their message
and arguments better. This will result in more efficient the company´s marketing in relationship to the
competitors. When the company has information about the competitors´ products and marketing
strengths and weaknesses, it is better able to sell their own products.
Benchmarking is useful for evaluating of customers´ satisfaction and competitors´ products. There are
five different steps that should be followed in a benchmarking system. The first step is to investigate
the market to determine what is of most importance to the customers. The company should also
establish which factors account for its present success. The second step is to realize which critical
factors those are important from the customers´ point of view. The third step is to measure the
customers’ opinions of competitors. The fourth step is the comparison between the results of second
and third steps. The final step is to produce an action plan that closes the gap between the market
leader and one´s own company.39 The largest factor of success can be reached when the company
concentrates at the customers and their wishes.40
Finally after having been determinate the general market, possible activities and have a good picture of
other players in the market it´s time to go deeper in the market conditions for the selling company and
its competitors to be able to judge what advantages and disadvantages exit.
The SWOT-model is used to give an understanding for the external and internal environment a
company works in. The model is divided into four parts; strengths, weaknesses, opportunities and
threats. The model is often used due its simplicity.
P. Kotler (2003, p.14 and 247) says that “competitors are companies that satisfy the same customers
needs”, and that “competition includes all the actual and potential rival offerings and substitutes that
38
L.-O. Wallin, 2004, p. 54
39
P. Doyle, 1992, p. 50
40
Andberg and Wadström, 1997, p. 75
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Master Thesis MAHA Maschinenbau Haldenwang GmbH & Co. KG
Charlotte Wallin
buyers might consider”.41 The most dangerous competitors may not be the largest one. Company is
more likely to be damaged by emerging competitors or new technique.42
However, since the markets have become more competitive, an understanding of customers is not
enough. Companies need to understand their competitors so that they can compete in the markets.
Successful companies have systems that continuous by collect information about the competitors.43
There are three different classifications of competitors: strong versus weak, close versus distant out
and good versus bad. If the company competes with a weak competitor, rather their strengths will be
showed than their weaknesses. If they compete with a strong competitor they should see their
weaknesses better and also to keep up with the best ones. Companies often compete with similar
competitors to themselves and they should compete on distance. Companies should support the good
competitors and attack the bad. A good competitor follows the industry rules, makes realistic
assumptions about the growth of the industry, sets realistic prices and wants a healthy industry. A bad
competitor tries to buy market share rather than to earn them, taking large risks and investing analysis
in overcapacity.44
The market leader is usually the company which possesses the latest technology. The market leader
can be expected to compete vigorously on product quality, price, service, amount and quality of
advertising and efficient in distribution. The leader of the market has deserved the position through the
convinced and establishment of their brand by customers.45 Peters and Waterman say in “In Search of
Excellence” that the factor what distinguishes winners from losers in the market is knowledge about
customers and the service.46
Internal factors
Every business needs to evaluate its internal strengths and weaknesses. The company does not need to
eliminate all weaknesses, and a question that should be considered whether is they should repair its
weaknesses or consider those weaknesses might actually be converted to advantages.50
Strength shows the internal strength in the company, for example from high product quality,
marketing, reliable delivery and good service.
Weakness refers to internal weaknesses, for example poor product quality or a weak personnel roster.
To understand the company’s strength and weaknesses following questions should be asked;
• In which specific areas of company operatives do its strengths and weaknesses lie?
41
P. Kotler, 2003, p. 14 and 247
42
P. Kotler, 2003, p. 243
43
P. Kotler, 2003, p. 241
44
P. Kotler, 2003, p. 254
45
O. Liljedahl, 1987, p. 165
46
O. Liljedahl, 1987, p. 169
47
O. Liljedahl, 1987
48
O. Liljedahl, 1987, p. 30
49
O. Liljedahl, 1987, p. 30
50
P. Kotler, 2003, p. 104
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Master Thesis MAHA Maschinenbau Haldenwang GmbH & Co. KG
Charlotte Wallin
• Where the company´s strategic business units are end, where are they now in relationship to
market growth?
• What are the main factors which account for its present success?
External factors
External factors are best evaluated initially by assessing the company´s operating environment. If the
company is in a stable position, it will be possible to investigate its history. However, if it is a dynamic
will be necessary to attempt and anticipate future developments and circumstances. The next step in
the external evaluation process is to select and investigate those factors which have the greatest in pact
on the company. The last step is to analyze the company´s strategic position.51
Opportunities refer to future possibilities in existing and potential new markets. For example, the
company may create direct marketing opportunities by establishing a presence on the Internet; do a
better job of making information about its products and services available to customers; introducing
new precuts and services; customizing its products and services for particular markets or customers;
and improving the delivery time for its products and services.52
Threats refer to existing potential hazards, whether from competitors, new internationally
environmental regulations or other sources. Threats can be categorized into two groups, depending to
their seriousness and probability of occurrence. Low level threats do not need to be solved
immediately, but may simply be monitored. Mayor threats must be met by implementing plans already
drawn up in anticipation of their appearance.53
When the opportunities and threats which the company has are localized, four outcomes are possible;
Strengh
The SWOT-analysis provides a summary of the company and its future potentials. Following SWOT
analysis, a company is ready to develop specific goals. Every company must seek to eliminate its own
weaknesses, enhance its strengths, recognize and exploit opportunities and defend itself against
51
G. Roos, G. von Krogh, J. Roos, 1998, p. 44
52
P. Kotler, 2003, p. 105
53
P. Kotler, 2003, p. 104
54
P. Kotler, 2003, p. 104
55
P. Kotler, 2003, p. 104
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Master Thesis MAHA Maschinenbau Haldenwang GmbH & Co. KG
Charlotte Wallin
threats. The better the information a company has about its own and its competitors strengths and
weaknesses, the better it can do all of these things.56 The SWOT-models will be less complete than the
SWOT-analysis of the own company, but it will show your company´s position in the market.57 The
SWOT-model is a popular model because of the easiness and quickness. Weaknesses with the SWOT-
model are its application, including lack of analytical depth.58
• Product
The product group includes; the product´s packaging, quality, guaranties, installation and
brand name. The product is more than its technical parts. Customers do not buy a product
because of its different parts; they buy the product because of the whole product, its brand and
identity.60
• Place
Threw to be on the right place the company can control that the right products are at the right
place at the right time. In place the distribution channels, storage and market size is inclusive.
The important factors in this area are the place, time, quantity and quality.61
• Price
The price depends upon the manufacturing costs, transport costs and the distribution system
channels. The price also intend if the price is reasonable, discounts and offers, as well as
which price the product should have to be sold in more quantities. Goals´ for company´s price
political are to maximize the sale, get a predetermined market share, compete active against
competitors’, and stabilize the price level as well as support other products. The place is more
often replaced with distribution62.
• Promotion
Describes how the company communicates with its customers. Promotion is done with
advertising, personal offers and public relations. Promotion also shows how the company
should affect the market and how the new brochures should look like.63
• Personal
Personal handles if the company have the competence in the company or if they need to buy it
from other firms.
• Politics
Examples of the factor which can influence the politics are: customs; taxes; governmental
rules; environment; and organizations (EU and national organizations).
• Process
The process refers to the communication between manufacturers, distributors and customers.
The purpose with the P: s is that companies should use an optimal mixture from them and reaches
competitive advantage. The P´s is a check-up list for manager which can make it easier for them to
56
Garner, R., 2005
57
Henricks, M., 1999
58
Gamer, R., 2005
59
P. Kotler,2003, p. 16
60
Wöhe, G., 2005, p. 486
61
Wöhe, G., 2005, p. 564
62
P. Doyle, 1992, p. 325
63
L. Andberg and A. Wadström, 1997, p. 27
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Master Thesis MAHA Maschinenbau Haldenwang GmbH & Co. KG
Charlotte Wallin
communicate with their customers and to improve their performance. To have success in a market, the
company needs to have good references in all Porter´s P´s.
To compare competitors is important because of the fight for the market share is growing. Today
companies are competing for space in mature branches, whereas previously they were struggling over
the market growth-share. In the mature market the competitors are competing for the same customers.
It becomes harder and harder for the competitors to win customer because the customer’s knowledge
about products and services are better today than before, and also their requirements. Market adaption
has resulted in that the products and services are very similar. The offers are harder to differentiate.
The result of this is that in a single market there can be great many of very similar products.64
The competitors in the market can be classified in four groups depending on their role: leader,
challenger, follower or niche-player.
The market leader strategy has the largest market share, the right products in the right markets, leads
the price changes and introductions of products, distribution coverage and promotional intensity. In
spite of having the best position in the market, the leader needs to observe its competitors, their new
products and trends in order to protect their market share against the competitors. The market leader
needs to find ways to expand the total market demand, protect its position through defensive or
offensive actions and increase the company´s market share.
The market challenger strategy has the companies that have the second, third and lower position at the
market. These companies can attack the market leader and other companies to increase their market
share. It is not unusual that challenger companies take over the leader position.
The market follower strategy is by companies that offer products which are substantially identical
those of the market leader. The market follower’s benefit is avoiding the costs of developing new
products. A follower company cannot hope to compete with the market leader superior products.
Therefore, it must offer better service, location, price or some combination thereof.
The niche-player is in the same position as a market follower, but in smaller, specialized markets. In
some cases they may even be the market leader in such a market.65
To maintain its competitive advantage a leading company can remain discrete concerning the details
of its position; make maximum use of the profit derived from being the first into the market and take
maximum advantage of the expertise gained through its experience.67
The market leader´s position is frequently attributable more to luck than to brilliancy. For example, it
may have been adventuring when competitors were timid. When it has achieved the leading position it
64
Andberg and Wadström, 1997, p. 14
65
P. Kotler, 2003, p. 254
66
G. Roos, G. von Krogh and J. Roos, 1998, p. 119
67
G. Roos, G. von Krogh and J. Roos, 1998, p. 119
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Master Thesis MAHA Maschinenbau Haldenwang GmbH & Co. KG
Charlotte Wallin
needs to ignore competitors and them attempts to take over that position. The market leader is likely to
be the only one that cans effort to advertise heavily. It should use its superior position to investigate
new products that can be introduced. A company with small market share should not try to compete
directly with the market leader. Rather, it should compete with other companies that are in similar
position. Lacking the market leader´s resources, they are likely to end up losing market share it already
had.68
An important strategy in seeking to win market share is to choose carefully the market in which to
compete. Competitive advantage flows most readily from getting into a market ahead of competitors,
especially in expanding international markets. This also permits choosing markets based on the
number of competitors to be faced and the regulatory environment.69
68
O. Liljedahl, 1987, p. 78
69
C.-A. Engdahl, 2006, p. 37
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Master Thesis MAHA Maschinenbau Haldenwang GmbH & Co. KG
Charlotte Wallin
In 2005 MAHA had a turnover of 121 million Euros, of which 36% was from domestic sales and 64%
from export. Despite MAHA is the market leader at several markets. MAHA needs more information
about the markets, its competitors and which marketing method that is most qualified at each market.
MAHA miss the market experience because it has worked with the product development. Today
MAHA is interested in improving its positions in selected markets through an extensive marketing
campaign and knowledge about its competitors.
Target groups and customers for MAHA are vehicle dealers, vehicle facilities, government agency and
vehicle testing organizations. The quantity of sold products were 2005; the Europe (360.000 Euro) the
largest customer, followed by Asia/Pacific (324.000), North-America (312.000), South-America
(120.000) and Africa (84.000). Usually new markets are approached first by selling testing equipment
to vehicle testing organizations. Success in that market then creates interest on the part of repair
facilities.
Strength
MAHA´s strength is that it is a global company with resources from different sources. If one market
does not go well, it has the financial secure from other markets profit. MAHA´s good repetition is a
valuable strength, as well as that MAHA is the world market leader. MAHA manufactures its
products itself and makes each product from the customer´s wishes. MAHA has subsidiaries in their
larger markets. MAHA´s marketing comes from headquarter in Haldenwang Germany and from the
local offices or represents. MAHA manufacturers a wide range of products. MAHA has a patent on a
four-wheel-drive brake tester. Vehicle testing organizations around the world use MAHA´s products.
Because of MAHA´s quantity of established satisfied customers, it can concentrate of finding new
markets.
Weaknesses
70
Presentation from MAHA´s Intranet, 2007-07-05
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Master Thesis MAHA Maschinenbau Haldenwang GmbH & Co. KG
Charlotte Wallin
A weakness of MAHA is that the customers do not know how to use MAHA´s products because they
are very complicated and complex. Another weakness is that MAHA does not spend any resources at
the lifting technology. MAHA´s manufacturing is in Germany which has expensive manufacturing in
factors like employees, transport and raw material. MAHA has long delivery time at its reserve
equipment, for the reason that many distributors do not have updated storage.
Opportunities
An opportunity with the vehicle repair industry is that the vehicle testing organizations are
exploitation. The safety on the roads is getting more important and tests on the vehicles are important.
Vehicle testing organizations are old fashion and will not use computers to localise problems with the
tested vehicles.
Threats
That the vehicle repair facilities and vehicle testing organizations begin to use computers of the tests
instead of the products that MAHA offers. Chinese products are at the beginning to increase their
markets and they can compete with foreign company´s because their low invention prices.
Test lanes
Cars
• Side-slip test71
• Shock absorber test
• Brake test (two wheel drive) for cars
• Brake test (four wheel drive) for cars
• Headlight test72
Trucks
• Power dynamometers
• Emission testers
71
For information, please see chapter 10 Appendix
72
For information, please see chapter 10 Appendix
73
For information, please see chapter 10 Appendix
74
For information, please see chapter 10 Appendix
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Master Thesis MAHA Maschinenbau Haldenwang GmbH & Co. KG
Charlotte Wallin
Service Technology
• Air-condition regulation system
• Brake fluid boiling point
• Wheel assembly system
75
For information, please see chapter 10 Appendix
76
Presentation from MAHA´s Intranet, 2007-07-05
33
Master Thesis MAHA Maschinenbau Haldenwang GmbH & Co. KG
Charlotte Wallin
MAHA has bought the companies Slift, Hetra, MAHA AIP and Automotec to be a better competitor
on the market, now they cooperate with Bosch to be the market leader in car diagnosis.
Slift is a lifting technology company in Tiefenbronn (Germany) and was acquired by MAHA in
2001.78 Slift makes a less expensive line of equipment, through not of the same quality.
Hetra produces lifting technology, test and safety technology, service equipment and dynamometers
for vehicle repair facilities (the largest customer is agriculture repair facilities). It is a Swiss factory
and it offer high quality products. Hetra is also a subsidiary of the MAHA-group and is the leader at
the restate wheel engaging lifts.
MAHA AIP79 (Automotive Industry Products) produces hydraulic road simulators and vehicle testing
equipment. MAHA-AIP develops all kind of testing machines for manufacturer use in testing and
research. The customers comes to MAHA-AIP and says which things they want that the machines
should test, thereafter MAHA-AIP develops the solution and put it together. The customer comes to
the fabric to look at the machines and to learn for two-three days how they work. Then the machines
are disassembled shipment to the customer.
Automotec80 is a service and maintenance company for technical and products and systems in the
vehicle repair facilities branch. It assists all the other MAHA-group members in service of its
products. Automotec is the common name for customer service for workshops and helps MAHA, Slift,
Hetra, MAHA-AIP and Lasatron.
The reason for why MAHA bought the companies is that they want to offer its customer a complete
solution for vehicle repair facilities and vehicle testing organizations. MAHA has a reputation of
offering high quality products.
77
Presentation from MAHA´s Intranet, 2007-07-05
78
www.slift.de/eng/firmenpr_eng.php 2007-06-27
79
www.maha-aip.de 2007-06-27
80
www.automotec.de 2007-06-27
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Master Thesis MAHA Maschinenbau Haldenwang GmbH & Co. KG
Charlotte Wallin
MAHA in Haldenwang has 236 employees in the administration, 419 in the production and 55
education students. The marketing and sales departments work to sell the products and maintain good
cooperation with customers and distributors. The administration department works with personnel
administration, sales of personnel and accounting. Although much business is now converted in
English, the language of each country in which MAHA has sales operation is spoken competently by
at least one person in the MAHA marketing department. This is of major importance in understanding
and being understood by customers.
MAHA´s markets are divided into three main groups; automotive, truck transport and agriculture. The
automotive group has four product lines: test and safety technology; service equipment; lifting
technology; power dynamometers; and emission testers. The service equipment is imported from Italy
and MAHA does not manufacture the products. The truck group includes test and safety technology,
lifting technology and dynamometers and emission testers. The agriculture group has the
dynamometers and emission testers. Each product (from the main groups) has three customers, vehicle
facilities, manufactures and vehicle testing organizations.
81
Presentation from MAHA´s intranet
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Master Thesis MAHA Maschinenbau Haldenwang GmbH & Co. KG
Charlotte Wallin
36
Master Thesis MAHA Maschinenbau Haldenwang GmbH & Co. KG
Charlotte Wallin
Japan
Japan has a high demand for vehicle testing equipment in following areas: side-slip testers, brake
testers, power dynamometers, headlight testers, emission testers and lifting technology. Because Japan
cannot produce all needed equipment by itself, it is a market with a high number of competitors. The
competitors in the Japanese market is divided into parts; one with a few Japanese dominating
companies and the other with small Japanese and foreign companies.
Russia
Russia has a high demand for vehicle testing equipment in following areas: brake testers, emission
testers, headlight testers and lifting technology. In the Russian market there are mostly European
companies. Russian companies cannot compete against the European in factors such as quality,
technical level and reputation.
Italy
Italy has a high demand for vehicle testing equipment in following areas: brake testers, side-slip
testers, shock-absorber testers and lifting technology. The Italian market has a large number of
national and international competitors. The high intensity of competitors depends on northern Italy´s
industrial capacity.
82
Made by the author
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Master Thesis MAHA Maschinenbau Haldenwang GmbH & Co. KG
Charlotte Wallin
Economical factors
Since four years Japan is in a business boom. The market and business are growing and the companies
are searching for new markets in all industries. Japan´s total gross domestic product is 3967 billion
Euros and the average gross domestic product per Japanese citizens is 31051 Euros.84
In Japan there is a demand of imported products as well as quality products. Most business is done in
exhibitions.85 The most popular product groups in Japan are: small gifts (for example ties, bags,
postcards, food, hats and teacups); furnishing; fashion; health and beauty; medicine; food; outdoor
articles; and industry products (technical innovations for small and large business).86
Governmental factors
The government in Japan gives advantages to Japanese companies, but is aware about that Japan needs
import. It is, in governmental rules point of view, relative easy to establish a business in Japan.
Export to Japan
83
M.E. Porter, 1998, p. 397
84
www.auswaertiges-amt.de/diplo/de/Laender/Japan.html 2007-10-08
85
www.japanporten.se/massa/main_massa.html 2007-10-17
86
www.japanporten.se/export/main_export.html 2007-10-17
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Master Thesis MAHA Maschinenbau Haldenwang GmbH & Co. KG
Charlotte Wallin
For European companies which want to establish their businesses into Japan, there are European
courses which help the companies to establish their products/services in Japan.87 Foreign companies in
Japan need to understand the language, culture and governmental rules. Japan is an interesting market
for foreign companies to enter because of the high technical level, opportunities with the bargain
power and the high number of possible customers in the market. Because of Japans small geographical
area it is not possible for Japanese companies to produce all products at themselves. To make it easier
to import and export products between Europe and Japan, the European Union in Politics has made the
businesses and trade between the companies easier.88
Threats
Chinese manufactures are a threat in the Japanese market. Chinese companies offer cheap products
and manufacturing. Chinese products are competitive in price, but they cannot compete in quality, new
technical products, service and documentation of the manufacturing.
A threat for the European manufactures is the high transport costs and that Japan has started to
produce high quality products. The Japanese buyers just want high quality products and Japan it is a
technical known market.
Quantity of vehicles
1996 Japan had 10% of the whole world´s vehicles. Japan had 72.03 million vehicles. Of the total
amount of Japan´s vehicles: 46.87 million vehicles are cars; 20.22 million vehicles are trucks; and 4.94
million are other vehicles.93
87
www.chamber.se/se/internationellt/affarsprojekt/handelasien/gatewaytojapan 2007-10-08
88
www.auswaertuges-amt.de/diplo/de/Laenderinformationen/Japan/BeziehungenZurEU.html 2007-07-05
89
www.jama-english.jp/europe/news/2007/se/jama_CO2.html 2007-07-10
90
Anonymous, 2007, p. 46
91
www.jamta.com/sesangaku.htm 2007-08-20
92
Chaning value, please see references.
93
www.mlit.go.jp/english/inspect/car04e.html 2007-07-26
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Master Thesis MAHA Maschinenbau Haldenwang GmbH & Co. KG
Charlotte Wallin
Shaken is the name of the Mandatory Vehicle Inspection in Japan. Shaken is a safety inspection which
includes the steps that needs to be controlled. The steps are: control of the number plates; vehicle
category; use and the shape of the vehicle. There after the body and frame is controlled in a safety
aspect like lamps, seats, seatbelts, electric device as well as steering device. Thereafter are the side-
slip control, brake inspection, speedometer inspection and head light test are done. The final steps in
the control are the emission tests and the under body inspection. The under body inspection includes
controlling of the steering system, brake system and emission parts and is done from a worker at the
test station.94 It is cheaper to control smaller vehicles than bigger vehicles in Japan.
There are rules over how often Japanese vehicles should be tested. Trucks over 1000 kg should be
tested every year, and for trucks less than 1000 kg the first inspection should be done after two years
and there after every year. For busses and taxis are the same rules like for trucks over 1000 kg, which
means every year. For rental cars the rules are the same as for trucks less than 1000 kg, the first
inspection should be done after two years and there after every year. Private passenger cars and mini
passenger cars should have the first inspection after three years and there after every second year.
Small trucks and motorbikes should be tested every second year, and the same rules is for especially
vehicles.96 Totally the vehicle testing organizations do over 44 million test every year.
94
www.navi.go.jp/english/inspection/howto/flow/course/index.html 2007-08-07
95
www.navi.go.jp/english/profile/activity/station/index.html 2007-07-31
96
www.navi.go.jp/english/inspection/category.html 2007-07-31
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The organizations that are doing the testing of vehicles are: National Agency of Vehicle Inspection;
Light Motor Vehicle Inspection; Vehicle Inspection and Registration Office; and Transport Branch
Office. In addition to these there are some private service workshops that have got the license to do the
test investigations.
Except National Agency of Vehicle Inspection, Transport Branch Office, Vehicle Inspection and
Registration Office and Light Motor Vehicle Inspection there are private stations that may test
vehicles. To compare with Sweden, and to see that the numbers of test stations in Japan are probably
the Swedish numbers are that they have 175 test stations and 425 000 cars (2005).101
97
Discussion with Takuro Miyazaki, Executive Director at NAVI, 2007-08-13
98
Discussion with Takahiro Fujiwara at MLIT, 2007-08-06
99
Discussion with Takahiro Fujiwara at MLIT, 2007-08-06
100
Discussion with Takahiro Fujiwara at MLIT, 2007-08-06
101
www.scb.se/templates/tableOrChart____34762.asp 2007-08-06
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JAPAN
Car manufactu
Audi
BMW
Citroen
Daewoo
Fuji (Subaru)
Figure 5.4: Table of the largest workshops in Japan102
The vehicle repair facilities stations have increased in quantity the last five years with this numbers;
Ford
2005 was it 88 249 stations
2006 was it 88 644 stations
102
Please see appendix for references
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The * is calculated from the total amount of vehicle repair facilities stations in Japan in relation to
each other.
The largest exhibitions in the vehicle repair facilities market in Japan are;
• International Federation of Automotive Engineering Societies FISITA, is an organization that
are represented in over 38 countries and together works they to a better technological
exchange for design and manufactures. FISITA was 2006 in Yokohama and the congress is
traveling around to different countries.
• Tokyo Motorshow is one of the most important exhibitions for the automobile industry. 2005
Tokyo Motorshow had 239 exhibitions, 1512100 visitors and totally 612 vehicles. At this
exhibition will the newest cars shown.
• Tokyo Auto Salon is an exhibition for tuned cars.
• Tokyo Tuning Show is an exhibition for tuned vehicles.
• International Auto Aftermarket Expo, had 38 552 visitors at the last exhibition and has been
helped from the large manufacturing companies and organizations in Japan. The exhibition is
hold in Tokyo and the theme is “Portal to the Asian Market”.
• Autoservice Show in Tokyo, is an exhibition that is active every second year in Tokyo. 2005
was it 76 996 visitors at the exhibition. It is a specialized exhibition for just vehicle repair
facilities.
103
Discussion with MAHA´s Japan represent Mr. Yoshiaka, 2007-07-29
104
www.japan.ahk.de/index.php?id=456 2007-08-03
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Charlotte Wallin
For more detailed information about the competitors, please see chapter 10 Appendix.
5.2.4.2 Uninvestigated competitors in the Japanese market
Other competitors in the Japanese vehicle repair facilities equipment market are:
• Alita
• Chinese companies
• Daifuku
• Dyna Jet
• Hofmann Japan
• Horiba
• J-One Planning Co. Ltd.
• Kawasaki Industrial
• Nagasaki Jack Company
• Nissaruco
• Nissei
• Oktasune
• Riken keiki
• Sakura Dyna
• Sanei Industry Corporation
• Takimoto keiki works Ltd.
• Toyoseiki
• Toyoseiki
• Yanaco Analythical System Inc.
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Geographical factors
Russia´s population is 142.8 million, of whom over 11 million live in the capital, Moscow. Russia´s
overall population density is 8.43 people per square kilometer. Russia is totally 17 075 000 square
kilometers large. 106 Russia is geographical structured with the largest and most important cities in the
European part of Russia.
Economical factors
Russia is appealing because of the size of its market and its wealth of natural resources. Russia is a
difficult market because it is what might be called an old market economy. For example, in doing
business in Russia spoken words are more important than written words. Complications in the Russian
market are the; transports, decisions and service; many governmental rules; corruption; and
complicated taxes system.107
In the eastern part of Russia there are small villages with a low manufacturing capacity and a low
buying power. The most attractive part of Russia for foreign companies is therefore the more
European part.
105
www.map-of-russia.org/map-of-russia.gif 2007-07-25
106
www.auswaertiges-amt.de/diplo/de/Laender/RussischeFoederation.html 2007-10-08
107
www.swedishtrade.se/estland/?objectID=3185 2007-10-17
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used it to transport their products to the west. 108 The truck manufacturer Scania has plans to construct
a repair facility every 20 kilometers along the entire length of the road.109
Governmental factors
Vladimir Putin, the president of Russia, is negative to do business with west. Four factors which
western companies need to understand and find solutions are as following111;
• A strong state
V. Putin wants to centralize the power to the government in Russia. Lobbying will be more
important and effective in the future. With more power in the government, it might be entail
streaming offices and reducing bureaucracy. This would be a bless for importing companies,
but also a high risk that V. Putin develops new, harder and stronger regulations and rules. The
new regulations have also the risk that they will be the governments own rules and corruption.
• Rules of law
This is not a very polite state for the reason that V. Putin, which are an old KGB-man, has said
that the rule of law will be the one and only dictatorship. The judges in Russia will do this
hard for the reason that they are low paid communists.
• Tax reform
Tax reformers will lead to deductibility of large number of businesses expenses, including
advertising. Russian investors want the government to turn up the pressure on non payers and
for foreign companies which are competitors in the Russian market. V. Putin wants that
national and international companies should be treated equally in the Russian market. This
will lead to that international companies will be easy targets for national collections.
• Protectionism
108
www.nytimes.com/2007/07/15/books/review/Adams.thml?ex=1185940800&en=5f2aad1349830e84&ei=5070
2007-07-30
109
Interview with Johan Siwers, Salesmanager MAHA Germany 2007-07-25
110
www.seat61.com/SilkRoute.htm 2007-07-30
111
Anonymous, 2000, p. 8
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V. Putin wants to make the customs for foreign companies harder. This is a second step in the
reform to get only Russian competitors in the market. This reform will due be a problem for
the Russian national politics.
Export to Russia
Foreign companies which want to sell their products and/or services in Russia are well advised to take
a formal course on business practices in Russia. These courses provide needed insight and information
on such topics as methods of payment, customs and specifications, cultural differences and so forth.
These courses are offered from companies which have done studies and businesses in Russia and the
courses are widely available in Europe as well as in other parts of the world. Another facilitates getting
established in to Russia, a company should consider using Estonia as a first transitional step. Many
Estonian citizens are thoroughly familiar with the Russian market. Estonian citizens learn Russian in
the school, understand Russian culture, can predict problems, and can often predict problems a new
business would be likely to encounter starting out in Russia.
Threats
Most of the competitors in the Russian market are European. However, one of the threats faced by
European companies operating in Russia is competition from Chinese manufacturers. This threat is
most acute in the eastern areas of the country. The competition between European companies is also
intensive in the Russian market. Substitute products in the Russian market are own solutions
(combination of diverse products) from vehicle repair facilities. Buyers resist paying a premium for
what they regard as unnecessarily high quality. Another threat is that the government in Russia may
unexpectedly alter the regulations concerning vehicle repair facility equipment.
Quantity of vehicles
In 2003, there were 223 vehicles per 1000 people in Russia. Of these 223 vehicles, 148 were passenger
cars (total 21.670.600 cars in Russia). There are also 10 981 723 trucks in Russia. These numbers are
one half to one third the numbers for Europe and North America.112
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vehicles must be tested every year. Vehicles are defined as passenger automobiles, trucks and
motorbikes. Thirty-six million passenger cars are tested each year in Russia, and each year this
number increases by about ten percent.114 With respect to trucks, the tests to be required of a particular
truck are determined by the government agency with supervision or responsibility for the type of
freight it carries. This result in different tests being required of trucks that transport oil, for example,
from those that transport structural steel. Russian vehicle repair facilities which are allowed to test
vehicles in Russia use European testing equipment.
Vehicle testing organizations in Russia are required to have, at a minimum the following equipment: a
brake testers; emission tester; opazimeter (the both should send the results to a computer); weight
control; and headlight tester.115 A control of air bags and seatbelts is also done. The weight is control is
done to reduce costs, labor, eliminate short cuts and to improve the vehicles´ balance. 116 This is the
minimum of testing equipment which vehicle testing organizations have to have. Some vehicle testing
organizations also have other testing equipment, for example chassis testers and wheel testers.
114
Telephone interview with Mr. Kirjanov, 2007-08-16
115
www.remontauto.ru/?p=11&z=700 2007-08-08
116
www.weightsaver.com/5336T.pdf 2007-07-30
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RUSSIA
Car manufactu
Audi
BMW
Citroen
Daewoo
Figure 5.8: Table pertaining to vehicle repair facilities in Russia117
Total there are 103632 vehicle repair facilities stations in Russia. The * are calculated in relation to
each other. The total quantity is a comparison with Swedish vehicle repair stations and quantity of
automobiles. The quantity includes private vehicle repair stations in Russia.
Ford
5.3.3 Automobile exhibitions in Russia
The following are the largest automobile industry exhibitions in Russia:
• The Moscow International Motor Show (MIMS) is the leading automobile event in Russia and
covers the entire automotive industry. Founded in 1991, MIMS is one of the world´s largest
117
Honda
Please see appendix for references.
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automotive exhibitions because of its size. MIMS is the optimal place to show new products
for the reason of its size and that it takes place annually.118
• Autocomplex takes annually in Moscow. There are typically about 178 exhibitors from 12
countries.119 The Autocomplex is focused on gas stations and the automotive service and
repair market.
• Auto & Automechanika St. Petersburg had 387 exhibitors from 27 countries 2005. The
exhibition is hold every second year and it is an exhibition for everything that have with
vehicles to do.
• Autotec-Russia will have its first exhibition in Russia 2008. The exhibition includes a number
of conferences and workshops, with participants such as National Association of Automotive
Component Manufactures, the Moscow Association of Technical Service, CarRepair
Enterprises Inc, the Association of Automotive Engineers and other industry leading
enterprises.120
• Tires & Rubber Expo includes everything having to do with vehicle wheels. Representatives
of all major companies involved in this segment of the industry attend this exposition.
• Automechanika Moscow has 195 exhibitors from 20 different countries. It is an exhibition
pertaining to automotive parts and systems, accessories and tuning, repair and maintaining and
service stations and car washes.
• Motobike Salon is an international exhibition held in Moscow. The exhibitors are
manufacturers of motorbike equipment and vendors of maintenance products, service and
accessories.
• Motorshow Russia, held in St. Petersburg, is the largest event pertaining to the motor industry.
The show offers new, re-designed and updated cars from the whole world. The exhibition
includes motorbikes, scooters, tools, spare parts, restoration equipment and supplies, tuning
equipment and so forth.121
• Tuning & Car Audio Park is held in Moscow and shows tuning equipment vehicles and
vehicles which are a result of tuning. The exhibition shows as well service equipment for
vehicles.
• All Wheel Drive Salon is an exhibition of all AWD-products in Russia. Here visitors can get
advice about their vehicles, learn about new products and test vehicles in authentic off-road
circumstances. Those in attendance are primarily specialists from maintenance shops, major
Russian and foreign manufactures. The exhibitors are SUV-companies, companies which
perform tuning, accessories vendors and insurance companies.
118
www.motorshows.ite.com 2007-08-06
119
www.auma.de/dateb/md.asp?area=1&spdata=1&ID=78655&sprache=1 2007-08-06
120
www.biztradeshow.com/trade-envents/autotec-russia.html 2007-08-06
121
www.biztradeshows.com/trade-events/motorshow-russia.html 2007-08-06
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Charlotte Wallin
122
Gost-R is a certificate for technical products.
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Charlotte Wallin
Sherpa Brake testers Has a distributor The marketing Uses the All marketing
Shock absorber in Russia, in Russia is Gost-R is done through
testers Technoalliance done through certificate Technoalliance,
Side-slip testers Technalliance no Russian
Lifts homepage
For more detailed information about the competitors, please see chapter 10 Appendix.
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For more information about the Russian distributors, please see chapter 10 Appendix.
In Russia almost all products are sold through subsidiaries and distributors depending on that the
market includes mostly foreign competitors. Distributors are used a lot in Russia because of their
geographical flexibility, knowledge about the market, customer contact and language skills.
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Geographical factors
Italy has total 58.6 million citizens, and in average there are 190 Italian citizens per square kilometer
in Italy. The total area in Italy is over 300 000 square kilometer (without the Vatican state and San
Marino). The total population in Italy were 2004, 57 573 184 citizens.124
Economical factors
Italy is a country which has difficulties such as bad influences from the infrastructure, high and
complicated taxes, complicated market rules, low investing levels and a slow juridical system. The
differences between different parts of Italy are large, the richer part in the north and the poor part in
the southern. The north Italy is one of the strongest regions in Europe. The gross domestic product in
Italy is just the half from other countries in Europe. The total gross domestic product in Italy is
1476.71 billion Euros, and per capita is it 25 065 Euros. 125 The small companies as before was seeing
as hard competitors can today not join the large companies because they have not got the resources,
development, and cannot make large production because of that it costs too much.
The most important industries for Italy are tourism, machinery, Iron, steel and motor vehicles. Totally
was it 16700 units sold from the mechanical testing and handling equipment market in Italy. To
succeed in Italy it is important for companies to have their own network of customers. This solution is
123
www.kwintessentail.co.uk/resources/global-etiquette/italy-country-profile.html 2007-09-28
124
www.aci.it/index.php?id=2085 2007-09-21
125
www.auswaertiges-amt.de/diplo/de/Laender/Italien.html 2007-10-08
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better because of that it is cheaper, it is possible to compete with price and the presentation in the
market can give more customers.
The Italian market has a lot of bottlenecks due bad national economy. This problem leads to that Italy
needs to import products.126 The imports affect the demand of domestic sales in Italy in aspects like
lower prices, and less sold products. 127
Governmental factors
Italy is the world’s sixth greatest industry nation. The northern Italy has most of the industries. The
Italian specifications was regulated 1990 to fit into the European specifications. The regulations were
done to make Italy a more attractive market for European countries.
Export to Italy
Foreign competitors who want to expand their business to Italy should be aware of the Italian
bureaucracy. The bureaucracy in Italy is very complicated, especially for foreign companies. The first
step for foreign companies is therefore to identify the bureaucracy and as well the different areas in
Italy.128
Threats
The threats in the Italian market are the unevenness of economy in the north and southern parts. Italy
has a large quantity of national and international manufacturers and competitors.
Totally it was 16700 units of vehicle repair equipment sold 2005 in Italy.130
Quantity of vehicles
2004 was it 581 vehicles per 1000 citizens in Italy. From these 581 vehicles were 76.4% petrol
engineers and 19.0% diesel engineers. The other five percent is gas vehicles.131 2005 did Italy have
50 243 250 vehicles. From this number, 34 667 485 were cars, 4 938 359 were motorcycles, 4 327 832
were trucks. The rest are busses, mopeds and three wheel vehicles.132
126
Truett L.J. and Truett, D.B., 2002, p. 393-409
127
Cipollone, P. and Domencio, J. 2001, p. 601-621
128
www.italchamber.se/sve/om-italien 2007-10-17
129
www.leo-impact-consulting.de/download/GE_text.pdf 2007-08-13
130
Frost & Sullivan, 2007, p. 54
131
http://epp.eurostat.ec.europa.eu/pls/portal/docs/PAGE/PGP_PRD_CAT_PREREL_YEAR_2006_MONTH_09
/7-19092006-EN-AP.PDF 2007-09-19
132
www.trasporti.gov.it/page/nuovoSito/site.php?p=cm&o=vd&id=2722 2007-09-19
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Italian does not have any vehicle testing organization like Germany and Sweden.133 The vehicle tests
in Italy are done by independent vehicle repair facilities. Examples of these vehicle repair facilities
are:
• VW Piazzi
• Porsche Dott. Juan Orticochea
• Iveco Ing. Astengo
• MB truck Ing. Secondini
• MAN Italy Carlo Arnier
• Scania Ing Bezzi
In Italy new cars need to be tested after five years. Thereafter they need to be tested every second year.
Every vehicle in Italy needs to be tested every second year in Italy. The vehicle´s which need to be
tested every year are th ambulances and public busses.134 The cars are tested through private vehicle
repair facilities and trucks, busses and abulances are tested through governmental tests.135
The certificate which the tested cars get is the “Revisione”. The data about the vehicles is sended to
the Italian ministry of transport.136
“Revisione” in Italy is performed by private vehicle repair facilities which are authorized by the
government. To have the authorization the facilities need to buy homologated equipment, comply too
safety working rules, have an educated experienced technician and many other requirements.137
The test that the Italian vehicle testing organizations need to do are: brake tests; steering tests; rost;
electrical system; aces, wheels, tires and suspension; the vehicle equipment like seats belts, spare
wheel and triangle; intact oil; battery; pedals and seat belts; motor space; and identification of the
vehicle (numer plate).138
The name of the Italian government department which handels the vehicle repair facilities which may
perform the tests is “Centro Revisioni”.139 Italy has six headoffices for the vehicle testing proccedur.
The offices are located in differerent regions in Italy.
2006 more than 11 million vehicles were tested in Italy.140 Italy has totally got 91 vehicle repair
stations where the vehicles can be tested for the Revisione.141 It is possible to reserve a time in
Internet. Every city does not have a vehicle testing place.
133
Discussion with Vezzani, A., 2007-09-19
134
www.aostarevisioni.it/index.htm 2007-10-04
135
Vezzani, A., discussion, 2007-10-08
136
Discussion with Thomas Pohl, Porsche Italy, 2007-09-20
137
Vezzani, A. discussion, 2007-09-24
138
www.officinabartolini.it/# and www.centrorevisioniauto.it/cnt-auto.shtml 2007-09-20
139
Lindh, A., Svenska bilprovningen, 2007-09-24
140
Vezzani, A. discussion, 2007-09-24
141
www.officinabartolini.it/# 2007-10-04
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Charlotte Wallin
ITALY
Carmanufactu
Audi
BMW
Citroen
Daewoo Figure 5.12: Table of Italian vehicle repair facilities
Daimler Chrysler
The * are calculated in relation to each other. The total quantity is calculated in relation from the
Swedish vehicle repair facilities per vehicle to approximate the total number of vehicle repair facilities
in Italy. Total there are 148834 vehicle repair facilities stations in Italy.
Fiat 60
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For more detailed information about the competitors, please see chapter 10 Appendix.
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For more information about the Italian distributors, please see chapter 10 Appendix.
Italian distributors are mostly located in the northern part of Italy. Italian distributors represent
national and international manufactures and are used in Italy because of their flexibility, knowledge
about the market and the bureaucracy.
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Summary of Japan
This research has shown thus far that the Japanese market is large and with a high technical level and
demand of quick service. The market is dominated by a large number of domestic manufacturers
represented by themselves and many local distributors.
Figure 6.1: The Japanese turnover of different vehicle testing equipment in Japanese Yen142
142
www.jamta.com/bouekigaku.htm#u 2007-08-20 and www.jamta.com/sesangaku.htm 2007-08-20
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Charlotte Wallin
The total production has raised but the export has been stable which mean that the domestic market is
very essential for the Japanese producers.
Summary from interviews related to the Japanese vehicle testing equipment market
Interviews in this study have shown:
MAHA
• Has been in the Japanese market for two years.
• Has one representative present in Japan.
• Offers pamphlets, English homepage and personal visits in Japan.
• Does not offer lifting technology in Japan.
• Has started cooperation with Bosch in Japan.
Distributors
• Japanese distributors inform their customers with E-mail, pamphlets and through exhibitions.
• Japanese distributors offer E-mail support. Large distributors also offer service in 12 hours, small
distributors in 24 hours.
• Important factors for distributors who represent a foreign company are: product quality; price; and
well-known references.
• The Japanese distributors want support from the manufacturer. Typically, the manufacturer takes
care of the importation of products into Japan and ensures timely delivery of sufficient quantities
of products.
• Distributors offer complete vehicle repair facilities equipment as well as car washing equipment
and other specialized tools for repairing vehicles.
• For a distributor to represent a foreign company, the most important parameters are: product
quality, price and having established a sound reputation.
Manufacturers
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Threats
• The most prominent threats in the vehicle repair facilities equipment market are (1) the
introduction of Chinese products, and (2) that the automotive manufacturers will develop new
solutions on their own.
Opportunities
• The Japanese market offers opportunities for companies which are flexible, have a high technical
level in their products and which can offer a quick service.
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Charlotte Wallin
The table shows that lifting technology is dominating in the Japanese market. The other vehicle testing
equipment has a very low percent of produced items.
B ANZAI: 35%
IYASAKA: 20%
ARUTIA: 20%
ANZEN: 15%
SANKO: 7%
OTHER: 3%
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MAHA´s market share in Japan is 0.2%. The market share is calculated from Banzai´s market share
and the whole production145 in Japan, subtracted with the export146 from Japan. The difference is
compared with MAHA´s sold products in Japan.
The table shows that there are two groups of competitors in the Japanese market; one dominating
group (Banzai, Iyasaka, Arutia, Anzen and Sanko); and the other group includes small national and
international companies.
The numbers are approximately and shown to get a view over how the market is structured. The
summery of the table is that there are more weak competitors which are competing against each other
than strong in the Japanese market.
Summary of Russia
The master thesis has shown that Russia is a market with a lot of potential. The large market in Russia is
in the European part of Russia.
145
www.jamta.com/sesangaku.htm 2007-08-20
146
www.jamta.com/bouekigaku.htm#u 2007-08-20
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Master Thesis MAHA Maschinenbau Haldenwang GmbH & Co. KG
Charlotte Wallin
The geographical picture shows where BMW has its vehicle repair facilities in Russia. The picture is
not typical for BMW, the other vehicle manufacturers repair facilities have the same location in their
vehicle repair facilities. This because of that the largest Russian buying power is in the European part
of Russia.
Summary from the interviews related to the Russian vehicle testing equipment market
Interviews in this study have shown:
MAHA
• Is represented in the Italian market since ten years.
• Has a subsidiary in the market.
• Works with Italian distributors.
147
www.bmw.ru/english/services/dealers/default.asp 2007-07-24
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Distributors
• European competitors use distributors in Russia to market and sell their products.
• Russian distributors in the vehicle repair facilities market use homepages, telephone call and
personal visits as marketing tools.
• The most common marketing tools in Russia are exhibitions and personal visits. These are popular
because the Russian customer wants to see the products they invest in.
• To have information in Russian is important because the English language is not established in
Russia.
• Personal visits are used in the European part of Russia, and telephone calls are used in the eastern
part of Russia.
• The most work is done by working with existing customers. That takes more time than to find new
customers.
• The service Russian distributors´ offers are service in 48 hours, telephone support of specialists,
installation of equipment as well as regular service of the equipment.
• When a Russian distributor choose to represent a foreign manufacturer the most important factors
are: product quality, quantity of variations by the product; delivery time; technical documentation;
payment conditions; regular information from the manufacturer; marketing support (at exhibitions
for example); and delivery time of reserve parts. Less important is new solutions of products. The
price is important for some distributors, for other not.
Manufacturers
• It is most European competitors in the Russian market.
• There are a few Russian competitors in the market.
• It has not been possible to calculate the quantity of exported and imported equipment in Russia for
the reason that nobody knows it. Gost-R is a certifying organization which works with that all
equipment should get a certificate. Today it is only MAHA and Sherpa which uses this certificate
in the vehicle repair facilities industry.
Threats
• Threats for the European competitors in the Russian market are Chinese manufacturers. This
threat is greatest in the Asian parts.
• Other threats in the Russian market are the governmental rules which can quickly change.
Opportunities
• The opportunities of the Russian market are good.
• The economic is starting to grow and the country is developing better opportunities for the people
as well as the companies.
• The market increases its safety on the streets, which includes the vehicle repair facilities
equipment.
1. Representation in Russia
a. No present representation = 0 points
b. Distributor: <3 = 1 points, >3 = 2 points
c. Subsidiary = 3 points
d. Head quarter = 5 points
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2. Products
a. One kind of products = 3 point148
b. Two kinds of products = 2 points
c. Three kinds of products = 3 points
d. X kind of products = x points
3. Marketing
a. Homepage in Russian = 1 point
b. Brochures = 1 point
c. Education of the customer = 2 points
d. Personal visits = 3 points
e. Marketing through the distributor = 0,5 points
4. Present in exhibitions
a. No = 0 points
b. Autotec 2008= 1 point
c. Automechanika 2006 = 1 point
d. Moscow International Motor Show (MIMS) = 1 point
e. Companies which are represented in the exhibitions through a distributor = 0,5 points
5. Gost- R certificate
a. No = 0 points
b. Yes = 1 point
The table shows that MAHA, Hofmann, Sherpa, O.M.A. are the largest competitors in the Russian
vehicle testing equipment market. These companies are represented with distributors in Russia, offer a
wide range of products and market their products active. Two of the companies have the Gost-R
certificate and is represented in exhibitions alone.
148
Three points for the reason that the company is specialized.
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The table shows that the competitors in the Russian vehicle repair equipment market have an even
position with each other. MAHA, Hofmann, Sherpa, O.M.A are the largest competitors, but they have
no dominate position.
Summary of Italy
Italy is a very complex market because of the large number of actors (national and international) and
because of the Italian regulations.
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The geographic picture shows the gross national product in Italy. The picture shows that the northern
part of Italy has better economic standards than the southern part.
Summary from the interviews related to the Italian vehicle testing equipment market
Interviews in this study have shown:
MAHA
• Has decided to enter the Italian market because of that it wanted to expand its business and Italy
was a natural way to expand because of geographical reasons.
• The Italian attitude against MAHA is that the products are too expensive.
Distributors
• All information and marketing comes from the distributors in Italy.
• The distributors spend most time on existing customers, despite finding new customers.
• The service Italian distributors offer their customers are regular information about new products,
installation of products and technical support.
• Some distributors offer leasing for their customers.
• The most important factors for distributors to sign a contract with a foreign manufacturer are that
the manufacturer can give new products, quality and support from the manufacturer.
• Italian distributors use marketing techniques such as telephone calls and personal visits.
• There are Italian distributors which do not have a homepage.
• Articles in branch magazines, exhibitions and speeches at seminars and conferences are used to
market the distributors´ products.
• Contacts to new customers are done through personal visits and exhibitions.
• Email and Internet, are not so common, not all companies have a homepage for example.
• Sponsoring in Formel 1.
Manufacturers
• The Italian market has many competitors in the different product groups, and it is good quality on
the products.
• Italian competitors are specialized in product groups.
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www.gfh-macon.de 2007-08-20
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• The main marketing methods are telephone contact, which the contact is between the head quarter
and the salesmen.
• The best marketing methods in Italy are to make a call or make an explanation over the products
and send it over and then do a personal visit.
Threats
• Italy has shown that the Italian market is a very difficult market in factors like bureaucracy,
governmental rules, number of competitors and national competitors.
• The threats in the Italian market come from the government and the complicated bureaucracy.
When companies have learned the system, the threats are just coming from competitors.
Opportunities
• Opportunities in the Italian market are the high intensity of vehicles and manufactures of vehicle
repair facilities equipment.
150
Frost & Sullivan, 2007 p. 145
151
Frost & Sullivan, 2007 p. 239
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152
Frost & Sullivan 2007, p. 332
153
Frost & Sullivan 2007, p. 387
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The diagrams show that there are different market leaders in different product groups. It is mostly
Italian companies which have the leader positions, but some European companies have reached it as
well.
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The table shows that the size of competitors in the Italian market is spread. Some competitors have a
large market share in some specialty products, and in other products have they a low market share.
The table shows that the competitors in the Italian market are specialized into products.
6Analysis
This chapter presents the analysis of the result in chapter 6 by using the theory in chapter three
and the aim.
Analysis of Japan
The following sections analysis the Japanese vehicle testing equipment market.
7.1.1 Analysis of the market structure in Japan
The Japanese market is a small geographical market, but with a very strong buying power. Japanese
companies and customers are consuming a large quantity of products and the pressure for quality of
the products is very high. The high consuming depends on the high population in the small
geographical country and the high-technological level. Japan need to have a high control of the
vehicles safety because of the high quantity of vehicles on the roads. In Japan there is a governmental
pressure for reducing accidents by increased security of all vehicles.
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repair repair
facilities facilities
stations stations
Japan 127 80247 8763 46.87 20.22 72.03
Million Million Million Million
Figure 7.1: Summary table of vehicles and vehicle repair facilities stations
The majority of car repair facilities belong to Japanese car manufacturers and as well private vehicle
repair stations. The high number of Japanese car repair facilities stations depends on that these are the
most popular cars in Japan. The total number of car repair facilities is high in Japan depends on that
for example Toyota cars cannot be repaired in Nissan repair stations. In small cities is there a demand
for many repair facilities stations, despite the size of the city. The low number of trucks in Japan
depends on the small geographical area.
Strength Weaknesses
• Offers a complete solution for vehicle repair • MAHA has just one representative in Japan
facilities stations, MAHA has a large • Low capacity
spectrum of products • Most communication is done with Email
• Good reputation • Delivery delays
• High quality products • Expensive products
• High technology products • Not a member in exhibitions
• Long distance
Opportunities Threats
• Cooperation with Bosch • Chinese competitors
• MAHA´s high technical products have good • Governmental rules
possibilities in Japan • Japan do not want to have foreign
• The market is changing quickly competitors in the market
• High quantity of competitors
• Language and culture
• Japanese customers chose Japanese products
• Price level
• Japanese customers do not want to change
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brand
Figure 7.2: SWOT-analysis for Japan
New entrants
At the moment, most new entrants in the Japanese market are Chinese companies. Chinese companies
have possibilities to go beyond problems that attempts with new entrants and they can afford a large-
scale production because they do not have any developing costs, because the products are copy from
Japanese companies, which results in that their standards also helps the Chinese companies. Chinese
products can as well find good distribution channels in Japan because of their geographical proximity.
Chinese products were not an option for Japanese vehicle repair facilities ten years ago, but today the
Chinese manufacturers have improved their products quality as well as effort marketing in Japan.
Other new entrants come from European companies which want to be a part of the Japanese market.
These companies may be a threat if they have one of the leading positions in Europe and the right
resources.
Japan is a market with high entry barriers and high exit barriers. The entry barriers are high because
operating in the market demands a great deal of efforts of the competitors. The market demands high-
tech products, high quality, flexibility of the product design and good service. The profitability of the
Japanese market can make competitors reluctant to abandon their distributor in Japan. Problems
encountered upon exiting the Japanese market may include the fact that products that are done after
Japanese specifications, money spent on advertising in Japanese that cannot be used somewhere else
and the waste of resources (in form of money and time) the company has invested in the market.
Competitors
Companies in the Japanese market compete on service, product quality and advertising. The
advertising includes exhibitions, articles and ads in branch magazines, pamphlets, telephone calls and
personal visits. Japan has a large number of competitors, each with a relative low market share. The
five leading competitors are large Japanese companies. The other competitors are smaller Japanese
companies and companies from elsewhere around the world. That these companies cannot increase
their market share depends on the very brand loyalty as well as because the leading companies offers
better service and are more well-known (better reputation) in Japan. Japanese consumer demand is
high, and the market growing. Japan is a high volume market as well as an attractive market.
Compensations products
There are no compensations products for vehicle repair facilities equipment in Japan. There are
different variations of products, for example new lifting solutions, but no compensations products. The
lifts which are developed are not so good so that they can replace the other lifting equipment.
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Customers
The customers in the Japanese market are not organized customers, which mean that they have
different demands. The differences between the customers depend on their manufacturers’ culture, the
unwillingness to change products and differences between the products. There are high costs
associated with switching products in vehicle repair facilities because there will be different
dimensions, software, functions and safety features between the manufacturers equipment.
Suppliers
In the Japanese market is it both large and small suppliers. The large suppliers taken together offer a
broad spectrum of products for a variety of different purposes. The Japanese suppliers offer testing
equipment as well as washing equipment.
MAHA offers all its all products in Japan. MAHA needs to do some differences about its products,
because Japan has different standards than Germany, to get a larger market share in Japan. MAHA´s
offer its customers long lifetime products, installation and two years guarantee of its products. MAHA
does not yet have a strong brand or identity in Japan. The weak brand/identity depends on that MAHA
does not have revolutionary products to offer, the marketing have not been done and MAHA has not
stored enough resources in the Japanese market. The price of MAHA´s products is high compared to
its competitors. The high prices depend on its high quality, transport costs and high manufacturing
costs. MAHA would not sell more products if the products were cheaper, because Japanese customers
want sophisticated products and are willing to pay for it. MAHA is able to reduce the lifting
technology prices, but the effect of the reducing is a higher price at the other products. MAHA cannot
due reduce the lifting technology prices enough to compete in the Japanese lifting technology market.
MAHA´s promotion is done through communicates with its customers through the representative in
Japan. Its advertising is done with pamphlets and an English homepage. The distribution of MAHA´s
products is done through a representative in Japan. The representative sells MAHA´s products directly
to the end user. Disadvantage with MAHA Japan is that it is only represented in one place in Japan
and is no exhibitor in Japan. MAHA does not have any storage in Japan, the products are transported
direct from Germany to the Japanese customers. MAHA´s position is at the moment very weak in the
Japanese market depending on the short time MAHA has been present in the market and the hard
competition. MAHA has been in the Japanese market for only a short time, and the effects of this lack
of experience can be seen in its small market share. The Japanese vehicle repair facilities organizations
do only use Japanese products. The cooperation between customers and MAHA is bad because of
MAHA´s short time in the market as well as low profile.
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The result of the two different competitors groups is that it is very difficult for companies to establish
their businesses in Japan. The exception is Chinese companies which can compete with very cheap
products. Other companies which have established their businesses in Japan are foreign companies
which have better quality or technical standards than Japanese companies.
Banzai has the leading position in Japan, and the other companies in the dominating group have a
challenger position. In the group of small competitors, the position is a niche-position because they do
just offer some products.
Foreign companies have difficulties to win market shares in Japan because that they do not offer the
same high technical level. They can either be as flexible as Japanese companies because of the long
distances between their home market and the Japanese market.
The Japanese market is a mature market. To win market shares in the Japanese market, the competitors
need to take market shares from each other. The ways which are used to take market shares in Japan
are: to introduce new products in the market; improve service conditions; cooperation with
competitors against competitors; and to visit customers and show the own companies products.
The marketing methods which are used in the Japanese vehicle repair and testing facilities equipment
market is local marketing and individual marketing. Local marketing is first used to spread new
product information which to the companies´ customers and individual marketing is done thereafter to
improve the marketing for the customers which have an interest. The personal marketing is done direct
and indirect. It is direct marketing between the manufacturers and distributors (B2B) and between the
distributor and customer is it (B2C). When the customer reaches marketing from the manufacturer it is
indirect marketing because it goes through the distributor. This is common in the vehicle repair and
testing facilities equipment market. Local marketing can be done through Email and pamphlets.
Internets and Emails advantage in Japan because it is a quick media. Foreign companies use Internet
and Email in the communication with Japan to decrease the time differences.
The differences between the large and small companies marketing techniques and personal visits are
that the small companies have a higher frequency of the visits. This depends on the fact that larger
companies want to make the best use of their uses their reputation, large market share, and well known
brand, in addition to other traditional marketing methods. The small competitors need to do a large
entrance to get publication and need to visit the customers and potential customers with personal
marketing. Small competitors do not use Email as a marketing tool because Japanese customer do not
take notice about them.
The best way to marketing products in Japan is to send pamphlets to the vehicle repair facilities
stations with information about the products and contact information to the distributor. With this
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marketing technique the vehicle repair or testing facilities stations can read the information when they
have time, and they do not need to be disturbed in their work. All marketing in Japan need to be in
Japanese.
The exhibitions are a great way to reach many Japanese customers in a short time. The Japanese
exhibitions are most for large companies but some small competitors are also exhibitor in exhibitions.
Small competitors are mostly together in exhibitions or through their distributor.
The high number of car repair facilities stations, depends on that it is a large number of small, private
and low capacity stations in the eastern part of Russia. In cities there are larger stations with more
capacity. The small number of truck repair facilities stations depends on the same reasons, that the
most of them have a very high capacity and other is small in the countryside. Most of the car repair
facilities are private stations. The high number of private stations in Russia depends on that many
vehicle owners cannot afford to go to the vehicle manufacturers repair facilities.
Strength Weaknesses
• Subsidiary in the Russian market • Distributors serve existing customers
• Language and culture knowledge adequately
• Much experiences • Expensive products
• Large geographical spread of the distributors • Delivery delays
• High quality products
• Russian marketing
Opportunities Threats
• Silk road • Chinese copied products
• Russia is growing general economic upswing • The Russian government can change the
in progress rules according to which tests that should be
• The number of vehicle testing stations is done
expanding
Figure 7.4: SWOT-analysis for Russia
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The SWOT-analysis for Russia shows that the market is a speculative business because of the high
opportunities the market offer and high level of threats. MAHA´s long establishment in the market is
the result of the high market share. The subsidiary in Russia gives advantages in Russian culture,
governmental rules, language and communication with distributors and customers. The Silk road will
result in a lot of opportunities for the market. The largest threat in Russia is that V. Putin will change
the governmental rules and close the country for import. MAHA has a good market position in Russia,
and to improve the position, it needs to work with its weaknesses.
New entrants
New entrants of the Russian market are done from Chinese companies. Chinese companies have
relative cheap transport costs for the reason that they are transporting their equipment through Russia,
and there is a low quantity of customs between the manufacturer country and the customer country.
Chinese competitors copy products, which help the Chinese companies to entry the Russian market.
The Chinese products are selling well in Russia for the reason of the low price. A good price in Russia
is more important than the quality. New entrants in Russia are hard. Companies which want to entry
the Russian market need to discuss it with the Russian customs understand the governmental rules, the
culture and the language.
Competitors
Competitors in the Russian market are maintaining from Europe. The companies are competing with
prices, service and product quality as lifetime, capacity and few/no problems. The market for
competitors is an open market in Russia. There is no dominating competitor. The large competitors in
Russia use the same distributors and compete with each other by the distributor. The reason of the
open market are because that Russia is new market and the European competitors begun with the same
conditions (language differences, culture differences, transport costs, customs, governmental
regulations and the closeness of Russia).
Customers
Russian customers begin to increase their vehicle repair facilities stations. It is therefore important for
competitors in Russia to keep their customers. The customer in Russia is getting stronger. They have
more money now than before and with the new governmental regulations about vehicle testing
organization(s), the vehicle repair facilities will get more to do to fulfill the rules that are required in
Russia. Customers in Russia are not organized customers. They are not bounded to one manufacturer,
they can easily change manufacturer.
Compensation products
Compensation products in the Russian market are for example holes in the ground instead of lifting
technology and other simpler solutions of the technical products. The compensation products in the
Russian market are the compensation products in the European market. The Russian market is after the
European market of news and compensations products.
Suppliers
The Russian suppliers are independent from each other and represent five to ten manufactures. The
large suppliers have up to twenty distributors in Moscow and St. Petersburg which results in that the
competition is large.
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MAHA offers quality products in Russia. The products are more expensive than competitors´
products. MAHA´ offers its entire product spectrum, expect the side-slip testers, in the Russian
market. MAHA offers installation of its equipment through its distributors. MAHA offers two years
quality of its products. MAHA does not yet have a strong brand or identity in Japan. The weak
brand/identity depends on that MAHA does not have revolutionary products to offer, the marketing
have not been done and MAHA has not stored enough resources in the Japanese market. MAHA has
high prices of its products in comparison to its competitors. The high costs depend on its high quality,
transport costs, guaranties cost and high manufacturing costs in Germany. MAHA´s promotion in
Russia is the subsidiary MAHA Russia. The subsidiary has fifteen distributors. The distributors are
companies which offer customers many different vehicle repair facilities equipment. MAHA Russia´s
marketing is done through; distributor; with important customers with MAHA Russia alternative
MAHA Germany; pamphlets, newsletters; homepage in Russian; and with exhibitions. MAHA is
present in the whole Russia, both in the European part as well as in the Asian part. MAHA has been
active in the Russian a long time, which gives its advantages and knowledge about the Russian market.
MAHA´s position in the Russian market is high among importing competitors and Russian
competitors. MAHA has twenty employees which work in MAHA Russia and fifteen distributors.
MAHA Russia´s knowledge about the Russian market is large. The Russian governmental rules are
very complicated and can change quickly. The governmental rules are under control due the MAHA´s
Russian subsidiary. MAHA Russia´s contact with MAHA Germany, distributors and end-customers is
good. MAHA Russia has the advantages that it can communicate in English and German with MAHA
Germany and in Russian with distributors and end-customers.
To win competitive advantage in the Russian market companies should have a good reputation in
Europe. Russian customers survey the European market and want to have the best European
competitors in Russia. Other competitive advantages are to have a subsidiary in Russia which can
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regulate the Russian governmental rules, know the culture and language as well as which distributors
that the company should be working with.
There are very few Russian competitors in the Russian vehicle repair and testing market. This depends
on that Russian manufacturers do not have enough recourse to develop new products, quality products
and to market their products. The European competitors are so large and strong together so it is hard
for foreign competitors to compete active in the Russian market. The Silk road will result in more
Chinese companies in the Russian market.
The most common marketing tools in Russia are exhibitions and personal visits. The reason for why
this is so popular is because the Russian customers want to see the products they invest in. Russia has
many branch magazines and articles in them gives a good publication from independent sources. The
exhibitions in Russia are the largest vehicle repair facilities exhibition in the world. The best
marketing method in
The Internet is less popular in the Asian part of Russia, which means that the most marketing of
products is done through telephone, letters and pamphlets. Russian has its own rules and
communication. Emails or telephones do not work as well as post letters in Russia. Russian companies
use personal marketing as well as mass-marketing to show the customers their information.
National and international companies use distributors to sell their products. Distributors have the
advantage in that they are flexible, know the Russian rules, speak the language and have possibility to
be located and concentrate in different areas in the country.
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facilities facilities
stations stations
Italy 58.6 122884 27150 34.67 4.33 50.24
Million million million million
Figure 7.5: Summary table of vehicles and vehicle repair facilities stations
The low quantity of trucks in Italy depends on the small geographical area. The transports are short
and a lot of transport is done over the sea or with the railway. The high number of vehicles depends on
that Italy is a vehicle nation with a lot of vehicle manufacturer. It is European car manufacturers which
have the highest number of car repair stations in Italy. This depends on the closeness between
European countries.
Strength Weaknesses
• MAHA´s strength is the brake testers • Slowly service
• High quality • Distributors do not care about new customers
• Wide range of products • High prices
• Subsidiary and distributors
Opportunities Threats
• Slift products • Japanese products
• High demand of the products • The governmental rules are difficult
• A growing market • Italian manufacturers
• High number of competitors in the market
• Italian language
Figure 7.6: Figure 7.4: SWOT-analysis for Italy
New entrants
New entrants are done from Asian companies in the Italian market. Chinese competitors are exploiting
all over the world, so also in Italy. The largest threat in Italy from Asia is Japanese products with their
high technological level. The Italian vehicle repair facilities market is done mostly from European
competitors. The mostly entrants in the Italian market are also done from European companies which
wants to expand their markets. The entry barriers in Italy are high because of that there are
bureaucracy difficulties, high technical standards and high quantity of competitors. The exit barriers in
Italy are low. It is easy for companies to quit its businesses if they are not successful.
Competitors
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The Italian competitors are many. They are competing with each other with flexible products and
through marketing, service, flexibility of the products and product quality. The Italian market is
divided through a few competitors, mainly Italian and European competitors. The competitors in Italy
which are successful have subsidiaries in Italy and are active in the Italian exhibitions.
Compensation products
There are at the moment no compensation products for vehicle repair facilities equipment in Italy. The
computers which can read the cars condition are used in some vehicle repair facilities stations, but the
traditional test are still done from the vehicle testing organizations.
Customers
The customers in Italy are vehicle repair facilities stations. The switching costs between brands in Italy
are high for the reason that the vehicle repair facilities are used with one sort of equipment, the whole
machines needs to be changed and because of different dimensions, software, functions and safety.
The Italian customers are not afraid to test new brands. The Italian customers prefer Italian brands and
want also to have specialized products which they know what they can rely on. The vehicle repair
stations have different brands from different manufacturers.
Suppliers
There are many suppliers in Italy. The reason for that is the high market level which depends on the
importance of them. Almost all companies (national and international) use distributors in Italy for the
reason that they are much more flexible and better located for a better money sum than if the
companies should use their own resources to be located everywhere. Another advantage to have many
distributors is that they can concentrate on different customers (in form of geographical areas, levels,
brand and size). The differences can be shown in different products and marketing activities.
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The Italian market has many market leaders depending on that the competitors are specialized in
different product groups. Between the large competitors in the different products groups it is small
differences.
Competitive advantages in Italy are low transport costs for Italian and European companies as well as
to have distributors well spread in the northern part of Italy. To win market shares European
companies should offer superior products which Italian companies cannot produce. The Italian
companies are then forced to neutralize the advantages the foreign competitors have established.
Telephone marketing, personal visits and exhibitions are the best way of marketing in Italy. Email and
Internet are used by some companies, but there are as well some large companies that do not have a
homepage. The reason why Italian customers want first a telephone call and then an appointment is
because they have very much to do and do not want to be disturbed in the work.
The marketing in Italy should be pointed to the headquarters of the vehicle repair facilities.
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8 Conclusions
This chapter includes conclusions for this Master Thesis.
The three analysis methods have shown that the Japanese market is a hard market to establish a
business in for foreign companies. The difficulties in the market are the high number of competitors,
high technical level and that the end-customers in Japan prefer Japanese products.
To succeed in the Japanese market, companies should have Japanese marketing activities, be well
represented in the market and offer high technical and flexible products. To win competitive
advantage in Japan, companies should look at their close competitors weaknesses and do this factors
better. It is important that the competitors in Japan compete against companies in the same group,
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because of the large differences. Other important for companies are quick service, high quality and
information in Japanese.
Three analysis methods show that the Russian market offers a lot of opportunities in the future. The
Russian market includes most European companies and the technical level in Russia is low. The
largest threat in the Russian market is that the government changes standards so Russian companies
can take over the markets.
To succeed in Russia it is important for companies to have knowledge in the Russian culture,
traditions, governmental rules and language. This can easiest be done with a subsidiary in Russia. An
establishment of a business should be done through Estonia or with help from Russian organizations.
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and branch organizations which speciality is the Russian market. MAHA has a good position in the
Russian market. The position cannot be improved in present, but it is important that MAHA keeps up
and improves rituals so MAHA can increase its market share when the market increases.
The three analysis methods have shown that the Italian market has a high number of national and
international competitors. International competitors have difficulties to enter the market because of the
complicated bureaucracy. National manufacturers are most attractive in Italy and these companies are
often specialized in one product group.
To succeed in the Italian market competitors should specialize in one product and speak Italian. The
most activities should be done in the northern part of Italy because it is there the Italian buying power
is.
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Final summary:
This master thesis has shown that the three markets, Japan, Russia and Italy, have a very different
structure. To increase MAHA´s market share in the markets, changes in local market investigations
and a specific marketing plan for each market should be done. Differences between the markets are
economic factors, geographical location, governmental rules, languages, culture, market structure and
competition. Without respect to these factors and analysis of established marketing methods, it is
almost impossible to reach success in industrial markets business-to-business.
1. Same research methods but in other countries for example China, India, Germany and
Sweden.
9 References
9.1 Interviews and questionnaire
Japan
• Consulate General Japan München, telephone discussion 2007-07-05
• Endo, S., Corporate PR Manager, Japan, 2007-09-05
• Erdogan, I., Sales assistant export MAHA Haldenwang, 2007-09-22
• Fujii, I., Jetro, Statistical Institute, 2007-07-09
• Fujiwara, T., MLIT Japan, 2007-08-07
• German embassy Tokyo, telephone discussion 2007-07-05
• Honda, telephone discussion, 2007-07-24
• Japan Automotive Service Equipment Association 2007-08-16
• Japanese embassy Berlin, telephone discussion 2007-07-05
• Jetro Stockholm, 2007-08-17
• Kievernagel, M., Manager Porsche Japan, 2007-07-27
• Matsuura, Y., Salesmanager Honda Japan, 2007-07-24
• Mercedes Benz, telephone discussion, 2007-07-26
• Ministry of Economy, Trade and Industry in Japan, 2007-08-17
• Mivamoto, LMVIO (Light Motor Vehicle Inspection Organization), Japan, 2007-08-13
• Miyazaki, T., Executive Director NAVI (National Agency of Vehicle Inspection), Japan,
2007-08-13
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Russia
• Balanovsky, A., Technoalliance, 2007-09-17
• Buyanov, D., manager in Barclay Holding, 2007-09-20
• DAF, telephone discussion, 2007-07-23
• Embassy of Russia, 2007-08-08
• Erdogan, I., Sales assistant export MAHA Haldenwang, 2007-07-29
• Eugeune, W., Mercedes Benz Russia, 2007-09-18
• Kirjanov, E., telephone interview, 2007-09-24
• Lada, telephone discussion, 2007-07-19
• MAN, telephone discussion, 2007-07-23
• Nekhludov, I., VNIIM, 2007-08-31
• Renault trucks, telephone discussion, 2007-07-23
• Russian embassy in Sweden, 2007-07-20
• Sergey, Inter (International Relations Department), Russia, 2007-08-13
• Spridionov, O. Subsidary manager in MAHA Russia, 2007-10-06
• Spridionov, A., Russian trainee MAHA Germnay, 2007-07-30
• State Committee of Russian Federation on Statisitcs2007-10-03
• Taraskin, A., Technoservice, 2007-09-17
• Volvo, telephone discussion, 2007-07-18
Italy
• Audi, telephone discussion, 2007-09-24
• Bernocchi, A., Manager at Inform-Auto, 2007-10-17
• Biondani, M., Salesmanager at Skoda Italy, 2007-09-19
• BMW, telephone discussion, 2007-09-21
• CEMB, Consorzio Export Monza & Brianza, 2007-10-11
• Citroen, telephone discussion, 2007-09-28
• Clemente, D., Daimler Chrystler, 2007-10-22
• Ford, telephone discussion, 2007-10-11
• Haas, R., Sales assistant export MAHA Haldenwang, 2007-09-17
• Honda, telephone discussion, 2007-10-11
• Italian embassy in Sweden, 2007-09-10
• Lada, telephone discussion, 2007-10-02
• Mazda, telephone discussion, 2007-10-01
• Mercedes Benz, telephone discussion, 2007-10-01
• Ministero delle Infrastrutture e dei Trasporti, 2007-10-03
• Pohl, T., Subsidiary manager for Porsche Italy, 2007-10-17
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Other
• Eugler, M., Controller by MAHA, 2007-09-18
• Karlsson, I., Responsible for the vehicle section in Statistics Sweden, 2007-10-17
• Labro, W. Executive Director CITA, 2007-08-01 –> 2007-09-30
• Lindh, A., Bilprovningen Sweden, 2007-07-25
• Magnusson, C., Motormännens riksförbund, 2007-07-17
9.2 Homepages
Japan
• Anzen <www.anzen.co.jp> 2007-09-04
• Audi <www.audi.co.jp> 2007-07-27
• Auswärtiges Amt <www.auswaertuges-amt.de> 2007-10-08
• Automotec <www.automotec.de> 2007-06-27
• Autop <www.autop.de> 2007-08-07
• Banzai <www.banzai.co.jp> 2007-07-30
• Beissbarth <www.beissbarth.com> 2007-08-02
• Bishamon <www.bishamon.co.jp> 2007-08-10
• Cartec <www.cartec-bavaria.de> 2007-08-02
• Chamber <www.chamber.se> 2007-10-08
• Citroen <www.citroen.co.jp> 2007-07-27
• Dynopack <www.dynopack.co.nz> 2007-08-06
• Dynotech <www.dynotechresearch.com> 2007-08-06
• European Patent Office <www.v3.espacenet.com> 2007-07-19
• Ford <www.ford.co.jp> 2007-07-27
• Fuji Subaru <www.subaru.jp> 2007-07-27
• German Industry and Business Chamber <www.japan.ahk.de> 2007-08-03
• Honda <www.honda.co.jp> 2007-07-24
• Hunter <www.hunter.com> 2007-08-03
• International Traffic Safety Data and Analysis Group <www.irtad.net> 2007-12-04
• Iyasaka <www.iyasaka.co.jp> 2007-08-07
• Jama <www.jama-english.jp> 2007-08-20
• Jamta <www.jamta.com> 2007-08-20
• Japan porten <www.japanporten.se> 2007-10-17
• Japanese customs <www.customs.go.jp> 2007-07-16
• Kompass <http://de102.kompass.com> 2007-08-02
• MAHA <www.maha.de> 2007-06-20
• MAHA-Aip <www.maha-aip.de> 2007-06-27
• Mazda <www.mazda.co.jp> 2007-07-27
• Melfab <www.melfab.com> 2007-08-06
• Mercedes Benz <www.daimlerchrystler.co.jp> 2007-07-25
• Meti <www.meti.go.jp> 2007-07-02
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Russia
• Audi <www.audi.ru> 2007-07-19
• Barclay Holding <www.barclay.ru> 2007-09-03
• Beissbart <www.beissbart.com> 2007-08-02
• BMW <www.bmw.ru> 2007-07-24
• Cartec <www.cartec-bavaria.de> 2007-08-02
• Citroen <www.citroen.ru> 2007-07-19
• Daewoo <www.daewoo.ru> 2007-07-19
• Daewoo-Avia <www.autobetray.ru> 2007-07-19
• DAF <www.daf.com> 2007-07-23
• European statistics <http://epp.eurostat.ec.europa.eu> 2007-09-19
• Exhibitions calendar <www.auma.de> 2007-08-06
• Ford <www.ford.ru> 2007-07-19
• Hofmann <www.hoffmann-group.com> 2007-08-03
• Honda <www.hondamotor.ru> 2007-07-19
• Hunter <www.weightsaver.com> 2007-07-30
• Industrial machinery tools corporation <www.imtc-jupiter.com/inspec.htm> 2007-08-08
• Iveco <www.iveco.ru> 2007-07-23
• JAB & Becker <www.jab-becker.de> 2007-07-26
• Kia <www.kia-center.ru> 2007-07-19
• Kompass <www.kompass.com> 2007-08-02
• Lada <www.lada-auto.ru> 2007-07-19
• Leo, Impact consulting <www.leo-impact-consulting.de> 2007-08-06
• MAHA Russia <www.maha.ru> 2007-08-02
• MAN <www.dm-man.ru> 2007-07-23
• Mercedes Benz <www.mercedes-benz.ru> 2007-07-25
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Italy
• Automechanika <www.automechanika.it> 2007-10-02
• Automobile Club d´Italia <www.aci.it> 2007-09-21
• Autopromotec <www.autopromotec.it> 2007-10-02
• Bapro<www.bapro.it> 2007-10-02
• Beissbarth <www.beissbarth.com> 2007-08-02
• CAN (National Confederation of Artisans) <www2.cna.it> 2007-09-18
• Cartec <www.cartec-bavaria.de> 2007-08-02
• Centro Revisioni <www.centrorevisioniauto.it> 2007-09-20
• Confartigianto –Sede Nazionale <www.confartigiano.it> 2007-09-19
• Consulting <www.leo-impact.consulting.de> 2007-08-13
• Corghi <www.corghiauto.webprofessional.it> 2007-09-20
• Cross Cultural Solutions <www.kwintessential.co.uk> 2007-09-28
• Eurostat <www.epp.eurostat.ec.europa.eu> 2007-09-19
• Facoman <www.facoman.com> 2007-09-20
• Fiat <www.fiat.it> 2007-10-24
97
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98
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Charlotte Wallin
• Lundahl, U., and Skärvad, P.-H., Utredningsmetodik för samhällsvetare och ekonomer,
Studentlitteratur, Lund 1999
• Minto, B. (1987), The pyramid principle, Biddles Ltd, Guildford and King´s Lynn, 1991
• Official Production Program, MAHA´s pricelist.
• Porter, M. E., Competitive Advantage, Creating and Sustaining Superior Performance, The
free press, New York, 1985
• Porter, M. E., The Competitive Advantage of Nations, Macmillan Press Ltd, 1998
• Roos, G., von Krogh, G. and Roos, J. (1998), Strategi, en introduktion, Studentlitteratur Lund,
1998
• Storbacka, K. and Lehtinen J.R. (2000), CRM-Customer Relationship Management- leder du
dina kunder eller leder dina kunder dig?, Kristianstads tryckeri, 2000
• Wallin, L-O. (2004), Industriell marknadsföring på KTH-Syd campus Telge 3th edition,
Bromma, 2004
• Wöhe, G. (2005), Einführung in die Allgemeine Betriebswirtschaftslehre 22. Auflage, C.H.
Beck, 2005
10 Appendix
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The five last years has MAHA exported following quantity of products to Japan.
Products
MAHA offers the test lanes system Eurosystem at the Japanese market. Eurosystem includes side-slip
test, speedometer test, shock absorber test, brake test and headlight test.156 Test lanes are a complete
solution for vehicle repair facilities and include all the tests that are necessary to investigate a vehicles´
conditions. Japan is a big business for power dynamometers, for the reason that tuning is popular.
MAHA has begun cooperation with Bosch for dynamometers with Bosch, as well as with the brake
systems.
Employees
The present in Japan takes care of the customers but has also got help from the head office in
Germany.158
Marketing tools
The marketing tools that MAHA uses at the Japanese market are brochures’ in Japanese and the
Japanese represent visits the customers and offers them solutions for its vehicle repair facilities
alternative vehicle testing organizations. All MAHA´s products are markets at the same time and at
155
MAHA´s salesnumbers from Matthias Eugler, controller at MAHA
156
Safety Test Lane for Cars and Vans; model EUROSYSTEM
157
MAHA´s product brouchure.
158
www.maha.de/en/FS_Firmeninformation_Basisseite.asp 2007-07-26
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the same way. The MAHA represent has had an education at MAHA in Haldenwang, Germany where
he learned how the products work. This is an advantage so that he can sale and offer the customers the
right products. Five Bosch-employees have also had education in Germany, so that they can educate
final customers. MAHA is not active at any exhibition in Japan.
Customers
Customers for MAHA in the brake system at the Japanese market are workshops, which includes cars,
motorcycles, trucks and agriculture. MAHA´s customers at the Japanese market for the dynamometers
are workshops for cars, motorcycles, trucks and agriculture. Bosch is at the moment the largest
customer for MAHA in Japan.
10.1.2 Cartec
Cartec is a German company founded in 1972, and is a subsidiary of the Snap-on group.159 Snap-on is
a large company that offers automotive tools as well as many other kinds. This has been an established
working relationship for over 30 years. Cartec is involved principally in the manufacture of testing and
diagnostics technology for cars and trucks. BMW and Daimler Chrystler are among Cartec´s
customers.160
Products
Cartec offers following products161;
• Brake testers and test lanes (30 different products)
• Chassis dynamometers (9 different products)
• Emission testers (3 different products)
• Headlight testers (4 different products)
Employees
Cartec currently has a total 135 of employees162 and it has no distributor in Japan.
Marketing tools
Cartec´s homepage is in German only, and its brochures are in English, German, Russian, Spanish and
Italian. Cartec´s marketing in Japan is done through the Snap-on group.
10.1.3 Beissbarth
Beissbarth is since April 2, 2007 a part of the Bosch-group. Bosch has bought the Italian part of
Beissbarth. The Beissbarth cooperation with Bosch is differs from Bosch cooperation with MAHA,
because Beissbarth is a separate part of Bosch.163
Products
Beissbart offers vehicle measure equipment such as:
• Brake testers
• Test lanes
• Wheel alignment
• Dynamometers
• Air condition servicing equipment
• Lifting technologies
Employees
Beissbart is represented by Banzai in Japan.164
159
www.cartec-bavaria.de 2007-08-02
160
http://www.cartec-bavaria.de/Contacts/Sales.htm 2007-08-02
161
http://www.cartec-bavaria.de/Products/products.htm 2007-08-02
162
www.cartec-bavaria.de 2007-08-02
163
www.beissbarth.com 2007-07-19
164
www.beissbarth.com/tryit/index.php?ID=8&LG=D&SUB1=77&CS=2 2007-09-06
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Marketing tools
Beissbart sells its products´ to Banzai which then takes responsibility for marketing.
Products
The product groups that Snap-on offers come from the company Hofmann and include wheel
alignment equipment, wheel mounting equipment, lifting technology, brake testers, power
dynamometers, test lanes, vehicle motor measurements and accessories for the foregoing items. The
product groups that come from John Bean are vehicle motor measurements, wheel alignments
equipment, wheel montage equipment and lifting technology.166
Employees
Snap-on Tools Japan K.K. has 138 employees in Japan and 271 distributors which sells Snap-on Tools
Japan K.K.
Marketing tools
Neither John Bean nor Hofmann has plans to be exhibitors at the Japanese market. Snap-on Tools
Japan K.K. has its homepage in Japanese.167 Snap-on is a member of the Jasea organization.168
10.1.5 Nussbaum
Nussbaum began production in 1975. It is producing every part for its equipment at itself, it does not
use any outsourcing. Over 70% of Nussbaum´s total production volume is exported.169 Initially,
Nussbaum produced only lifting technology, but in 2001 it began expanding its offerings and today it
offers a complete line of vehicle repair facilities equipment. In addition to lifting technology and other
equipment for working on cars and trucks, Nussbaum also offer similar products for maintenance of
railroad rolling stock.170 Nussbaum´s strength is the good position it has in Italy and its weakness is the
expensive products.171
Products
Nussbaum offers a wide variety of products, including hydraulic power lifts which feature safety star
technology which means that the vehicle is secured. The Nussbaum group does the brake testers and
wheel changer as well. Nussbaum produces different equipment for different subjects, it has special
solutions for test organizations and special equipment for vehicle repair facilities.
The products that Nussbaum offers are172;
• 2 post lifts
• 4-post lifts
• Short lift
• Scissor lifts
• Double scissors lifts
• Underground lifts
165
www.snapon.co.jp/company/group.html#dairi01 2007-08-07
166
www.snapon-equipment.de/de/Catalog/products.asp?PID=9&GID=11&ID=11&Brand=JBEG 2007-08-07
167
www.i02.smp.ne.jp/u/snap-on/hr/index.html 2007-08-27
168
Jasea is a Japanese organization for Automobile equipment.
169
www.nussbaum-lifts.de/front_content.php?idcat=57 2007-08-07
170
www.nussbaum-lifts.de/front_content.php?idcat=265 2007-08-07
171
Frost & Sullivan, 2007, p. 527
172
www.nussbaum-lifts.de/front_content.php?idart=42 2007-08-07
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Employees
Nussbaum has an official business partner in Japan. Nussbaum has six manufacturing basis in
Germany and more than 900 employees. Nussbaum has the second largest production capacity in
Europe.
Marketing tools
The language in the homepage is English, French and Spanish. Nussbaum has a patent in Safety-star-
technology. This technique involve all terms of safety with Nussbaum´s products.
Products
Hunter offers wheel alignment equipment, wheel balancers, lift racks, tire changers, heavy duty truck
equipment, brake lathes and brake testers.175 Hunter offers nine different lifting technology including
scissors lifts, two-pole-lifts, four-pole-lifts and pit jacks. Hunter´s largest product is the wheel
balancer.176 The brake testers that Hunter offers are in form of a plate. Hunter is the only company that
offers this product for trucks.177 Hunter´s most sold product is the wheel alignment.178
Employees
Hunter has a cooperative arrangement in Japan with Iyasaka Limited.
Marketing tools
Hunter offers its customers (and students) training in the use of its products, with different classes for
different customers. Hunter has their homepage in Chinese, German, Russian, French and English.
Hunter has a presence at the Tokyo Motor Show in Japan. Hunter sells its products in France, Great
Britain, Venezuela, Japan, Chile, Greece, Mexico, Saudi Arabia, South Korea, China, Panama and
Israel.179 Hunter uses an Internet-Shop which is a technique that permit PC-based vehicle diagnostics
and repair equipment, shop management software and information servers to communicate freely as
one integrated system. With Internet-Shop compatible equipment technicians, service writers and
173
www.hunter.com/pub/company/overview/index.htm 2007-07-30
174
www.hunter.com/pub/internat/index.htm 2007-07-30
175
www.hunter.com 2007-07-30
176
Interview with Marc Olsen, 2007-07-30
177
Interview with Marc Olsen, 2007-07-30
178
www.hunter.com/pub/undercar/2470T/index.htm 2007-07-30
179
www.hunter.com/pub/internat/index.htm 2007-08-08
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repair shop managers can access all the information needed to conducts automotive repair business
directly from local workstations, eliminating the redundancy of re-keying of customer data into
separate systems.180
Products
Autop offers following lifts for its customers. 181;
• Solo lifts with one post (4 products)
A solo lift has just one pole in the ground.
• Eurolift with two posts (1 product)
• Master lift with two posts (7 products)
• Profitlifts with two posts under the flour (4 products)
• Cargolift, with two posts under the flour (2 products)
• Big lift, with four posts (2 products)
• Over flour lifts with two and four posts (6 products)
• Interior (3 products)
• Cleaner equipment (4 products)
Autop also manufactures products that allow workers in manufacturing companies to work standing
erect. 182
Employees
Its subsidiary in Japan is B.T.C. Ltd.183
Marketing tools
Autop has no exhibitions in Japan.184 To market its products to the large public group, Autop uses
spectacular photographs. These photographs do not just attract industry people, despite also for private
persons. On Autop´s homepage one can see an animated movie describing a vehicle repair facilities
station which Autop has constructed.185 Autop´s products make it possible for vehicle repair facilities
customers to observe the whole vehicle investigation. Autop offers installment of its products
(including breaking up the vehicle repair facilities flour) in 36 hours. The homepage is available in
German and English. Spare parts can be ordered in the homepage.
10.1.8 Dynopack
Dynopack is a part of Melfab Engineering which is a family owned company in New Zeeland that
produces manufacturing products.186 Dynopack operates in Asia, Australia and New Zeeland.
Dynopack has a good reputation at the Internet because of its service is available 24 hours per day and
Dynopack is present in the right events.
Products
The Dynopack produces machines which make it safe to change wheels at the vehicle. The products
can control the balances at the front and back wheel.
180
www.hunter.com/pub/company/overview/index.htm 2007-07-30
181
www.autop.de/de/1-Stempel+Unterflur+Hebeb%FChne_3_3.html 2007-08-07
182
www.autop.de/de/loesungen_industrie.php 2007-08-07
183
www.autop.de/de/vertriebspartner_ausland_23.html 2007-08-07
184
www.autop.de/de/messen_list.php 2007-08-07
185
www.autop.de/de/werkstatt.php 2007-08-07
186
www.melfab.com.au/melfab/index.html 2007-08-06
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Dynopack has nine different products for use on motorcycles, and on vehicles with two-wheel drive,
four wheel drive and all-wheel drive.187
Dynopack has created advanced equipment that applies a variable but precise hydraulic load through a
constant velocity coupling to the driven wheels of a vehicle. This process is done to simulate the road
conditions in a workshop. Dynopack offers a unique hydraulic operation which makes it possible to a
quickly and accelerately measure engine and drivetrain performance in both two wheel drive and four
wheel drive equipment. Its products attach directly to the wheel hubs. This eliminates problems arising
from wheel distortion which can include noise, torque steer, loss of traction, wheel heat and variations
in the wheels design. A direct coupling makes it possible to obtain sensitive readings over a wide
range of engine speed. The elimination of the wheel roller interface makes the measurements more
repeatable and precise. Dynopack claims that its products are easy to use and have low maintenance
costs.188
Employees
Dynopack has its subsidiary in Tokyo, Japan.189
Marketing tools
Dynopack describes its products in its homepage and will build products to customers´
specifications.190
10.1.9 Sanko
Sanko has a seven percent share of the automotive testing equipment market in Japan. It has a turnover
at 3500 000 000 Japanese Yen and is a member of Japanese Automobile Machine Tool Association.191
Products
Sanko offers the following products; side-slip testers, diesel smoke testers, gasoline technologies,
wheel alignment equipment, headlight testers, power dynamometers, seven different lifting technology
groups and shock absorber testers.
Employees
2006 Sanko had 98 employees working in 19 offices in Japan.192
Marketing tools
Sanko homepage is in English.193 Sanko takes part in exhibitions in Japan and visits to its customers.
10.1.10 Banzai
Banzai is a Japanese company which was founded 1920 and is the leader in the Japanese market. it has
its head office in Tokyo. It had 2006 28.5 Billion Japanese Yen in sale and a capital of 559 Billion
Japanese Yen. Banzai has cooperative arrangements with Hofmann Gmbh194, and with Bosch.195
Banzai is the sole manufacturer for all equipment for the “National Agency of Vehicle Inspection” in
Japan.196
Products
187
www.melfab.com.au/dynopack/specifications.html 2007-08-06
188
www.melfab.com.au/dynopack/index.html 2007-08-06
189
www.dynopack.co.nz/Dealers.htm 2007-08-06
190
www.melfab.com.au/dynopack/specifications.html 2007-07-27
191
www.kksanko.com 2007-09-04
192
www.kksanko.com/base.html 2007-08-31
193
www.sko.co.jp/english/top.htm 2007-09-04
194
www.banzai.co.jp/en_company_info 2007-07-30
195
www.banzai.co.jp/en_company_info 2007-07-30
196
Telephone discussion, +81 3 53 63 34 44, 2007-07-10
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Banzai´s products include simulation testers, which simultaneously test the actual running status of the
vehicle, the condition and the braking performance. Banzai also offers brake testers, speedometer
tester, a machine which combines both of them in the same machine, the same solution for
motorbikes, a side slip tester, headlight testers, sound level meters, emission testers (for both gasoline
and diesel engines), alignment testers, lifting technology (scissors lifts, arms lift and plate lifts) and
axle weight testers. 197 Banzai has cooperative agreements with Toyota and Car-o-Liner (Swedish
company) as well as lutro. Banzai produces the lifts for these companies.198
Employees
Banzai has a total of 393 employees (Mars, 2007). 199
Marketing tools
Banzai markets its products with pamphlets, which describe its testing machines as well as having
salesmen visit new and established customers. Banzai offers regular product service, technical
telephone support line and that service men come and repair the broken part the same day as the
customer reports it.
Products
Bishamon manufacture´s lifting technology for all kinds of vehicles, as follows:202
• One single-post lift (1 product)
• Two posts lifts (3 products)
• Four posts lifts (4 products)
• Clear flour lifts (4 products)
• Two poles lift (8 products)
• Arm storage pit cover (4 products)
• Double scissors lift (4 products)
• Scissors lift (13 products)
• Seagull lift, just lifting the front part (1 product)
• Mobile lifts (1 product)
• A low lift (1 product)
Employees
The whole Sugiyasu Corporation has 251 to 500 employees.
Marketing tools
Sugiyasu Corporation cultivates new markets at the same time as they expand their existing markets
through developing new products and exploring markets overseas.203 The homepage is in Japanese and
English.
197
www.banzai.co.jp/en_products_info 2007-07-30
198
www.eurostyle.azerin.com/serviceen.htm 2007-07-27
199
www.banzai.co.jp/en_company_info 2007-07-30
200
www.bishamon.co.jp/contents/en/company/history/index.html 2007-08-10
201
www.bishamon.co.jp/contents/en/company/business/index.html 2007-08-10
202
www.bishamon.co.jp/contents/en/products/car-lift/use_case/05/index1.html 2007-08-10
203
www.bishamon.co.jp/contents/en/company/policy/index.html 2007-08-10
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10.1.12 Dynotech
Dynotech´s products make it possible to test hydraulic chassis (type of lift) with or without removing
the engine from the vehicle. The products can control the cooling temperature within a tolerance of
two degrees F. The principal customers for Dynotech´s products are public testing facilities, amateur
and for professional racers, some major corporations, publishers wishing to assess engine
performance, tuning and emission.204 Dynotech is an American company and has its head quarter in
New York.
Products
Dynotech produces power dynamometers and hydraulic chassis.
Employees
Dynotech has one area manager in Japan. 205
Marketing tools
The homepage allows the visitors to chat about the products with each other as well as with experts.
The homepage shows as well written articles about their researches. And the visitors are allowed to
chat about the results. The homepage is in English.
Products
The product groups Anzen offers its customers are:
• Wheel changers
• Side slip testers
• Car wash equipment
• Lifting technology
• Engine tuning tester
• Brake testers
With Anzen´s products an inspection, which are done in vehicle testing stations, takes only 25
minutes.
Employees
Anzen has 165 employees206 in its 100 offices in Japan.
Marketing tools
Anzen is in a cooperative arrangement with Quattro Alignment Pro Shop, which makes bumpers.207
Quattro in turn has agreements to provide bumpers to the largest car manufacturers. Anzen is a
member at Tokyo Motor Show, produces pamphlets, and maintains a homepage in Japanese. It also
has a sales staff which visits customers.
Products
204
www.dynotechresearch.com/about.htm 2007-08-06
205
www.snapon-equipment.net/hofmann/en/About/vertriebexp_h_de.asp 2007-07-30
206
www.anzen.co.jp/jp/industry/profile/gaiyou.html 2007-09-04
207
www.quattro1994.co.jp/frame.htm 2007-08-09
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Iyasaka offers products for diagnosis and car inspection businesses, workers alignment business, body
maintenance businesses, future-oriented carwash businesses and high volyme care maintenance
businesses. Iyasaka´s products can implement the combination break/ speedometer tests, silent-type
brake speedometer combination tests, side-slip tests, screen-type headlight tests, image processing
type head light tests, Co2 emission analysis and diesel smoke meter tests.208 Iyasakas does not
manufacture any products itself. Most of the products it offers come from Hunter.209 The products that
Iyasaka offers for trucks are equipment from Hunter.
Employees
The Iyasaka has 250 employees operating from twelve sales offices in Japan.210
Marketing channels
Iyasaka offers planning assistance for those opening a vehicle repair facilities station, and its
engineer’s makes planning assistance, installment and maintenance. The engineers also install and
repair customers´ products. Iyasaka holds ISO-9001 (International Standard for Quality Management),
which stands for the international standard for quality management system. 211 The homepage is in
English and Japanese.
Products
The products which MAHA offers in Russia include:213
• 150 types of brake testers
• 65 different types of lifts
• 8 types of shock absorber testers
• 5 types of headlight testers
• 12 types of power dynamometers
• 8 types of side-slip testers
For MAHA, automotive brake testers constitute the product group with the highest sales (based on
quantity of items) in Russia. In second place is shock absorber testing equipment, followed by lifting
technology and power dynamometers.
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Headlight testers 0 0 0 0 0
Figure 10.2: MAHA´s sold products in Russia the last five years214
Employees
MAHA Russia has 20 employees. The employees are in constant touch with the head quarters in
Haldenwang. MAHA Russia has fifteen distributors which work for them.215
Strengths
It is to MAHA´s advantage that it is well represented in the Russian market. The employees of MAHA
´s subsidiary speak Russian as well as English and German. They know the Russian culture, language,
governmental rules and customs regulations. The fact that MAHA has had a presence in Russia for ten
years which gives them valuable experience in the market, and its distributors operate in all areas of
Russia.
Weaknesses
MAHA distributors serve existing customers adequately, but cannot be depended upon to attempt to
seek out new ones. Furthermore MAHA´s products are of high quality, and therefore not the least
expensive products. The higher prices pose a problem when selling in the Russian market. MAHA
also experiences difficult in getting all of the components of its products to the customer in a single
delivery. The delivery problem depends on production problems at MAHA Haldenwang.
Opportunities
MAHA´s opportunities in the Russian market can be summarized as follows: (1) the Silk road
constitutes a ready-made marketing opportunity because of the numerous testing facilities being
constructed along it; (2) there is a growing general economic upswing in progress in Russia; (3) the
growing number of non-governmental test stations will require large quantities of testing equipment.
Threats
The threats in the Russian market are: Chinese copied products; that the governmental changes rules
like which tests that should be performed; and computers will take over the tests.
Marketing tools
MAHA does not do any direct marketing. All of its marketing is done through its Russian distributors.
The representatives visit their existing customers regularly but they make no effort to develop new
ones. MAHA has a special Russian homepage in the Internet, and it was an exhibitor at the
Automechanika in St. Petersburg 2006.216 The Russian sales force visits only the customers, they
already have. MAHA also uses pamphlets in the Russian language, and provides the instruction
manuals for its equipment in Russian. All MAHA´s product groups utilize the same marketing.
MAHA was represented in Automechanika Moscow 2006 through its distributor Barclay-Holding.
MAHA was also represented in the Moscow International Motor Show 2007. MAHA Russia in the
Autotec exhibition 2008 without any distributor.
Customers
MAHA´s largest customers in the Russian market are Volkswagen Russia, Audi Russia, Mercedes
Benz Russia and MAN Russia. Most of MAHA´s Russian customers and distributors work through
MAHA Russia, while some of the larger international Russian customers work directly with MAHA
Germany.
214
MAHA´s Russian sales numbers from Matthias Eugler, sales controller at MAHA 2007-07-25
215
“MAHA´s workshop news” newsletter, No. 26/September 2007
216
Discussion with Mr. Brutscher, Logistic manager, 2007-08-27
109
Master Thesis MAHA Maschinenbau Haldenwang GmbH & Co. KG
Charlotte Wallin
10.2.2 Cartec
Cartec is a subsidiary to the Snap-on group. It was founded 1972 in Germany.217 Cartec´s customers
include BMW and Daimler Crysler.
Products
Cartec offers following product groups:218
Employees
Cartec has a total of 135 employees219. Cartec is represented in Russia through Snap-on.220
Marketing tools
Cartec´s Internet homepage is in Russian. All other marketing in Russia is done through Snap-on.
Products
Muller Bean manufactures brake testers and shock absorber testers. Muller Bean has a new product
called the Bilanmatic´s. It is a flexible and simple solution (because of the touch screen) and it can test
side-slip, brake testing, turning angle, infra-red Remote Control Boxes with more.221
Employees
Muller Bean uses Barclay-Holding as a distributor.
Marketing tools
Muller Bean was represented at the Automechanika Moscow 2006 through its distributor Barclay-
Holding. Muller Bean was also represented at the Moscow International Motor Show 2007.
10.2.4 Nussbaum
Nussbaum has produced lifting technology since 1975. Over 70% of its total production is exported.222
Nussbaum began as a producer of lifting technology, but in 2001 it expanded its product line. Today it
offers an entire line of workshop equipment. Nussbaum offers lifting technology not only for cars and
trucks, but also for German trains association (Deutsche Bahn).223
Products
The products offered by Nussbaum are224:
• 1- and 2 post lifts
• 4-post lifts
• Short lift
• Scissor lifts
• Double scissors lifts
217
www.cartec-bavaria.de 2007-08-02
218
http://www.cartec-bavaria.de/Products/products.htm 2007-08-02
219
www.cartec-bavaria.de 2007-08-02
220
http://www.cartec-bavaria.de/Contacts/Sales.htm 2007-08-02
221
www.imtc-jupiter.com/inspec.htm 2007-07-19
222
www.nussbaum-lifts.de/front_content.php?idcat=57 2007-08-07
223
www.nussbaum-lifts.de/front_content.php?idcat=265 2007-08-07
224
www.nussbaum-lifts.de/front_content.php?idart=42 2007-08-07
110
Master Thesis MAHA Maschinenbau Haldenwang GmbH & Co. KG
Charlotte Wallin
• Underground lifts
• Lifts for motorbikes
• Axle lifts
• Wheel changer
• Power dynamometers
• Brake testers
• Test lanes
• Emission testers
• Park equipment
• Satellites
Nussbaum produces different equipment for different purposes. It has separate product lines for test
organizations and vehicle repair facilities.
Employees
Nussbaum has 75 manufacturing employees in Germany, and over 60 international business
partners.225 It is represented in Russia by Barclay Holding.
Marketing tools
Nussbaum´s Internet homepage is in English, French and Spanish. Nussbaum was represented in
Automechanika Moscow 2006 through its distributor Barclay-Holding, and at the Moscow
International Motor Show 2007.
Products
Hofmann offers lifting technology, brake testers, power dynamometers, test lanes and other vehicle
measurement equipment.227 The most successful products Hofmann has are the wheel balancers and
tyre changers.
225
www.project.nussbaum-lifts.de 2007-07-30
226
www.hofman-ge.com 2007-08-03
227
www.snapon-equipment.de/de/de 2007-07-26
228
http://www.snapon-equipment.net/hofmann/en/Catalog/products.asp?GID=21&Brand=Lifts 2007-08-02
229
www.sanpon-equipment.de/de/About/Hoffmann.asp 2007-07-26
111
Master Thesis MAHA Maschinenbau Haldenwang GmbH & Co. KG
Charlotte Wallin
Marketing tools
Hofmann´s Internet homepage appears in Czech, German, Danish, English, French, Italian, Magyar,
Dutch, Norwegian, Polish and Swedish.232 Hofmann offers training programs, in using and
understanding its equipment, for its customers and students. Hofmann does not exhibit at the Moscow
International Automobile Exhibition233, but was represented in Automechanika Moscow 2006 through
its distributor Barclay-Holding. Hofmann was as well representing in the Moscow International Motor
Show 2006.
10.2.6 Sherpa
Sherpa is a German company which cooperates with Stenhoj and Autop in an effort to access a larger
market and to offer their customers a wider range of products.234 The company was founded in in
Mühldorf, Germany, in1993 by Josef Femböck and Helmut Lachmann.
Sherpas customers include Still Wagner GmbH in Reutlingen Germany, EnBW Regional AG in
Biberach Germany, Autobahnmeisterei Baunatal in Baunatal Germany and Tüvsüd Autoservice
GmbH in Chemnitz Germany.
Products
Sherpa´s products are: 235
• Platform brake testers (10 different types)
• Brake testers (8 different types)
• Shock absorber testers (3 different types)
• Side slip testers (2 different types)
• Lifts (20 different types)
• Side-slip tests (2 different types)
Employees
Sherpa has between 11-20 employees236 and one representative in Russia.
230
http://de102.kompass.com/staticSearchPage/index.asp?
SearchArt=CN&_Zone=DE&_Keyword=sherpa&_Lang=de&_Choix=CN&_Action=46_DETFIC&_Page=com
p_list&_Prevact=SOCRECH&_Nbpage=1&_Pgdebut=1&_Secteur=SOC&_KProv=DE101&_Locality=&classif
ication=&_Mycharset=iso-8859-1&_Version=&_Region=&_URL=http%3A%2F%2Fportal.kompass.com
%2Fkinl%2Fstatic%2Findex_portal.php 2007-08-02
231
http://www.snapon-equipment.net/hofmann/en/About/vertrieb_h_partnerexp.asp 2007-08-02
232
www.hoffmann-group.com 2007-07-19
233
www.snapon-equipment.net/hofmann/en/News/Messetermine_h.asp 2007-07-30
234
www.sherpa.de 2007-08-01
235
www.sherpa.de 2007-07-20
236
http://de102.kompass.com/staticSearchPage/index.asp?
SearchArt=CN&_Zone=DE&_Keyword=sherpa&_Lang=de&_Choix=CN&_Action=46_DETFIC&_Page=com
p_list&_Prevact=SOCRECH&_Nbpage=1&_Pgdebut=1&_Secteur=SOC&_KProv=DE101&_Locality=&classif
ication=&_Mycharset=iso-8859-1&_Version=&_Region=&_URL=http%3A%2F%2Fportal.kompass.com
%2Fkinl%2Fstatic%2Findex_portal.php 2007-08-02
112
Master Thesis MAHA Maschinenbau Haldenwang GmbH & Co. KG
Charlotte Wallin
Marketing tools
Sherpa´s Internet homepage is in German, English and Spanish. It provides service tips on the
company in PDF-format.
10.2.7 Ravaglioli
Ravaglioli was founded 1958 in Italy and has sold over 250 000 lifts in over 110 countries.237 It has
over 28 foreign distributors, but no office in Russia. In Russia Ravaglioli received four Pattern
Approval Certificates, which is a proof of good businesses in Russia.238 Ravaglioli´s customers include
Alfa Romeo, Chevrolet, BMW, Chrystler, Citroen, Fiat, GM, Honda, Lancia, Maserati, Mazda,
Mercedes, Midas, Nissan, Opel, Peugeot, Renault, Skoda, Smart, Toyota and Vauxhall. Two of
Ravaglioli´s strengths are its large market and its wide range of products.
Products
Ravaglioli offers: lifting technology; tire servicing equipment; and vehicle testing equipment. In
addition to these products, it offers pallet trucks, transmission jacks, engine stands, rotating engine
stands, trolleys and workbenches.239 Ravaglioli intends its product line primarily for the customer
focused on economy.
Employees
Ravaglioli has approximately got 101 to 250 employees.240 Ravaglioli has hired Technoalliance in
Russia to get into the Russian market.
Marketing tools
Ravaglioli has its homepage in English, Italian, French, German and Spanish. Ravaglioli does not
show its products on the homepage. Ravaglioli offers a complete solution of vehicle repair facilities. 241
10.2.8 O.M.A
O.M.A, an Italian company founded in 1967, started with a line of lifting technology. Today it offers a
full line of high quality and reliable equipment.
Products
O.M.A offers the following types of products:242
• Oil changers
• Headlight alignment equipment
• Brake filling and bleeding devices
• Tire inflation equipment
• Greasing equipment
• Trolleys for tools
• Trolley jacks
• Cranes and lifting gears
• Wheel mounting and demounting machinery
• Pneumatic lifts for wheel specialists
• Vehicle lifts
• Hydraulic presses
237
www.ravaglioli.com/deu/rav_02.php 2007-07-26
238
www.ravaglioli.com/eng/rav_04.php 2007-08-02
239
www.ravaglioli.com/eng/products.php 2007-08-09
240
http://de102.kompass.com/staticSearchPage/index.asp?
SearchArt=CN&_Zone=DE&_Keyword=sherpa&_Lang=de&_Choix=CN&_Action=46_DETFIC&_Page=com
p_list&_Prevact=SOCRECH&_Nbpage=1&_Pgdebut=1&_Secteur=SOC&_KProv=DE101&_Locality=&classif
ication=&_Mycharset=iso-8859-1&_Version=&_Region=&_URL=http%3A%2F%2Fportal.kompass.com
%2Fkinl%2Fstatic%2Findex_portal.php 2007-08-02
241
www.ravaglioli.com/eng/rav_03.php 2007-09-20
242
http://213.178.214.71/promotec/18097319.html#anag 2007-08-02
113
Master Thesis MAHA Maschinenbau Haldenwang GmbH & Co. KG
Charlotte Wallin
Employees
O.M.A has a total of 51 to 100 employees243 and is represented in Russaia by Technoalliance.
Marketing tools
O.M.A´s marketing is done through Technoalliance in Russia. Technoalliance uses marketing tools
like exhibitions, personal visits, telephone calls and a homepage in Russian.
10.2.9 Stenhoj
Stenhoj is a Danish company that has produced lifting technology since 1917. The company exports
world-wide244 and has 13 wholly owned subsidiaries and as well two cooperation companies. The
cooperation companies are Sherpa Autodiagnostik, which takes care of the testing equipment, Autop
that produces lifts. Sherpa and Autop are two manufacturing companies.245 To offer its customers plate
and roller brake testers Stenhoj cooperates with Escon. Stenhoj´s main goal the last years has been to
increase their market share in Great Britain.246
Products
The products that Stenhoj offers are; automotive lifts, compressors, hydraulic presses, workshop
planning and service.247 50% of Stenhoj´s selling comes from the 2-post lift, 10% from its scissors lift
and 10% from its 4-post lifts. The other 30% comes from its other products.248
Employees
Stenhoj employs 700 employees in seven countries.249 Stenhoj´s distributors in Russia are
Technoalliance and Intrade.
Marketing channels
Stenhoj offers annual service, reparations and service contracts for its customers.250 Sherpa
Autodiagnostik offers its test-technique and service to the Stenhoj group (GEMCO Equipment and
MSI Ltd.)Sherpa´s homepage is in English.
Products
J.A. Becker & Söhne offers different types of lifting technology. In Russia J.A. Becker and Söhne
offers lifts and reserve tools.
Employees
243
http://de102.kompass.com/staticSearchPage/index.asp?
SearchArt=CN&_Zone=DE&_Keyword=sherpa&_Lang=de&_Choix=CN&_Action=46_DETFIC&_Page=com
p_list&_Prevact=SOCRECH&_Nbpage=1&_Pgdebut=1&_Secteur=SOC&_KProv=DE101&_Locality=&classif
ication=&_Mycharset=iso-8859-1&_Version=&_Region=&_URL=http%3A%2F%2Fportal.kompass.com
%2Fkinl%2Fstatic%2Findex_portal.php 2007-08-02
244
http://de102.kompass.com/staticSearchPage/index.asp?
SearchArt=CN&_Zone=DE&_Keyword=sherpa&_Lang=de&_Choix=CN&_Action=46_DETFIC&_Page=com
p_list&_Prevact=SOCRECH&_Nbpage=1&_Pgdebut=1&_Secteur=SOC&_KProv=DE101&_Locality=&classif
ication=&_Mycharset=iso-8859-1&_Version=&_Region=&_URL=http%3A%2F%2Fportal.kompass.com
%2Fkinl%2Fstatic%2Findex_portal.php 2007-08-02
245
www.stenhoj.dk/Filer/autolifts/autolifts.html 2007-08-01
246
www.stenhoj.dk 2007-07-26
247
www.stenhoj.dk/Autolifts/forside/menu/lift.htm
248
Frost and Sullivan, 2007, p. 527
249
www.stenhoj.dk/Filer/about/about.html 2007-08-01
250
www.visas.no 2007-08-01
251
www.jab-becker.de/index.php?id=8&lang=de 2007-07-26
114
Master Thesis MAHA Maschinenbau Haldenwang GmbH & Co. KG
Charlotte Wallin
J.A. Becker & Söhne has over 140 employees.252 J.A. Becker & Söhne has a represent in Russia,
Equinet in Moscow.253
Marketing tools
J.A. Becker & Söhne does not act at any exhibitions in Russia. Its homepage is at German, English
and French. 254
10.2.11 Beissbart
Beissbart was founded in 1899. Beissbart cooperates with Bosch. 95% of Beissbart selling quantity
comes from the distributors and 5% from its own selling.
Products
Beissbart offers a wide product spectrum like255;
• Wheel alignment, 7 types
• Brake testers, 5 types
• Vehicle testing, 2 types
• Wheel changers, 4 types
• Wheel balancers, 4 types
• AC Service Units, 5 types
• Vehicle hoists, 1 type
Employees
Beissbart has between 101 and 250 employees.256 Beissbart has two distributors in Russia; Equinet
Neva in St. Petersburg and Equinet in Moscow.
Marketing tools
Beissbart has its homepage in English and German. Other marketing is done by Equinet in Russia.
Products
The most popular products in Italy are the brake testers for trucks and busses. In the second place
come the car brake testers. The lifting technology is a smaller market for MAHA than the brake
testers. Tuning is not a big hit in Italy. At the moment there are no substitute products for tuning in the
Italian market.
252
www.jab-becker.de/index.php?id=8&lang=de 2007-07-26
253
www.jab-becker.de/index.php?id=64&lang=de 2007-09-19
254
www.jab-becker.de/index.php?lang=de 2007-07-20
255
http://www.beissbarth.com/tryit/index.php?ID=3&LG=E&PGR=7&CS=1 2007-08-02
256
http://de102.kompass.com/staticSearchPage/index.asp?
SearchArt=CN&_Zone=DE&_Keyword=sherpa&_Lang=de&_Choix=CN&_Action=46_DETFIC&_Page=com
p_list&_Prevact=SOCRECH&_Nbpage=1&_Pgdebut=1&_Secteur=SOC&_KProv=DE101&_Locality=&classif
ication=&_Mycharset=iso-8859-1&_Version=&_Region=&_URL=http%3A%2F%2Fportal.kompass.com
%2Fkinl%2Fstatic%2Findex_portal.php 2007-08-02
257
Discussion with Vezzani, A., 2007-09-19
115
Master Thesis MAHA Maschinenbau Haldenwang GmbH & Co. KG
Charlotte Wallin
Lifting technology, 1%
Brake tester, 15%
Power dynamometers, 20%
Shock absorber testers, 20%
Emission tester, 1%
Headlight tester, 0%
Employees
MAHA Italy has four employees in the Italian market, and around 20 distributors.261
Marketing tools
The marketing tools which MAHA uses today in the Italian market are pamphlets in Italian, education
in Italian (in Germany) of the customers, an Italian homepage262 and exhibitions like Automechanica
in Italy, Autopromotec and Transportec. Good recommendations from independent sources are as well
important. For the reason of MAHA´s good reputation, customers come alone and take contact with
MAHA. MAHA has the certificate CE, Omologazioni Case Costruttrici and Omolagazioni Italia as
certificates in Italy.263 MAHA sells ways to customer is done 80% through distributors and 20% from
itself.264
Customers
The most important customers in Italy are Mercedez Bendz Milano and Dolomiti Busses.265
10.3.2 Facoman
258
www.maha.it 2007-10-02
259
MAHA´s Italian sales numbers from Matthias Eugler, sales controller at MAHA 2007-07-25
260
Snap-on market research, 2005, 2007-09-24
261
Discussion with Vezzani, A., 2007-09-19
262
www.maha.it 2007-10-02
263
www.maha.it/certificati.htm 2007-10-02
264
Frost and Sullivan, 2007, p. 419
265
Discussion with Vezzani, A., 2007-09-19
116
Master Thesis MAHA Maschinenbau Haldenwang GmbH & Co. KG
Charlotte Wallin
Facoman is an Italian company which has been in the market for 75 years. Facoman has five
certificates: three times Rian; Assoa; Associata; Specialiesta del Risparmio Energetic; and
Domotecnia.266
Products
Facoman manufactures fuel equipment. Examples of products are: maintenance distribution fuels
system; hydraulics tankers; air condition; and solar systems.267
Employees
Facoman has 21 to 50 employees in Italy.268
Marketing tools
Facoman offers service for its customers269 and the ISO 9001-2000 certificate. Facoman has the
homepage in Italian. Facoman was not an exhibitior at Autopromotec 2007 and Automechanika in
Italy.
Products
Mondial Lift has lifting technology in eight different shapes. Mondial Lift produces only scissors lifts.
Mondial Lift has a small market share in the Italian lifting technology market for the reason that it just
offer scissors lifts.
Employees
Mondial Lift is located in the eastern part of Italy, 160 km from Rome.
Marketing tools
Mondial Lifts´s homepage in English and Italian.271 Is a member in the Autopromotec in Bologna and
the Automechanika in Rome.272
10.3.4 Ravaglioli
Ravaglioli is an Italian company which was founded 1958. Ravaglioli´s advantages in the Italian
market are that it can the language and has low transport costs. Ravaglioli has offices in France,
Germany, Great Britain, Spain and Belgium. Ravaglioli´s strength is: its product range, the strong
distributor relations, complete design of vehicle repair stations and prices of its products. Ravaglioli´s
weakness is its low product quality and that it sells Chinese products through its name.273 Ravaglioli is
one of the world’s leading manufacturers in vehicle repair equipment. Ravaglioli have 110 export
countries (28 in Europe) and sells its products through dealers.
266
www.facoman.com 2007-09-20
267
www.facoman.com 2007-09-20
268
http://de102.kompass.com/staticSearchPage/index.asp?
SearchArt=CN&_Zone=IT&_Keyword=ravaglioli&_Lang=de&_Choix=CN&_Action=46_DETFIC&_Page=co
mp_list&_Prevact=SOCRECH&_Nbpage=1&_Pgdebut=1&_Secteur=SOC&_KProv=DE101&_Locality=&clas
sification=&_Mycharset=iso-8859-1&_Version=&_Region=&_URL=http%3A%2F%2Fwww.kompass.com
%2Fkinl%2Fstatic%2Findex_portal.php 2007-09-21
269
www.facoman.com 2007-09-20
270
www.mondial-lift.com/england/theme.htm 2007-10-02
271
www.mondial-lift.com 2007-10-02
272
www.mondial-lift.com/england/theme.htm 2007-10-02
273
Discussion with Vezzani, A., 2007-09-25
117
Master Thesis MAHA Maschinenbau Haldenwang GmbH & Co. KG
Charlotte Wallin
Products
Ravaglioli offers nine different product groups: lifting technology; wheel changer; wheel alignment;
and wheel balancers.
Tyre changer:
• Top professional
• Racing
• Automatic
• Semi-automatic
• Bike
• Tyre service accessories
Wheel alignment
• Trucks
• Cars
Wheel balancers
• Professional
• Standard
• Trucks
Brake testers
Play detector testers
Side-slip testers
Suspension testers274
Employees
Ravaglioli has totally got 101-250 employees in Italy.
Marketing tools
Have the homepage in English, Italian, French, German and Spanish. Ravaglioli offers complete
solution of vehicle repair facilities.275 Ravaglioli was an exhibitor in the Autopromotec.
10.3.5 Texo Lift
Texo Lift is a small company.
Products
Produces lifting technology
Employees
-
274
www.ravaglioli.com/eng/testlc001.php 2007-09-20
275
www.ravaglioli.com/eng/rav_03.php 2007-09-20
118
Master Thesis MAHA Maschinenbau Haldenwang GmbH & Co. KG
Charlotte Wallin
Marketing
Was a member in the Autopromotec 2007. Texo Lift has not got a homepage. The marketing from
Texo Lift are done through telephone calls, personal visits, articles and seminars.
10.3.6 OMCN
OMCN was founded 1958 in Italy. OMCN is represented in over hundred countries.276 OMCN´s
strength is its post lifts. OMCN´s weakness is the low product range.
Products
OMCN makes all the manufacturing at itself, from raw material to finished product.277
Employees
OMCN have 51 to 100 employees in Italy.279
Marketing tools
OMCN has the TÜV certificate.280 The homepage is in German, French, Italian and English.
10.3.7 O.ME.R
OMER is an Italian company. O.ME.R has been manufacturing lifts since 1978.281 O.ME.R is a
worldwide company. O.ME.R has high technology in its products and has over 60 international
patents. O.ME.R does not produce any 2-post-lifts for the reason that the Italian market is statured.
O.ME.R´s strengths are the high technological scissors lifts and the quality of the products. The
weaknesses with O.ME.R´s products are that the products not have high enough quality to compete
with German manufactures.282
276
www.omcn.it/en/chisiamo.aspx 2007-09-20
277
www.omcn.it/en/strutture.aspx 2007-09-20
278
www.omcn.it/en/catalogo.aspx 2007-09-20
279
http://de102.kompass.com/staticSearchPage/index.asp?
SearchArt=PS&_Zone=IT&_Keyword=omcn&_Lang=de&_Choix=PS&_Action=21&_Page=comp_list&_Prev
act=SOCRECH&_Nbpage=1&_Pgdebut=1&_Secteur=SOC&_KProv=DE101&_Locality=&classification=&_
Mycharset=iso-8859-1&_Version=&_Region=&_URL=http%3A%2F%2Fwww.kompass.com%2Fkinl
%2Fstatic%2Findex_portal.php 2007-10-04
280
www.omcn.it/docs/Prodotti/docprd12.jpg 2007-09-20
281
www.omerlift.com/parking-systems/hydraulic-lift.htm 2007-09-20
282
Frost & Sullivan, 2007, p. 521
119
Master Thesis MAHA Maschinenbau Haldenwang GmbH & Co. KG
Charlotte Wallin
Production
OMER offers different kind of lifts:
• Lifting platforms for motorcycles (one type)
• Lifting platforms- bodywork contact (eight types)
• Lifting platforms –wheel contact (nine types)
• Two-column lifting platforms (three types)
• Heavy duty lifting platforms (ten types)
• Play detector for cars (four types)
• Play detector for lorry (two types)283
Employees
O.ME.R. have 51 to 100 employees in its company.284
Marketing tools
Homepage in Italian, Spanish, English, German and French.285 Will be exhibition in Transportec
2007.286
10.3.8 Corghi
Corghi is one of the largest wheels servicing equipment in the world. Corghi has been in the Italian
market since 50 years.287 Corghi is represented in 140 countries and has subsidiaries in China, Ghana,
Greece, Sri Lanka, Canada and Germany. 288 Corghi is a manufacturer for the Ferrari team, for vehicles
repair facilities as well as for the Formel 1 team. Corghi has its fabric in the north Italy. Corghie´s
strength is its brand and lobby. Corghi´s weakness is its poor range of other products.
Products
Fourth place lifting technology.
Employees
Corghi has 251 to 500 employees in Italy.289
283
www.omerlift.com/files/index.cfm?id_rst=1065 2007-10-02
284
http://de102.kompass.com/staticSearchPage/index.asp?
SearchArt=PS&_Zone=IT&_Keyword=omcn&_Lang=de&_Choix=PS&_Action=21&_Page=comp_list&_Prev
act=SOCRECH&_Nbpage=1&_Pgdebut=1&_Secteur=SOC&_KProv=DE101&_Locality=&classification=&_
Mycharset=iso-8859-1&_Version=&_Region=&_URL=http%3A%2F%2Fwww.kompass.com%2Fkinl
%2Fstatic%2Findex_portal.php 2007-10-04
285
www.omerlift.com/files/index.cfm?id_rst=1001&lingua=en 2007-10-02
286
www.omerlift.com/files/index.cfm?id_rst=1089 2007-10-02
287
www.corghiauto.webprofessional.it/default.php?t=site&pgid=69 2007-09-20
288
www.corghiauto.webprofessional.it/default.php?t=site&pgid=69 2007-09-20
289
http://de102.kompass.com/staticSearchPage/index.asp?
SearchArt=CN&_Zone=IT&_Keyword=ravaglioli&_Lang=de&_Choix=CN&_Action=46_DETFIC&_Page=co
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Marketing tools
Corghi has a homepage in Italian and English. One of the largest marketing tools Corghi has is the
cooperation with Ferrari. Corghi was an exhibitior in the Autopromotec exhibition.
Products
Werther offers following products:291
• Lifts (9 group of different types)
• Tyre changers (2 group of different types)
• Tyre balancers (2 group of different types)
• A/C recovery unit (5 group of different types)
• Hydraulic cranes
• Hydraulic presses
• Jacks (21 group of different types)
• Transmission jacks and axle stands (11 group of different types)
• Car body shop equipment (19 group of different types)
• Tyre servicing equipment (10 group of different types)
• Industrial wet/dry cleaner
• Headlight setters (5 group of different types)
• Tools holder trolley
Employees
Werther has three factories in Italy, with totally 200 employees.
Marketing tools
Has the homepage in Italian and English. Werther International was a member in the Autopromotec in
Bologna.
Products
The product groups that Snap-on offers comes from the company Hofmann and includes wheel
alignment, montage equipment, lifting technology, brake testers, power dynamometers, test lanes,
vehicle measurements and accessories. The product groups that come from John Bean are vehicle
measurements, wheel alignments, montage equipment and lifting technology.293 Snap-on Italy offers
equipment from John Bean and Boxer.
Employees
Snap-on´s distributor in Italy is Aratek S.A.S. di Musso Danilo & Co. (www.aratek.it)
Marketing
mp_list&_Prevact=SOCRECH&_Nbpage=1&_Pgdebut=1&_Secteur=SOC&_KProv=DE101&_Locality=&clas
sification=&_Mycharset=iso-8859-1&_Version=&_Region=&_URL=http%3A%2F%2Fwww.kompass.com
%2Fkinl%2Fstatic%2Findex_portal.php 2007-09-21
290
www.wertherint.com/werther/lang_en/profilo 2007-09-20
291
www.wertherint.com/werther/lang_en/prodotti 2007-09-20
292
Discussion with Vezzani, A. 2007-09-25
293
www.snapon-equipment.de/de/Catalog/products.asp?PID=9&GID=11&ID=11&Brand=JBEG 2007-08-07
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Snap-on has a homepage in Italian. Snap-on was a exhibitior in the Autopromotec in Bologna.
10.3.11 Beissbart
Beissbart was founded in 1899 in Germany. Beissbart cooperates with Bosch. Beissbart´s strength is
its brand and its weaknesses are its price and quality.294
Products
Fourth place in brake testers and shock absorber system
Employees
Beissbart has totally between 101 and 250 employees.296
Marketing tools
Beissbart has its homepage in English and German. Beissbarth was an exhibitior in the Autopromotec
in Bologna.
10.3.12 Cartec
Cartec is a subsidiary to the Snap-on group. The relationship has been working for over 30 years. They
were founded 1972 and is a German company.297 Customers´ to Cartec are BMW and Daimler
Crystler.298 Cartec´s total turnover was 10-25 million Euro 2006.299 Cartec is the manufacture of testing
and diagnostics technology for cars and trucks. Snap-on is a big company that offers tools for not just
cars.
Products
First place in power dynamometers and shock absorber testers
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Employees
Cartec has totally 135 employees301
Marketing tools
Cartec has their homepage in German, and their brochures are at English, German, Russian, Spanish
and Italian. Cartec was an exhibitor in Autopromotec in Bologna.
10.3.13 Bapro
Bapro has ten distributors in Europe and the US.
Products
Bapro has three types of product groups302:
• Brake tester for two wheel drive vehicles
• Brake tester for four wheel drive vehicles
• Simulator of road conditions (air-condition and power dynamometers)
Employees
Marketing tools
Homepage in Italian, English and French.303 Offers leasing and renting of its products. Even sells its
older products.
10.3.14 Simpesfaip
Simpesfaip is an Italian supplier which offers a wide spectrum of products for garage equipment.304
Simpesfaip is a fusion between the companies Simpes and Faip. The fusion was done 1995.
Simpesfaip has distributors and service centers all over the world. The customers of Simpesfaip are
state bodies and vehicle manufacturing firms, with often special plants of applications. Simpesfaip
offers a wide spectrum of products. Simpesfaip sells approximately 450 units every year, of these
quantity are 360 scissors lifts. The strengths of Simpesfaip are: its good technology; the experience
and competence of the team; its good position in the Italian market; and the wide spectrum of
products. The weaknesses of Simpesfaip are: it does not have market shares in main markets as
Germany and France; and Simpesfaip has broken cooperation’s with companies, which give them a
bad reputation. Simpesfaip´s largest customer in Italy is the vehicle manufacturer Fiat.305
Products
Simpesfaip offers products like:
• Tire changers
• Wheel balancers
• Wheel aligners
• Light lifts
• Scissor lifts
• Brake testing lines
• Testing equipment
• Miscellaneous equipment
• Multi-station testing lines
• End-of-production car testing
301
www.cartec-bavaria.de 2007-08-02
302
www.bapro.it/Home.htm 2007-10-02
303
www.bapro.it 2007-10-02
304
www.simpesfaip.it/default.php?t=site&pgid=71 2007-10-05
305
Frost and Sullivan, 2007, p. 509
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Employees
Simpesfaip has 51 to 100 employees.306
Marketing tools
Simpesfaip has a homepage in Italian and English.307 Simpesfaip was an exhibitor in Autopromotec in
Bologna.
10.3.15 Motorscan
Motorscan was founded 1991 in Parma, Italy.
Products
• Gas analyzer, five different types
• Smoke meters, two different types
• Head light testers, two different types
• Diagnosis, twelve different types
• Brake tester, two different types
• Power dynamometers (for cars and trucks), three different types
Employees
Motorscan has 21 to 50 employees.308
Marketing tools
Motorscan offers service from its agents, points of sale, importers in foreign countries and national
presence.309 Motorscan offers as well service through the homepage and through telephone calls. New
software for its products is possible to download at the homepage with help from a password. The
homepage are done in English, Italian, French, German, Spanish, Russian, Chinese and Portuguese.
Motorscan was an exhibitior in the Autopromotec in Bologna.
10.4.1 Technoalliance
The companies that Technoalliance represents in the Russian market are Ravaglioli, HEKA, Gutmann
Messtechnik, Spin, Zeca, Comec, Lamco, Headson, Cemont, Tecna, Stenhoj, Alfa, Oma, Omi,
Comaria, Aircomp, Atlas Copco, Aircast, Usag-tools, IR-tools, Festool, Ferum, Delvir, Stegoplast,
Metron, Nederman and Stanzanitools.310
Products
The products Technoalliance offers are:
306
http://de102.kompass.com/staticSearchPage/index.asp?
SearchArt=CN&_Zone=IT&_Keyword=simpesfaip&Submit1=Kompass-
Suche&_Lang=de&_Choix=CN&_Action=46_DETFIC&_Page=comp_list&_Prevact=SOCRECH&_Nbpage=1
&_Pgdebut=1&_Secteur=SOC&_KProv=DE101&_Locality=&classification=&_Mycharset=iso-8859-
1&_Version=&_Region=&_URL=http%3A%2F%2Fwww.kompass.com%2Fkinl%2Fstatic
%2Findex_portal.php 2007-10-04
307
www.simpesfaip.it/default.php?t=site&lang=EN&PHPSESSID=e4e12d37a915d2b64cd25c971a5618e4 2007-
10-05
308
http://de102.kompass.com/staticSearchPage/index.asp?
SearchArt=PS&_Zone=IT&_Keyword=omcn&_Lang=de&_Choix=PS&_Action=21&_Page=comp_list&_Prev
act=SOCRECH&_Nbpage=1&_Pgdebut=1&_Secteur=SOC&_KProv=DE101&_Locality=&classification=&_
Mycharset=iso-8859-1&_Version=&_Region=&_URL=http%3A%2F%2Fwww.kompass.com%2Fkinl
%2Fstatic%2Findex_portal.php 2007-10-02
309
www.motorscan.it/Ing/chisiamo/page:chisiamo.asp 2007-10-04
310
www.technoalliance.ru/catalog 2007-08-07
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Employees
Technoalliance has six offices in Russia.
Marketing tools
Technoalliance´s Internet homepage is just in Russian only. To market its products Technoalliance
uses E-mail and its homepage; telephone calls, and personal visits. Ads and articles in specialty
magazines and presence at exhibitions are also used. Services offered by Technoalliance include
installation of equipment, repair in 48 hours, regular servicing of equipment and support by telephone
and E-mail.
10.4.2 Technoservice
Technoservice was founded 1992 and has its headquarters in Moscow.311
Products
Technoservice offers the following products:
• Brake testers
• Emission testers
• Headlight testers
• Lifting technology
• Power dynamometers
• Shock absorber tester
• Side-slip testers
Employees
Technoservice has 101 to 250 employees.
Marketing tools
Technoservice uses marketing tools such as newsletters, E-mail/homepage, telephone calls and
personal visits. In Moscow, Technoservice has 48 sales persons who visit its established and new
customers. Technoservice offers a training program for its customers, technical support from
specialists and repair service in 24 to 46 hours.
311
http://de102.kompass.com/staticSearchPage/index.asp?
SearchArt=CN&_Zone=RU&_Keyword=barclay+holding&_Lang=de&_Choix=CN&_Action=46_DETFIC&_P
age=comp_list&_Prevact=SOCRECH&_Nbpage=1&_Pgdebut=1&_Secteur=SOC&_KProv=DE101&_Locality
=&classification=&_Mycharset=iso-8859-1&_Version=&_Region=&_URL=http%3A%2F
%2Fwww.kompass.com%2Fkinl%2Fstatic%2Findex_portal.php 2007-09-21
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Products
Pesci Attrezzature offers products from Josam, Slift and Balzer. Pesci Attrezzature offers just lifting
technology.313
Employees
Pesci Attrezzature has one to ten employees.314
Marketing tools
Pesci Attrezzature has a training center and a free service telephone number for its customers.315
10.5.2 Utensil85
Utensil85 was founded 1985. One of its customer is IVECO in southern Italy. Utensil85 sells products
from MAHA Italy, Carole, Pasquin, BrainBee Automotive and CleanMek
Products
• Brake testers from Carole.
• Brake testers, lifting technology, power dynamometers, emission testers, headlight testers,
side-slip testers and shock absorbers testers from MAHA.
• Emission testers and brake testers from Brain Bee.
• Hydraulic jacks from Pasquin.
Employees
MAHA Italy, pasguin and Carole use Utensil85 as a distributors in Italy.316
Marketing tools
Utensil85 offers technical assistens for its customers317 with the P.N. Service as a service operator.
Utensil85 plans the vehicle repair facilities for its customers. Utensil85´s homepage is in Italian.
10.5.3 Motorscan Roma
Motorscan was founded 1991 in Parma, Italy.
Products
The product groups Motorscan offers are318:
• Diagnose equipment
• Emission testers
• Headlight testers
• Opazimeter
• Test lanes
312
www.pesciattrezzature.it 2007-10-02
313
www.pesciattrezzature.it/slift.htm 2007-10-02
314
http://de102.kompass.com/staticSearchPage/index.asp?
SearchArt=PS&_Zone=IT&_Keyword=omcn&_Lang=de&_Choix=PS&_Action=21&_Page=comp_list&_Prev
act=SOCRECH&_Nbpage=1&_Pgdebut=1&_Secteur=SOC&_KProv=DE101&_Locality=&classification=&_
Mycharset=iso-8859-1&_Version=&_Region=&_URL=http%3A%2F%2Fwww.kompass.com%2Fkinl
%2Fstatic%2Findex_portal.php2007-10-03
315
www.pesciattrezzature.it/trainung_center.htm 2007-10-01
316
www.utensil85.it/page5/page5.html 2007-10-02
317
www.utensil85.it/page11/page11.html 2007-10-01
318
www.motorscan.com/Ing/chisiamo/page_chisiamo.asp 2007-10-17
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Employees
Motorscan has importers in Europe, Asia, Middle East and South America.319
Marketing tools
Motorscan´s homepage is in Italian, English, French, German, Spanish, Russian, Chinese and
Portuguese. Motorscan offers a training program for its customers as well as technical support over
telephone and downloads from the homepage.
10.5.4 Informauto
Informauto was founded 1996 from the Bulli family. Informauto´s customers are vehicle repair
facilities, carrage makers, vehicle testing stations and concessionaires. Manufacturers which
Informauto has are MAHA, Texo, Modolfo Ferro, Technocolor, Bruel and Kiaer, MMB and
Giuliano.320
Products
Informauto offers following products321:
• Aircondtion testers
• Brake tester
• Emission tester
• Shock absorber tester
• Tuning
Employees
Informauto has 1-10 employees
Marketing tools
Informauto has its homepage in Italian. At the homepage it is possible to see price tables for its
products and description catalogs of the products.322
10.6 Methodology
This chapter explains which methods used and the reasons for their use.
Primary data is information that is collected for the first time, generated from original sources.
Primary data is specific made for the research questions. In this thesis primary data was collected
principally through interviews and questionnaires.324 The major advantage of primary data is that the
information is specific, current and relevant. Disadvantages are the high costs and time associated with
the collection of the primary data.
Secondary data is information that already has been collected for other purposes and is available to the
researcher. Secondary data gives an overview over the market and competitors. The major advantages
of secondary data are the low costs and time associated with its collection. The disadvantage is that it
is more general in nature than primary data. Secondary data is collected from the desk-top, via
published articles and the Internet.325
319
www.motorscan.com/Ing/chisiamo/page_chisiamo.asp 2007-10-17
320
www.inform-auto.it/w2/homepage.php?d=azienda/profoli.htm 2007-10-01
321
www.inform-auto.it/w2/homepage.php?d=azienda/profolio.htm 2007-10-02
322
www.inform-auto.it/w2/homepage.php?d=azienda/profoli.htm 2007-10-02
323
C-A. Engdahl, 2006
324
S. Hollensen, 2004, p. 138
325
S. Hollensen, 2004, p. 138
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To collect empirical information from Internet can give advantages. Internet can be used to collect
information from companies, organizations and articles. It can as well be used to do questionnaires
and interviews electronic. The disadvantage about Internet is the lack reliability. Information should
be double-check and come from the main source to be reliable.326
The rule is that no primary data should be collected before secondary has have been collected. 327
A quantitative data collection method is done through measurements. The measurements can be done
trough observations, interviews and questionnaires.329 The steps; questionnaire, data retrieval and
analyze is presented in different steps. The critical element is the questionnaire, which is not a
complete method.330
It is possible to combine the qualitative and quantitative method. It is often useful for the reason that
they can complement each other. The combination of the qualitative and quantitative methods
increases accuracy and validity. The qualitative method provides insight in to the results of the
quantitative inquiry.331 Primary data may be qualitative or quantitative in nature.
Contact methods are of three different kinds: personal (face-to-face) interviews, telephone interviews
and E-mail survey.332 The E-mail questionnaire is the best way get in contact with people who are not
available for interviews. The principal disadvantages with E-mail are that the response rate is low and
the response time is high. Telephone interviewing is the fastest method to get the information. The
advantage of telephone interviewing is that there is opportunity to explain any questions the
respondent does not understand. The personal interview should neither be too long nor too personal.
Personal interviewing is the most flexible method because the interviewer can ask follow-up questions
as needed.333
Case-studies are done in a limited environment and the results of them shows the essential interest in
the studied markets.337
326
U. Lundahl and P.-H. Skärvad, 1999, p. 139
327
S. Hollensen, 2004, p.139
328
S. Hollensen, 2004, p. 144
329
U. Lundahl and P.-H. Skärvad, 1999, p. 135
330
S. Hollensen, 2004. p. 144
331
S. Hollensen, 2004, p. 145
332
S. Hollensen, 2004, p. 148
333
P. Kotler, 2003
334
A. M. Graziano and M. L. Raulin, 2003, p. 181
335
U. Lundahl and P.-H. Skärvad, 1999, p. 150
336
A. M. Graziano and M. L. Raulin, 2003, p. 182
337
A. M. Graziano and M. L. Raulin, 2003, p. 129
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Case-studies enhance the generalizability of researches. Case-studies can be used to test the
generalizability of the research. The results from a case-study can together be generalized to theories
and patterns with references to earlier theory.338
Reliability is the factor which measures the results of the measurement, that it is not random mistakes
in the results. In this master thesis the reliability is measured through that the information is double
controlled from different sources.
Side-slip test
The side-slip tester measures the vehicles wheel alignment. During this test the one of the wheels rolls
and the movement of the plate indicate whether an axle needs a wheel alignment. The test is important
if the wheels are tracking safety and/or causing unnecessary tire wear. The vehicle axles can get skew
in frontal accidents. There are not regulations in every country that this should be tested at the test
organizations, but it is useful for vehicle safety and maintenance screening.
Brake testers
The brakes of vehicles can be tested in four different ways, through road tests, visual inspection, roller
brake testers and plate tester system. The roller brake tester works that the rolls is driven by an electric
motor and the sensor roller between the rolls. Drive rollers monitors the wheel speed and stops the test
when slip of the wheel is detected. When the brakes are applied, the sensor roller and sends data to the
computer. It is important to test each side independently so that the sides can be compared.
There are two different types of roller brake testers. The first type is the two-wheel-drive brake tester
and the second is the four-wheel-drive brake tester. The two-wheel-drive brake tester works that the
vehicle stands at tester and the wheels moves in the equal direction. The wheels are moving to a
known orbit counter and at that point they brake. At the four-wheel-drive brake tester the rolls rotates
in opposite directions. The brake testers for four-wheel-drive have two drive axels that have contact
with each other but rotate in different directions. The wheel that is tested is moving in the driving
direction and the other wheel is moving backwards.341
338
U. Lundahl and P.-H. Skärvad, 1999, p. 195
339
www.hunter.com/pub/undercar/4187T/index.htm 2007-08-03
340
Frost & Sullivan, 2007, p. 89
341
www.v3.espacenet.com/textdoc?DB=EPODOC&IDX=EP0623813&Qpn=Ep0623813&CY=ep&LG=de
2007-07-19
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There is another type of brake tester which is the platform testers. These testers work that the vehicle
dives and brakes over the two plates and the plates feel how the link and right brakes work. With the
plate tester method two or four steel plates lays at the flour. During the test the vehicle drives 4-8 km/h
and then brakes over the plates and the plates measures the braking forces. The plate form testers are
not to prefer for the reason that they are not so exactly in their measurements like the roller brake
testers.343
Headlight test
The headlight test works for cars and trucks, and is a test for the lamps at the vehicles. The test is done
with help from a laser to get the right place for the headlight tester. The headlight tester then measures
the broken angle from the light. If the light does not break at the right angle because if they do not are
they can dazzle the other drivers. The headlight position can change in accidents and they also change
their position by themselves.
Emission testers
There are two types of emission testers; the diesel smoke meter and 4-/ 5-gas tester. The diesel smoke
meter is for cars and trucks and has a laser that measures the intensity of the emission. The product
works so that the emission is collected through a pipe from the exhaust pipe to the machine. The diesel
measure product sends a laser jet which from one side of the machine and the laser jet is reflected of
the other side of the machine. Of the laser jets strength that return can the diesel emissions density be
measured. The 4-/ 5-gas tester are for gas cars and measure the mixture between four and five gases.
The gas machine has the same connection to the exhaust pipe as the diesel emission tester. The
machine measures the mix of four to five gases and gives the result of the size of the parts.
342
www.v3.espacenet.com/textdoc?DB=EPODOC&IDX=EP0623813&Qpn=Ep0623813&CY=ep&LG=de
2007-07-19
343
www.hunter.com/pub/undercar/2623/index.htm 2007-08-03
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Lifting technology
The manufactures of vehicle repair facilities and vehicle testing organizations equipment offers many
different types of lifts. The lifting technology groups are; two post lifts, four post lifts and scissors lift.
The two post lift lifts the vehicle up with help from two arms (the arms have each two arms) and is just
done for cars. The four posts lifts lift the whole vehicle under the wheels. This is a more stabile
solution and can also be used for trucks. The scissors lifts lift vehicle like a cross, it exists single and
double lifts. In the double scissors lifts the vehicle is lifted with two cross at top of each other.
Different lifts are used for different purpose. The scissors lifts are used for vehicle testing
organizations for the reason that the lifts can lift and low the vehicles with a high intensity. The high
intensity is a result from that the employees´ do not need to do any adjustments or secure, the scissor
lift manage that factors. With the scissor lift it is important that the vehicle stands straight at the
platforms. At vehicle facilities the two/four pole lifts are the most used products. These lifts can lift
the vehicle even if they are not standing straight, and they are cheaper than the scissors lifts. The most
important factors for vehicle repair stations about the lifting technology are: the employees’ safety;
that the lifts are working fast; the reliability; the ergonomic; and the reduction in service.344
Market:
Name of interviewed person:
His/her position at MAHA:
Date:
Time:
Condition: First general questions about MAHA will be asked, and then specific questions for MAHA
´s three products; BPS (Bremsenprüfstände), LPS (Dynamometers) and HEB (Hebetechnik).
General questions
1. How long time has MAHA been represented in the market?
a. Do other foreign companies have other solutions in their organizations in the market?
5. What is the main social and culture differences between the market and Germany?
2. How does the future look like for BPS in the market?
344
Frost & Sullivan, 2007, p. 416
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a. Strength?
b. Weaknesses?
c. Opportunities?
d. Threats?
Competition
5. Who are the main competitors in the BPS area in the market?
Customers
9. Which are MAHA´s main customers in the market?
13. How does MAHA´s work with the customer take place?
2. How does the future look like for HEB in the market?
a. Strength?
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Charlotte Wallin
b. Weaknesses?
c. Opportunities?
d. Threats?
Competition
5. Who are the main competitors in the HEB area in the market?
Customers
9. Which are MAHA´s main customers in the market?
13. How does MAHA´s work with the customer take place?
2. How does the future look like for LPS in the market?
a. Strength?
b. Weaknesses?
c. Opportunities?
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d. Threats?
Competition
5. Who are the main competitors in the LPS area in the market?
Customers
9. Which are MAHA´s main customers in the market?
13. How does MAHA´s work with the customer take place?
Final questions
1. Do you know any organization that has sales numbers from the market or industry magazines/
newsletters?
Market discussion
Market:
Name of interviewed person:
His/her position at MAHA:
Date:
Time:
1. Which customs numbers/codes does… have?
a. Brake testers
b. Lifting technology
c. Dynamometers technology
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Market share
3. How large market share does MAHA have at the lifting technology market?
4. How large market share does MAHA have at the brake systems market?
5. How large market share does MAHA have at the dynamometers technology market?
6. How large market share does MAHA have at the shock absorb systems?
Branch organizations
7. What name and contact information does the branch organization for workshop equipment
have?
8. How is the structure of the market according to sold products at the markets? Just Japanese
companies, just European companies, a mixture of companies in percent?
Competitors
9. Which are MAHA´s five main competitors at the brake testers market?
10. Which are MAHA´s five main competitors at the lifting technology market?
11. Which are MAHA´s five main competitors at the dynamometers technology market?
12. Which are MAHA´s five main competitors at the shock absorber testers market?
13. Which are the largest actors at the brake system, lifting technology and dynamometers
technology market according to sold products?
Customers questionnaire
Company:
Interviewed employee’s position and name:
Date:
1. Which of the following equipment does your company use, and how long has your company
had these products?
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Power dynamometers
2. How does your company get information about the products? If your company gets
information via the distributor, please make your choices in matrix 2a. If your company gets
information via the manufacturer, please make your choices in 2b. If your company gets
information from both the distributor and manufacturer, please make your choices in both
matrixes.
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Exhibitions
Give away
Via Independent media - - - - - - -
Articles in branch
magazines or via
Internet
Branch organizations
annual meetings
Speech at seminar,
workshop, conference
Recommendations
Training on technical
school
Others: _____________
3. What do you prefer, marketing from the manufacture or from your distributor? Please make a
cross at right alternative.
Alternative Cross
Manufacture
Distributor
4. Which marketing does your company value most? Please rank your alternatives after priority
where the first alternative is the most important alternative. Alternatives may be chosen from
question number 2a.
1.
2.
3.
4.
5.
5. Which is your company´s main reason of signing a contract? Please use following scale.
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Master Thesis MAHA Maschinenbau Haldenwang GmbH & Co. KG
Charlotte Wallin
6. Additional information?
Distributors questionnaire
Company:
Interviewed employee’s position and name:
Date:
1. Which marketing methods does your company use? Please make your choice at following
alternative(s).
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Master Thesis MAHA Maschinenbau Haldenwang GmbH & Co. KG
Charlotte Wallin
3. How do you select potential customer groups? Please make a cross at each right alternative(s).
4. How much time does your company spend on: (Please answer in %, your total time at work =
100%)
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Master Thesis MAHA Maschinenbau Haldenwang GmbH & Co. KG
Charlotte Wallin
equipment) equipment)
Side-slip testers
Shock absorb testers
Brake testers
Emission testers
Lifting technology
Headlight tester
Power dynamometers
6. Which service does your company offer customers? Please make a cross at each right
alternative.
7. What does your company find most important when it chose to represent a foreign
manufacturer? Please rank your alternatives, where 1 is the most important alternative and the
highest number is the less important alternative.
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Master Thesis MAHA Maschinenbau Haldenwang GmbH & Co. KG
Charlotte Wallin
8. Which alternative(s) are necessary for your company to increase existing market share? Please
rank your alternatives, where 1 is the most important alternative and 6 is the less important
alternative.
9. Additional information?
1. Test lanes
Brake testers:
Headlight testers:
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Master Thesis MAHA Maschinenbau Haldenwang GmbH & Co. KG
Charlotte Wallin
Side-slip testers:
2. Lifting technology
Scissors lift:
Pitjacks:
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Master Thesis MAHA Maschinenbau Haldenwang GmbH & Co. KG
Charlotte Wallin
3. Dynamometers technology
The years that I am interested in are: 2003, 2004, 2005, 2006 and so far 2007.
Please answer this letter as soon as possible and preferably before last July!
Replay address:
MAHA Maschinenbau Haldenwang GmbH & Co. KG.
Charlotte Wallin
c/o: Johan Siwers
Hoyen 20
D-874 90 Haldenwang
DEUTSCHLAND
Replay Email:
chwa03@student.bth.se
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