The Research Of Improvement Of Marine Engine Sales Mode Of Caterpillar

With the development of the World Trading, Building Center approaching east, Capacity Increasement of China Shipbuilding, World Shipbuilding has more powerful energy injected. The new cycle since Yr 2002 will extend to Yr 2015 or even longer under the sufficient analysis.This thesis analyzed the basic circumstance of world shipbuilding market and internal of shipbuilding industry, it is believed that the world shipbuilding market is approaching another highest level. In the coming years, the demand of new ships from world trade and renew of old ships will become the power of shipbuilding.As a world leader of marine engine supplier, how does Caterpillar face this trend and grasp the chances to increase the activities in China or even the whole world. All these have to be considered by Caterpillar. Among these questions that Caterpillar has to face, there is a critical issue that is the Sales Mode. The current Dealer System is really not suitable to the competition of Marine Engine and the trend of shipbuilding market. And with such a sales mode, Caterpillar has already lost the control of the projects. As the main target of a company is to make more profit, this poor situation has to be changed. After analyzing the marine engine business by SWOT, discovering the problems of current Dealer Sales Mode, comparing the sales modes with the competitors, it is proved that the current sales mode is not suitable to Caterpillar. Instead, the Direct Sales Mode shall be introduced. Stating the Direct Sales Mode matches the marine engine market, core competitive advantage of Caterpillar and the trend of world shipbuilding. Finally, the introduced Direct Sales Mode shall be modified to match the current organization structure of Caterpillar.