GROUP: ANKUR UMMAT (2012G05) ANURAG MISHRA (2012G06) BIBIN PILLAI(2012G07) BALWAN YADAV (2012G08) Caterpillar Tractor Brand Plan

Background  Head quarters in Illinois  Design, manufacture & market Earth moving equipment  Cat pulled out of overcrowded farm equipment to concentrate on growing EME  The Holt Manufacturing Company and the C. L. Best Tractor Co. merge to form Caterpillar Tractor Co.  – CATs sales tripled as US Army decided to standardize on Cat’s bulldozers  1979 – CAT’s went for high level of Automations  1981 – Company had 129 independent dealers overseas operating 605 branches worldwide  The worldwide recession took its toll on Caterpillar, costing the company the equivalent of $1 million a day and forcing it to dramatically reduce employment.  Caterpillar Leasing Company expanded to offer equipment financing options to its customers worldwide and is renamed Caterpillar Financial Services Corporation.  1985-present. The product line continued to diversify to meet a variety of customer needs. More than 300 products are now offered, more than double the figure in  The Caterpillar Tractor Co. changes its name to Caterpillar Inc. - a more accurate reflection of the enterprise's growing diversity.  A $1.8 billion plant modernization program was launched to streamline the manufacturing process.  The company decentralized its structure, reorganizing into business units responsible for return on assets and customer satisfaction.

Background………….Cont..  CAT continued to expand, acquiring the U.K.-based Perkins Engines. With the addition of Germany's MaK Motoren the previous year, Caterpillar becomes the world leader in diesel engine manufacturing.  The world's largest off-highway truck - the makes its debut at the Cat Proving Ground in Arizona.  Caterpillar unveils new line of compact construction equipment at CONEXPO  Caterpillar celebrates its 75th anniversary.  Caterpillar is the first company to globally launch 6 Sigma and deliver first-year benefits in excess of implementation costs.  Caterpillar becomes the first engine manufacturer to offer a complete line of 2004 model year clean diesel engines  Demonstrating a pledge to sustainable development, Caterpillar responded to a number of tragedies around the world, including the Asian Tsunami disaster, hurricanes along the U.S. Gulf Coast and earthquakes in South Asia. In the face of each of these challenges, employees, dealers and corporate leaders alike joined together to build a promise of hope and growth for all those affected by donating machinery, money and resources for relief and recovery efforts.  Benjamin Holt, one of Caterpillar Inc.'s founding fathers and designer of the first track-type tractor was recognized for his ingenuity and entrepreneurial spirit with an induction into the National Inventors Hall of Fame.  Caterpillar Inc. subsidiary Caterpillar Logistics Services, Inc. (Cat Logistics) opens a new parts distribution center in the Lingang Industrial Area in Shanghai.  Caterpillar launched a revised and updated Worldwide Code of Conduct and Enterprise Strategy.  Over 400 new Caterpillar machines help construct a 2,400-kilometer rail line through the Nafud Desert in Saudi Arabia

Caterpillar Strategy  The strategy includes a vision of the future where:  Caterpillar is the recognized leader everywhere it does business.  CAT’s products, services and solutions help their customers succeed.  Distribution system is a competitive advantage.  World Class Supply chain management  Business model drives superior results  Talented people live CAT Values in Action.  Work today helps customers create a more sustainable world.  CAT’s financial performance consistently rewards their stockholders.

Next 5 Years Goals – Focused in three areas  Delivering superior results:  A great long-term investment with total shareholder return in the top 25% -one of fortune 500 company.  Developing the best team of people:  Our employees will have a great, safe and inclusive place to work.  Becoming the global leader everywhere we do business:  Our customers will make more money with us than with our competitors.

Caterpillar Situation in 1981  Facing unsettled economic Environment  In Late 1981 much talk circulated in world media about global debts  Earth Moving Equipment industry was operating on 60% capacity  CAT management had to reduce about work force

Users  Construction and mining were key users for EME  US accounted for $230 billion construction industry which is 5% of world in 1980  Demand for EME is higher in developing countries than developed countries

Financing & Insurance Solutions Cat offer Finance Options for the Following:  Machines  Electric Power  Oil & Gas  Marine  Motor Coach

Payment Solutions  Best-in-Class Interest Rate  Low Monthly Minimum Payment  No Annual Fee  No Collateral Required  Special 0% Financing Options Available  Instant Access to Your Account Information Online 24/7  One-time Credit Approval  Manage Projects with Sub-Accounts

Competition  Case Equipments  John Deere  Komatsu  Hitachi  IBH holdings  JCB  Bharat Earth Movers  Hyundai

Financials of CAT

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