Group #64
Decision Criteria
- Profitable over a long term
- Maintain current value proposition
- New market(s) are developed
- Effectively manage all stakeholders
Recommendation
Skyspider
- Articulating boom
- Outriggers add stability
- Indoor usage
- Versatility
internal analysis
- Global leader in scissor lifts
- Scissors make up 13.5% of AWP market
- Very successful selling to equipment rental companies
Competitive Analysis
- Very few established competitors
- Only one large North American manufacturer
- Threat of new entrants in industry is low
Consumer analysis
- General construction companies
- Reliability, durability are important
- New fleets will be needed around 2017
- Skyspider can reach niches
- Film industry requires flexibility
Why JOINT VENTURE?
Dinolift
- Motto of "Easy to use, incredibly safe"
- ISO Certification of 14001
- Focus on Spider Lifts
- Dissimilar product lines
- Heavy distribution across Europe
- New Managing Director
Implementation plan
- Short Term
- Medium Term
- Ongoing
Short term
- Structure of Joint Venture Agreement
- What does that mean for R&D?
Medium term
- Educational Skyspider videos
- Website / Mobile App redesign
Medium term
- Targeting 2017 Launch
- Competition based pricing strategy
- Skyspider selling price of $149,999
ongoing
- Trade Shows
- Magazine Ads: Filmmaker & Equipment World
- Personal Selling
Title
Expectations
- Return on capital: 20.23%
- Overall project value: $1.3M to $9.9M
- Break-even: 4,381 units, reached in 2022
Contingency
- MultiTel Pagliero
- Palazzani