Marketing Management - Swisher Mower and Machine Company.

The first 200 words of this essay...

MBA5009

Marketing Management

Group Report

Of

Case 5

Swisher Mower and Machine Company

Submitted by

Zeng Min, Bernice

Ellen Novidia Adisoebrata

Tan Xiao Ling, Linda

Liu Bei, Pat

Paul Lim Suparto

Quach Thi Thu Hien

Huang Yue Hong, Sarah

NUS Business School

National University of Singapore

Wayne Swisher, President and Chief Executive Office of Swisher Mower and Machine Company (SMC), was weighing the proposal of a private branding arrangement for SMC's line of riding mowers. He thought the inquiry presented an opportunity but details should be studied more closely.

Situation Analysis:

Company Background:

Established in 1945 by Max Swisher, SMC grew steadily with unit volume for SMC riding mowers peaking at 10,000 units with sales of $2 million in 1966. In the 1990s, the unit volume remained constant with around 4,250 riding mowers per year. Compared with 1,263,000 unit sales in riding mowers and tractors industry, SMC only occupied around 0.3% market share. Max Swisher, the current CEO, thought maintaining a small company image had also been an important aspect of his business philosophy, which led to the good personal relationships