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Essay text:
Very specialized approach may alienate potential segments such as general car maintenance facilities and universities or trade schools.
EXTERNAL Opportunities Threats
Industry Trends Surface market is larger than in ground, 79% of total lift sales Scissor lift is the least popular of lift designs from 1997-1999
Fluctuating Exchange rates, (btw .65 to .7)
Competitors: Only 4 Canadian Firms in Automotive lift market
By 1999 exports/imports of hoists were duty free
12 US competitors
Dominated by 2 large US firms
AHV: 40% of the industry market share, US based, annual sales of 60 million, with direct selling, competes primarily on price...
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