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When Caterpillar, Inc. announced its fourth quarter profits
for 2010, the world's largest manufacturer of construction equipment reported a
62% increase in revenue. That $12.8-billion (USD) gain capped a year in which the
Illinois-based company grew total revenue by 31% to $42.59 billion. Much of
this growth was rooted in CAT's success in the Asia-Pacific region, where the
maker of construction machinery, mining equipment, diesel and natural gas
engines, and industrial gas turbines enjoyed a 43% increase in sales.
Five years ago, Caterpillar executives told a trade-show
audience that if the company wasn't number one in China by 2020, its status as
a corporate superpower would be at risk. But just ten years ago, Chinese
original equipment manufacturers (OEMs) didn't even make excavators. Now a 2011
Morgan Stanley report predicts that Chinese OEMs will triple their capacity to
build large-tonnage excavators by next year. The 130,000 units in question will
be enough to meet the demand of the red-hot Chinese market. So what's a foreign
company like Caterpillar to do?
Chris Edwards, chief representative for the world's largest heavy machinery
auction company, believes that "high-end" companies like Caterpillar will have
a hard time competing on "simple machines" like wheel loaders. "You can buy
four or five Chinese loaders for the price of a new foreign one," Edwards
explains, "so there is no price advantage" in choosing Caterpillar. This is a critical consideration since Chinese companies "are not
looking for high quality as much as they just want to keep their capital costs
low and try to maximize their profits."
Still, Caterpillar's prospects are not all gloom-and=doom. Eventually, the
Chinese market will "mature", Edwards claims. Then, Caterpillar's reliability, service, and expertise
– especially with higher-end construction machines – will resonate with Chinese
buyers.
Do you agree with Chris Edwards' assessment?
Source: Behind
the Wall
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