6-2 Short Paper Caterpillar Case Study
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Caterpillar Case Study
Sasha Stanley
Southern New Hampshire University
April 6, 2024
Capital budgeting decisions define an organization's leadership, establish strategic priorities, allocate resources, and establish accountability. Managers gather and communicate information across organizational boundaries and evaluate it by analyzing cash inflows and outflows over time. The Caterpillar plant in Aurora, Illinois faced a request for a Footprint Study to identify the
best global location to produce a new hybrid/electric exoloader. The study aimed to improve profitability, create a new market niche, and provide global exoloader production capacity. The capital budgeting analysis would consider sales opportunities, local labor costs, logistics costs, supply chain costs, and investment costs. The results would impact communities and possible locations for a new exoloader production facility. Caterpillar’s Decision‐Making Environment Caterpillar is a leading global company that designs, manufactures, and sells construction, mining, and forestry machinery. However, the worldwide economic crisis had a significant impact on the company's revenue. As per the data, the revenue dropped by more than 30% in 2009 as compared to 2008. To overcome this situation, the company had to prioritize investments
that were expected to yield better returns. The returns should be adjusted to reflect the risks associated with each investment alternative. In 2005, the company leadership established Vision 2020, a strategy to align company decision-making for the next 15 years. In June 2010, The company outlined three key areas for success in a recent press release. These areas include financial growth, measured by earnings per share, operating profit after capital charge (OPACC), and cash flow. The company also values talent development, world-class safety, and inclusion as important factors in achieving success. Finally, the company aims to achieve market leadership by focusing on product quality, percent of industry sales (PINS), and growth of aftermarket parts.
The company's focus is to provide a range of products that meet the needs of its customers and solve their problems. The sales occur through two channels, firstly, through its dealer network, and secondly, through direct customer sales, which are limited to unique large customers such as governments. Caterpillar operates in four main product lines, which are: (1) machinery sales in construction industries for infrastructure and building construction applications, (2) machinery sales in resource industries for mining and quarrying applications, (3) power systems for engines,
turbines, and replacement parts across various industries, and (4) financial products for financing
customers and dealers to purchase and lease Caterpillar equipment. The company's Exoloader production creates a new line of products within the construction industries segment that bridges the earthmoving/loader and excavation product lines.
Caterpillar is launching a new product called the Exoloader, which aims to create a new market niche. However, the company is facing significant competition from existing makers of excavators and loaders, which puts pressure on the projected operating margins. To reduce production and delivery costs throughout the supply chain, a footprint study needs to be conducted. Scenario A involves expanding and refocusing an existing production facility to accommodate the new exoloader production volumes. A facility in Japan was considered, but it was landlocked and offered little potential for expansion. The Aurora production facility could be reconfigured to
handle exoloader production, but concerns remain about lengthy delivery times to meet product demand in Caterpillar's growth markets.
Scenario B focuses on building a new production facility in China. This scenario would reduce exoloader delivery times in Asian markets, but there are concerns about delivery times to South
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