Marketing Excellence: CATERPILLAR
1. What were some of the key steps that made Caterpillar the industry leader in earth-moving
machinery? Explain how Caterpillar’s products di er from compe!tors’.
2. Discuss Caterpillar’s future. What should it do next with its product line? Where is the future growth
for this company?
Markeng Excellence: TOYOTA
1. Toyota has built a huge manufacturing capacity that can produce millions of cars each year for
a wide variety of consumers. Why was it able to become so much bigger than any other auto
manufacturer?
2. Has Toyota done the right thing by manufacturing a car brand for everyone? Why or why not?