Assessment of Barton Engine Works Co. Market Position

Barton Case Study

Stacia Bell

September 1, 2015

Assessment of Barton Engine Works Co. Market Position

Barton Engine Works Company should be analyzed on both a local and national scale. This company is based out of a very small community and it is the largest employer of that area. Because of its “home grown” authenticity, this company bolsters a strong standing locally. Jayne is new to the position as head of the company. It will be important for her to not only strengthen the brand, but also to make it fit to her way of handling business. Knowing the company’s market position is the first step for her. Knowing the company’s differences, customer base, and the competitive landscape help to determine the market position.

The Barton Engine Works Company has a very unique attribute which sets it apart from other competitors in the industry.  It was stated that the company is the only one of its kind in the local arena. That is a unique quality, which if capitalized on properly, could prove to be very profitable. The company’s existence dates back as far as 1978 and that stands for something great in the business world. It means longevity is possible for the Barton Engine Works Company. What is offered is unique to the town and highly important as well.

My suggestion to Jayne would be to focus on the continuous building to the local brand in order to show the community that even though she is new to the position, the company will continue to produce a quality product and provide economic stability within the community. and remain loyal; one of those companies is Mulch & Co. It would be a good idea to utilize Barton’s relationship with Mulch to show others who may or may not be on the fence of switching suppliers that the Barton brand is synonymous with quality. Jayne should play on the small town family more than likely highly likeable by a similar constituent base.

While those efforts are great for local positioning, there is also the concern with national positioning. Based on the information and observance, Barton currently has a place in the international market and it has had some successful years as such. However, recently they have lost customers to the Japanese suppliers. The key success factors thus far for Barton, seem to be their longevity, quality product, a strong work force, and providing customization on some products.

My suggestion for Jayne as a newcomer in this position would be to find and properly secure the company’s place in the competitive landscape of engine production. Make sure that consumers and potential consumers understand the Barton brand. The current standing of the brand, as stated before, seems to be comfortable on both the local and international scene. However, there is always room for improvement and growth. Management now needs to strategically change the position of the company in the minds of the market. The goal is to not just be comfortable but to be dominating, strengthen weak areas, and continue to build on the strong ones. Based on the financial figures, both Big Bill and Little Bill were correct in their assessment of the company’s market position. The figures show that the company cleared more income in the year of 1999 and over the next two years there was a decrease. I also suggest a cost effective advertising campaign. This will help to strengthen Barton’s market position and also help the company gain new customers.