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CAT Case Presentation final

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CAT Case Presentation final
CATERPILLAR
GEORGE SCHAEFER TAKES CHARGE
&
WORKING TO ESTABLISH “ONE VOICE”

Zeynep Şagar
Hande Arslantürk

The Agenda of the Day

Background of CAT
The Strategic Business Conference

The Initiatives
Working to Establish “One Voice”
Moving Beyond Identity to Define Caterpillar’s Voice

Strategic Tools

2

Background

1920s – 1930s

1930s – 1940s
1930-1939 - Belgium
Caterpillar tractors help construct the King Albert Canal.
1932 - Louisiana
Five Caterpillar Diesel Sixty Tractors work on the
Mississippi Levee construction project.

Benjamin Holt

1933-1937 - San Francisco, California
Caterpillar machines help construct the Golden Gate
Bridge.

Daniel Best

1936 - Quetta, India
Caterpillar machines clean up debris after a devastating earthquake strikes Quetta, India.

Formed in 1925 with the merger of two competitors:
Holt Manufacturing & Best Tractor

1937 - Iraq & Palestine
Caterpillar machines in large fleets are working on the
Haifa-Baghdad Highway, an important link between the
Mediterranean and the Persian Gulf.

the tractor crawled like a caterpillar where the name comes from

1920

1930

1940

1950

1960

1970

1980

1990

2000

3

Background

1940s – 1950s

1950s – 1960s

1941-1945: US WW2
Caterpillar provides support for the military during
World War II.

1955 - U.S.
Caterpillar machines aid recovery efforts on the East
Coast following Hurricane Diane.

1942 - Alaska
Caterpillar machines help construct the Alaskan
Highway.

1957 - Hawaii
A Caterpillar D6 Tractor pulls the first undersea telephone cable between the U.S. and Hawaii ashore in the Hawaiian Islands.

1944-1956 - U.S.
Caterpillar machines help construct more than 70,000 miles of highways throughout the United States.
1946 - Hawaii
Caterpillar machines aid clean-up efforts following the
Hilo Tidal Wave disaster.

1920

1930

1940

1950

1960

1958 - Greenland
A Caterpillar D8 Tractor tows a C-47 cargo plane, wrecked in a crash landing, 200 miles over the
Greenland Ice Cap.

1970

1980

1990
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