Swisher Mower Case Study
Swisher Mower and Machine Company Case Analysis
Company History
Swisher Mower and Machine Company is located in Warrensburg Missouri. Max Swisher founded Swisher Mowers in 1945. Max began manufacturing riding mowers in 1956.Max’s ingenuity in riding mowers has not been duplicated. Swisher Mowers was the first to introduce the zero turn radius mowers, the Ride King. Swisher has prided itself in a customer oriented philosophy, which has developed strong relationships with dealers and customers. Swisher wanted to maintain a small company image that developed loyalty from his distributors and customers. This loyalty is seen from SMC in guaranteeing the protection of trade territories when ever possible.
Swot Analysis Strengths Weakness
Distinct design Limited product range, few new products
Interchangeable parts Customer perception of rear vs. front engine design
Easy to use Limited marketing focus to farm supply and garden stores
Zero turn without shifting gears Cyclical industry
Customer oriented Self insured
Strong Dealer relationship Limited advertising and promotions
Customer and dealer loyalty Small company image
Net profit of 10%, strong sales Seasonal products
Remained profitable since company founded
Minimalization of short and long term financing needed
Small company image Opportunities Threats
Market in mass merchandising stores Ten different makers of lawn tractors, stiff competition
Private label marketing Cyclical industry
Gain market share Patent expiration
Expand market coverage Limited product line
Sales Analysis
Sales have grown steadily and peaked at 10,000 unit volume in 1966, with the sales at 2 million dollars. Sales have leveled off at 4,250 mowers per year in the 1990’s. In 1995 business has leveled off at 4,200 mowers and earnings of 4.3 million in sales. Sales are cyclical and have periods of decline and growth, following the economy. Sales are seasonal which peak in
Company History
Swisher Mower and Machine Company is located in Warrensburg Missouri. Max Swisher founded Swisher Mowers in 1945. Max began manufacturing riding mowers in 1956.Max’s ingenuity in riding mowers has not been duplicated. Swisher Mowers was the first to introduce the zero turn radius mowers, the Ride King. Swisher has prided itself in a customer oriented philosophy, which has developed strong relationships with dealers and customers. Swisher wanted to maintain a small company image that developed loyalty from his distributors and customers. This loyalty is seen from SMC in guaranteeing the protection of trade territories when ever possible.
Swot Analysis Strengths Weakness
Distinct design Limited product range, few new products
Interchangeable parts Customer perception of rear vs. front engine design
Easy to use Limited marketing focus to farm supply and garden stores
Zero turn without shifting gears Cyclical industry
Customer oriented Self insured
Strong Dealer relationship Limited advertising and promotions
Customer and dealer loyalty Small company image
Net profit of 10%, strong sales Seasonal products
Remained profitable since company founded
Minimalization of short and long term financing needed
Small company image Opportunities Threats
Market in mass merchandising stores Ten different makers of lawn tractors, stiff competition
Private label marketing Cyclical industry
Gain market share Patent expiration
Expand market coverage Limited product line
Sales Analysis
Sales have grown steadily and peaked at 10,000 unit volume in 1966, with the sales at 2 million dollars. Sales have leveled off at 4,250 mowers per year in the 1990’s. In 1995 business has leveled off at 4,200 mowers and earnings of 4.3 million in sales. Sales are cyclical and have periods of decline and growth, following the economy. Sales are seasonal which peak in