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- CAT Electric power CSA Video. Retreived from https://www.youtube.com/watch?v=IqW8MPnWMfU&list=PLBDD994728C315419

-Gregory, K. (2004). Using TECHNOLOGY to GROW Your Business. Advisor Today, 99(2), 36-41

- Keller ,K.(2013). Strategic brand management:Building, Measureing and Managing Brand Equity(4th Ed.).Essex , England

-Quester, P., Pettigrew, S., Kopandis, F., Rao Hill, S. (2014). ConsumerBehaviour Implications for Marketing Strategy (7th Ed.). Ryde,Australia: McGraw-Hill Education Australia

- Seven group Holdings Shareholder review (2014). Retrieved October 3, 2014 from www.sevengroup.com.au

- WesTrac recuitment video " The future starts today". Retreived from https://www.youtube.com/user/WesTracAus

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WesTrac needs to undertake a substantial marketing campaign to cover all three major challenges if it wishes to be able to increase customer satisfaction with it branding.

1) Communicate the value of the WesTrac brand

WesTrac must clearly communicate that WesTrac is loyal to all of its customers, regardless of the size of the business or the industry in which it operates. This communication must particularly be targeting towards current and potential construction customers. An example of this as discussed by Keller (2013) as part of this marketing campaign WesTrac could explain that the mining machines will only be worked on at specific branches and that this will leave all branches available service labour free to satisfy local customers needs .

2) Position WesTrac as a market leader in technology and automation

WesTrac also needs to reinvent itself as a market leader in technology and automation. To do this WesTrac needs to follow Caterpillar's lead and fully implement CAT Connect which helps integrate various Caterpillar systems (including telemetry , oil analysis and service systems) into one easy to use product. Additionally all service staff need to be made CAT technology capable which means being able to diagnose and repair Caterpillar GPS technology products such as CAES and Accugrade. This strategy will help minimise costs to the customer by being able to repair these systems at a local branch level rather then having to source specialised labour from the Newcastle facility. Gregory (2004) has identified that many large companies fail to adapt to new technologies or implement it fast enough and potentially face being left behind.

3) Leverage comprehensive tech support capability to justify higher costs

The ability to provide 24/7 tech support for any problems or breakdowns must be communicated to customers in order to justify the additional cost of WesTrac's products. WesTrac's high hourly service rate is required to retain qualified staff who can command higher wages from, for example, mining companies. WesTrac needs more effectively communicate the value this offers such as:

* access to expert tradesmen (no need to engage third party contractors) 24/7

* exemplary service facilities

* diminished waits for parts due to well stocked warehouses carrying 166, 00 line items between all 14 branches

Communicating the value to the customer in the WesTrac brand is important for the company to increase the companies chances of success , Keller (2013) discusses customers want to minimise perceived risk and will always return to products/services they are familiar with . This within itself is an opportunity for WesTrac provided that they focus on communicating the value of the brand effectively.

4) Communicate that WesTrac values long term service contracts

If longterm contracts are going to increase in value customers must be assured that they are treated with the respect that they deserve. WesTrac would be best served in bench marking response and issue resolution times and communicating this to customers. As discussed by Quester (2014), branch managers should have response and defect resolution times as part of their KPI's. This will cultivate a a vested interest in their service staff reporting to the customers site ASAP will improve customer perceptions of both of these products by holding branches responsible for the customers contracts in their area of operation.

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Sourced from CAT Electric power :https://www.youtube.com/watch?v=IqW8MPnWMfU&list=PLBDD994728C315419

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Cummins Power Generation Earns OSHPD Preapproval

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Caterpillar Marine Power Systems Overview

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Cat Electric Power: Customer Support Agreements

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Tailored to meet specific customer needs, a Cat Customer Support Agreement (CSA) can provide maximum equipment productivity and operating economy. Lutheran Hospital works with their local Cat Dealer for preventative maintenance and repairs for optimum generator reliability. Aqua America's support agreement includes biannual maintenance reviews, which include oil sampling.

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WesTrac underwent massive expansion up until 2012, fuelled by the second mining boom and business reinvestment schemes introduced by the Rudd/Gillard Labor government. Healthy tax concessions and lower interest rates that followed the Global Financial Crisis (GFC) allowed both large and small customers to replace and upgrade equipment earlier. WesTrac therefore focused its resources on the mining sector in order to profit from the large investment in this area. Ultimately, the business expansion that relied almost solely on mining became unsustainable.

1. Alienation of construction customers

Both WesTrac and its customers came to identify it as a mining company, not a construction equipment provider. Ironically, sales of construction equipment had accounted for 60% of WesTrac's earnings prior to the mining boom. This focus on mining at the expense of construction created a strain on the WesTrac supply chain and resulted in substantially increased wait times for machine repairs and new builds. By neglecting the construction equipment market WesTrac created discontent and resentment amongst its previously loyal customer base.

This created opportunities for smaller competitors such as Komatsu, Hitachi , Kobelco , Volvo and Case New Holland to offer the same customers machines at better prices with faster delivery dates . With increased sales revenue these dealers were able ti invest in the same technology that previously allowed WestTrac Caterpillar to stand out from the competition and justify is increased sales costs.

2. Non-competitive hourly service rate

WesTrac has long been criticised for its high hourly rate. WesTrac will usually command an additional 15% of the industry average for every hour of technician labour. Customers consequently question the value of remaining loyal to WesTrac for ongoing equipment support, and WesTrac's recent marketing has failed to offer customers logical justification for the higher service price.

3. Diminishing long term contracts

WesTrac has been failing to secure long-term business through is mining group Maintenance and Repair Agreements (MARCs) and construction group Customer Support Agreements (CSAs). The high hourly service rate and dissatisfaction with response times for repairs has led to customers not renewing these agreements as the customers' perception has been that WesTrac does not value them sufficiently .

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WesTrac is an appointed Caterpillar dealer for Western Australia , NSW/ACT & Northern China. The company is part of Seven Group Holdings Ltd (SGH) with Mr Kerry Stokes AO as the chairman of the Board of Directors.

WesTrac has a proud history of being one of Caterpillar's largest dealers and embraces the latest technology and procedures into its business to provide their customers with the latest cutting edge product/techniques. WesTrac provides equipment management solutions to the following industries:

* Mining

* Construction

* On-highway trucking

* Marine

* Industrial

WesTrac has reported sales of AU$1.6 billion for the period 2013-2014 (as part of the SGH annual report).

(Seven Group Holdings 2014)

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WesTrac - The Future starts today - Recruitment program

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WesTrac - The Future starts today - Recruitment program

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Sourced from: https://www.youtube.com/user/WesTracAus

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WesTrac - Caterpillar Equipment - The Future Starts Today

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www.westrac.com.au Check out the new Television Commercial from WesTrac. WesTrac is a leading supplier of caterpillar equipment in Australia and worldwide. As one of the largest construction and heavy duty equipment in the world, we work had to deliver a diverse range of products and services to an equally diverse range of customers including the mining and construction industries.

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1990 - WesTrac becomes Western Australian Caterpillar Dealer

2000 - WesTrac becomes Northern China Caterpillar dealer HQ located in Tianjin

2004 - WesTrac Secures dealerships in New South Wales & Australian Capital Territory from Gough and Gilmore and begins operations April 9th 2004.

2010 - WesTrac and Channel Seven merge to create Seven Group Holdings Limited (SGH Ltd)

2010 - WesTrac acquires Bucyrus dealerships in NSW/ACT and WA in line with Caterpillar global mining strategy

2013 - WesTrac sheds 25% of its workforce due to downturn in the mining sector

(Seven Group Holdings 2014)