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AUG 2007

Caterpillar: Big trucks, big sales, big attitude

Big Yellow is thriving. But there are big headaches too, and competition is getting tougher. So Caterpillar is revamping its operations. The big risk: Will the wheels fall off?

FORTUNE, August 13, 2007 — Bugs. From the rim of the vast open pit, the trucks, bulldozers and road scrapers far below look like scuttling yellow insects. Descend the dirt ramps that spiral a third of a mile down to the floor of the pit, though, and those bugs are transformed into Caterpillars - as in the ubiquitous machines that are as much a feature of the mining landscape as muck.

Category: Brand Strategy
Tags: Caterpillar, Business Model, Operations
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