competitors. Another competitor, AGCO, has a list of brands, which include Massey Ferguson, Fendt, White, Agco-Allis, Spray Coupe and Hesston, to name a few. AGCO has been selling a host of brands that had a long-term customer identity, but the company now has plans to develop its on brand. One of the steps AGCO has taken in this direction is the purchase of Fendt. Same Deutz-Fahr is another Italian Competitor and a ambitious leader on international front. Same, after the take over of German Deutz-Far, faced certain liability costs for a while, but now, it is very well under control. Same Group has now successfully expanded into India and Poland. In spite of strong competition world wide, John Deere continues to have a strong control in the North American markets. It is a true American multinational and is the biggest farm machinery company in the world. John Deere found its way in Europe by acquiring German based Lanz tractor operations. John Deere had also acquired a few other machiney compannies in Europe, but those acquisitions did not work up to Deere's satisfaction. John Deere is now marketing itself as a technology-based company. Farmers still perceive John Deere at the quality end of the league and John Deere is cashing on this perception to gain more market share. John Deere is definitely facing a price based elasticity. This was evident during the green sweep pricing program when John Deere decided to slash prices to gain market share from CNH. When financial incentives were offered to farmers to switch form CNH to John Deere's equipment, the company saw a gain in the market share. John Deere is now in a position where the company now has a advertising based inelasticity. The brand is popular in the market place and there is not much need to increase the awareness for the existing products. However, as and when the company introduces new products in the market place, advertising will help gain more business. At this point, th...
