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ABA Industrial Vehicles manufactures, sells, and globally distributes specialized industrial and con- struction vehicles primarily to channel partners, who rent them out to businesses and construction firms. They employ 2,400 people, of whom more than 110 are sales professionals. ABA is the larg- est company in the Specialized Industrial Vehicle (SIP) division of a diversified global manufacturer with yearly net sales in excess of $11 billion. The SIP division is managed out of ABA’s headquarters and consists of ABA and five smaller manufactur- ing companies.


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ABA enjoys a well-established brand in its target market, along with a reputation for competitive product quality and excellent customer service. As a result, they have achieved good market share in the United States and market leadership in Europe and the Middle East. It has also achieved a significant presence elsewhere in the world – most notably in Latin America and Australia, with a growing (though small) presence in Asia. As ABA’s market matures, the com- pany faces additional competition from a large number of global firms – some of which have manufacturing facilities in areas far from ABA’s own manufacturing facilities. Since many of its specialized vehicles cannot be driven on public roadways, ABA’s business model has suffered from high shipment costs. This has forced them to charge more for its products than some of its competitors in order to maintain profitability.


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