Pros
World class construction products with few peers from an engineering, manufacturing and machine performance standpoint. Very talented and professional employees in most functional areas of the day to day operations. Company is small enough and has the financial strength to quickly react to changing market conditions and has the potential to seriously challenge larger competitors in reacting to these changes.
Cons
Fundamentally incompetent senior management within the new machine sales function for all practical purposes neuters this company's potential to grow and retain market share by exploiting the strengths of the company as listed above. An outstanding engineering and manufacturing company hamstrung by a critical failure to understand the American construction equipment market and its own distribution.