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Braxton Technology

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Baxton Technology

After working for another automotive hoist manufacturer, Mark Baxton took off and built his own hoist manufacturing business and named it Baxton Technology. Over the next nine years, Mark grew his business to over nine million dollars in sales. There were several factors that made Baxton Technology what it grew into by the late 1990’s. From the beginning, Mark founded the business on providing quality, safe products at a fair price to his customers. Many of these features set him apart from his competitors. Baxton offered a scissor lift type hoist system that was equipped with a safety locking system that allowed the hoist to be raised to any level and lock into place. The scissor lift mechanism also allowed mechanics to easily access the undercarriage of the vehicle. Along with quality workmanship, this lift offered alignment plates that gave mechanics accessibility to perform wheel alignment jobs. This mechanism wasn’t always offered with other style hoists from Baxton’s competitors. Functionality with installation was a high point with the scissor lift system. The low-maintenance style of hoist was labeled a surface lift, of which was installed directly onto the floor in less than a day. Mark and his staff continually made improvements to the lifts, adding safety features that showed Mark made a conscious effort to keep improving their product. This style of management and improvement ties directly into what the book called “Customer Characteristics, Expectations, and Preferences” (Czinkota p331), highlighting there are many expectations and preferences Baxton’s customers expect them to deliver on, for example, safety, ease of installation, low maintenance and durability. They also knew their competitors weren’t offering the amount of safety mechanisms and ease of installation as they were this set Baxton apart form the rest. (Competitive

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