Duncan Industries
...in the automotive (hoists) aftermarket industry in terms of design quality and safety.
Corporate Goals/Objectives
To continue with product development in manufacturing of the Duncan Lift, by making improvements in design and safety features.
To increase brand awareness in order to achieve annual increase in market share and sales
Problem Statement
How should Duncan Industries continue its growth as a leader in the design and manufacturing of the Duncan Lift as a relatively small company with limited financial resources and sales force? Is there an opportunity to expand their market share in the US or develop a strategy to break into the European market? If the decision is to develop their market share in the US, is the appropriate approach:
Continue developing the current North American market with their current sales and distribution in place.
Focus business opportunities in an untapped US market in the Mid-Eastern, Mid-Atlantic and New England states serviced from Lachine, Quebec.
Open a New York office to specifically develop business opportunities in the Mid-Eastern, Mid-Atlantic and New England states serviced.
If the decision is to enter the European market, which approach will realize their goal of increasing their market share and sales?
Enter into a licensing agreement with Bar Maisse.
Enter into a joint venture agreement with Bar Maisse to manufacture and sell the Duncan lift in Europe.
Direct investment in establishing a manufacturing facility and distribution network to sell Duncan Lift in Europe.
Situation Analysis
Company
Duncan Industries has been in business for 10 years and in that time has patented a product which has been recognized as a superior automotive hoist. This is an optimal positioning strategy of this product because the two main corporate competitors, AHV Lifts and Mete Lift, have...
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