Duncan Industries
...SWOT analysis identifies strengths, weaknesses, opportunities, and threats to provide a solid foundation as a springboard to identify subsequent actions in the marketing plan.
Strengths
• The Duncan Lift was judged by many as superior to competitive offerings because of its design, the quality of workmanship, the safety features, the ease of installation, and the five-year warranty.
• Mark held four patents on the Duncan Lift.
• As of early 2000, Duncan Industries had developed a reputation for a quality product backed by good service in the hoist lift market, primarily in the wheel alignment segment.
• The sales force is knowledgeable enough to sell, install, and service the units.
• Duncan Industries distributes a catalogue-type package with products, uses, prices and other required information for both distributors and users.
• The company’s success to date was based on a strategy of offering a superior product that was primarily targeted to the needs of specific customers.
Weaknesses
• Duncan Industries sells one type of automotive hoist. This lack of variety could limit his sales.
• The company is a local company and does not currently distribute products over a large region.
• Duncan Lifts were between 5 and 20 percent more in price than its two main competitors.
• The sales force only accounted for 25 percent of the unit sales each year.
Opportunities
• Duncan thinks that with more effort, sales could be increased in the United States.
• The market is large and diverse. There are many potential customers out there who are in need of several different products.
• Surface lifts (similar to the Duncan Lift) accounted for 79 percent of total lift sales in 1999.
• The business currently sells in a small area. Therefore there are great opportunities for future business in expanding consumer markets.
• There is opportunity to expand...
View Full Essay
