Problem Statement: Duncan Industries is seeking to some alternatives to keep their business growing rapidly that the company has experienced for the past few years. In order to increase the company’s sales and market share in the U.S market, they tried to set up the regional sales office in New York. They wanted to service a lot of twelve nearby U.S states that is only needed couple hours from Lachine plant. Otherwise, they also want to expand their market to European Union. There are three ways that they can figure out: Licensing a three years agreement with Bar Maisse, Joint Venture with Bar Maisse and Direct investment. Which option do they want to choose? S.W.O.T analysis Critical Issues Focus business opportunities to increase sales in untapped U.S market, especially in Mid-Atlantic and New England states High capital cost if Duncan industries want to directly invest in EU No capital expenditure needed for licensing three years agreement with Bar Maisse High quality and good service should keep in U.S market. Cooperate with big car companies or chains no matter in U.S or E.U Recommendations: The company should expend the European market by joint- venturing with Bar Maisse. Joint-venture is the best solution for the expansion. Due to the fact that the risks are spread equally between the two companies. Otherwise, if the company directly invest in European market, it would cost much money, especially they has less knowledge about the market. Furthermore, the company can use the resources of Bar Massie’s company, for example, the facilities, brand recognition and their market knowledge of the European Union market. By joint-venturing will spend for a couple of years. So that, the company could deeply ...