DUNCAN INDUSTRIES
Corporate Mission
To design and manufacture the Duncan Lift that remains a leader 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 establishi ...