Situation Analysis – SWOT
Duncan Industries can greatly benefit from a SWOT analysis. The 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.
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