Duncan Industries
DUNCAN INDUSTRIES
Market Opportunities in the United States and the European Union
[pic]
David R. Cehelnik
MKT 601 – Marketing Management
Professor Robert Cutler
Cleveland State University
Table of Contents
Executive Summary 3
Problem Statement 4
Industry Analysis 5
Company Analysis 6
SWOT Analysis 9
Financial Analysis 11
Alternatives 16
Recommendation 18
Appendix 19
Executive Summary Duncan Industries has kept to a fast growth track with its signature product, the Duncan Lift. In order to keep growing, the company is presented with a couple options to increase its market share in the scissor type vehicle hoist market. One option is to expand in the U.S. market by convincing the wholesaler that handles selling the Duncan Lift to push it to customers more or establish a sales office in New York to increase sales. The other option to consider is to enter into the European Market. This could be accomplished by entering into a licensing agreement with Bar Maisse, a French company that specializes in wheel-alignment products. Duncan Industries also could consider entering into a joint-venture with Bar Maisse where profits and investment would be split 50-50. Another way to enter the European Union market would be to establish a manufacturing facility and marketing team in Germany to sell the Duncan Lift. Based on the information provided in this report, it is recommended that Duncan Industries enter into the European Union market via a joint-venture with Bar Maisse. Also it is recommended that Duncan Industries work with its wholesaler in the U.S. to push the Duncan Lift to its customers.
Problem Statement
1. To decide whether to enter the European Union Market of vehicle hoists. There are three options of entering this market. a. Enter into a three-year licensing agreement with Bar Maisse to manufacture and market the Duncan Lift.
Market Opportunities in the United States and the European Union
[pic]
David R. Cehelnik
MKT 601 – Marketing Management
Professor Robert Cutler
Cleveland State University
Table of Contents
Executive Summary 3
Problem Statement 4
Industry Analysis 5
Company Analysis 6
SWOT Analysis 9
Financial Analysis 11
Alternatives 16
Recommendation 18
Appendix 19
Executive Summary Duncan Industries has kept to a fast growth track with its signature product, the Duncan Lift. In order to keep growing, the company is presented with a couple options to increase its market share in the scissor type vehicle hoist market. One option is to expand in the U.S. market by convincing the wholesaler that handles selling the Duncan Lift to push it to customers more or establish a sales office in New York to increase sales. The other option to consider is to enter into the European Market. This could be accomplished by entering into a licensing agreement with Bar Maisse, a French company that specializes in wheel-alignment products. Duncan Industries also could consider entering into a joint-venture with Bar Maisse where profits and investment would be split 50-50. Another way to enter the European Union market would be to establish a manufacturing facility and marketing team in Germany to sell the Duncan Lift. Based on the information provided in this report, it is recommended that Duncan Industries enter into the European Union market via a joint-venture with Bar Maisse. Also it is recommended that Duncan Industries work with its wholesaler in the U.S. to push the Duncan Lift to its customers.
Problem Statement
1. To decide whether to enter the European Union Market of vehicle hoists. There are three options of entering this market. a. Enter into a three-year licensing agreement with Bar Maisse to manufacture and market the Duncan Lift.