Duncan Industries

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Executive Summary

Duncan Industries is a company that prides itself on quality, innovation, safety, and customer service. They offer a broad selection of high-quality lifts that include the necessary features so that many different automotive tasks can be accomodated. Each lift is created with this particular purpose in mind and backed by an exclusive 5 year warranty. The commitment of Duncan industries to their lifts has caused the company to grow at an extremely fast rate in both the Canadian and United States (U.S.) markets. This high-growth is a key component of the company’s business strategy and needs to be maintained. Currently there are three feasible options to this problem. First, the company could focus its attentions towards improving its relationship with its wholesaler in the United States causing the wholesaler to push the Duncan Lift more aggressively. Another option would be to increase personal selling attempts made by Duncan employees to key states within driving distance of their Lancaster factory. The third option is to expand into the European market. Due to the limited information and the undeveloped potential of the North American market Duncan Industries should devote its resources to growing and solidifying its share of the North American market.

Mission Statement

Duncan Industries is a growing company committed to maintaining rapid growth in volume and profit and continuing to be a leader in product innovation, quality, and support in the automotive aftermarket industry.

Problem Statement

• To evaluate the practicality of expansion into Europe by means of direct investment, licensing, or joint venture or the escalation of efforts to expand into the existing North American Market a...

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...mendations

After examining the three alternatives it appears that based upon the current information the best course of action would be to work more closely with the U.S. wholesaler to “push” the Duncan Lift and increase its sales and work out an agreement so that the Duncan can sell to the Eastern U.S. states directly from their factory in Lancaster. This is the best alternative because even though it does not have the shear size as the European market Duncan has already established relationships with the major manufacturers and distributers (something that proved to be a long process) and already have facilities in North America. It will not have the capital expenses it will have in Europe if it goes with the direct investment approach, it will not have the uncertainty of establishing new relationships or trust in the expertise and efforts of a third party firm.

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