Duncan Industries

3529 WordsJan 22, 200915 Pages
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…show more content…
The Duncan Lift has a reputation of being superior to competitive offerings due to its design, quality of workmanship, safety features, ease of installation, and its five-year warranty. Many versions of the Duncan Lift exist to perform a variety of tasks. Duncan Industries though focuses on selling its Duncan Lift to specialty shops that focus on wheel alignment. In terms of pricing compared with Duncan Industries competitors, the Duncan Lift is priced 20% higher than the AHV scissor lift and 5% higher than the Mete lift. Duncan Industries focuses on distribution system which relies on personal selling. This is accomplished by the company sales force, Canadian distributors and a U.S. automotive wholesaler (Figure 1). Promotion of the Duncan Lift is accomplished by a catalog-type package, advertisements in trade publications and direct marketing at trade shows. Salespeople also show the benefits of the Duncan Lift over competing vehicle hoists. Duncan Industries has steadily increased its market share of total scissor lifts since 1991. In 1999, Duncan Industries’ market share of total scissor lifts sold increased by 8% from the previous year (Figure 2). In 1999, the average retail price of a Duncan Lift was $10,990 and Duncan Industries
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