Duncan SWOT Analysis

Duncan SWOT Analysis Student Name Davenport University MKTG 610 Online Instructor Name June 3, 2012

Duncan SWOT Analysis Duncan SWOT Analysis Internal Strengths and Weaknesses SWOT Internal Strengths Sales Force ~Duncan has a competent sales force with a good knowledge of their products. Marketing Mix ~Distributed in Canada and the U.S. Advertising R/D ~Continual improvement to products and their safety. ~Products are considered the Mercedes of hoists. Segmentation ~Caters to dealers and independent garages. ~Specializes in surface scissors hoists, primarily for specialty shops that focus on wheel alignment. ~Premium product safety. ~All research is done on one main product type, not new products. ~Cannot compete well for consumers who base their purchase decision on price rather than safety and/or quality. Offerings

~Advertises directly to potential customers in ~Strong the target market share market in Canada. through brochures, ~Uses trade company publications, sales force, and trade Canadian shows. distributors, and a U.S. automotive wholesaler. ~U.S. wholesaler does not strongly promote the Duncan product more than their other lifts. ~There is a lack of brand awareness. ~Personal selling is the most effective, but the company uses primarily print to advertise.

~Offer unique, high-quality product with superior safety features that are not offered by other companies. ~Have a patent on the safety locking mechanism. ~Limited product line offered. ~Duncan product is priced higher than competition.

Internal Weaknesses

~Very few sales representatives (only 5) for a large market in North America (Canada and the U.S.).

Duncan SWOT Analysis External Opportunities and Threats Consumer Trends ~Dealerships approval of the Duncan hoist has always been gained in the past. ~The parent recommended product is often bought by individual dealerships and chains. Industry Market Share ~About 79% of total North American lift sales in 1999 were surface lifts. Legal regulatory ~The European Union has no internal barriers.

SWOT

Economic

Competition ~Only 16 lift companies in North America. ~Other than the largest two competitors, most of these companies are regional with limited product lines.

Technology ~Duncan has four patents on their lifts technology. ~Duncan has a higher quality product with more advanced safety than other lifts of its kind.

~Strong External Opportunities automotive aftermarket industry worth $54 billion in 1999 in Canada with many large dealership and tire chains. ~Large number of new car registrations meaning more cars to service in developed countries like North America and Europe. ~Growth trend for Duncan Industries from 1997 to 1999. External Threats ~No external economic threats are noted.

~The Free Trade Agreement that began in 1989 got rid of duties on trade between Canada and the U.S.

~Exchange rates pose a risk for selling overseas. ~Various hoist types are in competition. ~The two largest North American lift companies with scissors lifts have lower prices.

~Consumers tend to be unaware of the brands and products that are available.

~No external technology threats are noted.

~Two U.S. firms have 60% of the North American lift market and have a complete line of hoists.

~There is the potential for changing standards and tariffs in the European Union, which may cause difficulties for companies not already established in the EU.

Duncan SWOT Analysis Suggested Marketing Strategies 1. Increase the companys sales force to allow for more direct, personal selling.

2. Increase brand awareness through more Trade publication advertising and possibly direct mailings/visits to potential customers. 3. Increase brand awareness and loyalty by providing lifts to trade schools at discounted prices.
4. Offer discounts to dealership chains that support and promote the Duncan Lift in order to better compete

with competitors prices. 5. Develop an incentive to get the U.S. wholesaler to promote the Duncan Lifts and train the wholesaler in the safety, installation, and warranty benefits of their lift. 6. If the U.S. wholesaler does not increase their effort to sell the Duncan Lift, then consider establishing a distribution center/sales office in New York. 7. Research more information about European competition and these companies product offerings. 8. Research the potential need for product modifications to accommodate the European market by determining things like the differences in European vehicles and repair needs.
9. Propose a counter-offer to Bar Maisse to begin a joint venture in Europe with shared profits and risks

that will provide benefit by using both companies strengths and knowledge, while maintaining the highest quality product.