Duncan Industries

Problem definition

strategic issues

The management of Duncan industries represented in her funder Mark Duncan, president of Duncan industries, need to make their decision about entering the Europe market of surface automotive hoists. This decision will change the future of the company and it is one of the most important decisions that Mark will take in his company.

He needs to determine the kind of investment he will make if he decided to enter the new market, licensing, direct investment or joint venture.

In the same time he needs to think about the company situation in the United States of America.

He needs to continue the rapid growth of the company.

Goals and objectives

1- Continue The company's growth

2- Expand the market share in North America and new markets

3- Reduce the risks to their minimums

4- Keep the company's reputation in its level and improve it if possible

5- Make reasonable profit

Concerns

After tow success in Canada and the United States of America

It will be hard for the company to express fail in new market in Europe so the most important thing for Duncan industries is the well studied steps without mistakes

Understand the timing in entering the European market

Review of situation

Market size and competition

49.000 unit were sold in North America

And Duncan industries sales are about 1054

This mean that its market share is 1054/49000= 2% only

Two other companies in the United States has 60% of the market

While other 13 hoist companies has the rest of the market which mean

38/13= 3 % of the market

Form this point we can see that Duncan industries is not leader in its market

In the European market the only two possible countries are France and Germany

In Italy there is big competition and it's not so auspicious

And the United Kingdom's market is far and we don't have any information about it is a case of uncertainty

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