Duncan Industries Mark Duncan Wants Research Proposal

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This would give Duncan almost the entire current scissor lift market, meaning that they would need to invest heavily in marketing in order to grow that market beyond its current level. That said, such as investment would in all likelihood be considerably less than $1.5 million and offer lower risk than a greenfield European expansion.

If Duncan focuses on Europe, they will either cede control to Bar Maisse or they will stretch their organizational capabilities. AU.S. expansion can be run from Lachine. The return on investment in Europe is not as good as it will likely be in the United States because of the heavy infrastructure development.

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Moreover, there will be higher marketing costs associated with the different countries, languages and distributors in Europe. Also, a greenfield expansion may provoke a negative response from the spurned Bar Maisse, who operate in the wheel alignment business and thus have an ear with what would be Duncan's target market in Europe. Moreover, Duncan knows little about the European market. They are simply not in a position in terms of knowledge to bet the company on a European expansion.

Recommendation

It is recommended that Duncan Industries increase its marketing presence in North America, setting aside the European market for the time being, by investing in….....

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