1. Decision problemHow to increase market share and maintain rapid growth at the same time, and where.2. OverviewDuncan Industries sold over 49,000 hoists each year in America. They have two basic types of hoists, ground and surface, both service specific. Typical consumers were automotive outlets that serviced or repaired automobiles, such as new and used car dealerships and specialty stores. Further consumers consist of chains such as Goodyear, Firestone and independent repair shops. The wheel alignment market covers 85% of sales, the remaining 15% belongs to mechanical repairs in general.3. CompetitionThere are only 16 companies in the American market, 12 domestic and 4 Canadian. American companies hold 21% of total sales, 78% of total sales are made up of surface elevators, due to mobility and ease of installation. Basically Berne Manufacturing and AHV have 60% of the market. The largest company is AVH with a 40% market share and annual revenue of $60 million. AHV produces ground and surface lifts. These two companies are market leaders because they know their customers and have great brand awareness, plus they have a very effective sales force.4. Strengths of the SWOT Analysis: • Duncan Industries is already a well-known company; they also have a reputation for being superior due to their design, quality workmanship, safety features, ease of installation and five-year warranty. • Duncan Industries has made major investments in high technology that have given them major advantages such as:1. High mechanical precision and can be installed in less than a day.2. It is fully hydraulic and requires minimal maintenance.3. Safety......middle of paper......y product. This will position the company as a key player and help increase market share.8. Operational Change 4Ps • ProductMore research and development can help Duncan Industries differentiate itself from its expertise. Know the customer's needs better and try to understand them better.• PriceWe think the price should be the same. This will maintain Duncan Industries' effective profits and allow the company to expand and increase its market share in the industry. • PromotionPromotion of Duncan Industries will include the actual catalog showing all their products, uses and prices and other information useful to distributors and users. • LocationPossible partner Bar Matisse offers the licensing agreement to Duncan Industries making it possible to enter the European market.