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Duncan

Executive Summary
Duncan Industries is the manufacturer of a premium hoist, the Duncan Lift, used in the automotive service market. Because of its design, safety features, and warranty, the Duncan Lift is a first-class lift in the scissor lift sector. Duncan has established business in Canada and the United States through various sales channels. The company is now looking to grow and exploring a variety of options. One of those options being to open a sales office in New York to take advantage of the Northeastern U.S. market. Duncan also has an interest in entering the European market and has presented three points of entry, a licensing agreement, joint venture, or direct investment. The joint venture makes the most sense for the direction that Duncan would like to take its business. This will allow the company to be profitable in Europe more quickly and keep the brand reputation they depend on.

Problem Statement
Duncan Industries is seeking to grow into the European market. Its Duncan Lift product has increased in sales year over year in the North American market. However the European market will not be an easy market for Duncan Industries to enter. The company has no experience in Europe, however does have a contact there. Bar Maisse is a European company which sells wheel alignment equipment. Duncan Industries is also interested in expanding their current business in the Eastern United States. The President of Duncan Industries, Mark Duncan, needs additional information to make an informed decision by determining if the European market is worth entering from a financial standpoint. If the market is worth entering recommend that the company use a license agreement, joint venture, or direct investment. Recommend if Duncan should establish a new sales office in New York to handle Eastern United States potential sales growth. The European market potential will be difficult to forecast as limited data is available. Mark...

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