Marketing Case Study

Question 1

The success of Duncan Industries depended on product quality and the distribution system . For example , the company 's products were considered to be the leaders in the automotive lift safety industry . The company also implemented an elaborate distribution network in to maximize market penetration in the US and in Canada . In this respect , there were three parties involved : the company sales force , Canadian distributors and an automotive wholesaler . However most of the sales were generated by personal selling conducted by the company sales force . The process of personal selling

enabled the company to emphasize product features which facilitated the creation of a unique selling proposition . Personal selling also enabled the company to provide a good level of service . The combination of high quality products and services had enabled the company to get approval from large chains and manufacturers . The company also faced minimal competitors because of the direct competitors could match its product features

The low threat of competitive rivalry was facilitated by the company 's presence in the US and in Canada . As a result the company maintained geographically dispersed operations . This strategy of globalization helped to minimize the intensity of competitive rivalry . The company could capitalize on this situation with a consistent marketing strategy which involved developing a positioning strategy by means of getting approval from large chains and manufacturers . This marketing strategy also capitalized upon a further opportunity which was that both the US and the Canadian markets were still in the growth...