The target market for aggressive campaigning should be the garage owners or dealers who are not mechanics; initially, they should be educated about the product, since they are not aware of the use of the product.
a. The industry can adopt the following as its marketing strategy:
b. Use of personal communication channel as it carries more weight for products that are costly but are highly visible.
c. The industry has to get approval from big chains and manufacturers so that it can sell its product to the chains and manufacturers’ dealers.
d. The competitors of Duncan industries were using a combination of wholesalers and company salespeople. They also used a price strategy to boost their sales. Duncan industries can also work on those lines and develop a good strategy so that their price is also very competitive and also try to use a combination of wholesalers and sales personnel to increase their sales.
The industry can carry out a SWOT analysis and hence get solutions to its different current problems. The SWOT analysis will provide a solid base as a springboard to categorize succeeding actions in the marketing plan.
According to Kotler and Armstrong (2006), product position or distribution as a ” set of interdependent organizations involved in the process of making a product available for use or consumption by consumers”. Place strategy has to make use of efficient distribution of products within the marketing channels like the wholesalers or retailers.
The industry can look for expanding its business in the European markets. But to carry out this it has to look for a joint venture of a good company which has a brand name and is famous too. If the Duncan industry tries to enter the European market on its own then it will have to face a lot of problems. First and foremost it has to appoint staff who would study the market for hoists in the European market and then report its findings. This will take a lot of time. So the best method for the Duncan industry would be to enter into a joint venture and carry out its operations. This way it need not look for appointing staff, which again is a saving in its expenditure.
The Duncan industry can also consider expansion of its U. S. market by winning over the wholesaler that deals with the sales of the Duncan Lift to push it to customers more or institute a sales office in New York to boost sales.
