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This lack of variety could limit his sales.
• The company is a local company and does not currently distribute products over a large region.
• Duncan Lifts were between 5 and 20 percent more in price than its two main competitors.
• The sales force only accounted for 25 percent of the unit sales each year.
Opportunities
• Duncan thinks that with more effort, sales could be increased in the United States.
• The market is large and diverse. There are many potential customers out there who are in need of several different products.
• Surface lifts (similar to the Duncan Lift) accounted for 79 percent of total lift sales in 1999...
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