DUNLOP LIVERY ANTIQUES CASE
STUDY ANALYSIS Q AND A
WhatvfisvfthevfmarketingvfchallengevfforvfDLA?vf-vfanswer--
Colquhoun'svfcurrentvfmarketingvfbudgetvfisvf$0vfandvfveryvfminimal,vfrelyingvfonvfFaceboo
kvfandvfwordvfofvfmouthvftovfgainvftractionvfwhichvfisvfnotvfveryvfeffective.vfDLAvfmustvfbevfma
rketedvfinvfavfwayvfthatvfwillvfincreasevfrevenues,vfprofitability,vfandvfbrandvfrecognitionvfinvf
avfshrinkingvfmarket.
Assessvfthevfcompany'svfinternalvfcapabilitiesvfbasedvfonvfitsvfresourcesvfandvfexternalvfen
vironmentvf-vfanswer--
Thevfcompany'svfcharmvfandvfauthenticityvfarevfsomevfofvfitsvfmajorvfappeals.vfColquhoun'
svfbackgroundvfasvfanvfauctioneervfisvfalsovfhelpfulvfasvfhevfisvfablevftovfproperlyvfpricevfandvf
describevfthevfhistoryvfandvfvaluevfofvfeachvfpiecevftovfcustomers.vfDLAvfalsovfutilizesvf"pick
ers,"vfavfwellvfconstructedvfgroupvfofvfemployeesvfthatvfspecificallyvfseekvfoutvfuniquevfandvf
valuablevfpieces.vfThevffactvfthatvfproductsvfarevfsoldvfinvfavfphysicalvfstorevfallowsvfforvfcust
omersvftovfactuallyvfseevfandvffeelvfthevfproductvfandvfmorevfcontrolvfovervfpricing.Thevfstor
e'svflocationvfbeingvfavfbarnvfaddsvftovfthevfwarmvfandvfintimatevfbrandvfimage.vfItvfisvfalsovflo
catedvfinvfanvfareavfwithvfincreasingvfpopulationvfandvfpositivevfeconomicvfgrowth.
Whatvfarevfthevfchallenges?vf-vfanswer---vfsmallvftownvf=vfsmallvfconsumervfbase
-vfdecreasingvfpopularityvfinvfantiquevfindustryvfwithvfnewvftrendvftowardsvfminimalism
-vfstorevfonlyvfoperatesvfpartvftimevffromvfmay-laborvfday
-vfColquhounvfisvfthevfsolevfproprietorvfandvfcanvfonlyvfopenvfshopvfwhenvfhe'svfnotvfbusy
-vflackvfofvfonlinevfpresencevfandvftechvfsavvyness
CompetitivevfAnalysisvf-vfanswer--
Localvfcompetitors:vfwhilevfDLAvfhasvfmorevfuniquevfpieces,vflocalvfcompetitorsvfhavevfanvf
onlinevfmarketingvfstrategyvfandvfappealvftovfavfwidervfrangevfofvfconsumers.vfDLAvfonlyvfap
pealsvftovfthosevfwhovfhearvfaboutvfitvfthroughvfwordvfofvfmouth
Onlinevfcompetitors:vfHeritagevfauctionsvfandvfeBayvfusevfavfbiddingvfprocessvfandvfreachvf
customersvfglobally.vfOnlinevfstoresvfmayvfhavevfmorevfreturningvfcustomersvfasvftouristsvf
whovfpurchasevffromvfDLAvfwillvffindvfitvfhardvftovfrepurchase.vfDLAvfisvfstrongervfthanvfonlin
evfcompetitorsvfbecausevfconsumersvfcanvftrustvfavfproductvftheyvfphysicallyvfholdvfthanvfo
nesvftheyvfseevfavfpicturevfofvfandvfDLAvfhasvfmorevfcontrolvfovervfpricesvfinvfperson.vfAdditi
onally,vfinvfpersonvfColquhounvfcanvfappealvftovfconsumersvfbyvftellingvfstoriesvfbehindvfev
eryvfpiecevfwhichvfmayvfresonatevfwithvfbuyers.
ModernvfEquivalents:vfIkea,vfTarget,vfetc.vfHavevfappealvftowardsvfthosevflookingvfforvfmini
malistvfstyle,vfloyalvfcustomers,vfcheapvfandvfconvenient,vflackvfauthenticityvfandvfhistoryvf
andvfhavevfavfdecentlyvfdifferentvfconsumervfbase.
ConsumervfAnalysisvf-vfanswer--Casualvfbuyers:vf40-
65,vfarevfinfluencedvfbyvfcountry'svfeconomicvfperformancevfmorevfthanvfdealers,vfsovfifvfC
AvfcurrencyvfrisesvfabovevfAmericanvfDLAvfwouldvflostvfcustomersvffromvfthisvfcategory,vfv
aluevfantiquesvfandvfseevfitvfasvfavfhobby,vfseasonal,vfnotvfavfstablevfsourcevfofvfrevenuevfse
STUDY ANALYSIS Q AND A
WhatvfisvfthevfmarketingvfchallengevfforvfDLA?vf-vfanswer--
Colquhoun'svfcurrentvfmarketingvfbudgetvfisvf$0vfandvfveryvfminimal,vfrelyingvfonvfFaceboo
kvfandvfwordvfofvfmouthvftovfgainvftractionvfwhichvfisvfnotvfveryvfeffective.vfDLAvfmustvfbevfma
rketedvfinvfavfwayvfthatvfwillvfincreasevfrevenues,vfprofitability,vfandvfbrandvfrecognitionvfinvf
avfshrinkingvfmarket.
Assessvfthevfcompany'svfinternalvfcapabilitiesvfbasedvfonvfitsvfresourcesvfandvfexternalvfen
vironmentvf-vfanswer--
Thevfcompany'svfcharmvfandvfauthenticityvfarevfsomevfofvfitsvfmajorvfappeals.vfColquhoun'
svfbackgroundvfasvfanvfauctioneervfisvfalsovfhelpfulvfasvfhevfisvfablevftovfproperlyvfpricevfandvf
describevfthevfhistoryvfandvfvaluevfofvfeachvfpiecevftovfcustomers.vfDLAvfalsovfutilizesvf"pick
ers,"vfavfwellvfconstructedvfgroupvfofvfemployeesvfthatvfspecificallyvfseekvfoutvfuniquevfandvf
valuablevfpieces.vfThevffactvfthatvfproductsvfarevfsoldvfinvfavfphysicalvfstorevfallowsvfforvfcust
omersvftovfactuallyvfseevfandvffeelvfthevfproductvfandvfmorevfcontrolvfovervfpricing.Thevfstor
e'svflocationvfbeingvfavfbarnvfaddsvftovfthevfwarmvfandvfintimatevfbrandvfimage.vfItvfisvfalsovflo
catedvfinvfanvfareavfwithvfincreasingvfpopulationvfandvfpositivevfeconomicvfgrowth.
Whatvfarevfthevfchallenges?vf-vfanswer---vfsmallvftownvf=vfsmallvfconsumervfbase
-vfdecreasingvfpopularityvfinvfantiquevfindustryvfwithvfnewvftrendvftowardsvfminimalism
-vfstorevfonlyvfoperatesvfpartvftimevffromvfmay-laborvfday
-vfColquhounvfisvfthevfsolevfproprietorvfandvfcanvfonlyvfopenvfshopvfwhenvfhe'svfnotvfbusy
-vflackvfofvfonlinevfpresencevfandvftechvfsavvyness
CompetitivevfAnalysisvf-vfanswer--
Localvfcompetitors:vfwhilevfDLAvfhasvfmorevfuniquevfpieces,vflocalvfcompetitorsvfhavevfanvf
onlinevfmarketingvfstrategyvfandvfappealvftovfavfwidervfrangevfofvfconsumers.vfDLAvfonlyvfap
pealsvftovfthosevfwhovfhearvfaboutvfitvfthroughvfwordvfofvfmouth
Onlinevfcompetitors:vfHeritagevfauctionsvfandvfeBayvfusevfavfbiddingvfprocessvfandvfreachvf
customersvfglobally.vfOnlinevfstoresvfmayvfhavevfmorevfreturningvfcustomersvfasvftouristsvf
whovfpurchasevffromvfDLAvfwillvffindvfitvfhardvftovfrepurchase.vfDLAvfisvfstrongervfthanvfonlin
evfcompetitorsvfbecausevfconsumersvfcanvftrustvfavfproductvftheyvfphysicallyvfholdvfthanvfo
nesvftheyvfseevfavfpicturevfofvfandvfDLAvfhasvfmorevfcontrolvfovervfpricesvfinvfperson.vfAdditi
onally,vfinvfpersonvfColquhounvfcanvfappealvftovfconsumersvfbyvftellingvfstoriesvfbehindvfev
eryvfpiecevfwhichvfmayvfresonatevfwithvfbuyers.
ModernvfEquivalents:vfIkea,vfTarget,vfetc.vfHavevfappealvftowardsvfthosevflookingvfforvfmini
malistvfstyle,vfloyalvfcustomers,vfcheapvfandvfconvenient,vflackvfauthenticityvfandvfhistoryvf
andvfhavevfavfdecentlyvfdifferentvfconsumervfbase.
ConsumervfAnalysisvf-vfanswer--Casualvfbuyers:vf40-
65,vfarevfinfluencedvfbyvfcountry'svfeconomicvfperformancevfmorevfthanvfdealers,vfsovfifvfC
AvfcurrencyvfrisesvfabovevfAmericanvfDLAvfwouldvflostvfcustomersvffromvfthisvfcategory,vfv
aluevfantiquesvfandvfseevfitvfasvfavfhobby,vfseasonal,vfnotvfavfstablevfsourcevfofvfrevenuevfse
