Dunlop Livery Antiques: Modernizing the Vintage Industry Bob Colquhoun, owner of Dunlop Livery Antiques (DLA) in Dunlop, Ontario is developing a comprehensive marketing strategy with a focus on digital marketing. The strategy needs to increase revenue, profit, and brand awareness in the shrinking industry. Colquhoun has several placement choices available, including selling online or at trade shows. A promotion plan also needs to be developed and implemented, which includes advertising options such as Instagram or magazines. In preparing this case, consider the following questions to frame your initial thoughts: 1) What is the marketing challenge for DLA? 2) Assess the company's internal capabilities based on its resources and the external environment. What are the challenges? 3) Perform a competitive and consumer analysis and draw implications throughout. 4) Perform a qualitative and quantitative analysis of each marketing option presented. 5) Design a marketing plan for DLA, including the preferred target market and promotional tools used to target them. Justify this plan using qualitative and quantitative analyses.