Lancer Photo gallery Case Study

MAR 4804 Spring 2013 CRN 10215

Case study #3 (Lancer Gallery), 04/10/2013

Lancer Gallery resources and sells a larger choice of African and South American artifacts, along with Native American jewelry and pottery. All their headquarters beyond four different major U. S. towns, but Lancer calls Phoenix az, Arizona home. They originated in the 1900s and produced a wonderful reputation as one of the looked upon sources of artifacts and replicas.

Lancer Photo gallery being such a large organization in a specialized industry it may have their challenge. Lancer Gallery's primary challenge is always to decide whether or not they want to risk the potential of repositioning their selves. A mass products department store cycle has shown the company with an offer that may be hard to refuse. Roughly they will get revenues of $4 mil annually simply by signing this kind of contract. The catch is usually they have to mass produce reproductions. Lancer Gallery does not know if they want to reposition all their business being known as a firm that's primary product is replications .. This as well conflicts with the image that Lancer is regarded as a brand that has limited distribution. This may hurt their photo, price structure, as well as disappointed current distributors. Although they having some decisions to make and problems to resolve, Lancer Photo gallery luckily offers strong qualities to help them as you go along. Lancer Gallery's competitive competency is quality. Although competition has become associated with an issue as there is more of this, a lot of the competition is what can be defined as " fly-by-night competitors. ” These are firms that impose immense cost for unauthentic artifacts or perhaps art without quality standard. This can supply the industry a poor name. On the bright side this may make Lancer Gallery's items that much better of a value and more sought after. Regardless of all their strengths competition is always a hurdle. The competitive surroundings in recent years has demonstrated that...

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