...| Unit II Case Study | | | Barber, Charles [USA] | Strategic Marketing – MBA 5841 | Dr. Monica Sainz | 2/23/2013 | | Introduction This paper discusses the case stud of Fe’nix Del Sur, LLC provided by Kerin and Peterson (2010) in the text. Fe’nix Del Sur is company that sells a wide variety of South American and African artifacts. The case study illustrated how the competitive environment for the company changed dramatically over a ten year period. This paper will also discuss how ethical and financial implications affect potential courses of action for the company to adjust marketing and business activities. DECIDE Use the DECIDE process to evaluate one of the decisions Fe’nix Del Sur is faced with. In using the DECIDE process provided by Kerin and Peterson (2010), a clearly defined problem statement must be established. In the case of Fe’nix Del Sur, one problem identified was the fact that a lack of supply has forced the company to find new buyers. How can Fe’nix Del Sur regain is position in the market without degrading the company’s brand by compromising ethical standards? Secondly, the decision factors must be enumerated as discussed by Kerin and Peterson (2010). Alternative courses of action include add additional buyers or explore the option of using a mass-merchandise department store chain. The uncertainties related to the courses of action include availability of authentic artifacts and the market’s reaction...
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...Case Study: Fe’nix del Sur, LLC I. Problem Statement If Fe’nix del Sur, LLC accepts the contract they might make a potential profit of $4 million in additional sales and above the annual growth and be able to broaden the firms current position, but it might not be worth it due to the fact of possible loss of current dealers and customers, and the companies authentic-ness. II. Industry Analysis Fe’nix del Sur, LLC competes in the authentic artifact business. They collect authentic artifacts and replicas and sell them to two main groups; artifact collectors and gift buyers. They currently do not have a full line of replicas due to the fact that they are a ‘specialty’ store. II. Organizational Analysis Business: Fe’nix del Sur, LLC is a limited liability company that sources and sells South American and African artifacts. They are one of the most respected sources of artifacts for collectors. New Business: Fe’nix del Sur, LLC has a full line of replicas they sell to gift buyers. They have an extra $4 million due to the addition to the full line of replicas. Distinctive Competency: Fe’nix uses their authentic artifacts to set them apart from places such as department stores that sell all replicas. The relationship Fe’nix del Sur, LLC has between the company and retailers that sell their product is very close. Fe’nix del Sur, LLC only distributes through specialty dealers and some exclusive department stores. If the company accepted the contract...
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...Fe'Nix Del Sur Unit 2 Case Study Charles Watson MBA 5841: Strategic Marketing February 22, 2015 Fe'Nix Del Sur is a company that sells South African and American artifacts. Through a series of insightful decision-making, they became one of the more reputable distributors of both authentic artifacts, as well as pottery and jewelry. In 2001, Fe'Nix decided to expand their ideas to a line of replicas of the same artifacts. Not only were they replicated, but replicated so well that consumers with a trained eye would have difficulty, identifying its authenticity. However, with this decision-making process, selling replicated artifacts would make up a smaller percentage of sales, as opposed to the authentic artifacts (Kerin & Peterson, 2010, p.77). Kerin and Peterson (2010) stated, because of their reputation, Fe'Nix was the sole provider to its clientele. Furthermore, due to political issues with Africa, that all changed. Once they begin to distribute to high end specialty stores, Fe'Nix was forced to increase their number of buyers in order to keep up with their competition, which had increased from five to eleven. Nevertheless, because of their competitors relentless bidding, the company suffered a financial loss. No longer are they able to deal directly with the major stores, because they began sending out their own buyers to deal with the same sources that Fe'Nix is dealing with. Not only that, Fe'Nix has to also compete with the same merchandise...
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...Week 2 Case Study #1 Define the problem – Problems getting real artifacts and the demand for them. Enumerate the decision factors – alternative courses of action, using high quality look alike products to fulfill demand. Uncertainties – political turmoil in supply countries. Consider relevant information – determine what is relevant and then use it to decide the course of action. Will there be a market for look-alike products and will it be profitable? Identify the best alternative – use a decision tree or flow chart to plot/graph outcomes. Hire more craftsmen to craft similar or invest more in a volatile supply countries environment in an attempt to get more products? Develop a plan – Make happen the course you have decided on. Hire more skilled craftsmen to make products in countries that were not feasible to operate in. Evaluate – A decision was made and it was appropriate for the case. #2 Nature of the industry – How do buyers buy in this industry? In countries with serious turmoil and regulations on the export of artifacts, “knock offs” must be considered and offered for sale. The organization – What is it offering for the market? In this case both real artifacts and high quality, high end replicas to consumers. The factors that led to using replicas have driven up demand. A plan of action – What actions are available to the organization? Trying harder to work with supply countries to secure a dependable supply or offering high quality replicas. Potential...
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