| Unit II Case Study | | | Barber, Charles [USA] | Strategic Marketing – MBA 5841 | Dr. Monica Sainz | 2/23/2013 |

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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 to buying replicas. The third step to evaluate this decision is the consideration of relevant information as it relates to the alternatives. The increase in competition has reduced the availability of the artifacts. Competitors send buyers directly to sources to purchase artifacts. Craft centers in markets have increased the number of replicas into the market. The increased