Lancer Gallery Case Analyis
By: DeMarcus Jordan

DeMarcus Jordan
Jackie Mitchell
Marketing Policy & Strategies
3/15/16

Lancer Galley Case Study

I. Problem Statement

Lancers present problem is figuring out if they should reposition themselves as a company. Repositioning the company is a risky move because Lancer deals with a distinct market. A large department store has contacted Lancer to start mass producing replicas which could ultimately result in a $4-million-dollar increase in annual revenue. Lancer which is mainly known for high quality merchandise now has to make the decision whether they should start mass producing like their competitors in the market. Lancer’s merchandise is known to be exclusive so mass producing could tarnish this image they have created.

II. Industry Analysis

Markets | | | Existing | New | Product ( offering) | Existing | Authentic rare artifacts | Collectors | | New | Replicas of authentic artifacts | Gift buyers and individuals for decorative items |

Lancer’s business is made up by two groups of consumers. The primary one is collectors looking for the authentic rare artifacts, and the other one is consumers form the emerging market of gift buyer and decorative market, looking for replicas of authentic artifacts.

III. Organizational Analysis

Lancer is a reputable importer of artifacts, southwestern jewelry and pottery for collectors. Their distinctive competency includes, high reputation and diversified products including authentic artifacts from many countries. Their products are often sold to their clients. The relationship that Lancer has with its retailers is that they are the sole supplier to them. Lancer has highly limited distribution. On one hand, the new contract is offered by a mass-merchandise department store chain and it was currently selling a competitor’s items,