Lancer Case

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Lancer Gallery Case

1. How might one describe describe/illustrate the product-market matrix for Lancer’s products?

Lancer’s products can be primarily described as high quality exclusive art and decorative items. The communication to buyers is directed by the verification of authenticity of offerings and is spread through reputation from experienced buyers. Further, less authentic and more decorative items have allowed Lancer to spread its product line and increase sales volume by offering high quality replica items that are very attractive to the novice buyer. The method of distribution keeps the company in line with its exclusive appeal by only being offered through specialty dealers, firm-sponsored showings, and a few exclusive department stores. In addition, the firm in many instances is the only supplier of like products to its clients. Continuing, the firm markets to an affluent market base spreading the idea of exclusivity of its products and in is reflected in its price strategy. As Lancer’s products have gained popularity, its sales have an excellent growth rate of 20%.

2. How would one define Lancer’s business?

Lancer can be defined as an art and artifact dealer.

3. How would accepting the mass merchandiser’s offer affect Lancer’s business definition?

Accepting the mass merchandiser’s offer may change Lancer’s business definition to manufacturer of decorative items and may deteriorate its image as exclusive and authentic. Producing mass replicas may also impact the overall quality of the other offerings made by the company.

4. What is Lancer’s distinctive competency?

Lancer’s distinctive competency is its ability to acquire and verify authentic products from various parts of the world. Lancer is able to position itself as a leader of supplying these products to the market and translating the exclusive nature and rich…...

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