Balancing Authenticity and Expansion in Lancer Gallery's Market

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o Lancer Gallery's business is targeting two consumers’ groups: o The primary group is collectors looking for valuable unique authentic scarce historical artifacts to be a pleasure of owning it. o The other group is consumers from the emerging market of gifts' purchasers and decorative market, looking for a replica authentic artifacts to brings out the artist sense of owning it. ……………………………………….. We can define its business as a reputable dealer for artifacts authentic, and scarce historical jewelry, and pottery in southwestern of American. ……………………………………….. By accepting the mass merchandiser’s offer that would affect positively on the business by triple its replicas production which will be as a result rising demand and sales of the …show more content…

The new contract was offer by the department store chain of mass merchandise, and its currently sell a competitor’s items but, would like to add an exclusive product line that would lead the company’s products to be seen everywhere which means the demand for their products more likely to increases but, Lancer Gallery will not be the sole business supplier for its customers. On the other hand, signing this contract will be risky for the company which means they will shift the business organization, from the focus on the authentic artifact to the production of their …show more content…

Over the past years, Lancer Gallery's business has been growing reasonably counterfeit revenue is a small amount. Despite the expected attracting turnover of that contract, it will be risky for Lancer. The company total sales are about $ 35,000,000. The new contract although might increase that amount more than $ 4,000,000 in addition to sales, but it's going to harm the company's distinctive competence. Lancer's reputation will land beside their customers' relationship will be also affected and change (since they will not be the only one in this business anymore), the initial sales of the original $ 35,000,000 will be cut down. Indeed, this is not a wise decision to be accepted under any circumstances. We are recommending Lancer Gallery that does NOT accept this

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