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Lancer Gallery Case Analysis

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A. Read and prepare a case analysis for the Lancer Gallery case.

B. Answer the following question:
1. How might one describe the product-matrix for Lancer's business?
2. How would one define Lancer's business?
3. How would accepting the mass merchandiser's offer affect Lancer's business definition?
4. What is Lancer's distinctive competency?
5. What is the apparent relationship between Lancer and its distributors and how might the contract affect it?
6. Under what conditions should Lancer's accept the offer?

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Solution Summary

The response provides you a structured presentation of Lancer case study and questions. It also gives you the relevant references.

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A. You should say that Lancer Gallery is a company that deals in authentic southwestern jewelry, pottery, pre-Columbian artifacts from Peru/Venezuela, and tribal/burial artifacts from Africa. Lancer Gallery has developed a reputation for the authenticity of artifacts. It now also carries a line of replicas of artifacts. Its sales have reached $55 million and have a growth rate of 20 percent per annum. Lancer Gallery distributes its products through specialty dealers, firm-sponsored shows, and exclusive departmental stores. Currently, the competition has increased. The departmental stores make direct purchases from sources, and there are other unethical sellers who sell fakes to customers. Also, mass merchandisers have also started selling artifacts. Most products are replicas. Lancer Gallery has now been contacted by a mass merchandiser who wants to ...

Solution provided by:
Hatim Baxamusa, MBA
Education
  • BSc , University of Calcutta
  • MBA, Eastern Institute for Integrated Learning in Management
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