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Fe'Nix Del Sur Unit 2 Case Study
Charles Watson
MBA 5841: Strategic Marketing
February 22, 2015

Fe'Nix Del Sur is a company that sells South African and American artifacts. Through a series of insightful decision-making, they became one of the more reputable distributors of both authentic artifacts, as well as pottery and jewelry. In 2001, Fe'Nix decided to expand their ideas to a line of replicas of the same artifacts. Not only were they replicated, but replicated so well that consumers with a trained eye would have difficulty, identifying its authenticity. However, with this decision-making process, selling replicated artifacts would make up a smaller percentage of sales, as opposed to the authentic artifacts (Kerin & Peterson, 2010, p.77). Kerin and Peterson (2010) stated, because of their reputation, Fe'Nix was the sole provider to its clientele. Furthermore, due to political issues with Africa, that all changed. Once they begin to distribute to high end specialty stores, Fe'Nix was forced to increase their number of buyers in order to keep up with their competition, which had increased from five to eleven. Nevertheless, because of their competitors relentless bidding, the company suffered a financial loss. No longer are they able to deal directly with the major stores, because they began sending out their own buyers to deal with the same sources that Fe'Nix is dealing with. Not only that, Fe'Nix has to also compete with the same merchandise being sold on the internet as well as inauthentic public places, at sumptuous prices (p.78). Additionally, numerous department store chains are selling replicas of the exact same merchandise that is typically sold by Fe'Nix mixed in with authentic items, at an unbelievable price. Because of this marketing scheme, Fe'Nix is forced to sell its merchandise at a much lower cost. As a

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