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Lancer Analysis

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Introduction

Lancer Gallery is a limited liability company that sells a wide variety of authentic artifacts such as African and South American Artifacts. The company was well known as a reputable dealer in selling authentic southwestern jewelry and pottery and also as main sources for these kinds of artifacts.

Problem

Lancer realized that the company faces with the shortage of supply of authentic artifacts. This problem arises because it’s quite hard for Lancer to find new authentic artifacts in the market because of the political conflict in Africa. In addition, the competition for authentic artifacts has been increasing rapidly and the company had to cope with government restriction in exporting certain artifacts of their country. The existences of fake artifacts in the market also affect the growth of Lancer Gallery since most customers will run to buy the inauthentic artifacts since the price is much cheaper than authentic artifacts.
These problems resulted in the declining of gross profit of Lancer Gallery. But then, Lancer Gallery had the opportunity to recover back the company’s position in the market. One of the biggest merchandise department stores agree to sell Lancer products but Lancer had to increase the number of replicas in their product line. In this situation, Lancer identified two alternative courses of action which are accepting the offer or rejecting the offer. Lancer also recognized three uncertainties which are government regulation, price of artifacts set by the competitors, and the existence...

Company’s Strengths

o Lancer developed a national reputation as one of the most respected sources of these types of artifacts. o Lancer now has long term contracts with native craftspeople in Central America, South Africa, Africa and the southwestern US who produce these items. o The chain was currently selling a competitor’s

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