Case: Lancer Gallery
I. Market Situation Analysis:
Lancer galleries are in a very exclusive business. Although their
number of competitors has increased over the past few years,
the number of competitors is relatively few. This is an
advantage. Disadvantages are far more. For one, replicas and
fakes are becoming a problem in the market. This poses a
threat to Lancer, as many people are only purchasing artifacts
for gifts and decorative items, not caring about the historic
value, and would rather pay a cheaper price for practical
purposes. Second, obtaining artifacts from over seas has
proven harder over the past several years because of political
situations and other reasons that limit supply. This makes true
artifacts harder to get, therefore more expensive. Lastly,
because of the recession and economic issues, buying African
and South American artifacts is not as common.
II. Key Problem
Lancer Galleries must decide whether it will be a smart
