Fe' Nix Del Sur
MMS
Case Analysis
10/12/2010
Fe’Nix del Sure, LLC
Case Analysis
Define the Problem-
With the rise in popularity of not only the company Fe’nix del Sure but that also of the artifact industry, also came the creation and manipulation of many other companies and individuals that have started to not only try to enter the artifact market but develop fakes and replicas and try to pass them off as authentic pieces at a much lower price then that of Fe’Nix del Sur. With these lowered market prices Fe’nix of course struggles to be able to compete with their 100 percent pieces. Not only is the process of finding these authentic artifacts expensive but also having them authenticated tends to also be pricey for the company, which in turn causes the prices on their products to increase. The introduction of all of the fakes and replicas has lowered Fe’nix’s market share and gross sales as of late because they are unable to make a profit by lowering their prices to try and keep pace with these companies. This problem continues to grow and they will have to determine how they will handle the introduction of all the new competitors and products. How can they still offer authentic piece but be able to compete with the lowered prices of competitors?
Alternative Identification-
1) Alternative courses of action- the main alternative action they already have begun is the production of their own replicas within the company. Fe’nix del Sur prides themselves on having 100 percent authenticated artifacts from all over the world but with competitors replicating their product and selling at a lower price they have had to alter their marketing mix, even their production to try to retain their market share. The in house production of these replicas is helping them by having both options within their store. This provides the consumer with a hands on experience of seeing what an authentic piece looks like and also a replica. Also giving them the option to have an
Case Analysis
10/12/2010
Fe’Nix del Sure, LLC
Case Analysis
Define the Problem-
With the rise in popularity of not only the company Fe’nix del Sure but that also of the artifact industry, also came the creation and manipulation of many other companies and individuals that have started to not only try to enter the artifact market but develop fakes and replicas and try to pass them off as authentic pieces at a much lower price then that of Fe’Nix del Sur. With these lowered market prices Fe’nix of course struggles to be able to compete with their 100 percent pieces. Not only is the process of finding these authentic artifacts expensive but also having them authenticated tends to also be pricey for the company, which in turn causes the prices on their products to increase. The introduction of all of the fakes and replicas has lowered Fe’nix’s market share and gross sales as of late because they are unable to make a profit by lowering their prices to try and keep pace with these companies. This problem continues to grow and they will have to determine how they will handle the introduction of all the new competitors and products. How can they still offer authentic piece but be able to compete with the lowered prices of competitors?
Alternative Identification-
1) Alternative courses of action- the main alternative action they already have begun is the production of their own replicas within the company. Fe’nix del Sur prides themselves on having 100 percent authenticated artifacts from all over the world but with competitors replicating their product and selling at a lower price they have had to alter their marketing mix, even their production to try to retain their market share. The in house production of these replicas is helping them by having both options within their store. This provides the consumer with a hands on experience of seeing what an authentic piece looks like and also a replica. Also giving them the option to have an