Haddad Homes Case Study
1- Write a clearly defined mission statement for Sorzal distributors
Sorzal Distributors is a well known importer and distributor of a wide variety of artifacts of the South American and African cultures in the United States. It aims to meet the high expectations of its customers worldwide by preserving authenticity and quality of the jewelry, pottery and artifacts presented. Sorzal Distributors acts as an intermediary of transferring ancient culture and art through the high standards of its products, from the replicas to the authentic ones.
2- Smythe feels that he faces “once in a life opportunity”. What information does he need to evaluate this opportunity? Has Smythe identified the best target market for Sorzal Distributors? Explain.
Sorzal Distributors established itself as being one of the most reputable dealers in authentic southwestern jewelry and pottery and developed a national reputation as one of the most respected importers of these artifacts (Case Study, n.d.). To be able to meet the needs and requests of its growing market, Sorzal Distributors started manufacturing, high quality replicas of its artifacts and limited the distribution of its products through special dealers, firm-sponsored showings, and a few exclusive department stores. By doing so, Sorzal Distributors, limited its market and identified the best “target market” to deal with. The limitation of the “target market” worked for the advantage of the company, in fact, its gross sales have increased at a relatively constant rate of 20% over the last decade (Case study, n.d)
Initially, Sorzal targeted buyers of authentic pieces, namely collectors, then responded to a small number of gifts shops by producing a small amount of high quality replicas. Given that the dynamics of the market are changing, Sorzal can no more consider itself managing a “target market”, they rather have to reconsider their market segmentation and redefine their target market.
When offered a highly advantageous
Sorzal Distributors is a well known importer and distributor of a wide variety of artifacts of the South American and African cultures in the United States. It aims to meet the high expectations of its customers worldwide by preserving authenticity and quality of the jewelry, pottery and artifacts presented. Sorzal Distributors acts as an intermediary of transferring ancient culture and art through the high standards of its products, from the replicas to the authentic ones.
2- Smythe feels that he faces “once in a life opportunity”. What information does he need to evaluate this opportunity? Has Smythe identified the best target market for Sorzal Distributors? Explain.
Sorzal Distributors established itself as being one of the most reputable dealers in authentic southwestern jewelry and pottery and developed a national reputation as one of the most respected importers of these artifacts (Case Study, n.d.). To be able to meet the needs and requests of its growing market, Sorzal Distributors started manufacturing, high quality replicas of its artifacts and limited the distribution of its products through special dealers, firm-sponsored showings, and a few exclusive department stores. By doing so, Sorzal Distributors, limited its market and identified the best “target market” to deal with. The limitation of the “target market” worked for the advantage of the company, in fact, its gross sales have increased at a relatively constant rate of 20% over the last decade (Case study, n.d)
Initially, Sorzal targeted buyers of authentic pieces, namely collectors, then responded to a small number of gifts shops by producing a small amount of high quality replicas. Given that the dynamics of the market are changing, Sorzal can no more consider itself managing a “target market”, they rather have to reconsider their market segmentation and redefine their target market.
When offered a highly advantageous
References: Caseforest.com (n.d.) Sorzal Distributors. Retrieved March 10, 2013, from http://www.casestudywithsolution.com/frmPaper8ae7.html Kotler, P., Keller, K. L. (2012) Marketing Management. 14th Ed. Pearson Education: London, UK. Case study: Haddad homes 1-mission statement: our mission is to provide the best modern homes and differentiated product offerings, and improve our communication in order to exceed our customers’ expectations. Here at Haddad homes, we are far more than a home builder, we are the creators of living environments based on communal areas, views, environmental layout, local sensitivity, and neighborliness as well as the traditional factors of price, availability and location Our vision is to sustain and improve our competitive edge in the market by providing homes that are not merely bricks and mortar; they are complete living environments. 2- The only opportunity that haddad homes have is that homebuyers are suffering from different companies that are supplying highly similar products. Haddad homes could exploit this gap, and identify a compelling insight through which to reframe the way people think about new homes, and start differentiating their product offering in order to meet the needs and wans of homebuyers and establish and maintain a competitive edge. 3- Haddad home operates in a highly competitive environment that has recently been reshaped. In order to ensure its premium position in the market haddad homes developed a strategy that enables the company to have a clear and focused communication with all its stakeholders and customers, and in order to ensure this strategy’s continuity and success, they developed a sophisticated website. Haddad homes positions itself relative to the target market as the company that has a distinct market position that is different from, superior to, that of its rivals. Furthermore haddad homes considers itself as far more than a home builder, they have product offering that are different from competitors offerings. But over time other companies have copied haddad’s ideas which reduced the differentiation that had given haddad a premium in the market. Haddad needs to re-establish a position in the market that would enable it.