SWOT Analysis Lancer Gallery

Faradillah Fazleen Bt Abdul Rashid 2013848804 Nur Amalina Binti Amran 2013682444

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Strength
Lancer developed a national reputation as one of the most respected sources of these types of artifacts

Lancer now has long term contracts with native craftpeople in Central America, South Afrca , Africa and the southwestern US who produce these items.

The chain was currently selling a competitors items but wished to add more exclusive product line.

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Weakness
Not only must we search harder for new products, but the competition for authentic artifacts has increased tenfold.

In recent years, several massmerchandise department store chains have begun to sell merchandise similar to that offered by Lancer.

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Opportunity
The replicas have found most favor among gift buyers and individuals looking for decorative items. I personally think consumer tastes are changing from the modern and abstract to the more concrete, like our products. The problem of supply has forced Lancer to add three new buyers in the last two years. The contract presents us with an opportunity to broaden our frms position.

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Threat
These South American artifacts arent always get easy to get and the political situation in Africa is limiting our supply. On top this, we must now contend with governments not allowing exportation of certain artifacts because of their national significance.

Throughout Africa, artisans in craft centers simply churn out copies of authentic items.
Subsequent inquiries by both Rangard and Olsen revealed that two competitors had signed purchase contracts with this outlets.

This is plus revenue growth has slowed due to the recession.