Toucon Case Outline (MKTG 368W)

Toucon Case Outline (MKTG 368W) - Name: _ Toucon...

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Name: _________________ Toucon Collections, Inc. Case Analysis Outline I. Background a. Organization’s Business Definition A business that imports and distributes a wide variety of South American and African artifacts along with being a major source for Southwestern Indian, especially Hopi and Navajo, authentic jewelry and pottery to consumers of all demographics. b. Organization’s Long-Term Goals/Objectives - To keep the authenticity and the high profile of these artifacts intact. - To develop a strategy for increasing production/supply of obtaining these artifacts from South America and Africa. - To develop a strategy for increasing their production of replicas without dishonoring their image of authenticity. - Completing a strategy for pushing the advertising of the fact that their artifacts as authentic. c. Industry Analysis c.i. Analysis of Competitors (Strengths and/or Weaknesses) - There are eleven competitors. - Some of Toucon’s larger specialty and exclusive department store customers are sending out their own buyers to deal directly with some of their Hopi, Navajo, and African suppliers. - Amateurs and fly-by-night competitors move into a city and sell inauthentic junk to the public at exorbitant prices creating a bad industry image. - Internet competitors sell high-quality, authentically made decorative items. - Throughout Africa, artisans in “craft centers” are churning out copies of authentic items to sell to distributors causing inauthentic saturation in the market. - Mass merchandise department store chains are selling products similar to Toucon’s, but they are replicas. c.ii. Product Life Cycle I think that the product life cycle for these types of artifacts is still in the growth stage because more competitors are still entering the market. If the life cycle was in the introduction stage then there would only be a few competitors, if the life cycle was in the mature stage no more competitors would be entering, and if the life cycle was in the decline stage then some competitors would have left the market leaving a smaller number of competitors behind. Another reason why I think the product life cycle is in the growth stage is because it
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Toucon Case Outline (MKTG 368W) - Name: _ Toucon...

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