Case Study: Sorzal Strategy to Stay on Top (reputable) Nationally

Essay by 102PDQUniversity, Master'sB, June 2004

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TO: Dr. T.O' Connor V.P. Marketing

From: Sorzal Distributors

Date: May 15, 2004

Subject: Sorzal Strategy To Stay On Top (reputable) nationally

Purpose and Overview of this Report

The purpose of this report is to develop a strategy for Sorzal a reputable and a competitive distributor of authentic southern Jewelry and pottery. To maintain our expandtion of a product line that also includes pre-Columbian artifacts from Peru and Venezuela and tribal and burial artifacts from Africa.


· That Sorzal develop an art education program to educate buyers formally and sublimely

· Expose fake replicas in the market through research and product development internally

· Keep close relationship with artifact originators

Analysis of Past and Current Situations

Because Sorzal is a more authentic distributor of those past products (southern jewelry and pottery) we strategies to maintain that position while expanding nationally with the addition of new products (pre- Columbian and Venezuelan artifacts along with burial artifacts from Africa we are looking to capitalize on the replica market from original products.

External Opportunities we could exploit

Replica's market that we can exploit will be based in a quality product from authentic images. This move enabling Sorzal to corner the replica's market with "fine art " images.

The distribution of replicas helps us educate another disadvantage segment of the population who otherwise would have not experienced the feel of this type of artistry.

External Threats that May Impede Success

The chance of the market being flooded with inferior artifacts (replicas)

The buying public not being able to keep up with what is real art and what is not because of false advertising and being caught up in the "sizzle."

Internal Strengths to Capitalize

Sorzal's past tract record of being authentic and their popularity

Innovation in distribution

Sales increase and revenues...