Sorzal Distributors Essay

1395 Words Mar 1st, 2007 6 Pages
Sorzal Distributors 2

Identification of the Strategic Issues and Problems Sorzal distributors is a nationally recognized importer and distributor of a wide variety of South American and African artifacts and a major provider of southwestern Indian authentic jewelry and pottery. Based in Phoenix, Arizona, the company is a well established organization that has built its reputation on customer satisfaction through the verification of every piece of artifacts it imports. Expansion of the company led to establish offices in L.A, Miami and Boston where new products were included to the company's line of products like pre-Columbian artifacts from Peru and Venezuela as well as burial artifacts from Africa. To respond to its customers'
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Today the artifacts market counts buyers who are interested in authentic items provided by reputable importers and distributors –such as Sorzal- and who require authenticity certificate for every item purchased (collectors), buyers who are interested in authentic decorative items but purchase the products less frequently than collectors. The market also includes buyers of replicas from trusted dealers or less trusted who charge much less. Buyers of fake items without any artistic value are also part of the market.
Sorzal positioned itself as an importer and distributor of authentic and quality jewelry, pottery and artifacts in the United States. The company thrived to be a reputable and world-known provider of South American and African artifacts for collectors and fanciers. Intermediating in transferring ancient culture and art to the world through tangible items made Sorzal a $25 millions in gross sales company with sales increasing with a constant rate of 20% over the last ten years. Its well- selected distribution system gives the company more credibility by providing its offerings through firm-sponsored showings and few exclusive department stores. (R. Kerin, R. Peterson (2005). Strategic Marketing Problems cases and comments (10th Ed.) By pursuing this strategy, Sorzal developed strong ties with its distributors and customers based on mutual trust and high credibility. The core

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