489 Comstock Silver Artisans C Post PDF

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Coms t oc kSi l v e rAr t i s a ns( CSA) I . Summa r yof Fa c t s A.Ma r k e t –Pr e mi u ms i l v e r b i k e r p r o d u c t s 1 . Bi k e r sa n db i k e r e n t h u s i a s t s 2 . Co wb o y s , c o wg i r l s , we s t e r ne n t h u s i a s t s 3 .1 %e r mo t o r c y c l ec l u b s 4 . An n u a l s a l e sg r o wt he x c e e d i n g5 %p e r y e a r 5 . Nop r i ma r ys t e r l i n gs i l v e rc o mp e t i t o r h a sa c h i e v e da1 0 %ma r k e t s h a r e 6 . Ec onomi cma r k e t a . St e r l i ngs i l v e r–ol i g opol i s t i cc ompe t i t i on b . St a i nl e s sa ndbodypi e r c i ng–mon opol i s t i cc ompe t i t i on B.Pr od uc t 1 . Pr o d u c t mi xa n ds a l e sb yp r o d u c t l i n e a . Bi k e rb e l l s 1 ) Pa t r o n Cu s t o mi n c l u d i n gs t a i n l e s ss t e e l a n ds t e r l i n gs i l v e r 2 ) Co mme r c i a l s t a i n l e s ss t e e l a n ds t e r l i n gs i l v e r b . Be l t b u c k l e s 1 ) Bi k e rb u c k l e s , we s t e r nb u c k l e s 2 ) St a i n l e s ss t e e l , s t e r l i n gs i l v e r , j e we l e d c .J e we l r y 1 ) Ri n g s , b r a c e l e t s , n e c k l a c e s , p i n s , v e s t e x t e n d e r s 2 ) St a i n l e s ss t e e l , s t e r l i n gs i l v e r , j e we l e d d . Bo d ya r t p i e r c i n g / s t a i n l e s sj e we l r y 1 ) St a i n l e s ss t e e l a n ds t e r l i n gs i l v e r wi t ha d o r n me n t s 2 )T e mpo r a r yt a t t o o s 2 . Be ne fit s a . Cor e: Be i ngapa r toft hebi k e r , we s t e r na n dp i e r c i ngs ubc ul t ur e s b. Se c ond a r y 1 ) Soc i a l s t a t us 2 )I mpr o v ea nd/ ore n hanc ea ppe a r a n c e 3 ) Goodl u c ka nds upe r s t i t i ousa ppe a l 3 . PLC: Ma t ur i t y C.Pr i c e 1 . Pr i c e sd e t e r mi n e db yamo d i fi e dk e y s t o nes y s t e m 2 . Pa t r o n Cu s t o m: St a i n l e s ss t e e l $ 1 9 . 9 9$ 7 9 . 9 9 , St e r l i n gSi l v e r$ 6 0 . 0 0-$ 1 3 0 . 0 0 3 . Co mme r c i a l : St a i n l e s ss t e e l $ 1 . 9 9$ 2 9 . 9 9 , mi n i mu m2 0u n i t sc u s t o mo r d e r 4 . Bi k e ra n dwe s t e r nb e l t b u c k l e s : s t a i n l e s ss t e e l $ 3 2 . 9 92 2 9 . 9 9 , s t e r l i n gs i l v e r$ 2 8 0 . 0 0-$ 8 2 0 . 0 0 , j e we l e d$ 3 2 0 . 00$ 1 , 4 6 0 . 0 0 5 . Bi k e rJ e we l r y : St a i n l e s ss t e e l $ 9 . 9 9$ 1 9 . 9 9 , s t e r l i n gs i l v e r $ 8 2 . 0 0-$ 6 3 0 . 0 0 , j e we l e d$ 3 2 0 . 0 0$ 8 6 0 . 0 0 6 . Pi e r c i n gJ e we l r yBo d yAr t : $ 1 0 . 0 0$ 8 3 0 . 0 0 7 .$ 5 . 0 0h a n d l i n gf e ei sc h a r ge do no r d e r su pt o$ 9 9 . 9 9 , a l l o r d e r s$ 1 0 0a n da b o v ea r es h i p p e df r e e

2 8 . Po s s i b l ei n c l u s i o no f s e c o ndg e n e r a t i o nr e a l i s t i ct e mp o r a r yt a t t o o si nt h e$ 9 . 9 9t o$ 2 9 . 9 9r a n ge

3 9 . El a s t i c i t y a . St e r l i ngs i l v e r–k i nk e d b. St a i nl e s ss t e e l a ndbodyp i e r c i ng–r e l a t i v e l ye l a s t i ct or e l a t i v e l yi ne l a s t i c D.Pr omot i on 1 . Wo r do f mo u t ha n ds o c i a l me d i a 2 . Se a r c he n g i n eo p t i mi z e dwe b s i t e 3 . Cu s t o me rl o y a l t yp r o g r a m 4 . Co mp a n ye v e n t s 5 . Ex pa ns i bi l i t y a . St e r l i ngs i l v e r–r e l a t i v e l yn one x pa ns i bl e b. St a i nl e s ss t e e l a ndbodyp i e r c i ng–r e l a t i v e l ye x pa n s i bl e E.Pl a c e 1 . Ba s e di nVi r g i n i ac i t y , Ne v a d a 2 .I n b o u n dt e l e ma r k e t i n gs y s t e m 3 . Us e r f r i e n d l ywe b s i t e 4 . Pe r s o na l s t o r e s 5 . Sp o n s o r e ds t o r e sa n de v e n t s 6 . Cha nne l : a . CSA–Comme r c i a l –Cons ume r / Us e r b. CSA–Cons ume r / Us e r F . Ot h e r 1 . CSAd o mi n a t e st h ema r k e t wi t ho n l ymi n o r p e r i p h e r a l c o mp e t i t i o n 2 . Si xn e wc o mp a n i e sh a v ee n t e r e dt h es t a i n l e s s s t e e l ma r k e t i n2 0 1 8 3 . Ma n a g e me n t c h a n g e s a . CSAf o u n d e r a n dCEO, Ph i l l i pSa u n d e r ss t e p p e dd o wni n1 9 7 6d u et oi l l n e s s b . Sa u n d e r so l d e s t d a u gh t e r , Ch r i s t i a n( Ch r i s )wa sn a me dCSACh a i ra n dCEOi n1 9 7 9 c .I n2 0 1 0t h eCEOp o s i t i o nwa sp a s s e dt oCh r i s ’ o l d es t d a u g h t e r , Br i a n n aMc Kn i g h t 4 . Sa l e si n c r e a s ef r o m$ 8 0mi l l i o ni n2 0 0 9t o1 2 0 , 4 0 0 , 0 0 0i n2 0 1 7 I I . Pr obl e m/ Oppor t uni t y A.Pr i ma r y–Su s t a i n a b i l i t ya n df u t u r eg r o wt h B.Se c o n d a r y 1 . St a i n l e s sb i k e r a n dp i e r c i n gp r o d u c t c a t e go r i e si nq u e s t i o n 2 . Co n s i d e r e ds e p a r a t i o no f s t a i n l e s sb i k e r a n dp i e r c i n gp r o d uc t c a t e g o r i e si n t oan e w, r e b r a n d e d d i v i s i o nwi t ht h ei n c l u s i o no f t e mp o r a r yt a t t o o s 3 .I n c r e a s e dc o mp e t i t i o ni nb o t hs t a i n l e s ss t e e l a n ds t e r l i n gs i l v e rma r k e t s 4 . De t e r i o r a t i o no f CSA’ ss t e r l i n gs i l v e rp r o d u c t f a b r i c a t i o nd i s t i n c t i v ec omp e t en c y I I I . Re c omme nde dAc t i on A. Pr i ma r y–Pr e p a r ea n di mp l e me n t l o n g t e r ms t r a t eg y B.Se c o n d a r y 1 . St a yi nt h es t a i n l e s sb i k e ra n dp i e r c i n gp r o d u c t c a t e g o r i e s 2 . Se p a r a t eb i k e ra n dwe s t e r np r o d u c t sf r o mp i e r c i n gj e we l r ya n dt e mp o r a r yt a t t o o si n t ot wos e p a r a t e b r a n d s

4 3 . Bu yo u t c o mp e t i t o r ( s ) i nt h es t e r l i n gs i l v e rma r k e t 4 . Ex p a n ds t e r l i n gs i l v e r c u s t o mp r o d u c t l i n e s IV. B. Set of Plausible Alternatives 1. Continue current operations as is 2. Abandon the stainless biker and piercing product categories 3. Reject the incorporation of second generation temporary tattoo line 4. Streamline shipping, inventory, and production methods to reduce prices for retailers 5. Increase promotional campaigns for enhanced brand equity 6. Close brick-and mortar stores to reduce costs 7. Market to other underserved tribal subcultures

References Cohen, William A. (2006), The Marketing Plan (5th edition), John Wiley and Sons, Inc. Strategic Marketing Problems, Cases and Comments, Thirteenth Edition, Kerin and Peterson, 2013 Pearson Prentice Hall Other Readings Simpson, J. (2017, August 24). The Art of Rebranding: How To Be Smart And Strategic. Retrieved from https://www.forbes.com/sites/forbesagencycouncil/2017/02/23/the-art-ofrebranding-how-to-be-smart-and-strategic/ Spaulding, E., & Perry, C. (2018, May 30). Making it personal: Rules for success in product customization. Retrieved September 22, 2018, from https://www.bain.com/insights/making-itpersonal-rules-for-success-in-product-customization/ The Hartford (2017, March 28). Buy, Sell, or Join Forces? Retrieved September 22, 2018, from https://www.thehartford.com/business-playbook/in-depth/business-acquisition-pros-cons Vencat, E. F., Flynn, D. C., & Flynn, A. (2015). Custom Nation: Why Customization Is the Future of Business and How to Profit From It. Benbella Books....