Question

Use the sales breakdown and sales analysis to put together a market-product grid for Lancer Gallery. Quantify (may only be rows or columns) size of market by segment. Put together a market-product grid for the industry. Quantify (may be rows or columns) market segments. Calculate Lancer metrics, at the least market share overall and by segment. What implications can you draw from your market-product grids and Lancer’s position in the market?

Lancer Gallery

2009 Lancer Sales Breakdowns

Authentic artifacts 96% of sales

Replicas 4% of sales

By country of origin:

US (Native American) 58% of sales

Africa 25% of sales

South America 17% of sales

By product:

Jewelry 28%

Pottery 34%

Masks 12%

Rugs 4%

Statuary 20%

Other 2%

Total $35 million

2009 US Artifact Market

Authentic artifacts $175 million

Replicas $60 million

Lancer Gallery Sales Analysis

Section Sales $

Authentic artifacts $33,600,000.00

Replicas $1,400,000.00

Total Sales $35,000,000

Country of Origin

US (Native American) $20,300,000.00

Africa $8,750,000.00

South America $5,950,000.00

Total Sales $35,000,000

Product

Jewelry $9,800,000.00

Pottery $11,900,000.00

Masks $4,200,000.00

Rugs $1,400,000.00

Statuary $7,000,000.00

Other $700,000.00

$35,000,000.00

2009 US Artifacts Lancer Gallery in %

Authentic Artifacts 19.20%

Replicas 0.80%

Answer 1

total market share considered as 100%.

the sales percentage and market share of Lancer company is- 22%

the market position of Lancer is 3rd position.