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The Essay Is About The Company Artistic Impressions Inc.

1762 words - 7 pages

Case StudyOfArtistic Impressions Inc.InstructorJanet JonesStrategic Management 240byIvy Felicia MartinHistory, Development And Growth OF Artistic Impressions Inc.Artistic Impressions Inc. sells home enhancements, primarily artwork and frames. The company is unique due to the way the paintings are sold. Sales consultants utilized the party method and direct selling as the approach in his or her home. The company is based in Illinois and employees are encompassed in forty states. Artistic Impressions was founded in 1985 under the leadership of Bart Breighner with only three employees. Breighner, currently the CEO, claims the title of entrepreneur, author, and sales motivator with over 25 years in the direct sales field. INC. magazine ranked the company one of the top 500 fastest growing companies twice! Artistic Impressions Inc. has achieved a growth of 962 percent in just five years. Realizing expansion provides more growth; Bart Breighner wants to capture the untapped Caucasian market.Internal Strengths And WeaknessesDistributors and sales consultants of African-American descent comprise the company at about ninety percent. Surprisingly enough so does the customer base in the same percentile. Sales and profits are strong in the African-American market. Expansion is now underway in the United States territory of Puerto Rico. The expansion is due to an influx of sales consultants in this region requesting religious art for their potential customers. The result is another market niche for Artistic Impressions. The direct sales method in the sales consultants home ensures long-term relationships with customers and provides personalized service. Bart Breighner's experience in the field of direct sales and motivation promises excellent training for employees and future recruitment opportunities.However,Artistic Impressions Inc. as a whole has problem areas that need addressing to be able to move forward with expansion. The company is pursuing the Caucasian market and examine the means to due so. Analysis of the company as a whole reveals that product line, employment, recruitment, advertisement and logistics are not routed to the Caucasian market. In fact, the Caucasian market possibilities poses a threat to Artistic Impressions as another company can win and capture this particular market. Advertisement amounts to little of not at all for Artistic Impressions. Market niches can be very profitable for any company but can also prove fatal due to the customer base diminishing or change in the external environment. Poor logistics plague Artistic Impressions. UPS delivers up to 7,000 paintings a week from one distribution center.Nature Of The External EnvironmentToday's market place offers to customers multitudes of choices and increases of quality in products and services. Customers are demanding simplicity and trust from retailers. The consumer of the 21st century also expects value across the board. Essentially, a product of quality and speedy delivery....

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