Analysis of Sorzal Distributors

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Analysis of Sorzal Distributors
Sorzal Distributors is an American company that imports and distributes African and South-American artifacts. Additionally, the company is a major source of southwestern authentic jewelry and pottery. The company is headquartered in Phoenix, Arizona, but it has extension offices in Los Angeles, Boston, and Miami. The name of the company originated from the national bird of Honduras, and its' origin traced to the early 1990s when it started as a trading post. After a series of judicious decisions, the company established itself as one of the authentic dealers in southwestern jewelry and pottery. Currently, the company boasts with gross sales of approximately $25 million, and the sales increase at 20% every year in the last ten years. The CEO attributed that the increase in sales of the company is because of the popularity of the authentic products. However, the company is experiencing stiff competition from companies that offer the same products at a considerable price. Amateurs have also emerged and are offering high prices for junks. This paper will be critically analyzing Sorzal Distributors by focusing on the strengths, weaknesses, opportunities, and threats.
SWOT Analysis of Sorzal Distributors
SWOT analysis or a SWOT matrix is a strategic technique that organizations use to identify their strengths, weaknesses, opportunities, and threats (Gurel and Tat 12). This tool is used in advanced stages of decision-making and evaluates the strategic position of an organization.
Strengths
Exclusively, the jewelry and pottery company has a strong market position as it deals with the unique importation and distribution of South American and African artifacts. Additionally, the company is a major source of authentic jewelry from southwestern India. As stated above, the uniqueness of the artifacts that the business company imports and distributes provide competitive advantages as it attracts large numbers of customers. Artifacts from the company have been verified, making them earn the name "authentic," thus making customers recognize it as a company that offers reputable products. Also, it is difficult for other companies to imitate the products of Sorzal Distributors because of the value and uniqueness of the items. The company has expanded the product line to include replicas of authentic items. The strength of the idea is t...