Artemisia Press is a maker of upscale stationery. Its products are made from the

Question

Artemisia Press is a maker of upscale stationery. Its products are made from the finest papers and include features such as embossing and gilding. They are also very pricey and are sold mainly in high-end boutiques in wealthy neighborhoods. After a severe economic downturn, many of the boutiques selling Artemisia Press’s products close, and the company’s stationery sales on its website decrease sharply. The marketing department at Artemisia Press discovers that unless it takes its line of products in a different direction, it will go under.

1.) How should Artemisia Press reposition itself to remain competitive?

2.) In addition to answering the above question, answer two of the following:

a.) Why does Artemisia Press need a repositioning strategy?

b.) How can Artemisia Press alter its customers’ perceptions of its product?

c.)What risks or pitfalls should Artemisia Press avoid when repositioning?

d.) How should Artemisia Press measure the success of its repositioning strategy after it implements it?

Explanation / Answer

Artemisia Press needs to thoroughly analyze their market research and decide whether there is a market trend that they are missing and can easily adapt to. But, in my opinion instead of selling in small boutiques, they should look into offering to large corporations. Doctors, Lawyers, Bankers and many higher end occupations that enjoy personalized stationary. Therefore, instead of offering to a personal consumer they can look into a B2B option which may be more profitable for them.

Artemisia Press needs a repositioning strategy because of the recent economic downturn, which forced many of the boutiques that sold their stationary to close. A repositioning is necessary when the market environment changes.

It is common for a company to reposition by changes their product or changing the price, but it is also possible through changing their promotional message and approach. While I think that Artemisia Press needs to do perform a market analysis and see if there is an opportunity that they are missing, which may be in offering a stationary options in a more reasonable price range. They can also revamp their approach to include a wider customer base.

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