Fe'nix Del Sur Case StudyIn the case study of Fe'nix Del Sur, a company that sells a wide variety of artifacts belonging to South America and 'Africa according to the authors. I intend to describe the use of the DECIDE process in the decision-making process of evaluating a company, analyze the four analytical categories to examine the case, also describe the market of Fe'nix Del Sur, the possible target markets considered by Fe'nix Del Sur and they also explain Fe'nix's distinctive expertise (Kerin & Peterson, 2010). DECIDE Process Kerin and Peterson describe the DECIDE process in which a problem statement is clearly defined and established. In this case, one of the problems identified is the lack of supplies which forced the company to look for new buyers. Therefore, this also pushes Fe'nix Del Sur to use decision factors to find alternative courses of action, such as identifying extra shoppers and exploring department store organizations. Another step in evaluating the decision was to consider all important information regarding its alternatives. Artifacts have been reduced by increasing competition. The issue of trust was affected when the market was filled with replicas that affected that almost real aspect. Then the fourth step which involves identifying as best as possible with the alternatives; this step helped increase the company's revenue and profits. Furthermore, to address ethical violations, the company made it clear to its customers “that it is selling both replicas and authentic replicas creating the price differentiation presented by mass-market department stores” (Kerin & Peterson, 2010). This strategy reduces the chances of deceiving customers and also increases the level of transparency and restores trust. Its final stage is the development and implementation plan for the selected alternative. Analytical Categories The four analytical categories to examine when formulating a case study are: • Nature of the industry • The organization • Action plan • Potential outcomes Nature of the industry The market has no authentic artefacts but buyers want authentic artefacts which have become difficult to obtain because competitors are introducing replicas to the market that decrease consumer confidence. The company's main competitor is the government because it has limited exports of manufactured goods due to their importance (Kerin & Peterson, 2010).