In partial fulfillment of the requirements for the

Morne Bowers - Alewyn Bronn - Arno Dockel - Clement Mamathuba -

Mthwalo Mthwalo - Mike Robinson - Roderick Wolfenden

2 Analysis of the industry before the impact of e-commerce 2

2.2 Factors shaping the industry now 2

2.3 Who are the different players? 5

Startup artist: low end of the market 8

Established artist: high end of the market 9

3 Analysis of the industry after the impact of e-commerce 10

3.1 Industry and Business Redefinition 10

3.2 Alternative Strategies for the artist 15

3.3 Critical success factors & profitability 19

4.1 A single scenario for the artist 21

4.2 A player in the industry: Dylan Lewis 22

In this context we will present a strategic analysis of the art industry before e-commerce, followed by an analysis of the industry after e-commerce and provide a window into the future of what the industry will look like and the particular strategy of an artist in the industry. Our emphasis is really to see if the Internet can be utilised as an effective marketing tool and distribution channel, rather than concentrate on e-commerce alone.

Shared vision: Finally, the artist must establish a grand vision for the business

Substitute products: There are no new substitute products that have emerged as a major force in the art industry. The luxury goods industry has always been regarded a competitor for the art industry but no more now than it was pre-Internet.

In response to this threat some galleries have established their own on-line websites and are establishing portals for artists to host a full range of their works, while displaying a couple of original items.

· Widely available information on the industry leading to a growing number of collectors, or sophisticated buyers.

3 Analysis of the industry after the impact of e-commerce

Capital Marketing through exhibitions

Some common words found in the essay are:
Philip Kotler, Historians Academics, Artists' Business, Pricing Pricing, SullivanM Forbes, Style Leadership, Morale Startup, Secondary Activities, Art Industry, Primary Activities, art industry, success factors, bargaining power, impact e-commerce, critical success, analysis industry, substitute products, critical success factors, analysis industry impact, value chain, internet e-commerce, art business, industry impact e-commerce, direct marketing model, established artist market,
Approximate Word count = 4601
Approximate Pages = 18 (250 words per page double spaced)