The chief executive officer (CEO) of West Lake Furnishings Ltd. (West Lake) has been given a proposal from one of his top three wholesale customers: lower the price of a line of signature lamps from $69.99 to $29.99 in exchange for five times the unit sales. The decision point of the case focuses on whether the CEO should or should not take the offer, and answering the question requires a close examination of West Lake's business strategy and its industry. The West Lake case is a short, comprehensive case that is useful for time-pressured situations like case competitions or exams. It can also be used to introduce the Five Forces, or give an overview/review of the entire strategic analysis process.
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