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| 研究生： |
伍莉 |
|---|---|
| 論文名稱： |
Metalart之中間市場零售─以營利模式改造、重建、創新 |
| 指導教授： | 劉助 |
| 學位類別： |
碩士
Master |
| 系所名稱： |
商學院 - 國際經營管理英語碩士學位學程(IMBA) International MBA Program College of Commerce(IMBA) |
| 論文出版年： | 2008 |
| 畢業學年度： | 96 |
| 語文別： | 中文 |
| 論文頁數： | 40 |
| 中文關鍵詞： | 中間市場零售 |
| 相關次數： | 點閱：107 下載：0 |
| 分享至: |
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以營利模式改造、重建、創新
Metalart: Retailing for the High-End market
Revamping, Restructuring, Innovating Using the Profit Model Approach
By
Farah Woolley
The market
Handicraft production is a primary source of employment for many underdeveloped countries. The world handicrafts market is estimated to be US $235 billion. With increased globalization, products are becoming more and more homogeneous, with artisans facing increased competition from producers all over the world, particularly in China which represents the most dominant exporter in the global home accessory market.
At one time, Haiti was the premier supplier of handicrafts in the Caribbean. In 2005, Haitian total exports were estimated at $391–$416 million, about 80 percent of which went to the United States, Haiti’s largest commercial partner. Estimates for handicraft exports for that year range from less than $10 million to as much as $40 million. By the 1990s, the political situation and the embargo on exports had significantly destroyed the capability of most industries in Haiti. Yet many of those who are familiar with the situation believe that the handicraft sector, which includes as many as 400,000 artisans, remains one of the few promising sectors in Haiti’s devastated economy.
The company
Metalart is a medium size manufacturing company specialized in the production of metal, wrought iron and papier mâché motifs for the home décor segment. The metal crafts represent the biggest share of the company's production. 105 artisans and staffs are currently employed, either as salaried employees or outside contractors The company has been keen on providing the highest quality handicrafts, meeting the agreed delivery dates, and executing the custom work exactly in accordance with the customers’ concept. Metalart has and still going through rough times with the constant political turmoil and economic difficulties. The focus of this business plan is to identify the company’s weaknesses and strategically plan its future.
The new strategies
• Identify and sell to market niches such as high-end home accessories
• Look to local and regional markets for opportunities that may have been overlooked
• Invest in resources to reliably deliver modest quantities of unique, high quality goods destined for higher-end retail stores.
• Through the Profit Capturing Mechanism Metalart must beat the local competition and increasing their profit margins.
I. The Global Handicraft Market.....................................................................................3
Market Segment.......................................................................................................3
Product Trends ........................................................................................................5
Leading Export Markets..........................................................................................6
Leading Import Markets..........................................................................................9
Distribution Channels............................................................................................10
Retailers.................................................................................................................12
II. The Haitian Handicraft Market................................................................................15
Haiti Background...................................................................................................15
Opportunities for the Local Market.......................................................................17
The Local Products................................................................................................18
The Local Distribution Channels...........................................................................20
Haiti’s Competitive Position..................................................................................22
III. Metalart .....................................................................................................................24
History and Background........................................................................................24
Management ..........................................................................................................24
Production..............................................................................................................25
Sourcing.................................................................................................................26
Products and Customers.........................................................................................26
Sales Strategy.........................................................................................................27
Competition............................................................................................................28
IV. Metalart’s Numbers..................................................................................................30
Profit Model Guidelines.........................................................................................30
Financial Analysis..................................................................................................30
Profit Model Grading Map.....................................................................................32
P&L Statements.....................................................................................................32
Balance Sheet.........................................................................................................33
Other Numbers.......................................................................................................33
V. Metalart – The New Company...................................................................................35
Vision Statement....................................................................................................35
Mission Statement..................................................................................................35
Core Values............................................................................................................35
Vivid Description...................................................................................................36
New Strategies.......................................................................................................36
VI. References..................................................................................................................40
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26. World Trade Organization. 2003. Trade Policy Review: Haiti. Report by the Government.
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