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    Title: Metalart之中間市場零售─以營利模式改造、重建、創新
    Authors: 伍莉
    Contributors: 劉助
    伍莉
    Keywords: 中間市場零售
    Date: 2007
    Issue Date: 2009-09-14 09:50:49 (UTC+8)
    Abstract: 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
    Reference: 1. Aid to Artisans. 2002. Craft Industries as a Tool for Poverty Alleviation: Aid to Artisan’s Experience.
    2. At Home America. “Home Décor, Home Accents, and Decorative Accessories.” http://www.athome.com/sdx/H18619.jsp.
    3. Batchelor, S.J., and Mike Webb. 2002. “E-Commerce Options for Third World Craft Producers.” DFID Knowledge and Research Project R7792.
    4. Benjamin, Malcolm. 1994. “Handicraft Exports: Some Suggestions for Successful Marketing.” International Trade Forum, no. 2: 16–31.
    5. Centre for the Promotion of Imports from Developing Countries (CBI). 2004a. EU Market Survey 2004: Jewelry.
    ———. 2004b. EU Market Survey 2005: Gifts and Decorative Articles.
    ———. 2005a. EU Market Survey 2005: Gifts and Decorative Articles. November.
    ———. 2005b. EU Market Survey 2005: Domestic Furniture.
    ———. 2005c. EU Market Survey 2005: Tableware, Kitchenware & Other Household Articles.
    ———. 2005d. EU Market Survey: Household and Furnishing Textiles.
    6. Craftsbridge. No date. “The Handicraft Industry: Defying Definition.” Craftsbridge, India.
    http://www.craftsbridge.com/craftsbridge/scripts/gotofacts?url=/information/industry/industry.htm
    7. Domeisen, Natalie. 2004. “Building Capacity to Compete in Business.” International Trade Forum, no. 2
    8. Eimer, Charlotte. 2004. “A Green Balm for Haiti’s Strife.” BBC News, November 4. http://news.bbc.co.uk/2/hi/amiercas/3979453.stm
    9. Eller Enterprises. 2006. “How Changing Times in the Industry Will Benefit Retailers!” Chicago Gifts & Home Market.
    10. Fair Trade Federation (FTF). 2003. 2003 Report on Fair Trade Trends in US, Canada & the Pacific Rim.
    11. Frank, Robert J., Elizabeth A. Mihas, Laxman Narasimhan, and Stacey Rauch. 2003. Competing in a Value-Driven World. McKinsey & Company, North America Retail Practice.
    12. Horley, Neville. 2003. “Growing Trends in Fair Trade.” www.sustdev.org.
    13. Hull, Galen. 1998. Sub-Contracting Between Handicraft Exporters/Manufacturers and Small Producers: Final Report. Development Alternatives, Inc.
    14. Jarmin, Ronald S., Sean D. Klimek, and Javier Miranda. 2005. The Role of Retail Chains: National, Regional and Industry Results. Center for Economic Studies.
    15. Kaplinski, Raphael. 2005. Dangerous Ideas in Development – Looking East: The Impact of China and India on Global Poverty. Institute of Development Studies.
    16. Lewis, William W. 2004. “The Power of Productivity: Poor Countries Should Put Their Consumers First.” The McKinsey Quarterly, no. 2
    17. Lundahl, Mats. 2004. Sources of Growth in the Haitian Economy. Inter-American Development Bank.
    18. Mikkelsen, Lene. 1999. Good Practices in Marketing for Micro and Small Enterprise Products: Cases from Latin America. Inter-American Development Bank.
    19. Mikkelsen, Lene, and Margaret Hagen-Wood. 1998. Experiences in Taking Crafts to Market. Inter-American Development Bank
    20. Morris, Walter F., and Antonio Turok. 1996. Handmade Money: Latin American Artisans in the Marketplace.
    21. Olofinbiyi, Tolulope. 2006. Background Paper on the Competitiveness of Haitian Handicrafts. DAI.
    22. Rajan, Ramkishen S., and Rahul Sen. 2001. Trade Reforms in India Ten Years On: How Has It Fared Compared to Its East Asian Neighbours?
    23. Redfern, Andy, and Paul Snedker. 2002. Creating Market Opportunities for Small Enterprises: Experiences of the Fair Trade Movement. International Labor Organization.
    24. “Viewpoints—What are the Major Challenges Facing the Home Accents Industry in the Next Five Years?” Home Accents Today, October 2005. Homeaccentstoday.com.
    25. Wesely-Clough, Marita. 2004. “2004 and Beyond: Emerging and Evolving Consumer Trends.” http://retailindustry.about.com/cs/retailtrends/a/bl_trends2004/htm.
    26. World Trade Organization. 2003. Trade Policy Review: Haiti. Report by the Government.
    Description: 碩士
    國立政治大學
    國際經營管理碩士班(IMBA)
    95933052
    96
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0095933052
    Data Type: thesis
    Appears in Collections:[國際經營管理英語碩士學程IMBA] 學位論文

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