Product Development and Design Challenges Facing Asian Crafts Producers
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This document discusses the challenges facing Asian craft producers in product development and design. It outlines services provided by the Asia Center of Excellence for Fair Trade such as design consultancy, product development training, and skills training to help craft producers improve their designs, production capacity, and marketing. It notes weaknesses of producers including limited access to experts and poor marketing strategies. It suggests steps producers could take to strengthen their products, production, and marketing such as investing in specialists, diversifying product lines, exploring new designs, and establishing showrooms abroad. The impact of the Center's work is also summarized, including trends identified, expanded product lines, upgraded skills, and more sustainable production methods.
Product Development and Design Challenges Facing Asian Crafts Producers
- 1. Product Development and Design Challenges Facing Asian Craft Producers Presented by: VINA A. DOMINGO Asia Center Of Excellence For Fair Trade Quezon City, Philippines
- 2. Handicrafts Produced by artisans, either completely by hand, or with the help of hand- tools or even mechanical means, as long as the direct manual contribution of the artisan remains the most substantial component of the finished product. These are produced without restriction in terms of quantity and using raw materials from sustainable resources. The special nature of artisan products derives from their distinctive features, which can be utilitarian, aesthetic, artistic, creative, culturally attached, decorative, functional, traditional, religiously and socially symbolic and significant.
- 3. Asia Center of Excellence (ACoE) Prepare companies for their eventual (and inevitable) entry into the mainstream market
- 4. Design Consultancy Availed by companies joining trade fairs Developing designs considering raw materials and production capacity
- 5. Consultants make drawings with specifications on colors, sizes, materials, etc. Design Consultancy
- 6. Design Consultancy Design consultancies can be conducted in several ways: - works in company premises and coordinates with the head and production manager - producers go to the office of the company to meet the consultant - consultants conduct plant visits to the producers
- 7. Product Development Training -Requested by smaller companies -Build awareness in the areas of product design, marketing, pricing, and product standards -Participants make their own designs based on the directions given
- 8. Plant visits are conducted to check samples Input on pricing and costing are given based on the samples done Product Development Training
- 9. - Requested by smaller companies, conducted at the same time with product development training - Program aims to upgrade skills and efficiency among producers -Consultant conducts lectures on pricing and costing, market input, quality control, visual merchandising and production Skills Training and Upgrading
- 10. - Plant visits are conducted to monitor sample making , to teach new skills Skills Training and Upgrading
- 13. A SIMPLE SWOT ANALYSIS So What Other Things can you do? So far, We Only have These
- 14. STRENGTHS Original ethnic products Trend for individuality Receptive to changes and new ideas Products have a story to tell
- 15. Good and naturally creative artisans STRENGTHS
- 16. Limited Access to Product Specialists, Production Consultants, and other Experts Marketing programs are dependent on Fair Trade Buyers Range development is rarely applied Poor workmanship WEAKNESSES
- 17. WEAKNESSES Lack of marketing strategy Overhead expenses are overlooked Overheads are subsidized from donor funds Pricing and costing is not applied properly Organizational structure is not well-defined Lack of staff for specific work Skills are not adequate for the job Prices are staggering Operates just to put up jobs without focusing on building up the enterprise
- 18. OPPORTUNITIES Avail of skills training and design consultancy programs Market networking with trade organizations and buyers
- 20. Join trade fairs, study or selling missions, professional websites OPPORTUNITIES
- 22. THREATS Products are too traditional Product overlapping Design copying
- 23. Insufficient production capacity and facilities Poor product quality Dependency on producers and buyers on new ideas and designs THREATS
- 25. CHALLENGES AHEAD
- 26. PRODUCT DEVELOPMENT Invest on reference materials and market studies
- 27. PRODUCT DEVELOPMENT Exposure to exhibits, trade fairs and market encounters
- 28. PRODUCT DEVELOPMENT Product Expansion and Diversification
- 30. PRODUCT DEVELOPMENT Exploration of Product Design Strategies
- 31. PRODUCT DEVELOPMENT Conformance to global product quality and standards
- 32. Invest on product design experts and other specialists PRODUCT DEVELOPMENT
- 35. PRODUCT DEVELOPMENT Update Product and Market Directions
- 36. PRODUCT DEVELOPMENT Adopt effective product/visual merchandise display
- 37. PRODUCT DEVELOPMENT Sort out product lines in categories Provide information
- 38. Training of in-house designers PRODUCT DEVELOPMENT
- 39. Establish product identity or focus MARKETING
- 40. MARKETING Source-out buyers outside fair trade Establish Showrooms, Representatives in other Countries
- 41. MARKETING Market positioning Standardization and licensing/patent of products
- 42. Add Perceived Value to Products Databank and Market research MARKETING
- 43. Promotional Tools/Advertisements Catalogues and Brochures MARKETING
- 45. PRODUCTION STRATEGIES Sustainable/ Environment-friendly approaches and techniques
- 46. Invest on Skills Upgrading Programs PRODUCTION STRATEGIES
- 47. Adopt systematic production plan/work flow structure Adopt cost effective and cost efficient production systems PRODUCTION STRATEGIES
- 49. What have we D O N E ? (So far)
- 50. THE IMPACT Trends and Market Directions Trendspotting and Design Interpretation
- 51. Expansion Of Products and Market Directions
- 53. Exploration of new or improved methods
- 55. Upgraded Skills Improved quality and productivity
- 56. Approaches and techniques on sustainable production Skills and know-how on other production methods Improved price points to conform to target markets/buyers
- 58. Identification of the companies SWOT
- 59. When in doubt, DO it. (Design-Optimize)