Chapter 1 Introduction

CHAPTER 1 INTRODUCTION
A handicraft, sometimes more precisely

expressed as artisanal
handicraft or handmade, is any of a wide
variety types of work where useful and
decorative objects are made completely by
hand or by using only simple tools.
Handicrafts is used oftentimes for
representing a culture or community using
local materials. Handicrafts is a part of a
larger home accessory market, which is
hand crafted, semi handcrafted and
machine-made goods. The design of this
goods is influenced by the customers, the current trends and other conditions in the
market. This industry is facing a lot of competition globally. Because of globalization,
however, its making the products more and more commoditized. Handicrafts offer a lot
of jobs too. In the Philippines, where a lot of materials for handicrafts are found and
there are a lot of talented artist here, it is not impossible to find handicrafts with great
design and with a lot of quality. When you go to a province, it is most
likely to find shops along the way selling handicrafts which is for
souvenir.
TYPES OF HANDICRAFTS
Rattan Craft
Rattan belong to the palm family and a native species in tropical regions such as
Asia, Australia, and Africa. Rattan, yantok in Filipino term, is a long and slender
climbing plant, whose sheaths are protected by its spines that play a major role in
supporting the rattan as it grows on other plants in the forests. The products that
are made using this material are popular and because of their flexibility and
durability.
Bamboo Craft
Bamboos are used in building bahay kubo (nipa hut), furniture, house furnishings
such as hangers, trays, dividers, lamp shades, and many different kinds of useful
articles at home.
Leather Craft
The art of manufacturing articles out of leather. Taxidermy, or the art of

preparing, stuffing, and mounting the skins of animals, also makes use
of the skin of animals, but generally the head and part of the back are
used. Hides and skins are also used in the manufacture of glue and
gelatin. Some examples of leather products are bags, shoes, jackets,
coin purses, gloves, belts, wallets, and others.
CHAPTER 2 MARKETING ENVIRONMENT

Handicrafts offers a lot of job, is environmental friendly, and most probably discovers a
lot of great talent. One of the difficulties that a handicraft manufacturer is facing is
information dissemination. The target market is not aware that their product is existing
and where to find them. Because of technology, the work of manufacturers can be a lot
easier and faster, hence widening the gap of competition for those using the traditional
way of making handicrafts. Handicraft units, which are mostly run by individuals with
sole proprietary form of organization cant afford to have separate and well-organized
marketing system. The handicrafts unit produces different types of products which can
also be recognized as a product line. Financial aspects and the raw materials that will
be used will determine the size of the product line. Since we are in the Philippines
where a lot of materials are found here, competition arises. It is one of the first jobs
together with agriculture back then. Handicrafts shop manufactures their product in
sometimes small areas far from the city and then sends the finish product in their store
or like the old way of offering or personal selling.
Table of Contents
I. Exclusive Summary
... 1
II. Introduction
2.1 Product History
... 2
2.2 Profile of the Store
3
III. Marketing Environment
3.1 Market and its competitors
4
3.2 The same/similar products
that affects the store .
5
3.3 Channel of distribution .
6
3.4 Pricing
... 7
3.5 Promotion ...
8
IV. Analysis of Issues
4.1 SWOT Analysis
... 9
V. Objectives of Marketing Plan
.. 10
VI. Marketing Strategy
5.1 Target Market ...
11
5.2 Market Positioning ...
12
5.3 Marketing Mix ...
13
VII. Projecting Income Statement
.. 14
VIII. Evaluation of Marketing Action Plan
15
IX. Conclusion
... 16
X. References ...
17
CHAPTER 4 OBJECTIVES
Our introductory objectives are to provide awareness and stress the
importance of handicraft products in local market. Handicrafts or handmade
products is important to be recognized by the Calbayognon people because
it is a unique expression that represents the culture, tradition and heritage of
Calbayog City. The various specialized organization like handicrafts may help
the local units to produce various value added items with would not any help
to penetrate the local market, but also help in exporting of such items to
foreign countries.
The second objective we considered is the window display of handicraft
products/publicity of handicraft. This is to attract more and more buyers.
Promotional tools give due emphasis on wide publicity of various handicraft
products. They can use print, TV and radio ad. They can also use techniques
like demonstrations and exhibitions, samples, premiums and package inserts
to magnetize the customer.
The last and most important objective we emphasize is improving
handicraft product style and design. Handicraft product which are produced
with traditional are gradually facing competition from machine made
products which gives greater uniformity and better finish to concurrent. This
new product made by technology may provide the strategic direction and
action plan to evolve their product. They can use procedure and norms
related to design and durability of the product so that they can catch up with
the technology era. Handicraft design should be in accordance with the
tastes and preferences of customers. They can use types of design, the
modern design which comes from consumer changing preference and tastes
and conventional design which is the combination of traditional design and
modern style.

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CHAPTER 1 INTRODUCTION

A handicraft, sometimes more precisely

The art of manufacturing articles out of leather. Taxidermy, or the art of

CHAPTER 2 MARKETING ENVIRONMENT

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