Harvard Case - Asha Handicrafts Association: Redefining the Value Proposition Strategy
"Asha Handicrafts Association: Redefining the Value Proposition Strategy" Harvard business case study is written by Bharat Mani, Vineet Nayak, Arun Sharma. It deals with the challenges in the field of Marketing. The case study is 14 page(s) long and it was first published on : Apr 15, 2020
At Fern Fort University, we recommend Asha Handicrafts Association (AHA) implement a multi-pronged strategy focused on redefining their value proposition, expanding their market reach, and leveraging digital platforms to achieve sustainable growth and brand recognition. This strategy will involve a combination of product development, marketing, distribution, and brand management initiatives.
2. Background
Asha Handicrafts Association is a non-profit organization based in India, empowering rural women artisans by providing them with a platform to sell their handcrafted products. Despite a strong commitment to social responsibility, AHA faces challenges in achieving financial sustainability and expanding its market reach. The case study highlights the organization's need to redefine its value proposition, develop a robust marketing strategy, and explore new avenues for growth.
The main protagonists of the case study are the artisans, who are the primary beneficiaries of AHA's work, and the organization's management team, who are responsible for developing and implementing strategies to achieve AHA's mission.
3. Analysis of the Case Study
SWOT Analysis:
Strengths:
- Strong social mission: AHA's commitment to empowering rural women artisans is a powerful differentiator.
- High-quality products: The handcrafted products are unique and possess high aesthetic value.
- Existing customer base: AHA has established a loyal customer base who appreciate the craftsmanship and social impact.
Weaknesses:
- Limited market reach: AHA's products are currently sold primarily through limited channels, limiting its potential customer base.
- Lack of brand awareness: AHA's brand is not widely recognized, hindering its ability to compete with larger players in the market.
- Limited financial resources: As a non-profit, AHA faces challenges in investing in marketing and product development.
Opportunities:
- Growing demand for handcrafted products: There is a rising global interest in ethically sourced and unique products.
- E-commerce platforms: Online marketplaces offer a cost-effective way to reach a wider audience.
- Social media marketing: Social media provides a powerful platform to showcase AHA's story and connect with potential customers.
Threats:
- Competition from larger players: AHA faces competition from established brands with greater resources and distribution networks.
- Fluctuating market trends: The demand for handcrafted products can be influenced by changing consumer preferences.
- Challenges in maintaining quality and consistency: Ensuring consistent product quality and timely delivery can be challenging with a decentralized network of artisans.
Value Proposition Analysis:
AHA's current value proposition focuses on the social impact of empowering rural women artisans. However, this alone is not sufficient to attract and retain customers. AHA needs to redefine its value proposition by highlighting the unique qualities of its products, the story behind the craftsmanship, and the positive impact on the artisans' lives.
Marketing Analysis:
AHA's current marketing efforts are limited and lack a cohesive strategy. The organization needs to develop a comprehensive marketing plan that includes:
- Target market segmentation: Identify specific customer segments with a high affinity for handcrafted products and social responsibility.
- Brand positioning: Develop a clear and compelling brand story that resonates with the target market.
- Marketing mix (4Ps): Define the optimal product, price, place, and promotion strategies to reach the target market.
- Digital marketing: Leverage social media, e-commerce platforms, and online advertising to increase brand awareness and drive sales.
- Content marketing: Create engaging content that showcases the craftsmanship, stories, and social impact of AHA's products.
Financial Analysis:
AHA needs to develop a sustainable business model that balances its social mission with financial viability. This will involve:
- Pricing strategy: Develop a pricing strategy that reflects the value of the handcrafted products and ensures profitability.
- Cost management: Optimize manufacturing processes and distribution channels to reduce costs and improve efficiency.
- Fundraising: Explore new avenues for fundraising to support marketing and product development initiatives.
Operational Analysis:
AHA needs to improve its operational efficiency by:
- Supply chain management: Streamline the process of sourcing materials, manufacturing products, and distributing them to customers.
- Quality control: Implement robust quality control measures to ensure consistency and high standards for all products.
- Technology adoption: Leverage technology to improve communication, inventory management, and customer service.
4. Recommendations
1. Redefine the Value Proposition:
- Highlight the unique craftsmanship and stories behind the products: Emphasize the skills and artistry of the artisans, the cultural heritage embedded in the products, and the stories behind their creation.
- Connect the products to a specific social impact: Clearly articulate how purchasing AHA products directly benefits the artisans and their communities.
- Develop a strong brand identity: Create a memorable brand name, logo, and visual identity that reflects AHA's values and resonates with the target market.
2. Expand Market Reach and Distribution:
- Target specific customer segments: Focus on niche markets that value handcrafted products, ethical sourcing, and social responsibility.
- Develop a multi-channel distribution strategy: Expand beyond existing channels to include online marketplaces, retail partnerships, and direct-to-consumer sales.
- Explore international markets: Identify potential markets with a strong demand for handcrafted goods and a commitment to fair trade practices.
3. Leverage Digital Platforms:
- Develop a comprehensive website and e-commerce platform: Create a user-friendly website with high-quality product photography, detailed descriptions, and secure online payment options.
- Utilize social media marketing: Build a strong presence on platforms like Instagram, Facebook, and Pinterest to showcase products, engage with customers, and share stories about the artisans.
- Implement search engine optimization (SEO): Optimize website content and social media posts to improve search engine rankings and drive organic traffic.
- Run targeted online advertising campaigns: Utilize platforms like Google Ads and social media advertising to reach specific customer segments.
4. Enhance Brand Management:
- Develop a consistent brand message and voice: Ensure all marketing materials and communications reflect the same brand identity and values.
- Build relationships with influencers and media outlets: Collaborate with influencers and journalists to promote AHA's products and story.
- Participate in relevant events and exhibitions: Showcase AHA's products at craft fairs, trade shows, and other relevant events.
5. Invest in Product Development:
- Explore new product lines: Develop innovative product designs that appeal to a wider audience while staying true to AHA's values.
- Collaborate with designers and artisans: Partner with skilled designers to create new product lines and enhance existing designs.
- Offer customized products: Provide options for customers to personalize products with their own initials, messages, or designs.
5. Basis of Recommendations
These recommendations are based on a comprehensive analysis of AHA's current situation, its strengths and weaknesses, and the opportunities and threats in the market. The recommendations are aligned with AHA's mission of empowering rural women artisans while ensuring financial sustainability. They also consider the evolving consumer behavior, the growing demand for handcrafted products, and the potential of digital platforms to reach a wider audience.
Key Assumptions:
- There is a growing demand for handcrafted products, particularly those with a strong social impact and ethical sourcing.
- AHA's products are of high quality and appeal to a niche market that values craftsmanship and unique designs.
- AHA can leverage digital platforms effectively to increase brand awareness, reach new customers, and drive sales.
- AHA can secure adequate funding to implement the recommended initiatives.
6. Conclusion
By implementing these recommendations, AHA can redefine its value proposition, expand its market reach, and achieve sustainable growth. The organization can leverage its social mission, unique products, and the power of digital marketing to establish a strong brand presence and create a positive impact on the lives of rural women artisans.
7. Discussion
Alternative Options:
- Focusing solely on traditional marketing channels: This approach would limit AHA's reach and potential for growth.
- Partnering with a larger organization: This could provide access to resources and expertise but could also compromise AHA's autonomy and social mission.
- Expanding into new product categories: This could broaden AHA's appeal but could also dilute its brand identity and focus.
Risks and Key Assumptions:
- Competition: AHA faces competition from established brands with greater resources and distribution networks.
- Market Fluctuations: The demand for handcrafted products can be influenced by changing consumer preferences.
- Quality Control: Maintaining consistent product quality and timely delivery can be challenging with a decentralized network of artisans.
- Funding: AHA needs to secure adequate funding to implement the recommended initiatives.
Options Grid:
| Option | Strengths | Weaknesses | Risks | Assumptions |
|---|---|---|---|---|
| Redefine Value Proposition | Aligns with mission, enhances brand appeal | Requires investment in marketing and branding | Competition, market fluctuations | Growing demand for handcrafted products, strong brand identity |
| Expand Market Reach | Increases customer base, opens new revenue streams | Requires investment in distribution channels, potential for logistical challenges | Competition, market fluctuations | Availability of suitable distribution channels, strong demand for products |
| Leverage Digital Platforms | Cost-effective, reaches wider audience | Requires expertise in digital marketing, potential for technical challenges | Competition, market fluctuations | Growing online consumer base, effective digital marketing strategies |
| Enhance Brand Management | Builds brand awareness, strengthens customer loyalty | Requires investment in marketing and public relations | Competition, market fluctuations | Strong brand identity, effective marketing campaigns |
| Invest in Product Development | Creates new revenue streams, enhances product appeal | Requires investment in research and development, potential for market risk | Competition, market fluctuations | Strong product development capabilities, market demand for new products |
8. Next Steps
Timeline:
- Month 1-3: Develop a comprehensive marketing plan, including target market segmentation, brand positioning, and marketing mix strategies.
- Month 4-6: Launch a new website and e-commerce platform, establish social media presence, and implement SEO and SEM strategies.
- Month 7-9: Develop new product lines, explore partnerships with retailers and online marketplaces, and launch targeted advertising campaigns.
- Month 10-12: Monitor progress, analyze data, and adjust strategies based on performance.
Key Milestones:
- Launch of new website and e-commerce platform.
- Increase in social media followers and engagement.
- Growth in online sales.
- Expansion into new markets.
- Launch of new product lines.
By taking these steps, AHA can transform itself from a non-profit organization with a strong social mission to a sustainable and successful business that empowers rural women artisans and creates a lasting impact on their lives.
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Case Description
Asha Handicrafts Association (Asha) was a fair trade marketing organization, headquartered in Mumbai, India. The organization primarily marketed and sold handicrafts sourced from artisans across India to three main customer segments. The first segment consisted of fair trade importers outside of India, where Asha was a leading player. The second segment consisted of commercial importers who sold products through commercial retail stores abroad. Asha had done reasonably well in this segment in a pilot project. The third segment was the domestic retail market, where Asha ran its own retail store chain in India with the brand name of Karigar. In January 2017, the chief executive officer (CEO) of Asha deliberated the all-important decision of whether to continue with or shut down Asha's retail business, Karigar. The CEO also examined how Asha could redefine its value proposition and determine which customer segment (or segments) to focus on while building its strategic road map for the future.
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