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Harvard Case - Ten Thousand Villages in Crisis: Can the Fair Trade Pioneer Survive and Flourish in an Economic Downturn?

"Ten Thousand Villages in Crisis: Can the Fair Trade Pioneer Survive and Flourish in an Economic Downturn?" Harvard business case study is written by Anna Kim, Cecilia Renaud. It deals with the challenges in the field of Strategy. The case study is 12 page(s) long and it was first published on : Aug 28, 2018

At Fern Fort University, we recommend a multi-pronged approach for Ten Thousand Villages (TTV) to navigate the economic downturn and achieve long-term sustainability. This strategy leverages TTV's core competencies in fair trade and ethical sourcing while adapting to changing consumer preferences and market dynamics. The plan focuses on enhancing digital capabilities, diversifying revenue streams, and strengthening brand positioning to ensure TTV's continued success as a pioneer in the fair trade movement.

2. Background

Ten Thousand Villages, a non-profit organization, has been a leader in fair trade for over 70 years. They source handcrafted goods from artisans in developing countries, providing them with fair wages and opportunities for economic empowerment. However, TTV faces a challenging landscape. The economic downturn has impacted consumer spending, while competition from online retailers and fast fashion brands has intensified. TTV's reliance on traditional retail channels and its mission-driven focus have also posed challenges in adapting to the evolving market.

3. Analysis of the Case Study

SWOT Analysis:

  • Strengths: Strong brand reputation for fair trade and ethical sourcing, loyal customer base, established supply chain with skilled artisans, commitment to social impact.
  • Weaknesses: Reliance on traditional retail channels, limited online presence, lack of product innovation, financial vulnerability due to non-profit status.
  • Opportunities: Growing consumer interest in ethical and sustainable products, increasing demand for handcrafted goods, potential for online market expansion, partnerships with like-minded organizations.
  • Threats: Economic downturn impacting consumer spending, competition from online retailers and fast fashion brands, fluctuating exchange rates, potential supply chain disruptions.

Porter's Five Forces:

  • Threat of New Entrants: High, due to the relatively low barriers to entry in the handcrafted goods market.
  • Bargaining Power of Buyers: Moderate, as consumers have a wide range of choices for similar products.
  • Bargaining Power of Suppliers: Low, as TTV relies on a network of independent artisans.
  • Threat of Substitute Products: High, due to the availability of similar products from mass-market retailers.
  • Competitive Rivalry: High, with increasing competition from online retailers and fast fashion brands.

Value Chain Analysis:

TTV's value chain focuses on ethical sourcing, fair trade practices, and product development. However, the company needs to strengthen its marketing, distribution, and customer service capabilities to enhance its competitive advantage.

Business Model Innovation:

TTV's current business model relies heavily on traditional retail channels and a non-profit structure. To thrive in the evolving market, TTV needs to explore business model innovation, such as:

  • Direct-to-consumer sales: Leveraging online platforms to reach a broader customer base and bypass traditional retail markups.
  • Subscription services: Offering curated boxes or monthly subscriptions for handcrafted goods.
  • Partnerships with retailers: Collaborating with online retailers to expand reach and access new markets.
  • Hybrid model: Combining online and offline channels to cater to diverse customer preferences.

Digital Transformation:

TTV needs to embrace digital transformation to enhance its online presence, improve customer experience, and optimize operations. This includes:

  • Building a robust e-commerce platform: Providing a user-friendly online shopping experience with secure payment options and efficient order fulfillment.
  • Investing in digital marketing: Utilizing social media, search engine optimization (SEO), and targeted advertising to reach new customers.
  • Data analytics: Leveraging data to understand customer preferences, optimize pricing strategies, and personalize marketing campaigns.
  • Supply chain management: Implementing digital tools to track inventory, manage orders, and streamline communication with artisans.

4. Recommendations

1. Enhance Digital Capabilities:

  • Develop a user-friendly e-commerce platform: Invest in a robust online store with a seamless shopping experience, secure payment options, and efficient order fulfillment.
  • Implement a comprehensive digital marketing strategy: Utilize social media, SEO, and targeted advertising to reach new customers and build brand awareness.
  • Leverage data analytics: Track customer behavior, analyze market trends, and personalize marketing campaigns to optimize customer engagement and sales.

2. Diversify Revenue Streams:

  • Expand online sales: Focus on direct-to-consumer sales through a dedicated e-commerce platform, leveraging social media and influencer marketing.
  • Explore subscription services: Offer curated boxes or monthly subscriptions for handcrafted goods, providing customers with a regular supply of unique items.
  • Partner with online retailers: Collaborate with online marketplaces and retailers to expand reach and access new customer segments.
  • Develop new product lines: Introduce innovative products that cater to evolving consumer preferences, such as home d'cor, accessories, and personalized gifts.

3. Strengthen Brand Positioning:

  • Emphasize ethical sourcing and fair trade practices: Communicate TTV's commitment to social impact through compelling storytelling and transparent supply chain information.
  • Highlight the unique craftsmanship and artistry of the products: Showcase the skills and traditions of the artisans through high-quality product photography and engaging content.
  • Target niche markets: Focus on specific customer segments with a strong interest in ethical and sustainable products, such as millennials, Gen Z, and socially conscious consumers.

5. Basis of Recommendations

These recommendations are based on a comprehensive analysis of TTV's strengths, weaknesses, opportunities, and threats, as well as the evolving market dynamics. They align with TTV's core competencies in fair trade and ethical sourcing while addressing the need for innovation, digital transformation, and brand differentiation.

  • Core competencies and consistency with mission: The recommendations focus on leveraging TTV's core competencies in fair trade and ethical sourcing, ensuring consistency with the organization's mission and values.
  • External customers and internal clients: The recommendations prioritize customer needs and preferences, while also considering the needs of the artisans and other stakeholders involved in TTV's supply chain.
  • Competitors: The recommendations address the competitive landscape by focusing on digital transformation, product innovation, and brand differentiation to stand out from competitors.
  • Attractiveness ' quantitative measures: The recommendations aim to improve TTV's financial performance by increasing revenue, expanding market share, and enhancing operational efficiency.

6. Conclusion

Ten Thousand Villages has a unique opportunity to thrive in the evolving market by embracing digital transformation, diversifying revenue streams, and strengthening its brand positioning. By leveraging its core competencies in fair trade and ethical sourcing, TTV can continue to be a pioneer in the movement for social justice and economic empowerment while achieving sustainable growth and profitability.

7. Discussion

Alternative Options:

  • Mergers and acquisitions: TTV could consider merging with or acquiring another fair trade organization to expand its reach and resources.
  • Vertical integration: TTV could invest in its own manufacturing facilities to gain more control over the production process and ensure fair labor practices.

Risks and Key Assumptions:

  • Economic downturn: The recommendations assume that the economic downturn will eventually subside, allowing consumer spending to recover.
  • Consumer preferences: The recommendations assume that consumers will continue to prioritize ethical and sustainable products.
  • Digital adoption: The recommendations assume that TTV can successfully implement its digital transformation strategy and attract new customers online.

8. Next Steps

  • Develop a comprehensive digital transformation strategy: This should include a detailed plan for building an e-commerce platform, implementing digital marketing campaigns, and leveraging data analytics.
  • Pilot test new revenue streams: Introduce subscription services or partnerships with online retailers on a smaller scale to assess their effectiveness before scaling up.
  • Invest in product development: Develop new product lines that cater to evolving consumer preferences and expand TTV's product portfolio.
  • Strengthen brand messaging: Develop a clear and compelling brand message that highlights TTV's commitment to fair trade, ethical sourcing, and social impact.
  • Monitor progress and adapt: Regularly track key performance indicators (KPIs) to assess the effectiveness of the recommendations and make adjustments as needed.

By implementing these recommendations, Ten Thousand Villages can navigate the economic downturn, adapt to changing market dynamics, and continue to be a leader in the fair trade movement.

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Case Description

This case examines major challenges faced by Ten Thousand Villages Canada in 2013, in the aftermath of the 2007-08 global financial crisis. Ten Thousand Villages is one of the oldest fair trade organizations in North America, its history stretching back to the sale of crafts from overseas in 1946. The case narrative begins with an overview of Ten Thousand Villages (history, producer partnerships, Canadian operations), then introduces the financial challenges facing the organization in 2013. Told from the perspective of a senior manager who must develop a plan to save the organization from impending bankruptcy by reaching the break-even point within twelve months, the case lends itself to a discussion of how the company can be saved and whether the steps taken by Ten Thousand Villages (as explained in the teaching notes) will ensure its survival. By studying this case, students are expected to gain an in-depth understanding of the real-life challenges faced by social enterprises seeking to balance the pursuit of their social missions with long-term financial sustainability.

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