MEMORANDUM
TO: Chief administrative office of the county administrator
FROM: Werlaine Badio
SUBJECT: Recommendation for the Artesanias de Colombia
DATE: 12 December 2022
CC: Board Members
Paola Andrea Munoz Jurado, who was just promoted to the position of General Manager, will be tasked
with resolving a vital problem that Artesanias de Colombia is currently dealing with, which is related to the
company's potential for future success. As a result of Jurado’s promotion to the position of General Manager,
she will be responsible for resolving any concerns that the last General Manager, Cecilia Duque, left
unaddressed. For Jurado to successfully overcome the possible obstacles that stand in the way of Artesanias de
Colombia's continued development, she will need to concentrate on developing a new business design strategy.
The goal of this strategy has to be to increase their access to overseas markets; over the long run, we need to
work toward maintaining trade in those locations. The case study is being looked at to determine which course
of action would be most beneficial for Jurado to adopt to secure Artesanias de Columbia's financial future.
Another aspect that Jurado is concentrating on is ensuring that the locally produced goods are effectively
exported while adhering to the needs and constraints of the budget established for Artesanias De Colombia.
Program Success
The execution of Artesanias de Columbia's business design strategy is essential to the company's
survival. The first thing that Jurado has to concentrate on is increasing the company's exports to new
international markets. In order to achieve this goal, he will need to ensure that all of the industry's best practices
are being followed. In 2014, Artesanias de Colombia developed a strategic plan outlining the steps they
believed were necessary to achieve their goals. The vision centered on "being the entity that, through
preservation of tradition, innovation, marketing, and commercialization, will have positioned the handicraft
sector, nationally and internationally, as a sustainable, competitive, continuously improving sector while
respecting the cultural identity of the country." (D'Andrea, et.a;.,2014). This goal was the driving force behind
the vision.99Therefore, it is essential to ensure that you are evaluating the company's productivity, taking into
account the firm's internal and external settings. These evaluations are essential to ensure that you get the most
out of your plan and achieve the most significant potential benefit. When you analyze Artesanias de Columbia,
you will discover that the company has roughly 140 workers. These workers are the representatives of the
350,000 craftspeople in Colombia. It is critical to the evaluation process that you are familiar with these figures
in order to be able to evaluate the efficiency of the various company plans.
Managing to Get Around Obstacles
When looking into Artesanias De Columbia, we can see that the government of Columbia established it
intending to assist in promoting and developing handicrafts. This organization came into being in 1964 and was
able to contribute to the overall economic growth of the region and provide employment opportunities. The fact
that most members of Artesanias de Columbia lived in impoverished conditions and lacked many of the
resources necessary to carry out their mission was one of the most significant challenges that they were forced
to overcome. The fact that the vast majority of them lacked education and, as a result, a good deal of business
management expertise was another significant obstacle that needed to be overcome. Another challenge that
Jurado had was that the artists needed a complete comprehension of the procedures involved in running a
business. In order to get over these possible roadblocks, Jurado put in place three different initiatives. Because
the artists only had access to a limited amount of funds, the initiatives were developed to assist them. During
this period, Jurado was operating with a yearly budget of one million dollars. The initial part of the project was
participating in various events, such as displays and international fairs, to showcase the handiwork produced by
local artists. The second program was to be implemented as one whose primary objective was to establish
networking relationships with individuals who possessed particular items that the artisans needed for their job.
Through the formation of these connections, it would be possible to get the components necessary for
completing the handicrafts. The ultimate goal of the initiative was to alleviate one of the most significant
challenges they encounter, which is the poor income that is experienced by those who are craftsmen, as well as
the lack of education. In order to achieve this goal, classes designed to provide artists with a foundational
knowledge of business were developed.
Organizational Success
The President of Columbia had a conversation with Jurado. During that conversation, she was informed
that the influence that she and the business plan have on the artisan community must be stronger than the impact
caused by the government's financing. She was aware of the demands placed upon her by the president. As a
result, she concluded that she needed to increase the level of self-sufficiency within the artisan community. For
this to be accomplished, Jurado needed to direct his attention toward the items being made as handcrafts rather
than the individuals generating the handcrafts. Jurado was well aware that in order for them to achieve success,
they needed to concentrate on exhibiting their handicrafts on a global scale, which would enable them to sell
their wares to a more significant number of customers.
Assistance to Customers
Any organization needs to have a solid grasp on the kinds of things that their target demographic
anticipates receiving from the company. Keeping this in mind, Jurado needed to figure out what those
requirements and wants would be for the clients, and he also needed to get ready for any potential problems that
could come up while attempting to achieve those goals. The business strategy must be adhered to to ensure the
company's continued prosperity. Depending on the nature of the problem, the administration or finance
department, the development department, and the marketing department are the three departments that make up
the internal components that can be mobilized to assist in resolving any possible problems.
References
D'Andrea, G., Silva, J., Raufflet, E., and Prado, M. (21014).Artesanias De Columbia.North American case
research association/NA0304.Retrieved from Harvard Business Review.
