Etsy: A Case Study

I started selling monogram decals on Etsy when I was fourteen years old. I did not know anything about running a business then, so I have learned everything by trial and error. The success from the business has amazed me. I have been able to revamp other people’s Etsy sites while donating thousands of dollars to charities and sponsoring a child in Africa.

Etsy.com is a place where e-commerce has a heart. Since 2005, Etsy has been, and

Intellectual property is something that is created in someone’s mind or an invention that someone can apply for a patent, trademark, copyright, etc. I would like to speak to an issue that happened to a good friend of mine. She is an extremely talented artist. She often posts pictures on Facebook of things she has done. Shortly after the musical artist Prince passed away she created a drawing of a headshot in his image using lyrics from his popular songs and posted it on Facebook as a tribute. A few days later she discovered someone had downloaded her image and was selling t-shirts using her drawing on Etsy. She contacted Etsy and the vendor was automatically removed pending an investigation. She consulted with an attorney and discovered

Both buyers and sellers benefit from the Etsy platform. An easy to use interface, coupled with product diversity, along with a strong, supportive user base provide 3 of the necessary ingredients for a successful e-commerce

products, have attracted a lot of customers throughout the world. The company has a huge

The constant crave consumers have proved to have for Etsy’s promise of uniqueness and real connection to the maker, is evident considering the online platform’s success. It also shows an inevitable connection with the raised awareness about the social and environmental cost of manifactured production: Etsy provides a guilt-free alternative against the monsters of capitalism. Craftivism is even a form of protest from both the point of view of aesthetics and content because it defies the very notion that mass-produced and mass-imposed ideas and things have annihilated the possibility of authentic identities.

2. At the bare minimum, Etsy was meant to be a place where artisans could express their artistic skills through hand-crafted products, present these products to the general public for others to appreciate, and have the option to sell to others who appreciated the work. Etsy needs to return to its core values and its original purpose, otherwise, it is positioning itself to be a manufactured goods retailer instead of an artisan marketplace. To be successful, the company has to realize who the target customers are: general people looking for manufactured goods or people who want to possess specialty products. By understanding its consumer base, Etsy can move forward in allowing sellers to mass produce or hand craft. The company has seen success through being a handcrafted goods marketplace, but allowed any user (who could copy and mass produce) to freely join and change the seller environment. This took away selling power of artisans and distributed it to mass producers. Etsy needs to redesign its platform to be more artisan-focused. If consumers are looking for the cheapest, most easily accessible product, Etsy needs to allow this market segment to go to Amazon. Etsy’s marketplace has always been for the specially crafted. By stepping away from its core values and

The company was established in 2008 as a small business located in Kfardebiane, and it was a successful construction material provider for all the people in that region.

The brand seeks great opportunity to further develop the business, enhance product design as well as company’s brand image.

Their goal is to focus on environment protection and ensure that the right products are placed in challenging markets. Apart from that, they want to boost the profitability and at the same time enhance the flexibility and efficiency of production. Moreover, they aim to increase their customer base and also delivering better satisfaction to the current customers. (para. 3, 4)

They have unparalleled research and development and focus their brand on advanced performance. They are an innovative company as they are the leader in metallurgy technology and were the leaders in copper-based cookware. The company has a prestigious brand image and are often associated with high-end products. Furthermore, they have a strong organizational culture and pool of employees. Their CEO, Audrey Roux, provides clear strategic outlooks for the firm which prides themselves on quality, performance and durability. In addition, their sales force includes eight experienced managers who maintain stronger relationships with major accounts in comparison to the other market leaders. In terms of their products, they got four distinct product lines (CX1, DX1, SX1, PROX1) with each having different features and overall quality. For instance, their CX1 was their lowest priced product with minimal features and the PROX1 is their most complex product and used for the most serious of chefs. Lastly, they have strong financial figures as well. The firm operates under the premium label and has 6.5% share of market dollars which leads all premium

The company has also been accredited for having maintained a high degree of diversity coupled by its ability to maintain top quality in the standards of its products. Not only has the company retained a good reputation with its clients but also maintained an excellent corporate responsibility track record. This has built the public trust in the brand and is proud to be associated with it. To the wonder of many, the company has year over year continued to yield profits way over its competitors. To maintain such a success has been pre-determined by the way it has a strict, slow growth policy which ensures that it dominates a market before moving on to dominate another market, and despite the slow nature, the company has now emerged to be one of the fastest growing companies in the United States.

The company is under critical observation on their supplier’s welfare and working conditions that has raised issue on upholding its branding (Yildiz, 2014,pg 580)

The company offers value for money furnishing with a wide range of choice. Many of its products are designed to be modular / stackable which assists in multi-usage and personalisation of its products.

The company’s brand recognition is visible globally. It also possesses strong capital resources and has exhibited positive results to its shareholders in the past.