Huynh Thanh Phong – M987Z242Nguyen Hong Duy - M987Z218

background• Founded in 1992• Firstly is a family company with 3 main member: Mark had run his

own woodshop designing and building customer furniture; Annie had years of background in product development with a designer’s eye; Aaron had an MBA and a head for business

• Becoming the country’s premier manufacturer of unique vintage-style picture frames, home accessories, and hand-painted signs

• Venture’s first trade shows a success and orders surpassed their wildest expectation and they expanded into the areas of office furniture and home furnishings

• When “business is tanking”, Mark and his wife bought out his brother and went back to his core business-affordable frames and signs

background• The 12 original frames have evolved into thousands of designs“What really gets us charged up is seeing our original dream come

true”• Now they not only can afford for their family expense but also

supply community’s young people with secure employment• Danielson Designs is committed to being environmentally friendly,

to their community... and yours . The company started with a vision to provide employment for the economically depressed town of Trinidad, Colo. But the splash of that tiny pebble has had an amazing ripple effect, not only in Trinidad, but as far as Africa, where Danielson Designs is helping supply remote villages with water wells.

Strategic recommendations

• Concentrate on their core business - affordable frames and signs, specifically customized signs

• Improving the company’s fame with sustainable operation which uses environment – friendly materials and commitments to community.

Suggestions to improve the site

• They should add the purchasing online function for products

Greatest Risk in the Immediate Future

• Overseas competitors, those mainly from China, have entered the market which offer similar products with lower price. – Scan the market, watch for designs that sell best

and copy them– Low labor cost in China enables manufacturers in

China produce products with lower price.

How to maintain competitive edge against Overseas Competition

• Distinguish Danielson’s products from overseas competition by its premier brand image and commitments to community and environment.– Premier brand image:• Danielson Design is a design studio not a factory that

create unique and creative products and can customize their products based on customer’s need.• Offer consistent quality and better support than

overseas competitors

How to maintain competitive edge against Overseas Competition

– Commitments to Community and Environment:• Instead of moving production overseas with lower labor cost

lower price, Danielson Design located in Trinidad, Colorado, USA to provide employment to people in rural America

• Use eco-friendly painting materials to protect workers from health effects

• Use 100% recycled wood to protect environment– China’s biggest supplier of lumber is Russia, where 50% of the wood is

harvested illegally, predominately by the mafia? In Indonesia, another big home accessory supplier, 75% of lumber is illegally cut, often from their national parks? Illegal cutting hurts indigenous peoples, spawns mudslides, and fosters government corruption

• Take a part of its profit to serve community and the world– charity: water– Southern Colorado Repertory Theatre– Christ in the Canyons Fellowship

Thank you!