Kalevala Koru :: essays research papers

Kalevala KoruIntroductionThe history of Kalevala jewellery went back to the Association of Kalevala Women who aimed to safeguard ancient Finnish civilisation tradition. Making-making was regarded by them as one way to honour national history and culture heritage as well as one way to offer funds for the Association of Kalevala Women. The name Kalevala came from the national epic because of its strong conjunctive Established in 1937, Kalevala Jewellery started to produce jewellery in 1940. In 1940s, though facing difficulties of lacking afflictive materials and skilful workforce in production, the jewellery sold very well both at shell and abroad partly collect to the fact that demand exceeded supply, partly due to its attendances at jewellery exhibitions which enlarged its brand fame. 1950s saw the unswerving growth of Kalevala bank 1960s, however modern jewellery gained an increasing grocery share at the same time. In the early 70s situation modify a bit then replaced by a sliding obliterate at the end of the decade till the beginning of 80s when the Association had to get around financial aid to help it bulge out. Then thanks to a reassign in fashion in the mid-80s, Kalevala won over new customers when young person women wanted big, ethnic jewellery.The main product ranges of Kalevala were ancient and archaeological jewellery, historic jewellery and modern jewellery. Bronze was used as main raw materials to make jewellery, next was silver and then gold. Bronze jewellery contributed a large part of total production (70%). The silver and gold whole kit and boodle accounted for 22 % and 8 % respectively. Almost the entire Kalevala jewellery range was gettable in both bronze and silver. Every year over cd models were being produced, of which most were available in various forms, like pendants, earring, necklaces, brooches, rings for girls and tiepins and cufflinks for men. The production process was so labour-intensive that in 1996 85 out of 143 employees worked for production section.With the joining of new CEO, Kalevala stepped into a new stage. By incite employees, investing in production machines and R&D, focusing on trinity market segments which targeted young women, working women and loyal users and improving customer serve which included re-adjusting salesmen attitude towards retailers, automating administrative work, adapting to a changing environment, Marja Usvasalo managed to achieve trump out performances in the period from 4/1995 to 3/1996 with profit increased greatly by 39% compared with previous year though it had to be reaffirmed that from 1988 till 1996 period the corporate performances had been improving.