ArtKEK is a company that handmakes knives and jewelry. Its vision is for its brand to be desired worldwide for producing high-quality products for people's passions and professions. Its goals include developing new knife and jewelry designs, increasing retail sales by 100% by 2015, and becoming the preferred brand in the Baltics for culinary arts and hunting. It aims to reach the global market by 2020. The company analyzes its target markets and competitors. Survey results show its main targets are males aged 31 who buy chef's knives for the kitchen, preferring stainless steel. Customers are generally willing to pay up to 100 euros for a knife, though some will pay 250-500 euros. The company will focus on stainless

1. ARTKEK HANDMADE KNIVES
‘‘our passion is to create for your passion’’

3. Vision:
People from everywhere to desire our brand which produces
quality hand-made knives to be the answer for their passion or
profession.
Mission:
Our goal is to provide you with the best products for your
passion or profession.
Goals:
• The design department will develope 5 new producible knife
and 15 different piece of jewelry designs by the end of this
year.
• The marketting department will increase the retail quantity
by %100 by the end of the year 2015.
• Company will be the most prefered brand in culinary arts and
hunting in the Baltics Region by the end of 2015.
• By the end of 2020 we will reach to the global market.
ARTKEK HANDMADE KNIVES

5. We want to reach
Knive Group
Segmentation
aspects
gender male/female male/female male/female female male/
female
male/female
age 18-60 18-60 20-65 30-55 50-65 25-65
occupation chefs
(hobby)
chefs
(professionals)
hunters
fishermen
housewifes grandparent
s
collectors
demands style
design
performnace
performance
ergonomics
design
design
performance
functuality
the ‘wow’
effect
emotion
design
traditions
design
emotion
design
style
income + $30,000 + $40,000 + $25,000 + $20,000 + $25,000 + $50,000
ARTKEK HANDMADE KNIVES

6. Jewelery Group

7. Competitor Analysis:
ARTKEK HANDMADE KNIVES

8. ARTKEK HANDMADE KNIVESSWOT Analysis

9. ARTKEK HANDMADE KNIVES

10. Income Statement
ARTKEK HANDMADE KNIVES

11. ARTKEK HANDMADE KNIVES
Survey Results
KNIVES
• The results show that our main target group is male and
their average age 31.
• Also they generally buy chef knives for kitchen usage and
keep in countertop knife blocks.
• Generally they prefer knives made from stainless steel as
well as carbon steel and semi stainless steel.
• Customers are usually willing to pay 0-100 Euro for one
knife. But there is another group of person willing to pay
like 250-500 Euro also.
JEWELRY
• Our other segment is jewelry and the survey results show
that generally our segment groups don’t wear jewelry but a
group of people like %31 wear them everyday.

12. Finally, we consider that our products need to particularly focus on stainless
steel chef knives. Furthermore, the results are showing that even they prefer
cheaper knives, there is another group who is willing to buy our luxury
products so we can create a market as we expected.
Conclusion
ARTKEK HANDMADE KNIVES

13. artKEK Official web-site Homepage

14. Custom Design
Examples