100 Years Of Small Business Success
A century-old guitar business in the Philippines is striking a chord in the modern market: bringing traditional products to global e-commerce customers.
Steve Dagoc, marketing manager of the Ferangeli Guitar Handcrafter, recounts, “It was the Spaniards who first settled in Cebu that passed on the art and skill of guitar-making to Filipinos. Eventually, local artisans started building and selling their own guitars. Then in 1919, my grandfather made his own history by venturing into making handcrafted instruments.”
The love for the craft never left the family, as Steve’s father was a classical guitar player in the University of San Jose-Recoletos varsity team before it was his turn to run the shop. He saw distinction in their products and recognized the potential in elevating and professionalizing their craft.
Continuing the legacy
“Mango wood produces warm and mellow tones while jackfruit makes bright tones. We also have a Gel-Series guitar collection, made of Narra plywood, a more affordable option, but still made of fine quality solid wood. We pay close attention to the assembly of our instruments because there are many factors that affect sound quality.”
In tune with FedEx
Steve asserts: “To compete in the global arena, we have to constantly revamp our operations to keep in pace with the times. We have been exporting for quite some time now. Overseas customers are recognizing our brand and inquiring via email. While we became known by word-of-mouth, I know that’s not enough.”
“Fedex enables us to easily manage our deliveries and determine the right shipping rates for our customers through the FedEx Ship Manager and Billing Online.”
Shipping guitars also come with a specific set of standards to ensure its pristine condition. These instruments are packed in special-made hard cases that must be kept in low humidity to withstand temperature changes at destinations and throughout the journey. Good thing FedEx is an expert in packing and shipping even the trickiest items.
Marching to a new beat
As Ferangeli ramps up to cater to growing cross-border sales, they trust FedEx to provide logistics solutions and tools that have also supported the growth of numerous Filipino SMEs.
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