The Kitchen Cabinet Manufacturers Association's new strategic plan calls for developing standards and gaining adoption of them, more research, using state-of-the-art online communications, and growing membership, among other items. It was adopted Sept. 10, says KCMA President Brad Boyer, who is also Senior VP Remodel Sales and Marketing at cabinetry giant American Woodmark Corp.
The action comes following a year of effort to create a long-term focus and direction for the association, and define short-term implementation priorities and guidelines consistent with a new mission statement.
"An outside experienced and respected facilitator, Dr. Philip Kuehl, Westat, led the effort," says Boyer. "He did an excellent job. The board is highly motivated to begin implementation and move the association forward.”
Boyer says the process included a survey that received high response rates, along with in-depth board discussions about perceptions of KCMA’s effectiveness; evaluations of KCMA programs and services; attitudes about KCMA and its image; and initiatives to increase KCMA’s value to members. KCMA members, non-members and other stakeholders identified key planning issues in the industry, and changes in members’ expectations for benefits and organizational factors.
Boyer says the association received high marks in the surveys for the value it brings to members and the industry through its various management studies and reports, legislative/regulatory representation, certification programs, management conference, plant tours and annual meeting.
The KCMA Mission Statement and plan as adopted follows:
KCMA Mission Statement
The KCMA is a trade association that represents the interests of kitchen, bath and other residential cabinet manufacturers and suppliers that serve the U.S. market.
KCMA’s Mission is to promote industry and member growth by serving our members and their customers through:
• Developing and gaining adoption of standards.
• Sponsoring, facilitating, and disseminating credible research.
• Representing members’ interests in legislative and regulatory processes.
• Providing management tools and educational opportunities.
• Creating networking opportunities for information exchange and relationship development.
Implementation priorities and guidelines include:
• KCMA should promote or reinforce market and economic opportunities available to all members through its strong advocacy program.
• KCMA should implement website and social media strategies that are state-of-the-art for industry trade associations.
• KCMA should enhance the content and improve recognition of its Certifications.
• KCMA should design and implement a comprehensive development strategy to retain current and attract new members.
KCMA provides an environmental branding, ESP Certification, for cabinets, and is active with the American National Standards Institute (ANSI) in development of the U.S. performance standard for kitchen cabinets and bath vanities, ANSI/KCMA A161.1-2012.
KCMA issues a monthly Trend of Business Survey for cabinet sales, culled from data supplied by its members, which it says represents 70 percent of the 6,000 kithen cabinet manufacturing firms in the U.S. The latest report, for June 2014, shows cabinetry and vanity sales increased 14 percent over 2013. Stock cabinet sales increased 26.4 percent; semi-custom sales increased 3.1 percent and custom sales increased 13.2 percent.
The year-to-date sales showed an increase of 11.6 percent with stock sales up 16.6 percent, semi-custom sales up 7.0 percent, and custom sales up 11.9 percent.
Sixty-three percent of KCMA cabinet manufacturer members report sales under $10 million annually, reflecting the large number of small manufacturers in the industry.
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