A retail plan for Pepe Jeans Southmall Store

Date of Publication

1999

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Defense Panel Chair

Luisa A. Chua

Abstract/Summary

The Philippine retail industry has always been one of the major forces shaping the Philippine economy. Over the years, the retail sector has continuously shown a strong and positive performance. This signals that businesses should always be competitive to capture a portion of the market.

The group's proposed retail plan is for Pepe Jeans Southmall, which is one of the outlets under Saldana and Company, Incorporated. It is evident that the store has the potential to be one of the top jeans and apparel store amidst the high competitiveness of all the other jeans and apparel stores because of its stylish and high quality products. Therefore, the plan aims to maximize this potential, increase awareness and establish the image as well as to increase sales of Pepe Smith Jeans Southmall.

As part of our study, a judgment sampling method was conducted to measure people's awareness of Pepe Jeans Southmall's, its attractiveness as a store against others in the same trading area, and the target market's perceptions. In addition, the group came up with a situation audit to further analyze the trade area.

The proposal plan covers both the external and internal environment of the store. This includes programs concerning working competence of the management and staff managing and operating systems improving store procedures and policies that would generate innovations marketing, advertising and promotional effort to boost sales and establish the image.

Financial statements are presented from 1999-2000 including existing estimated figures and projected incremental sales to assess the financial matters of the company. A budget of P87,160 was allotted to promotions, advertising and others in order to yield a gross income of P173,471 at the end of the year 2000. After implementation, results of the overall retail plan would be evaluated through analysis of sales performance, sales promotions, awareness and customer satisfaction.

Fast-paced changes in the retail environment have resulted to a diverse consumer behavior. Businesses who are able to cope up with the changes are the ones that would survive. The groups proposed retail plan takes advantage of opportunities to become the most recognized and influential brand name, providing a dynamic and complete collection of clothing that precede trends, while guaranteeing an outstanding quality of products and customer service.

This paper focuses on Pepe Jeans SM Southmall branch. Primary information was gathered through interviews with the companys senior officers and employees of Pepe Jeans. The group was able to collect primary data from surveys conducted on Pepe Jeans target market. However, sales figures given by the company are only estimated figures, the reason for which is due to confidentiality of the financial documents.

Secondary data such as reports, surveys, industry studies, and others were collected from various research institutions and libraries. This include the Department of Trade and Industry, Securities of Exchange and Commission, Philippine Retailers’ Association, Bureau of Investments, University of Asia and the Pacific, National Statistics Office, and De La Salle University. However, some of the data gathered are dated as far back as 1993 since these are the most recent data available in the research institutions.

This paper proposes programs for Pepe Jeans Southmall branch. However, it is at the managements discretion whether to use the programs o the other branches or not. Programs created are not only limited to one calendar year. These activities can reap both short term and long term benefits and may be applied to other Pepe Jeans branches if desired.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU16539

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

Physical Description

100[44] leaves

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