A retail plan for Trilogy Boutique

Date of Publication

2010

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

Thesis Adviser

Julie B. Tanada

Abstract/Summary

This paper is a retail plan for Trilogy Boutique, a store that caters to the young and growing culture of streetwear in the country. With the current situation that Trilogy is in, it is necessary to address to the companies problems to further contribute to the streetwear industry and make the business more profitable. For starters, this paper gives a brief background and definition of streetwear. Through personal interviews from store owners and personalities, the current situation of streetwear in the Philippines is analyzed.

With the stores uncle rimge nd streetwe râys growing subculture, rt, it is suggested that the concept of the store be changed to cater to this sub-culture. To cre te consistent positioning, it is proposed to change the stores merchandise to brands that portray and reflect what the store is all about. These brands are selected through customer insight and personal interviews conducted with the proposed market. Furthermore, s the company's merchandise does not have shelf lives, it is proposed to change merchandise every quarter to avoid having to store them for more than a year. With the change of image, there will also be a new logo, packaging and theme. In addition to that, events, in store promotions and online promotions would be increased and focus more on supporting the arts. Additional positions in the organizational chart are also added to improve the management and process of the business. Lastly, in order to increase their sales without changing the price, the group increased the quantity of their items. The amount of the investment for all of these strategies to be implemented is Php 421,282.50 and is expected to generate Php 10,056,117.00 in gross sales.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTU022071

Shelf Location

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

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