sample biz plan-fashion

8/14/2019 Sample Biz plan-fashion

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hoch kinh doanh dnh cho cc nh phn phinhng mu thi trang mi nht cho i tng thng lu v hip hop


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ng quan

Thi trang hnh tng l mt khi nim bn l th hin nhng nhu cu thi trang cha c p ng vkhi nim ny s ch hng vo cc th trng mi ni c li nhun cao, nhng ni phn thnh, c khng tip cn v hnh thnh xu th. l loi th trng ti thnh ph ni Hoa K m ch ring ti

Chicago, chnh lnh gia cung v cu c t khong 613 triu USD. b p khong cch ny, Thitrang hnh tng s cung cp nhng g mi nht v thi trang thng lu v hip-hop cho cc nhm tngio v dn tc thiu s ti bNam ca thnh ph Chicago.

Trong lch s, cc nh bn l thng xa lnh thnh ph ni bi th nht l nhng c m v mt nhnthc, bt k chng c c th hin ra hay khng v th hai l nhng lung thng tin thng k ngho nn n. Theo s liu thu thp, xc nh c sc mua ca khu vc dn c, cc nh bn l hon ton davo thu nhp bnh qun u ngi, do vy, h hng s tp trung vo bBc giu c ca thnh phChicago v cc vng ngoi . Tuy nhin, nh hng ny li b qua nhng li th cnh tranh ca thnhph ni , nht l mt dn s, cch thc chi tiu v sa dng ho tn gio. Mt khi nhng nhn tny c minh chng th sc mua bn l ca bNam thnh ph ni c th so snh vi bt ca m

no trong thnh ph Chicago.

i tng khch hng ch yu ca Thi trang hnh tng l nhng ngi M gc Phi, ngi Ty Ban Nhav Bo Nha nh c vi la tui t 12 n 34. Nhng i tng khch hng ny c thm m thi trangt cao, trung bnh chi tiu nhiu hn 30% cho cc thi trang so vi nhng ngi M da trng. H chong trang phc l biu hin ca tnh cch v s gn gi ca mnh vi cc thn tng v xu hng thnhhnh. Tuy vy, nhng i tng khch hng rt kh mua c cc loi trang phc hp thi trang. Cth, h phi b ra mt ting ng h hoc hn c th c mt ti i l Michigan. Thm ch sau khi ct, h vn khng d c th tm ra c nhng nhn hiu thi trang mang tnh dn tc hoc gp nhng rci bi nhng nhn vin an ninh-nhng ngi thng cho rng nhng loi khch hng ny schm mtth g . Thi trang hnh tng s cung cp nhng sn phm thi trang chuyn nghip c tnh sang trng

i ni sinh sng ca nhng i tng khch hng nu trn.

i i ng qun l chuyn nghip, Thi trang hnh tngnh gi rng trong phm vi bn knh 5 dm,dn cy chi tiu xp x khong 220 triu USD bnh qun hng nm cho cc sn phm thi trang trongkhi tnh cnh tranh ca khu vc ny li rt thp. Ch cn thu tm mt phn nh ca gi tr ny, Thi tranghnh tng s l mt trong nhng nh bn l sinh li ln nht trn th trng M. Thi trang hnh tng schim khong 1,4% tng thu nhp ca th trng, tng ng 3 triu USD v s to ra khon thu nhprng nh trong Bng kt ton thu nhp di y:

Image Fashions, LLC

Revenue Summary(in $000's)

Year 1 Year 2 Year 3 Year 4 Year 5

Net Revenue

Cost of Goods Solds

Gross Income

$ 793.9 $

$ 381.8 $

$ 412.1 $

2,415.3 $

1,161.6 $

1,253.7 $

2,855.5 $

1,373.3 $

1,482.2 $

3,001.6 $

1,443.5 $

1,558.0 $

3,155.1

1,517.4

1,637.7

Operating Expenses $

Net Income from Operations $

508.3 $

(101.0) $

637.4 $

611.5 $

681.0 $

796.4 $

703.5 $

849.8 $

727.5

905.5

Other (Income) or Expenses

Net Income

$ 95.7 $

$ (196.7) $

321.4 $

290.1 $

384.8 $

411.6 $

394.7 $

455.1 $

404.5

500.9

Thi trang hnh tng s c gng t c mc th phn ny v i vo hot ng ht cng sut trong vng18 thng k t khi khai trng vi 3 mc tiu. Mt l, Thi trang hnh tng sc thit k tho mn

nhu cu cho cc khch hng a phng. N s cho bn nhng loi sn phm v nhn hiu m cc ca


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hng bch ho tng hp theo truyn thng khng c kh nng. Cc nhn hiu c ly tn t cc hngthit k, chng hn nh Sean John, Phat Farm, FUBU v Coogi. Chng ang thu ht c s ch ca thtrng v thng c cc hng gii tr hip-hop pht trin, cho php ngi mc c mi lin tng tinhng thn tng yu thch ca mnh. cung cp mt lot nhng sn phm v nhn hiu thch hp, Thitrang hnh tng s kho st mt ngi mua c kinh nghim trn th trng ny v tin hnh thu cc cng

tc vin bn hng t th trng mc tiu. Nhng sinh vin lm nhim v cng tc vin bn hng c th htrngi mua trong vic xc nh xu hng v trang phc thi trang mi nht.

Hai l, Thi trang hnh tng s ch trng vo tnh u vit trong qu trnh hot ng. Thi trang hnhng s cung cp mt h thng dch v hng vo nhng kinh nghim mua sm, cho php khch hngc i x mt cch tn trng trong khi mua hng ti ni c ng. Ca hng loi ny sc b tr hpthi trang, sch s v nh sng tt. i ng nhn vin chuyn nghip v nh nhn, chnh sch ca ca hng l tng cng gi tr khch hng v kinh nghim. Ngoi yu t an ninh v vic trm cp vn l nhngn , Thi trang hnh tng cn tp trung lu tm n mt s yu t khc, hn l cho rng tt c cckhch hng v nhn vin u l nhng vn tim n.

Kha cnh th ba i vi Thi trang hnh tng l nhng cam kt v v tr lnh o trong mi trng cngng. Thi trang hnh tng s to vic lm v ng vai tr l thnh vin tch cc trong mi trng ny.N s t chc cc s kin mang tnh cng ng, cc bui l tt nghip v s tham gia ny s cho phpThi trang hnh tng chng tc nhng cam kt chc chn i vi cng ng, cng lc xy dngc thng hiu ring v nh hng cc xu th thi trang mi.

Bn cnh , Thi trang hnh tng cn nghin cu cc th trng khc v nhng c hi m rng thtrng. K hoch ca n l khai trng cc ca hng khc ti cc thnh ph cp 2, v d nh Pittsburgh,Detroit, Atlanta v Miami, ti khch hng mc tiu ca Thi trang hnh tng vn cha c p ngng ng.

i ng nhn vin qun l c trang ba dng cc k nng. H c kinh nghim chuyn mn trong lnhc ti chnh, marketing, cc nghip v, bn hng v hoch nh chin lc, ng thi cn c b dy kinthc trong lnh vc thi trang, marketing i vi nhm tn gio, pht trin th trng th v bn l. Nhc nhng kinh nghim ny, Thi trang hnh tng s xy dng c lng tin trong vic cam kt vi cngng v c c s tha nhn, s la chn ca th trng mc tiu vi t cch l nh bn l v doanhnghip.

i ng nhn vin qun l ang xc tin mt khon vay thng mi tr gi 1,05 triu USD nhm a Thitrang hnh tngi vo hot ng vo ma thu nm 2003. Khon tn dng ny sc bo m bi ccgiy tbo lnh c nhn ca Ban qun l, cc khon phi thu v lng hng d tr ca Thi trang hnhng.


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c lc

I. Khi nimII. Phn tch ngnh

A. nh ngha th trng chung

B. Th trng ChicagoIII. Th trng mc tiu / K hoch bn hng - Marketing

A. Mc tiu marketingB. n th trng mc tiuC. Chin lc nh v th trng

1. Gi c2. Chng trnh khuyn mi3. Hn hp sn phm4. a m

IV. Phn tch th trngA. Mi trng cnh tranh tng th

B. Mi trng cnh tranh khu vcV. Tng quan cng ty / Sn phm v dch v

A. Lao ng1.Cc nh qun l2. Trl bn hng3. Ngi mua4. Phng php o to

B. Thit k ca hngC. An ninh

1. Nhn s2. Csh tng/B tr ca hng

D. D tr hng hoE. Mua smF. GimcaG. ng trc v chnh sch hon tr

VI. D bo ti chnhA. M hnh thu nhpB. i chiu kt qu ti chnh

VI. Bo co ti chnh

A. Chi ph khai trngB. Ti tr

VII. Qun l

A. i ng qun lB. Hi ng t vn

VIII.Chin lc u raPh lc APhn tch ti chnh

A-1Kh nng xy ra nhiu nhtA-2.. Trng hp tt nhtA-3Trng hp xu nht

Ph lc BKhi phc hot ng qun l


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I. Khi nim

Xu th ton cu ho thc y kh nng tip cn i vi cc khch hng mi v nng cao mc cnhtranh trong vic ginh c nhng khch hng ny. Tuy vy, trong tin trnh bc sang nhng ranh giii, cc hng bn l M khng nhn thy c c hi . Nhng khch hng loi ny thuc tup

ngi rt d tip cn, giu c, sm thch nghi v lun i tin phong. Th trng i km l th trng thnhph ni Hoa k vi khch hng l tng lp dn tc thiu sang mrng quy m.

Theo nhng nghin cu gn y th thnh ph ni Hoa k c sc mua bn lc t 85 t USD songn 25% s cha c p ng, tng ng khong 21 t USD v ch ring ti thnh ph Chicago,con s chnh lch ny l 640 triu USD1. K hoch kinh doanh trong bi vit ny s ch ra l do ti sao ccn phm thi trang thng lu li l cc sn phm thuc th trng cha c p ng ch yu ti thnhph ni Chicago v lm th no mt phng php chin lc c hoch nh ra cho thi trang thngu c th sinh li v to ra vic lm cho dn c thu nhp thp ti Chicago.

II. Th trng chung

A. nh ngha th trng chung

nh ngha v mt khu vc dn c c thu nhp thp hoc c nhng kh khn v mt kinh t l mt khuc dn cc mc thu nhp bnh qun h gia nh t hn 25%, t li ngho cao hn t nht 50%v/hoc t l tht nghip cao hn t nht 30% so vi mc trung bnh ca thnh ph2. Ti Chicago, ckhong 1,77 triu ngi sng trong nhng khu dn c nh vy.

c mua ca khu vc dn c ny l kh khc thng. Theo mt cuc kho st ngu nhin th ti nhng nic mc bnh qun thu nhp u ngi di mc trung bnh th ti sc mua cc loi hng ho xa x hoc hiu thng rt thp. Tuy nhin, khu vc th trng ny c mt lot c m khin n trnn hp dn.

c m u tin v v cng quan trng l mt dn s.

Trong ni th, hu ht cc gia nh v c nhn u thu cc cn h chung c. Mc d c mt vi yu t cnn chi phi u kin sinh sng ca ngi dn nhng kt qu vn l c mt lng ln ngi thu nhng trong mt khu vc nh b. Nu so snh vi vng ngoi hoc khu vc giu c th mt l t nhnh s c mt gia nh vi mt hoc hai th h sinh sng. Vi cng din tch trong ni th th s c mtchung c thng mi vi 5 n 10 ca hng v 35 h gia nh. Thu nhp tu nghi (thu nhp cn li sau khi tnh ht cc khon phi chi thit yu) ca 2 h gia nh khu vc giu c s t hn tng thu nhp tunghi ca 35 h gia nh trong ni th.u t th hai lm tng kh nng s dng thu nhp tu nghi ca dn c trong ni th l nhng ngi chhu cc cn h thng phi b ra mt t l ln thu nhp ca mnh bo tr v sa cha nh ca. Do

ngi thu khng phi chu nhng chi ph ny nn thu nhp tu nghi ca h sc s dng cho cckhon chi tiu c nhn v nhng chi ph khc, chng hn nh hng ho bn l v dch v vui chi gii tr.Theo thng k, 67% tng s ngi tiu dng trn t Mu c quyn shu cn nh ca mnh trong khi ni th th con s ny ch c 36%3.

u t th ba chi phi sc mua ni th l s pha trn gia kha cnh dn tc v tn gio ti khu vc dn. Nhng khu vc c thu nhp thp chim a phn l nhng ngi M gc Phi, cc h gia nh v cnhn gc Latinh. Theo nghin cu th trng 4, c hai nhm ngi ny u c s nhn thc v hnh tngnh hn so vi ngi da trng hay dn ngoi . Do h khng s dng thu nhp cho cc khon chi v nht nn nhng khon chi tiu ca h tp trung ch yu tho mn mi quan tm v thi trang v hnhng, c bit l trang sc v trang phc. Biu di y cho thy s khc nhau v vic mua sm

thi trang gia cc nhm ngi.


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Illustration 1: Annual Apparel and Service Expenditures by Race

$1,200

$1,000

$800

$600

$400

$200

$0

Total Inner CityUS Shoppers

White

AfricanAmerican

Hispan


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Note: The U.S. Census defines this clothing expenditures in the category, Apparel and Services, and it is defined as retail

expenditures includes dollars spent on all apparel, footwear, jewelry and other apparel and services.5

Hin ti, mt s nh thit k cho, v d nh Tommy Hilfiger v Ralph Lauren, nhn nhnthnh ph ni nh l nhng ni quyt nh xu hng thi trang. Nhng khu vc dn c ny thch nghi sm vi nhng mu thit k mi v to ra khuynh hng cho cc khu vc ngoi .

Nhng cuc kho st th trng cho thy trn 50% ngi M gc Phi v gc Latinh xp xung thi trang hin thi l mt yu t cn thit, thm ch rt quan trng trong tiu chun muam trong khi ch c 30% ngi tiu dng M coi trng tiu chun ny. i vi i tng khchhng mc tiu, tiu chun ny dng nhc nh gi cao hn.

Thi gian gn y, chng trnh ca nhac urban, hip hop c tn gi Direct Effect v chng trnhthi trang ca MTV vi tn gi Fashionably Loud trnh chiu chng trnh thi trang c bitko di trong mt ging h nhm tn vinh nhng nhn hiu thi trang mang m phong cchurban, nhng sn phm mi nht ca cc nh thit k hng u vi s trnh din ca cc nhmnhc rap v hip hop ni ting hin nay. Bui trnh din ny lm ni bt c xu hng thitrang hin nay v trong tng lai ng thi gp phn lm r s khc bit gia xu hng thitrang v kht vng ca nhm chng tc ny ti nhng nhm thnh phn da trng khc. S thnh

cng v nh hng ca chng trnh ny cng nh cc chng trnh khc pht sng trn MTVv BET cho thy rng th trng ny v sn phm i km ang tin gn n giai n tngtrng v pht trin nhanh.

t qu t nhng c m tng hp ny l c mt b phn dn c nhy cm vi thi trang v thc v hnh tng s dng nhng khon thu nhp tu nghi cho trang phc thi trang. Trongkhi nhng nh thit k nh Sean John, Baby Phat, Phat Farm v FUBU ngy cng hng ti ing khch hng ny th nhng nh phn phi bn l li cha c c s ch trng tng xng.t qu l nhu cu v nhng sn phm cng nh nhng ca hng chuyn dng nhm p ngnhu cu ny cng ngy cng gia tng.

B.Th trng Chicago

Chicago l th trng hp dn trn nhiu cp . Trc ht, Chicago l mt trong 3 th trngph bin ca M vi sa dng v giu c trong thnh phn dn c. Chnh v s giu c ny mu ht cc nh thit k v cc nh phn phi bn lu c ca hng Chicagos MagnificientMile (i l thng mi sm ut Michigan) hay nhng khu vc dn c giu c. Nu nh LosAngeles v New York c coi l nhng thnh ph thit lp xu hng thi trang th Chicagoc coi l Thnh ph bn sao v tt c cc kiu thi trang cung cp ti y ging nh vinhng thnh ph kia.

Kha cnh hp dn th hai ca Chicago l sa dng ha dn c. n hnh l mi nhm chngc chim i a smt vng dn c hay cng ng v t c s tng tc ln nhau. C th, nunhng dn c thnh ph Caucasian giu c tp trung bNam ca thnh ph th nhng ngic ngoi vi thu nhp thp cng nh nhng nhm dn c thiu s khc li sinh sng phang v nam ca thnh ph. u ny dn n c qu nhiu nh phn phi l cnh tranh nhau khu vc pha bc ca thnh ph v chu gi thu ca hng cao trong khi gi thu cc ca hng pha ng v nam thp hn song ch c mt s nh phn phi bn l hin din. Do vy, nhng cdn khu vc pha ng v nam phi n cc trung tm pha bc hoc i l Michigan muam.

Hnh minh ha 2a cho thy mc thu nhp bnh qun u ngi c phn theo vng. Trc kiacc nh phn phi bn l xem yu t ny nh mt yu t cn bn khi tnh n vic mrng hotng sang th trng hay khu vc dn c mi. Nhng vng vi mu xanh m trn bn biu


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th cho vng c thu nhp cao v nhng vng c thu nhp thp hn sc biu th bng muxanh nht. Nh vy khu vc pha bc dng nh l th trng hp dn nht cn th trng phanam c rt t chi cho cc nh phn phi. Tuy nhin, phng php ny khng tnh n mt dn s cng nh cch thc chi tiu, hai nhn t quan trng trong vic xc nh tnh thnhcng ca hot ng bn l.

Hnh minh ha 2b cp n mt dn s v cch thc tiu dng, hn l s dng cng nhc

ch tiu thu nhp bnh qun u ngi. Theo cch nh gi ny, li th ca th trng min bcl khng r rng v thng qua tng mc chi tiu cho cc mt hng thi trang, n cho thy cc ci kinh doanh bn lth trng pha nam v ng Chicago. Khu vc pha nam thnh ph chra 5 khu vc tiu dng thi trang cao vi mc hn 50 triu USD, mt sn tng khi so snhi thu nhp bnh qun u ngi hng nm ca h.


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Hnh minh ha 2a: Thu nhp bnh qun u ngi theo m vngHnh minh ha 2b: Tng mc tiu dng theo m vng8

7 Source: Analysis of U.S. Census Data8 Source: Analysis of U.S. Census Data


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Hnh minh ha 3 khng cho cc nh phn phi bn l ti Chiago thy c nhng thng tin cung cp thnh minh ha 2b. Phng php ny da trn cch thc cn theo nh phn phi bn l ch s dngch tiu thu nhp bnh qun xc nh cc chi mi trn th trng . Nht qun vi phng php ny,cc nh phn phi bn l thng tp trung pha bc ca thnh ph trong khi khu vc th trng timng pha ng v nam ch c mt s t cc nh phn phi bn l.

Hnh minh ha 3: Thu nhp theo m vng v phn bcc nh phn phi bn l theo a ch9

So snh gia Hnh 2 v 3, c th thy rng Chicago l th trng giu c vi nhng nhu cu cha c p

ng y . Hn na, vi nhng chi v bt ng sn v kinh doanh ti min nam Chicago, khu vcny gn y c hng CNN la chn l mt trong nhng vng t hng u ca Mnh c.

n c vo mc tng trng ca ngnh cng nghip thi trang thng lu v sc tiu dng ca khchhng, chng ta c th thy r mt chi hp dn trong vic bc vo lnh vc kinh doanh thi trang bn li nhng khu vc thnh th c mc thu nhp thp. Chicago l mt li vo quan trng bi sc li cun can i vi cc xu hng mi, sa dng ha trong dn s, mi trng t cnh tranh v mt dn s cao.


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III. M hnh Marketing

M hnh marketing ny s khng ch tp trung vo vic thu ht khch hng t cc i th cnh tranh mcn c gng tho mn nhu cu vn c ca dn c trong vng. M hnh marketing c trnh by di ynh sau:

Hnh minh ha 4: M hnh Marketing ca Thi trang hnh tng

Market ing Object ive

PositioningStrategy

Price

Marketing Objective

Promotion

TargetSegment

Product Mix

Illustration 4: Image Fashions Marketing Model

Positioning Strategy

Price

Market ing Object ive

Promotion

Target Segment

Product Mix


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tion

A. Mc tiu marketing

c tiu marketing ca cng ty l t c doanh thu bn hng tr gi 3 triu USD vo nm th3.

B. Phn n th trng mc tiu

t lot cc sn phm trang phc thnh th s ch trng c bit ti la tui thanh nin t 12 n34 tui. Nhng nghin cu th trng bc u cho thy, n th trng ny chu tc ngnh bi thi trang v nhng kiu dng c o m Thi trang hnh tng cung cp. TheLark, mt i l bn l ca mt hng phn phi trong khu vc, nhn nh khch hng mc tiua chng ti l t la tui 12 trln, la tui m vic chi tiu ch yu l vo thi trang v lunch trng vo vic n mc sao cho hp thi trang11.

C. Chin lc nh v th trng

Thi trang hnh tng khng c nh sn xut cng nh thit k mu sn phm ring camnh, thay vo s ch trng vo vic to ra s khc bit v cht lng dch v v t hp snphm (bng cch thch ng nhanh vi nhng thay i trong xu hng thi trang). Thc t chothy rt t cc nh to mu thit k ring cho mt i lc quyn bn l. Nghin cu th trng khng pht hin ra c nhng yu t chnh m khch hng la tm khi quyt nh ni muam l:

- Tn trng khch hng- Nhn vin bn hng lch s nh nhn- Mi trng mua sm d chu- Chnh sch hon tr r rng- ch v cung cp hp dn

- Mi trng mua sm thoi mi v sch p

a vo nhng phn tch th trng v phn loi khch hng mc tiu, chin lc marketingc a ra nh sau:

1. Gi c

Gi c hp dn s nhm mc tiu cnh tranh vi cc i th trong khu vc (Nhng ca hng nhthe Lark, Manlive v Freshwear) hn l vi nhng ca hng bch ho tng hp (Nh CarsonPirie Scott v Marshall Fields). Tuy nhin s canh tranh v gi v thng qua bin php gim gi khng c p dng nhm mc ch duy tr v th ca Thi trang hnh tng nh l mt hngbn l cht lng cao trn th trng. Hn th na, mt gi thit cn bn c t ra l trn th

trng ang dn hnh thnh mt nhu cu tim n ng k, do tng trng si lin vi vickhai thc th trng, hn l chim lnh th trng thng qua chnh sch gim gi v cnh tranhgi.

Theo nh ng Bob, gim c ph trch chi nhnh khu vc, kim i l bn hng ca The Larkth h khng s dng nhng t khuyn mi cng nh gim gi cc sn phm chin lc tngdoanh thu bi doanh nghip khng sc lm u ny. Do s khc bit mu cht chnh lvic thu hiu khch hng c v mt nng cao cht lng sn phm cng nh dch v. The Lark bn c 90% s lng trang phc ngay t mc gi u tin, v th gi c s khng l vn u so vi tnh hp dn ca nhng b trang phc ny.


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c khi u, Thi trang hnh tng phi i mt vi nhiu rng buc nh vn hn ch ngun vn v khng nhn c sng h ca cc nh cung cp trong vic hon tr nhngt hng tn kho. Do vy, gi vng c v th trn th trng, Thi trang hnh tng skhng s dng nhng t gim gi khuyn mi hay gim gi cc mt hng chin lc.

2. Khuyn mi bn hng

Chin lc khuyn mi bn hng sc thc hin da theo nhng yu cu ca th trng aphng. C th, chin lc ny bao gm 4 lnh vc sau:

a. Qung coDo dn skhu vc thnh th chim mt cao nn hu ht cc phng thc qung co ui hnh thc qung co trn cc bng xp hng m nhc v cc chng trnh ca nhc hip hopc pht sng trn cc knh truyn thanh a phng. Li th ca cc phng thc qung cony l tit kim c chi ph so vi nhng i th cnh tranh khc.

Thi trang hnh tng dnh s dng 5% tng thu nhp vo vic marketing v cc phngthc khuyn mi bn hng khc.

b. Chin lc khuyn mi bn hng thng qua cc l hi, s kin din ra ti a phng.

Khch hng mc tiu ca Thi trang hnh tng c th d dng tip cn ti cc trng trung hc,cao ng v cc trung tm th thao. Cng ty c nhng k hoch phi hp vi cc nh sn xuttrang phc t chc cc chng trnh lin danh gp phn gip khch hng bit n nhn hiu cacng ty. tng ny to ra hiu qu cao-hin nay mt ca hng bn l ti trcho bui l ttnghip ca mt trng trung hc v thu ht c hn 3.000 khch hng tim nng n dc d sc cha cho bui l tt nghip ch l 1.200 ngi. Trong n lc a tn tui cng ty ni ngi tiu dng, nhng s kin nh th ny s gip Thi trang hnh tngc bit n nht nh t thin a phng.

c. Nhn vin

ng vic tuyn dng cc cng tc vin bn hng t th trng mc tiu, Thi trang hnh tng c c 2 li th nu so vi tuyn dng nhn vin thng thng. Mt l, i ng cng tcvin bn hng s quen thuc vi xu hng thi trang hin hnh v c th don trc nhngthay i v th hiu thi trang. MTV rt thnh cng trong vic s dng kt hp m hnh nyi i ng trl sn xut l nhng sinh vin nm trong i tng khch hng mc tiu. Hai l,phng php ny s hn ch nn trm cp bng vic s sng nhng nhn vin thng thuc khuc a phng. i ng cng tc vin bn hng s bit c nhng khch hng c vn datrn mi quan h ca h vi cng ng.

nng cao nng lc bn hng v gim thiu vic thay i nhn vin, i ng nhn vin sctuyn dng thng qua mt d n lin kt vi cc trng trung hc a phng, m bo kt quc tp s b rng buc bi nhng cam kt v cht lng cng vic ti Thi trang hnh tng.Cch thc tuyn dng ny c p dng thnh cng trc y ti cc khu vc thnh th.

d. Dch v hon ho v tn trng khch hng

Thi trang hnh tng s bn nhng nhn hiu thi trang khc ch khng sn xut nhn hiuring, do vy cc hot ng khuyn mi kinh doanh s tp trung ch yu vo dch v v r snphm. Nhng yu t ny sc tng cng thng qua cc chng trnh o to v chnh sch


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ng thng. Nh nhn lch si vi khch hng l rt cn thit trong vic xy dng v duy trhnh nh ca mt hng bn l uy tn.

3. Gi sn phm

Theo thng tin phng vn t khch hng, gi sn phm s thay i hon ton theo khu vc a lv u ny c nhn thy mt cch r nt th trng ni thnh. Do vic la chn r sn

phm ng c tnh quyt nh n s thnh cng nn Thi trang hnh tng nhn ra rng hin tin cha c c mt i l bn hng chuyn nghip v ang trong tin trnh xc nh i tngny. Gi sn phm ca Cng ty s bnh hng mnh theo xu hng thi trang ti th trngLos Angeles (thi trang n), th trng New York (thi trang nam) v thi trang theo xu hnga cc knh truyn hnh a phng, c bit l cc chng trnh rap hay hip hop trn MTV vBET.

a. Nhn hiu

Nhn hiu l c m ch yu cho php khch hng phn bit c phong cch v hnh nhnht nh. Thng qua cc cuc u tra khch hng v xc nh gi tr th trng, s kt hp gianhng nhn hiu chnh vi nhng nhn hiu mang c tnh dn tc c hnh thnh. Hnh

minh ha 4 l mt lot cc mu nhn hiu c thit k bi mt ca hng. Nhng nhn hiu niting nh Tommy Hilfiger thu ht c mt lng ln khch hng trong khi nhng nhnhiu mang c tnh tn gio nh Phat Farm v Sean John n thun ch tp trung vo nhngnhm dn tc thiu s. Nhng nhn hiu ny c nh gi l nhng nhn hiu thi trang chtng cao v nt ring bit ca chng s to cho khch hng nhng gi tr nhn thc to ln. Tpp nhng nhn hiu cho ny s khng cha li mt hnh nh c quyn m cn phn nht li sng c o. Vo thi m ny, khch hng s phi thc hin cc chuyn i ra ngoikhu vc sinh sng c th pht hin ra tt c nhng nhn hiu ni trn. Thi trang hnh tng xy dng cho mnh mt nt ring bng cch ph cp nhng nhn hiu ny ti chnh ni c nga khch hng.

Gim c cung ng hng ho ca Thi trang hnh tng bt u tin hnh cc cuc thngtho vi nhiu nh sn xut hon tt cc u kin v u khon phc v cho vic phn phinhng nhn hiu ny. Hu ht cc cuc thng tho ny sc gi gn trong vng 8 tun.

Illustriation 5: Image Fashions Brand Licenses

MARITHEFRANCOISGIRBAUD

ICEBERGC O O G I

PELLE PELL E

b.Sn phm cung cp


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Bn cnh nhng sn phm thi trang cht lng cao, s kt hp ca o smi, qun di, cc bvy, giy v cc sn phm thi trang ph kin khc l nhng sn phm c ra mt u tintrong bui khai trng. Chng s l nhng sn phm cho to ra nhng hnh nh m khchhng mc tiu ang thc s kim tm. Nhng sn phm s bao gm nhiu mc gi khc nhau, chi phi ch yu bi nhu cu ca khch hng v nhng sthch c ny sinh trong qu trnhxc nh gi tr th trng. Khng nhng th, Thi trang hnh tng lun coi dch v khch hngl mt phn trong ton b dy chuyn cung cp sn phm. i ng nhn vin sc o to

thc hin nhim v t vn v thu thp thng tin v cch nhn nhn, hnh nh m khch hngmong mun. y l mt phng php khc m Thi trang hnh tng s s dng to ntring bit v thu ht c nhng khch hng trung thnh, nhng ngi lun quay trli Cng tyi cht lng ca dch v cung ng. u ct yu y l phi c c mt gi sn phm hpl, mt i l bn hng c kinh nghim, hiu bit v cc xu hng thi trang v nhng nhu cu th ca cc nhm khch hng thiu s. Nhc c v tra l v gi sn phm khc bit,Thi trang hnh tng s c th tng tc lu chuyn hng ho. Gi trung bnh cho mi snphm c don mc 180USD.

Illustriation 6: Image Fashions Price and Per Purchase Revenue

Price Range

Low High Probability Average

Leather/Fur Jacket $250 $900 4% $575Shirt $45 $380 25 $213

Sweaters $30 $120 13% $75

Jeans / Pants $60 $200 33% $130

Shoes $75 $220 10% $148

Jumpsuits $140 $350 15% $245

TOTAL 100%

Average Ticket: $180

4.V tra l

Thay v t a m bn hng ti nhng ph bun bn ho lnh, Thi trang hnh tng s tptrung xung quanh th trng mc tiu v ti nhng ni m h thng giao thng cng cng ddng tip cn, phng tin c phn ln cc khch hng mc tiu s dng thng xuyn.

IV. Mi trng cnh tranh

A.Mi trng cnh tranh tng th

Nh cp trn, mi trng cnh tranh ch yu din ra gia 2 i tng:

Nhng nh bn l chuyn nghip a phng chng hn nh The Lark, Freshwear,Manalive

Nhng ca hng bch ho tng hp, chng hn nh Carsons, Marshall Fields

i bn cht l loi th trng hon ton mang tnh a phng v nhn chung cha c png nn hot ng cnh tranh th phn y vn cn hn ch. Mc d vy, Thi trang hnhng s vn chp nhn s dng nhng phng php tt nht ca nhng nh bn l thnh thkhc, bn cnh cn ch ra nhng sai st trong qu trnh p dng trc (nht l i vi cca hng bch ho tng hp a phng).


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M hnh cnh tranh c nh gi c hiu qu nht l dy chuyn bn hng quy m nhcbit n nh The Lark vi vic vn hnh mng li 9 ca hng trong v xung quanh vngIndiana v Illinois. Cc phng php c cho l ti u nht c a ra cng vi nhng ch tham chiu dng nh gi kt qut c. Chng hn nh thng qua s dng nhngphng php nu trn, The Lark c tnh rng h s quay vng c 90% gi sn phm camnh chmc gi gc, cao hn ng k so vi cc ca hng bch ho tng hp ln khc, ng

thi hn chc cc vn tht thot vi t l hao ht c gimc mt con s cng vi l vic quyt nh khng a ra vic p dng th an ninh. y l mt bc tin ng k nu soi cc Tp on cng ty, v d nh The Limited c t l hao ht l 5% v c xu hng tng.

khc bit ch yu gia Thi trang hnh tng v The Lark l trong khi The Lark tip tc bnhng ti cc khu bun bn ln ngoi th Thi trang hnh tng li ch trng vo khu trungtm ca thnh ph, gn vi cc trng trung hc v cao ng a phng.

B.Mi trng cnh tranh khu vc

tng t v tr trong thnh ph s va m bo tnh tin li cho khch hng mc tiu va tia ho c kh nng thnh cng ca kinh doanh bn l. Vic la chn a m ny c cn

vo nhng yu t l s kt hp ca 2 tiu chun nu trn. Trc tin, cc m vng bu nc phn loi da trn thu nhp bnh qun u ngi xung quanh khu vc Chicago. M vngu n 60629 c la chn, y l khu vc trung tm pha nam Chicago, c a ch l7400 South Street.

Khu vc ny l khu vc c thu nhp thp vi thu nhp bnh qun u ngi xp x 30.000 USD.Song ngc li, nu tnh trung bnh theo m vng, khu vc ny li l mt trong nhng khu vcc mc chi tiu cho thi trang ln nht vi mc chi trn 50 triu USD hng nm. Cn c vo scmua ca dn c trong vng v xung quanh phm vi bn knh 5 dm th sc mua sn phm thitrang khu vc ln cn ca hng Thi trang hnh tngc tnh s vo 223 triu USD mi nm.y l mt minh chng v sc mua to ln ca ngi tiu dng thnh th, i tng khch hngang l mc tiu ca Cng ty. Hn na, ti y mi ch c 8 ca hng bn l thi trang vi dintch 7 dm vung, quy xung quanh khu vc ca hng ca Cng ty. Khng mt ca hng no nitrn cung cp nhng sn phm thi trang cht lng cao. Bng di y s tng kt nhng chitit cnh tranh c th

Illustration 7: Local Competitive Analysis

Distance from IF location (7400 South) Womensretailers

1 mile 3 3 0 0

3 miles(includes 1 mile retailers)

9 5 1 2

Children sretailers

Athleticretailers

Men sretailers

di y nhn mnh n mc chi tiu hng nm cho cc sn phm thi trang xung quanhkhu vc ca hng ca Cng ty v v tr ca hng ca cc nh bn l khc.


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Illustration 8: Competitive Analysis and Apparel Expenditures at Site Location

t c m quan trng khc trong qu trnh phn tch v tr ca hng l nhng mi lin hkhc nhau gia khch hng v ca hng. Nhng mi lin h ny bao gm cc nhn t nh khng tip cn, tnh tin li v kh nng t m. Di con mt ca mt nh bn l th yu tp dn v mt v tr chnh l lu lng giao thng ti v tr. Theo bo co, a ch 7400 SouthStreet mi ngy c 52.900 lt xe t chy qua, y l mt con s bnh qun rt ln. Lu lngxe c qua li nh vy s to ra c ch i vi ca hng. Mc tiu ca Thi trang hnh tng l tn dng li th ny bng cch biu trng cc hnh nh c ln (p phch qung co, trangtrn tng) xung quanh v tr ca hng. Do a ch trn nm giao l gia 2 con ng GoldRoad v South Avenue, khch hng c th d dng gh thm a m ny nu h du lch bngt. Khu vc ny cng c kh nng b tr nhiu ch xe, cng lm gia tng mc tin li khi

mua sm. Thy trc c kh nng khch hng c th s thay i cc phng tin giao thngcng cng, a m ny cng c b tr sao cho d dng tip cn vi a dng cc tuyn huytch giao thng.

Su tuyn xe but CTA khc nhau u c nhng m cch khu vc ca hng cha ykhong cch mt to nh. Tuyn xu but 54B, 379, 382, 383, 384, 385 sa khch hng nkhu vc ca hng t tt c cc hng trong ngy (Hnh 9). Ngoi ra, tuyn ng st CTAOrange El cch cha y 3 dm v pha bc ca ca hng li l ni m tt c cc tuyn xe butni trn xut pht. u ny m bo rng chu trnh giao thng cng cng t Orange El n ca


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hng u khp kn, bin n tr thnh mt a m chuyn bn tin li so vi bt c ni notrong h thng ng st CTA.

Illustration 9: CTA Bus Routes near 7400 South16

V.Hot ng

A.Lao ng1.Cc nh qun l

i ng qun l s bao gm 2 ngi lm vic theo ca, do ca hng lun c ngi u hnh 7ngy trong tun. Mt ngi s l nhn vin vi mc lng cng l 40.000 USD cng vi cckhon thng. Ngi kia s l ch ca hng vi mc li nhun bnh qun kim c hng nml 50.000 USD cng vi c phn ca ng gp vo ca hng.

Ngi ch ca hng s c vai tr quyt nh trong vic vn hnh ca hng hot ng v m bo thnh cng. Cng vi trch nhim to ln, ngi ch ca hng cng c quyn hn rng ri.Cc k nng ca i ng qun l tp trung vo 2 lnh vc sau:

Kinh nghim trong vic qun l ca hng bn l thnh th: Thi trang hnh tng sthu nh qun l t cc i th cnh tranh.

Kh nng tip cn gn gi vi khch hng: u ny c ngha l i ng qun l sphi i tin phong trong vic thit lp quan h bng cch to c s ch ti chnha hng cng nh ti cng ng. Nh qun l ca hng s phi c mt ti nhng bui, nhng s kin quan trng bi l ni m nhng khch hng hin ti v tim nngthng lui ti, h s cung cp nhng thng tin u vo ct yu cho gi sn phm.


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i vai tr cbn nu trn, u quan trng l nh qun l ca hng sc n b mt cchng ng. Cc bin php khuyn khch cn da trn kt qu hot ng ca ca hng v ngoing ra, 2% thu nhp rng sc thng cho nh qun l ca hng. Cc khon bo him y tc trang cp.

2.Cng tc vin bn hng

Cc cng tc vin bn hng s ch yu c tuyn dng t cc trng trung hc v cao ng aphng. S tin nhn cng l 5,5 USD cho mi gi (con s ph bin ca ngnh). Nhm gimvic phi thay i nhn vin, Thi trang hnh tng s tch cc phi hp vi Khoa v b phnhnh chnh ca nhng trng ni trn xc nh c nhng sinh vin c tin cy cao nhtv tin hnh m cc chng trnh o to kinh nghim lm vic. Nh bnh lun ca mt gimc u hnh ti The Lark (ngi thnh cng trong vic theo i phng php ny) th Ccng tc vin bn hng c tin cy cao nht l nhng ngi trc tin phi c c ng lcphn u chuyn mn. H thm ch tip tc lm vic cho chng ti trong sut thi gian k ngh.

ng hng gi ca cc cng tc vin bn hng s khng i km vi nhng quyn li. Mcng ny ph hp vi mc lng ca cc ca hng bn l khc, do s khng lm cho Thitrang hnh tng c nt khc bit g khi mun trthnh mt a ch la chn ca ngi lao ng.

u khin Thi trang hnh tng c c li th trong vic thu nhn cng l khon tch k trgi 100 USD di hnh thc l sn phm thi trang. Vi mi tun lm vic, cng tc vin snhn c khon tch k ny. Theo COGS, gi tr danh ngha ca tch k l 100 USD song chiph thc t ch c 45 USD. Bin php ny s kch thch ngi lao ng lm vic cho Thi tranghnh tng, hn l lm vic cho hng bn l khc chc tr 5,5 USD/gi.

3.Ngi mua

t trong nhng yu t quyt nh s thnh cng ca lnh vc kinh doanh bn l l vic chobn danh mc cc sn phm sao cho m bo xu hng thi trang mi nht v ph hp vi sthch ca phn n khch hng mc tiu. Vai tr ca ngi mua l v cng quan trng trongqu trnh phn u t mc tiu trn. Do vy, i ng qun l ang s dng ng k cng sc vthi gian xc nh c ngi mua thch hp nht nhm p ng vi tm nhn ca Thi tranghnh tng. Bn ng c vin c la chn thnh danh sch ngn da trn nhng tiu ch doi ng t vn ca Thi trang hnh tnga ra v i tng ngi mua ny d kin scnh hnh trong vng 6 thng ti.

4.Phng php o to

Thi trang hnh tng cho rng cc cng tc vin bn hng s bt u vi nhng kinh nghimbn l ti thiu nht. Do , khong thi gian o to ti ca hng trong 5 ngy s dnh trang cho tt c cc nhn vin mi. y l khong thi gian o to di hn nhiu so vi cc cahng bn l khc. K nng cn thit sau giai n o to bao gm: cc k nng hot ng cahng cbn, kin thc v cc dng sn phm do Thi trang hnh tng thit k v sn xut vm quan trng ca dch v khch hng.

t thng p mu cht m cc nhn vin c o to cn ch l dch v khch hng khcbit l v cng quan trng. nh ngha v dch v khch hng khc bit ca Thi trang hnhng bao gm lm cho khch hng cm thy lun c cho n v c tn trng. Nhn vin khng cn phi c gng bn c hng, thay vo , h sa ra quan m thng thn vkhch quan v s la chn sn phm thi trang ca khch hng. ng thi, nhn vin cng ctha ra nhng li xut v sn phm thay th, v s kt hp ca cc sn phm thi trang.Phi lm sao cho khch hng cm thy rng nhn vin bn hng dnh thi gian, s tn


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knh v chu o cho h. i ng qun l sng vai tr trung tm trong vic hng dn nhnvin thc c tm quan trng ca vic lm th no khch hng cm thy thoi mi trongthi gian mua sm.

B.Thit k ca hng

tr ca hng t ti 7400 South Avenue. Din tch l 8.000 feet vung v c b trmt

to nh bit lp. B ngoi ca to nh ny c thc thay i th hin l mt ca hng thitrang cht lng cao. Nhn t ngoi vo s c th thy mt trc ca ca hng l nt chm ph nhng xu hng thi trang thiu s hin i nht. S tin phi tr cho vic thu c a mny l 25.120 USD hng nm (tng ng 3,14 USD/foot vung). S tin ny khng bao gmcc chi ph vn nc hay ph bo him ti sn. Mt trong ca ca hng c chiu rng l 50feet v chiu di l 80 feet v khng c tng ngn. Cng ty Thi trang hnh tng lin hi Bradley Builders of Chicago dn dng khun vin bn trong ca hng thnh mt khnggian bn l c tnh thi trang. Bradley Builders tng m hnh ho li khng gian bn l caBang & Olufsen, mt ca hng bn l c xu hng thi trang mi. Chi ph hon thnh cngvic ny smc 630.000 USD, bao gm chi ph xy dng tt c cc c m v u kin nhsng.

i thc t l a m ca ca hng c t ti khu vc dn c c t l ti phm cao, Thitrang hnh tng s cn phi x l c vn mt mt trong qu trnh thit k ca hng. Lt phn trong cch b tr, Bradley s tnh m cc yu t thit k sao cho gip ngn nga tnhtrng mt mt ny, ch yu bng vic thit lp kh nng tip cn gin tip t ca chnh cho nvo bn trong ca hng. S c mt khu vc ngn cch c s dng tch tr hng, khu vcsau quy, cc khu vc gim st an ninh v th. Nh vy, khong din tch 7.500 feet vung sdnh cho vic trng by sn phm thi trang. Hu ht hng tch tr sc t ti khu vc bn v lu kho ch yu c s dng cho cc sn phm mi nhp v v bo qun nhng s lngn.


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Illustration 10: Store Layout80 feet

FittingRoomArea

WaitingArea

ManagerialOffice

SecurityOffice

InventorySpace

Column

Column

Column

Ramped and Glass-walled Entrance / Exit

Window

Di


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C.An ninh

t trong nhng yu t ri ro ch yu trong qu trnh kinh doanh ti khu vc thnh th l t li phm cao, v d nh trm cp, ho hon c . Bng di y s cho thy nhng con s thngk v tnh trng ti phm trong khu vc ca hng kinh doanh.

..

i phm l mt yu t quan trng khin rt nhiu doanh nhn khng mun thit lp hot ngkinh doanh ti thnh ph. Do , y c nh gi l mt vn nghim tc v Thi trang hnhng s tch cc s dng cc ngun lc c c lm gim ri ro ny.

1.Con ngi

Chng trnh o to nhn vin s bao gm cc trnh t x l v ngn nga ti phm. Nghin

u th trng cho thy rng khch hng thnh th thng tin rng h bi x thiu tn trngi h lun c xem l i tng ti phm ng ngngay t lc bc chn vo ca hng. Vth, trong mt n lc nhm to ra mt mi trng mua sm an ton v tho mn khch hng c cao nht, cc nhn vin sc o to c c mt i mt quan st tinh ti vinhng ngi c kh nng l ti phm. Mt nhn vin an ninh hay bo v 24/24 hon ton skhng c s dng. Li th v mt an ninh khi thu nhn vin t cng ng l h s bit cu l nhng loi khch hng c kh nng l ti phm.i mt nhn vin ca hng s chu trch nhim kim tra s lng cc mt hng m mi khchhng ly vo phng th. Thm vo , Thi trang hnh tng dnh s thu mt cng tych v an ninh c nhim v gim st ton b tr ssau gilm vic hn ch nn trm cp vt ph.

2.Csh tng/cch b tr ca hng.

Thi trang hnh tng su t mt h thng camera gim st c t ti cc v tr chin lctrong ca hng, chng hn nh ca ra vo, phng th, khu vc hng tch tr, khu vc ng kthanh ton tin mt v ton b khu vc sn. Ca hng ch c mt li ra vo duy nht, ti tt vch ngn bng knh cong nh minh ha trong Hnh 8. Ngoi ra, Thi trang hnh tng c hoch lp t cc thit b phng chng trm cp ti cc khu vc mt hng c gi cao, mi lnkhch hng bc vo hay bc ra ti ca, my pht c t y s ku cnh bo. Cc thit bphng chng trm cp ny s khng c t khu vc khch hng n thanh ton tin mt.c vch ngn bng knh cong s hn ch nhng tn trm trong vic tu thot.

D.D tr hng ho

Qun l hng d tr thnh cng l mt yu t quan trng bo m thnh qu v con s li nhuna Thi trang hnh tng. Cc xu hng thi trang c bit lun thay i. Vo thi m khaitrng, Thi trang hnh tng khng c ting tm hay sc mnh ti chnh phc v cho victch tr hng ho hoc hon tr cc sn phm khng bn c. Cng ty lun phi tch trhng trong tay p ng cc nhu cu pht sinh hoc cc t mua hng bt thng. Lng hngn kho vt qu gm gi lng tin mt lu chuyn hoc thm ch phi thanh l, chp nhn.


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Thi trang hnh tng s qun l sn phm ca mnh thng qua 2 hnh thc sau:

Cc n t hng t trc: Cc xu hng thi trang thng dng c th hin qua ccma kinh doanh thi trang

Cc chng trnh Urban Hits: B tc ng mnh bi cc xu hng thi trang ngph v cc chng trnh khuyn mi mi nht trn truyn hnh v thng qua s th hina cc ngi sao ca nhc. Nhng sn phm ny c tht trc 1 thng.

Thi trang hnh tng d kin s giao hng theo tun nhm gim chi ph lu nh xng, gimchi ph vn lu ng v duy tr ccu gi sn phm hin thi. Nu tnh c chi ph giao hng vchi ph COGS, vic lm ny c th dn n tn nhiu chi ph hn song i li n li c c tsut li nhun cao.

Trong nm u, Thi trang hnh tng s phi t hng v thanh ton trc cho lng hng ttrong vng 8 thng u tin do Cng ty khng c c d liu lch s v kh nng tn dng hoci quan h vi nh cung cp. Vi quy m n t hng nh, Thi trang hnh tng khng hyng c th hon tr cc sn phm khng bn c cho nh sn xut.

khc phc hn ch ny, Thi trang hnh tng tnh n 3 gii php sau:

i thiu ho lng n t hng sn phm SKU khng bn c - u ny scgii quyt bng vic tin hnh vic giao hng theo tun gim quy m n t.

Thc y vic bn cc sn phm SKU vi gi thp bng cch cho php cc cng tcvin bn hng mc chng trong ca hng. V d v s thnh cng ny c minhchng ti Inditex, mt dy truyn bn l ton cu.

Bin php chiu khu bn hng s chc s dng i vi cc sn phm tn kho qulu (chng s khng p dng vi tt c cc sn phm trong ca hng m ch vi cc snphm h gi)

Khi lng hng d tr sc trng by ti khu vc thng mi vi mt t l nhc boqun ti khu vc hng tch trpha sau ca ca hng.

E.Mua sm

Trong lnh vc thi trang, c 3 ma kinh doanh chnh thng din ra, mi t tng ng vi bu tm dnh cho ma Xun, ma Thu/ng v ma H. Nh cp trn, Thi trang hnhng s cn phi thanh ton trc cho cc sn phm t. Do , trong 8 thng t hng s cnc mt lng tin. Nhng chi ph ny bao gm c chi ph khai trng v ch ph trong nm utin. Ngoi khong thi gian ny, Thi trang hnh tng s c thm bo ti chnh cho lnghng t mua bng s li nhun kim c v bng vic m phn k hn tn dng trn c schu k kinh doanh vi nh sn xut.

Do bn cht bin ng cao ca th trng thi trang thnh th nn cc xu hng thi trang c tht u li ch sau mt m vi s xut hin ca mt ngi sao ca nhc mi hoc mt chngtrnh truyn hnh cc k li cun. Cc t giao hng sc ln k hoch theo tun, cho phpkh nng linh hot ti a. Vic duy tr c mt gi sn phm hp l c ngha quan trngtrong vic ti thiu ho chi ph giao hng, nht l nng cao c tng mc li sut trn snphm.

F.Gimca

a hng s mca vo cc khong thi gian di y:


24/30

Th Hai - th Su: 10 gisng9 gitiTh By: 10 gisng9 gitiCh Nht: 11 gisng7 giti

Ca lm vic: Mt gim c u hnh s c mt ca hng vo bt k thi m no. Bng diy lit k s lng cc cng tc vin bn hng theo ca. Mc d ch c 18 cng tc vin bn hngsong t l trong ngy l 10,9 (khong 40 gitrong mi tun lm vic)

Illustration 12: Store Operating Hours

No. of sales assistants Morning Shift Afternoon Shift Evening Shift

Mon 2 2 6

Tue - Thu 2 2 6

Friday 2 8 12

Sat 12 12 12

Sun 10 10 10

ng s gim c u hnh: 2 ngi lm y thi gianng s nhn vin: 18 cng tc vin bn hng (bn thi gian)

G.Chnh sch hon tr:

c d Thi trang hnh tng cha don c mc tc ng ca vic hon trn hotng kinh doanh (so vi cc i th cnh tranh) nhng h s vn c mt chnh sch r rng:

Chnh sch hon trn quan trng nht ca chnh sch hon tr l Cng ty vn nu cao c chnh sch nyngay c trc khi khch hng mua sn phm m khng c thi phn ng tiu cc no. Nc th hin r rt ti khu thanh ton. hng ti ting tm l hng thi trang c dch vkhch hng hon ho, Thi trang hnh tng s cho php khch hng hon tr cc sn phmcha h hng trong vng 30 ngy km theo ho n. Thi trang hnh tng khng th tr li

hng ho cho nh sn xut tr phi nhng hng ho l do li ca nh sn xut. Thi trang hnhng s x l cc sn phm hon tr theo mt cch c lp (khng thng qua vic bn hng)thng qua vic gim gi hng bn hoc l cho nhn vin hoc l cho cc nh mi gii bn lchit khu quy m ln.

VI.Phn tch ti chnh

A.M hnh thu nhp

Kh nng sinh li ca Thi trang hnh tng d b tc ng bi mt vi bin s trong mi trngkinh doanh mang tnh a phng. Th trng tng th v th trng khu vc nh nu tiPhn IV: Mi trng cnh tranh nhn mnh tng doanh s bn hng thi trang ti khu vc. Tuy

y, mt s ginh c a ra xc nh c mc thu nhp m Thi trang hnh tngc tht c. Bin s quan trng u tin l t l gia gi tr sn phm thi trang cht lngcao vi tng gi tr sn phm thi trang trn th trng. Bin s quan trng th hai l th phn mThi trang hnh tng c th ginh c ti th trng a phng. Do m hnh kinh doanh caThi trang hnh tng da trn vic cung cp cc sn phm cht lng cao vi dch v khchhng cung ng hin thi khu vc dn c c mc thu nhp thp nn Thi trang hnh tng phi c mt t l th phn trong phm vi bn knh 5 dm. Mt cch chnh xc hn l trongphm vi bn knh 1, 3 v 5 dm, Thi trang hnh tng phi c c cc mc th phn tngng.


25/30

Hnh 13 cho thy th phn thu tm trong 3 trng hp khc nhau, tt nht, kh nng xy ranhiu nht v xu nht.Illustration 13: Market Share Scenarios

Best C ase Most L ikely W orst Case

High End Apparel as % of Total Apparel Revenue 26.0% 25.0% 22.0%

IF Market Share for

1 Mi le Rad ius 25% 20% 15%

3 Mi le Rad ius 12% 10% 8%5 Mi le Rad ius 6% 4% 2%

Gross Revenue (Fu l ly Operat ional) $4,769,487 $3,443,228 $2,024,362

xy dng c mt m hnh ti chnh trn vn ngoi vic da trn t l th phn th cn ara c mt s ginh b sung nhm c lng thu nhp v chi ph. Nhng ginh bao gm:

n phm tr li: Vi dch v khch hng hin thi, Thi trang hnh tng s cho php khchhng tr li nhng b trang phc cha s dng, ng thi hon tr li ton b s tin mua hng.Tr gi hon tr ny c c tnh vo khong 2% tng doanh s bn hng.Bn hng chit khu: Mc d Thi trang hnh tng cha p dng cc mc chit khu song c

t s mt hng cn phi h gi x l lng hng tn kho. M hnh ti chnh c lng rng15% tng doanh s bn hng ca Thi trang hnh tngc thc hin mc gi chit khu20%. Nh cp trong k hoch ny, The Lark bn c 90% s lng mt hng mcgi bn k hoch v nh th, ginh ny vn c ngha.Chi ph hng bn: Cc mc gi bn bun ca Thi trang hnh tng s chc xc nh nucc nhn c cc n t hng. Tuy nhin, s khng thnh lng c tng mc chit khu.M hnh ti chnh ginh rng gi bn bun ca Thi trang hnh tng s bng 45% gi bn l.ng gi bn bun v chit khu bn hng, ta sc tng chi ph hng bn.Mua hng bng th tn dng: Nhm khch hng ca Thi trang hnh tng c quyn s dngth tn dng mua sm song khng c thng xuyn nh nhng ngi tiu dng ngoi hoc ti i l Michigan. M hnh ti chnh cho rng c n 40% doanh s bn hng thun cthc hin thng qua th tn dng vi ph dch v tiu chun l 2% gi bn, y l mc ph ph

bin m cc nh cung cp h thng thanh ton th p dng i vi cc ca hng. Thu nhp tvic mua hng bng th tn dng s l cc khon phi thu ch yu ca Thi trang hnh tng.Hng d tr: K t lc khai trng n khi hot ng, chi ph ln nht ca Thi trang hnhng xut pht t lng hng d tr. Hng nm, Cng ty st mc tiu thc hin 4 t nhphng d tr, n khng ch biu th cs hng d tr m cn l lng n t hng Cng ty. Hini, t l d tr bnh qun ca ngnh thi trang l 26%, ph hp vi st mc tiu t ra hngm nu trn ca Cng ty. Thi trang hnh tng s phi bo m ti chnh cho lng hng dtr trong 8 thng u thng qua mt khon tn dng. Mi lo ngi khc i vi lng hng d trl kh nng thiu ht hoc do trm cp t khch hng v nhn vin. N c d tnh mc bng3% doanh s bn hng. hn tn dng: Khon tn dng ny s dng trang tri cho chi ph khai trng v lnghng d tr, Thi trang hnh tngc tnh khon vay ny s bng 8% doanh s bn hng v c

hn 7 nm. Vic hon tr khon n ny sc tnh n trong chng trnh ti chnh. Khoch gii ngn khon vay sc trin khai theo 2 giai n, giai n 1 cho cng vic khaitrng, giai n 2 c tin hnh vo nm th 2, u ny s tit kim cho cc ch ca hngkhon tin xp x 6.000 USD. Tuy vy, m hnh ti chnh li c xy dng vi vic gii ngnt giai n.

Trn c s nhng ginh nu trn, cc bng biu di y cho thy tnh hnh hot ng tichnh trong vng 5 nm ti. Ph lc A bao gm cc bo co ti chnh c phn theo 3 trngp c th.


26/30

Illustration 14: Financial Projections for Image Fashions.

Gross Revenue

from Income Statement

Net Incomefrom Income Statement

$5,000,000

$4,500,000

$4,000,000

$3,500,000

$3,000,000

$2,500,000$2,000,000

$1,500,000

$1,000,000

$500,000

$0


Best Case

Most Likely

Worst Case

$1,000,000

$800,000

$600,000

$400,000

$200,000

$0

($200,000)

($400,000)


Net Cash Flow from Operating Activityfrom Cash Flow Statement

Outstanding Current Debtfrom Balance Sheet

$1,000,000

$800,000

$600,000

$400,000

$200,000

$0

($200,000)

$1,200,000

$1,000,000

$800,000

$600,000

$400,000

$200,000

($400,000)


$0

Year 0 Year 1 Year 2 Year 3 Year 4 Year 5


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B. Bn i chiu kt qu ti chnh

Nhm cng thc ho mt s ginh nu trn v hp l ho cc kt qu tnh ton ca m hnh tichnh, gii chuyn mn xy dng c cc ch s tham chiu phc v trong ngnh bn l.ng di y cp n cc ch s tham chiu chnh c thu thp t rt nhiu cc ca hngbn l. Nhng kt qu trong Bng do Thi trang hnh tng c tnh c th s cao hn so vit s ch s tham chiu ca Ngnh, chng hn nh doanh s bn hng trn din tch foot

vung, nguyn do l Cng ty s ch tp trung vo phn n khch hng mc tiu nh v knl bn cht gi sn phm ring bit ca n. Tuy vy, nu nhn vo kt qu hot ng tng th thc th thy tnh hnh ti chnh ca Thi trang hnh tng l hp l...

VI.Ti chnh

A.Chi ph khai trng

Nhng chi phu tin xc tin hot ng kinh doanh bn l thng l nhng chi ph xyng ca hng, chi pht hng v vn lu ng. Nhng loi chi ph ny sc lit k diy:

Illustration 16: Start Up Costs

I tem Cost

Advertising ExpenseInfrastructure

Build Out

Inventory System & Register

Miscellaneous Electrical Equipment

Inventory

Legal Fees

SecurityWorking Capital

$ 10,000

$ 600,000

$ 25,000$ 5,000

$ 553,973

$ 6,000

$ 15,000$ 295,496

Nh cp trc y, Thi trang hnh tng s cn c ngun ti chnh m bo ngun thng d tr trong 8 thng do n hin khng c c hn mc tn dng. Khon chi ph ny s xp khong 554.000 USD. Ngoi ra, y l lnh vc kinh doanh mi i vo hot ng nn s cn sung khong 295.000 USD trang tri cho cc chi ph hot ng trong sut 18 thng vnhnh u tin. Nu tnh c cc chi ph khc th tng s tin m Thi trang hnh tng phi b ra thnh lp v trin khai ca hng bn l thi trang cht lng cao ti bNam Chicago l 1,5triu USD.

B.Cp ti chnh

Chi ph khai trng ca Thi trang hnh tng sc cung ng thng qua 3 ngun sau:

Ngun th nht l vn ca ch shu, chim khong 20% tng chi ph. Mi cng ca Thitrang hnh tng sng gp trn di 50.000 USD v nh vy vi 6 cng, tng s vn u s l 302.000 USD. Ngun th hai l cc khon vn u t pht trin ca thnh ph Chicagov ca cng ng. Nh cp trong Ph lc C, mt s nhm x hi s h trvn cho cc hotng pht trin kinh t ti cc khu vc dn c c thu nhp thp. Do i ng qun l c mi quan gn gi vi cc t chc ny nn h don s nhn c xp x 151.000 USD, tng ng10% tng chi ph. Ngun cui cng s l khon vay thng mi vi tr gi 1,06 triu USD.


28/30

VII.Qun l

A.i ng qun l

i ng qun l ca Thi trang hnh tngc hnh thnh vi nhiu cp khc nhau chophp Cng ty tch lu, b sung kin thc, kinh nghim kinh doanh v hot ng ni tri trn lnh

c bn l.

Barry Miller, Tng gim c u hnh, c kinh nghim ng k trong vic pht trin n ti cng ng. ng c thi gian lm vic hn 8 nm vi cc t chc pht trinng ng v cc t chc thanh nin ti thnh ph v hin ti, ng ang u hnh mtcng ty t vn qun l chuyn cung cp cc dch v t vn cho gii doanh nghip ticc khu vc dn c c thu nhp thp. Cng ty ny vi tn gi Neighborhood BusinessInitiative, hin c khong trn 140 nhn vin. Kinh nghim cng nh s hiu bit caBarry Miller sng gp cho mi trng qun l ca Thi trang hnh tng.

Jon Smith c tm hiu bit rng trn lnh vc marketing v ti chnh vi hn 5 nmkinh nghim l nh t vn. ng s chu trch nhim u hnh b phn ti chnh, ng

thi gim st cc mng hot ng p ng nhu cu nhng khon ti chnh ln.

Allen Green v ang lm vic vi t cch l nh t vn trong vng hn 4 nm qua,c kinh nghim tng i trong vic m bo hiu qu hot ng v hoch nh khoch kinh doanh. ng s c nhng nhn nh qu bu v vic la chn a m, cch tr v hot ng hin thi ca ca hng.

Oscar Williams m nhim hot ng bn hng trong hn 3 nm, tip xc vi nhiui tng khch hng v kh quen thuc vi cc lnh vc trong Ngnh. ng lmvic 6 thng cho ca hng bn l Makro ti b phn thi trang th thao. ng s qun lng hot ng ca hng m c th l ti u ho vic phn b hng d tr cng nhp l ho cch b tr ca hng to u kin cho khch hng d dng mua c vvo ca.

Will Sharpe s chu trch nhim v mng marketing. ng c b dy kinh nghim vicc cng ty truyn thng cng nh trong vic hoch nh v thc hin k hoch kinhdoanh. Ngoi ra, ng cng c c cc mi quan h khch hng, u ny s gipThi trang hnh tng ra c chin lc thu ht khch hng chun xc. Hn na,ng cng s ph trch chin lc qung co, cng lc thc y cc mi quan h vi cccng ty qung co v truyn thng.

George Michaels s chu trch nhim v lnh vc hng ho v la chn gi sn phmthch hp nhm thu ht v ti a ho t l mua sm bnh qun ca khch hng. Cngi i tng ngi mua nh cp trn, ng c nhim v kim sot gi snphm lm sao cho phn nh c xu hng thi trang hin hnh.

B.Hi ng t vnThi trang hnh tng tha nhn gi tr ca mt Hi ng t vn c b dy kinh nghim v tin cy cao. Mc d i ng qun l thng xuyn c c nhng cuc trao i vi cc chuyngia ni ting - nhng ngi c kh nng gia nhp Cng ty trong tng lai song Cng ty vn cc mt Hi ng t vn bao gm:

Gio s Gerald Dryer, Gim c Trung tm Qun l bn l, Williams Gio s Wilma Darman, Gio s chuyn ngnh chin lc marketing, Williams


29/30

Gary Park, Nh i l cao cp, Saks Mike Lowe, Gim c mng marketing cc nhm dn tc, Old&Circle

Thi trang hnh tng s s dng kinh nghim ca Hi ng t vn ci thin tnh hnh hotng cng nh thc y tnh hiu qu trong vic khai thc ngun nhn lc v cc ngun lc cn khc.

VIII.Tin trnh v cc bc tip theo

Nhn chung, phn tch tng th l hon ho song qu trnh huy ng vn mi ch bt u. Chngti vn cha nhn c mt cam kt cui cng no ca cc nh ti trmc d xem ra s vn nyc m bo. Nhc khon tn dng thng mi, i ng qun l ca Thi trang hnh tngn sng hot ng ngay lp tc. Bc tip theo l thu mt i l v nhp t hng qun o utin cho Cng ty. S mt khong thi gian 8 thng giao nhn hng, v th, sn t hng cnc t ngay cho ma ng nm 2003. Bc th hai l hon tt vic thu ca hng ti a ch7400 South v tin hnh vic sa sang, vic lm ny s mt khong 4 thng.

Barry Miller, Ch tch kim Tng gim c, s l nh u hnh u tin, chu trch nhimchung v hot ng kinh doanh. Cc thnh vin cn li ca i ng qun l s tip tc cng vic

a mnh cho n khi ton b Cng ty c th h tr tng mng cng tc chuyn mn ca h.Gulshan Verma s l thnh vin th hai ca i ng qun l lm vic hon ton cho Thi tranghnh tng.

c tiu tng th ca i ng qun l l bin Thi trang hnh tng thnh mt mng li qucgia, c bit n nh l mt hng thi trang ni vi m hnh hot ng ti cc khu vc dn c thu nhp thp. Nu m hnh v kt qu hot ca Thi trang hnh tng chng tc hiuqu th sau , mt ca hng th 2 sc mti vng c m 60619 trong vng 2 nm ti. Vic rng quy m s gip Thi trang hnh tng tham gia vo cc th trng khc, c bit tiDetroit, Pittsburgh, St.Louis v Miami. Cui cng, quy m v tc tng trng ca Cng ty sc th h trc lc cho tt c 6 cng.Illustration 18: Timeline of Activities

Activities

Secure financing

Store location selection

Store construction

Brand / distribution right negotiation

Buyer selection

Hire staff and train employees

Advertising

Market validation

Month 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16

Vui lng tham chiu bn ting Anh xem chi tit chnh xc cc bng biu v s liu


30/30

APPENDIX AFinancial Analysis

A-1Most Likely Scenario

Image Fashions, LLC

Income StatementFor Year Ending December 31, 20xx

(in $000's)


Gross Revenue

Returned Goods

Discounts

Net Revenue

$ 831.0 $

$ 12.5 $

$ 24.6 $

$ 793.9 $

2,527.9 $

37.9 $

74 .7 $

2,415.3 $

2,988.6 $

44.8 $

88.3 $

2,855.5 $

3,141.5 $

47.1 $

92.8 $

3,001.6 $

3,302.2

49.5

97.6

3,155.1

Cost of Goods Solds $ 381.8 $ 1,161.6 $ 1,373.3 $ 1,443.5 $ 1,517.4

Gross Income $ 412.1 $ 1,253.7 $ 1,482.2 $ 1,558.0 $ 1,637.7

Operating Expenses

Selling Expenses

Sales Salaries & Expenses

Advertising Expenses

Bad Debt Expense

Credit Card Charges

Theft/Shrink

Total Selling Expenses

$ 170.2 $

$ 24.9 $

$ - $

$ 6.4 $

$ 23.8 $

$ 225.2 $

175.9 $

75.8 $

- $

19 .3 $

72 .5 $

343.6 $

178 .4 $

89.7 $

- $

22.8 $

85.7 $

376.5 $

179.2 $

94.2 $

- $

24.0 $

90.0 $

387.5 $

180.2

99.1

-

25.2

94.7

399.1

Administrative Expenses

Administrative Salaries & Expenses

Bank Charges

Loan Payments

Miscellaneous Expenses

Accounting Expenses

Insurance

Legal Costs

Telephone

Rent Expenses

Security Expenses

Total Administrative Expenses

$ 108.0 $

$ - $

$ 117.8 $

$ 4.0 $

$ 12.0 $

$ 9.0 $

$ 1.2 $

$ 25.1 $

$ 6.0 $

$ 283.1 $

108.0 $

- $

127.6 $

4.0 $

12 .0 $

10.0 $

1.2 $

25.1 $

6.0 $

293.9 $

108 .0 $

- $

138 .1 $

4.0 $

12.0 $

10.0 $

1.2 $

25.1 $

6.0 $

304.5 $

108.0 $

- $

149.6 $

4.0 $

12.0 $

10.0 $

1.2 $

25.1 $

6.0 $

315.9 $

108.0

-

162.0

4.0

12.0

10.0

1.2

25.1

6.0

328.4

Total Operating Expenses $ 508.3 $ 637.4 $ 681.0 $ 703.5 $ 727.5

Net Income from Operations $ (101.0) $ 611.5 $ 796.4 $ 849.8 $ 905.5

Other (Income) or Expenses

Tax Expense

Interest income

Interest expense

Depreciation/Amortization

(Gain) or loss on assets

Other (Gain) or loss

Total Other (Income) or Expenses

$ 9.1 $

$ - $

$ 80.6 $

$ 6.0 $

$ - $

$ - $

$ 95.7 $

244.6 $

- $

70.8 $

6.0 $

- $

- $

321.4 $

318 .6 $

- $

60.2 $

6.0 $

- $

- $

384.8 $

339.9 $

- $

48.8 $

6.0 $

- $

- $

394.7 $

362.2

-

36.3

6.0

-

-

404.5

Net Profit after Taxes $ (196.7) $ 290.1 $ 411.6 $ 455.1 $ 500.9

29

sample biz plan-fashion

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