Vous êtes sur la page 1sur 169

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

I.

Executive Summary

Wade, as compared to some of other shoe retailers in the country, is young. It started in 2001 and now has 16 branches all over the country. Before we delve deeper into what those competitions are, the researchers would focus initially on a particular store of Wade in TriNoma. We choose Wade store in TriNoma because we believe that its one of the most remarkable branch of Wade and at the same time, it also needs some strategies that can better enhance the whole store. In Wades store at TriNoma, there are controllable factors, of which the 4 Ps fall under. For Wade, theyll be able to control the physical features of the merchandise they sell, the prices, and the

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

way they get to inform the masses about their products. As for the uncontrollable factors, there are a lot of general examples, most of which are in this paper One of the most notable competitor of Wade is the shoe industry giant Rusty Lopez. The researchers decided to put it because Rusty Lopez is already been there in TriNoma for a long time, and it already established a mark to those shoppers because of its quality products at such an affordable price, which is almost the same as Wades. As for the minor competitors, they were considered minor because Wade has better store environment, better merchandise presentation, more loyal customers and better store image. What separates Wade Store in TriNoma from those competitors is that they do not repeat designs for their merchandise, and they offer those products at a very competitive price. For the current store

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

operations, right now, they have a minimalist theme that suits what their target market wants. On a note, Wades target market includes consumers who belong in the Yuppies and Generations X and Y. Quality and excellent designs are some of the factors the researchers would like Wade to do in order to attract more of them. Wades relationship with their suppliers can be classified as dependent. Wade makes sure that their merchandise gets delivered on time. It is a win-win situation for the two, because the Wade is helping the supplier sell its merchandise. The internal customers, meaning the employees of Wade, also have to be taken care of and be empowered. Right now, the sales staff of Wade is given the authority to handle customer complaints. For each month, the best employee will be rewarded by the store manager with incentives. Through this, the front liners of the store will be more satisfied.

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

For the retail tactical calendar, the researchers have proposed a line-up of activities for the year. There are promotional activities for in-store management and marketing strategies, some of which are leaflets and brochures, price discounts etc. For the store staff, there will also be teambuilding activities, trainings and employee recognition. Things always do not turn out as planned, that is why the researchers proposed a contingency plan for the year. Controlling and prevention have to be done for the sure smooth f of the activities planned. Wade will continue to reinvent its store and improve its management and marketing strategies for the next five years to strengthen its market share and position in the market.

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

II. Retailing Environment Analysis Wade which is owned and operated by Sole Fitters Trading Company is relatively a young brand in the world of shoe retailing industry. It started in 2001 as a small business venture in Glorietta 2, Ayala Center catering only footwear products. From its humble single proprietorship and home-based beginning, it has steadily grown capturing a fashionable set of loyal patrons. Since then, it has become one of the newest, most promising and dynamic brand in shoe retail industry.

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

In the year 2007, Wade store at the Ayala Trinoma was opened which led to the 11th store branch of Wade. Wade decided to open a branch in Trinoma because it is considered as one of the most popular, attractive and most visited shopping center in Metro Manila. TriNoma is under the Ayala Malls Corporation, which is known to have upscale establishments that perfectly fit the profile of Wade. Ayala TriNoma Shopping Center is located in Quezon City which is considered the center of Manila, and the most populated city in the metro. Its location is near in almost all

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

establishments like schools, offices. The mall is along the highways, where different vehicles can pass by. LRT and MRT are also available near TriNoma that makes it a convenient place to go. Wade Store in TriNoma is situated at the ground floor, between the department store Crossings and the shoe retail store Hush Puppies, making it perfectly placed along other shoe retailers in the mall, which is good for competition. The ambience of the store outside is cool and relaxing, albeit there is a minor mall renovation going on. It is situated in the part of the mall where customers can relatively find it easily. Across the corridor, a big Oxygen store is also located which primarily sells clothes. It can definitely complement the shoes and accessories being sold by Wade.

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

As mentioned, Quezon City is the most populated city in the metro. The city is also home to some of the most affluent and known villages for the people who belong in the upper part of the socioeconomic strata. It is already known that these people can afford to buy Wades products. Quezon City is also home to a large number of middle class people, who are the primary target market of Wade. For this reason, TriNoma in Quezon City is housing some of the famous retail stores in the country to reach the similar target market of Wade, making a healthy competition.

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

A. Industry Trends Unlike other business sectors, the retail industry especially in the shoe industry side, it always appears to be in a state of flux. Not only there are seasonal changes to contend with, the mix of players is constantly shifting the competitive landscape. In the case of Wade, there are certain economic, political and market factors that influence the way the industry develops. Wade Current 4 Ps Product

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

Fashionable Footwears like Black and white Leather shoes, sneakers, sandals and doll shoes. They also extend their merchandise by offering bags, accessories like bracelets, earrings, watches; belt and eyewear. Its products reflect the current trend in terms of color, style, material, quality, comfort, design and image Price Their products are offered in an affordable price.

10

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

They also cater discounts during mid and end year, also whenever malls have sale periods. Place It is located in Ayala Trinoma at Quezon City. Promotions They have posters inside the store, serves as window displays.. Posters and tarpaulins by celebrity endorser Coco Martin.

11

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

Giving price discounts and offers Buy 1 take 1 on selected items.

12

A. Controllable Factors ( Internal Forces)

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

13

Product Product Features in terms of designs, size, number and quality Inventory Size Packaging Product Display Product Assortment Item Selection Price

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

Operating Expenses Pricing of the items Sales promotions such as discounts. Place Store Locations Store Security Promotion

14

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

Sales Advertisement and Promotions Customer Service Quality Communicating with the customer Store Facility Layout Window Display Strategies

15

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

16
A. Uncontrollable Factors ( External Forces) External Macro-environment includes all those factors that are completely beyond the control of an organization. Such factors belong to the country as a whole. These are:
New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

Population Growth and its Demographics Political and Legal Factors Economic Factors Social Trends Cultural Factors Geographic Trends State of Technology Competition in the market

17

External Micro- environment includes all those factors that are partially controllable by the organization. These are:

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

18

Suppliers Agents Transporters Distributors Wholesalers Warehouse Retailers Consumer Behavior Customer Level of Satisfaction Changing Customer Needs and Wants

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

19
New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

20
III. Competitors Analysis A. Major and Minor Players Major Players
New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

So Minor Players

Celine Fab

Rusty Lopez

21

Otto

Leaveland

Gibi

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

22
A. Competitors Matrix Major Players Reason
New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

23

Celine Rusty Lopez So Fab

These three shoe retail stores are considered as Wades direct competitor because they are located very near at Wades store, offer shoes of the same fashion and at the same time they have similarities when it comes to the price range of their offered products.

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

24
Minor Players Reason
New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

25

Otto Shoes Leaveland Gibi

These stores are Wades indirect competitors because shoppers usually look for these brands in TriNoma as their last choices or options, considering that they almost have the same product lines. The prices these stores have are almost the same as Wades, but the latters store image is better. They are also situated far at Wades store.

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

26

Competitors Matrix Analysis: Celine, Rusty Lopez and So Fab are some of the few, but significant major competitors of Wade. In terms of store image, Wade has already outperformed some of their competitors. In the chart, Rusty Lopez is leading with 28%. Wade follows with 23%. It is stated in the objectives that Wade wants to become the market leaders, instead of just being a market challenger.

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

A. Unique Selling Proposition Unique Selling proposition refer to any aspect of an object that differentiates it from similar objects. Firms use unique propositions to the customer to convince them to switch brands. Wades proposition is unique that their competitors either cannot, or does not, offer. Their proposition is so strong that it can move the mass like to pull over new customers to their product. The Wades Unique Selling Proposition includes; 1. Excellent designs of products especially the shoes.

27

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

2. 3. 4. 5.

Different Varieties of Merchandise. Items with Quality No Repetition of Designs Competitive price Wades Current Tagline Love my Wade shoes New Key Shoelutions Proposed Tagline Wade: beyond shoes

28

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

A. Winner and Loser Analysis

29

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

30

Brand Wade

Product W W

Price W L W

Place W W W

Promotion L W W

Celine W Rusty Lopez

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

31

Analysis: Wade is not a constant winner in terms of Marketing mix. Wade is competing in terms of Product, Price and Place as compared to its major competitors. Promotion is one major aspect Wade should improve in order not to be left behind by its competitors.

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

A. TOWS Analysis of WADE Threats Competitors both current and new entrants in the shopping mall. Fast changing trends in the marketplace Shift in consumers taste away from the firms products Loss of sales and customers Macroeconomic matters

32

Opportunities

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

Expansion of the store in terms of size and facility layout. Innovative advertising and promotion techniques. Offering new products or additional merchandise Arrival of new technologies

33

Weaknesses Lack of supply and stock Limited number of product designs Store size and placement of products Store Display Lack of advertisement and promotions

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

34

Strengths Competitive prices Unique and fashionable merchandise Quality products Good reputation among customers Accessibility SWOT / TOWS Matrix

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

35
Opportunities Threats

Strategies S-O Strategies S-T Strategies

Weaknesses W-O Strategies W-T Strategies

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

S-O Strategies will help Wade to pursue opportunities that are good fit to the companys strengths. W-O Strategies overcome weaknesses to pursue opportunities. S-T Strategies will identify ways Wade can use it strengths to reduce its vulnerability to external threats. W-T Strategies establish a defensive plan to prevent the firms weaknesses from making it highly susceptible to external threats.

36

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

TOWS Analysis: SWOT analysis is a strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a business venture. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieve that objective. This Wades SWOT analysis will give them a better chance to develop a competitive advantage identifying a fit between the firms strengths and upcoming opportunities. The firm can overcome its weaknesses in order to prepare itself to pursue a compelling opportunity.

37

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

38
IV. Target Market
New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

39
Yuppies

Wades Target Market

Wades Product Usually Purchase For male: Formal shoes (FSM)

Upper middle class in their twenties or thirties. Aged 28-35

For female: Wedge and High heels

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

shoes Generation X The generation born after the baby boom ended, ranging from 1961 to 1981. Usually 18 years above. For male: Formal shoes, Sneakers, Driving shoes and Mock

40

New Key Shoelution Wade Shoes Sole Fitters Company

For Female: Sneakers, Strappy shoes,

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

Flat shoes, Closed Flat shoes and Wedge shoes. Generation Y The Millennial Generation ("Echo Boomers"), Generation Next or Net Generation Teenagers aged 1317. For male: Formal shoes and Sneakers

41

New Key Shoelution Wade Shoes Sole Fitters Company

For female: Flat shoes, Sneakers and Strappy shoes

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

42
A. Current Target Market
New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

43
New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

Locations Metro Manila Branch:

Target Consumer Yuppies Young professionals like those who are in the middle of their career lives. Metrosexuals Generation X Starters at work College students

44

TRINOMA MALL at Quezon City

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

45
New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

46
A. Key Factors Affecting Buying Decision in the Store
New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

Price Price is considered as one of the primary factors that affects the buying decision. Since our target market starts from generation Y who are typically students that are dependent to their parents, up to Yuppies who are earning income by working, price of a particular product really matters to them. Location Location must be accessible to the target market for convenience purposes. The place where the store located should be accessible to different public transportation. Promotion

47

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

People easily get attracted by the words S-A-L-E and FREE which are considered as promotional strategy. Product Quality and Design Product quality and designs are important features consumer asses in given merchandise. Trendy designs of the product are a plus. They want to feel that the product quality is worth the price.

48

Availability of Products

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

Availability of the product is important to provide the customers demand and if ever, sales persons can provide the customers alternative designs in case their desired design is unavailable. Also, there should be enough stocks for the store for them to meet unforeseen demand by customers. Competent Sales Personnel It is not just the quality and price that the consumers taken into consideration in buying any products, the delivery of the service by the sales personnel also creates impact on their decisions Customers want to be entertained courteously. Friendly and proficient personnel are much appreciated than those arrogant sales people who hinder the customers to buy

49

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

50

A. Ways to Attract Specific Target Market Target Market Ways to Attract Good quality of products Classic/Sophisticated store ambiance Excellent service Accessible locations

Yuppies

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

Generation X

Trendy product styles Good store ambiance Different promotions and advertisements Affordable price Intense advertisement like using celebrity endorsers Fashionable products

51

Generation Y

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

52

This table shows ways on how to attract the specific target market of Wade. Such factors include quality, price, ambiance, store locations and promotions. These factors can help in developing a more inclusive strategy for Wade.

V. Current Store Operation System

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

53

Theme of the Store The theme of the store is minimalist that shows simplicity and serenity. Window Display Design and Style

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

54
The displays depend on the present season but they maintain a simple but elegant look. The store usually has posters that are posted on the window as one of its display together with the new arrival products.
New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

55

Lights and Sounds Background

Wade store are well lighted. The lightings are typically warm white due to its theme. Each shelves for the products have its own light to emphasize and highlight the products importance as well as the designs.

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

For the background music, Wade usually plays sentimental and love songs like I love you goodbye, somewhere down the road etc. to entertain the customers and make them feel comfortable while roaming around the store.

56

Color Motif, Store Structure, Size in Accordance to the Product

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

Wades three standard color motifs are white which stands for the stores simplicity and for the products to be easily seen and identify, silver or stainless that corresponds to its elegance and black for its formality. Wade store in Trinoma have a size ranges from 40-60 square meters. The size of the store is usually based upon the location and size where the store operates (e.g size of the mall or shopping center where they rent The size of the store is not enough to display all their offerings. Store Innovations and Technology

57

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

Wade is continuously innovating its store through the use of attractive shelves and benches while still sticking to the traditional style of footwear retailing store. They also use technologies like music components/players and cds to play songs for customers entertainment. Product Assortment in terms of Width and Length Wade offers variety of products such as trendy and quality Shoes for men and women, fashionable Bags for both gender plus laptop bags and Accessories like belts, rings, watches, bracelets, and necklaces.

58

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

59
Product Variety Wade sells many products and these are:
New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

60
New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

61
New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

62
New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

63
Shoes Wade shoes are made up of soft leather. Male:
New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

64
New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

65
New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

66
New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

67

Female:

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

68
New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

69
New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

70
Bags:
New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

71

Female Bags:

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

72
New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

73
New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

74
Male Bags:
New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

75
New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

76

Additional: Laptop Bags

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

Accessories

77
Belts,

Watches, Bracelets, Earrings. Rings, Necklaces

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

78
Stores Packaging and Shelf Arrangements
New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

79
Wade arranged their products according to its category. For example, all formal black shoes are put together in a shelf. They also put center platform for the shoes to be displayed. Their packaging depends on the kind of product, the size and the number of items purchased. They have plastic bags, cloth bag. They also have boxes for different shoes.
New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

80

Warehouse and Storing System Wade has their own warehouse which can help the company to store and inventory their products. Each Wade store kept their products in the receiving rooms found in the basement of the mall. Then, some of the products store in the receiving room will be transfer to the stockroom located inside the boutique to be use for daily operation. Stockroom of Wade

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

81
New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

82

Supply Chain

Manufacturer

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Brokers/ Intermediate

Page

83

Warehouse

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

84
Retail Store
New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

85
End- user/ Customers Marketing Channel Institution
New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

86

Wades Marketing Channel Institution is considered under Facilitating Marketing Institution. It means that Wade do not take the title but assists in the marketing process by specializing in the performance of certain marketing functions. Wade shoes uses sales force such as sales men, sales representatives and brokers to sell the products. They also own a public warehouse where they stores goods for safekeeping. Channel Members in the Supply Chain

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

Singapore, Thailand and Korea are the three international manufacturers of Wade Shoes. Merchandise from these manufacturers goes directly to the warehouses, where intermediaries have the responsibility in distributing the items in their respective branch. Pictures of Singapore, Korea, Thailand

87

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

88

Types of Supply Chain in Length and Width Since Wade Shoes uses marketing intermediaries who work in between the manufacturer and consumer for the channel distribution of the products, Wade is under Indirect Supply Chain in terms of supply chain length. Meaning, independent channel members are added between the manufacturer and the consumer. In terms of supply chain width, Wade is under the Selective Distribution which means that they use a moderate number of retailers in the trade area.

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

89

Marketing Channel Pattern Wade is under Vertical Marketing Channels in terms of Marketing Channel Patterns. It is because that Wade are capital-intensive networks of several levels that are professionally managed and centrally programmed to realized the technological and promotional economies of a long term relationship orientation. Relationship with Supplier

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

When it comes to retailer-supplier relationship, Wade has a Dependency relation to its suppliers. They are contingent to its suppliers to make sure that goods are delivered on time and in the right quantities. On the other hand, suppliers are reliant to Wade for them to put a strong selling effort behind their goods by displaying them properly and sometimes even helping to finance consumer purchases. Store Facility Layout

90

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

91
New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

92
New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

Customer Service and Handling System Wade store in Trinoma consist of well-trained and empowered personnel to give satisfying service to their customers. Sales staffs are given the opportunity to handle customer complaint and issues such as encountering shoplifters and sometimes customers returning defective products. As a solution to the returned item, they offer free repair, change item in size, color. Services Offered Aside from paying cash in exchange for the product, Wade also offers convenience to the shoppers in terms of payment, through accepting credit cards ATM

93

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

cards cash and gift certificates as mode of payment. They also provide customer logbook wherein they update customers about their new products through text massages. Other Services Offered after Sales If customers encounter some inconvenience or defects in the products they purchase, Wade offers seven days policy wherein the customer has seven days upon purchase to return defective products. The return item will not be reimbursed; instead it will be replaced by another same item. Current Pricing Standards offer in the Store

94

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

95

Before, Wade offered mens and womens shoes ranging from 1,800 but due to intense competition in the shoe industry as well as the prevailing economic condition, they now lower it to 1,600 as their maximum price for a shoe.

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

96
STORE MARKETING PLAN FOR 2011
New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

97

VI. Proposed Retail Marketing Objectives intended for 2011 General Objectives: To increase 8% in the Total Sales of Wade store in Trinoma for 2011. To have a 5% increase on its Market share by the next whole year. To achieve a 6% increase in Profit at Trinoma branch on the year 2011.

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

98

Specific Objectives: To further enhance the image of the store by adding decorations on window display and inside the store itself. To promote customer loyalty and build good relationship to its suppliers. To create familiarity about Wades image by using different marketing strategies like advertisements and promotions.

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

To become the market leader in that specific mall, moving from being a market challenger. To establish long term relationship to customers by assuring each of them to have a memorable experience while shopping in Wade and the after experience while using the product.

99

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

100
VII. Retail Strategy
New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

Management Strategies

101

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

Strategies

Objectives

102

Implementing certain awards for the staff To reward those employees who show like Employee of the Month. exceptional skills and dedication in their work. The criteria included are outstanding performance in sales, complete attendance and attitude towards customers as well as to coworkers. Carry out training programs for the To gather all employees in a seminar to employees in order for them to give high enhance their knowledge and skills on their satisfaction to the customers and handling work for them to deliver high quality service to
New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

Marketing Strategies Advertising Additional Posters and Tarpaulins inside the store and Store Collateral outside. Rearrangement of different posters of Wades products together with its endorsers inside the store can create awareness and generate responsiveness among the consumers. This promotional tool will help Wade to attract pass buyers to come inside the store, check the items and eventually lead to buying. On the other hand, store collaterals will be place outside the store near mall entrance to build consciousness about Wade among the shoppers.

103

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

104

Giving out Leaflets and Brochures This strategy will help Wade in a way that it will convey information to the consumers. The leaflets will contain the present activities of Wade like discounts and promos, while brochures will include detailed information about the store merchandise. Placing Flat Screen TV inside the store

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

One way Wade can use to attract customers to come inside the store is to place a flat screen TV that will show different products of Wade together, videos presenting their celebrity endorsers using their products in some events, pictorials, and flashing some testimonials of their loyal customers how good their products are. Billboards outside the premises of the mall One of the famous advertising techniques is the use of billboards. For this coming 2011, Wade will place a billboard on the exterior wall of TriNoma mall, specifically facing the MRT. Footprints

105

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

106

Sticker shoe prints will be placed in areas where majority of people pass through. Entrances around the malls and escalators are areas where these footprints will be put, so that people will be encouraged to go to the store premise. Email Blasts Advertising on the World Wide Web is a recent phenomenon. Aside from Wades Social Networking Sites, email advertising is a better technique to publicize its products. Customers email ad will be ask as part of the receipt. Every time Wade store in TriNoma has new merchandise, seasons of promos and discounts, customers will receive email from Wade

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

informing the upcoming promotions. It will give convenience to the customers in a way that they dont need to visit mall just to check if there will be sale of items. Sponsorship Wade will also be open in sponsoring an event, activity, or organization financially or through the provision of their products or services. Some of these include sponsoring humanitarian deeds of certain organizations, school events like acquaintance, general assembly and seminars.

107

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

Set Up Joint Promotions Team or Affiliate Marketing Affiliate marketing is a process in which a product or service developed by one entity is endorsed nor sold by other active sellers for a share of profits. Wade will team up to other company selling products that are complement to their offerings. Like for example Burlington. In Wade store, there will be a small area in which Burlington socks can be found (near the place where black and sneakers shoes were locate). On the other hand, Burlington Store will also promote Wade shoes where in the mannequins as well as their endorser will use Wade shoes as they endorse their socks.

108

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

Wades name should be seen or heard by the customers informing them that Wade shoes are the perfect shoes that fit on their Burlington socks. Promotions Giving out Freebies like Card holder, Coin Purse, and Notebook Freebies are one way to attract customers to purchase store products. Thats why we came up on an idea of giving out card holder and coin purse that are made up of leather as Wades giveaways specifically in BER months. This is a good idea because are

109

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

freebies still have a touch of Wades products since the category killer of Wade is black shoes, which are made of leather. On the other hand, Notebooks freebies will be given during back to school season. These notebooks look like a binder that also contains a 12 month calendar page that can be use as a planner too. These freebies will be given to the customers who will purchase a bag during that season. More Discounts Offered

110

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

Customers are easily attracted by the word Sale, Discounts, Free. Thats why Wade will offer at some point in time several discounts on their products. These includes a temporary reduction in the price, cents-off deal in which a brand offers at a lower price. Price reduction may be a percentage marked on the package. Buy 1 take one promo on selected items, and/or if the customer buys a product worth 1500, he/she can avail discounts on the next item he/she will purchase. Wade Coupons Coupons have become a standard mechanism for sales promotions. Wade will definitely use this promotion to catch the attention of customers. On checkout counters, the customer will be given a coupon based on products purchased. There will also be

111

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

coupons present at the shelf where the product is available. Coupons will also be inserted into newspapers and magazines. There will also be some coupons for selected items, which are available on Wades website every six months. Consumers need to print them out and take them to the store. Stimulating Excitement through Loyalty Cards Giving loyalty card is a way to payback and retains your loyal customers. It is also a way to magnetize consumers to patronize Wade products. These loyalty cards will

112

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

be given to customer once they avail products worth 3000 on one receipt. Consumers should collect points, or credits for purchases and redeem them for rewards. Interactive Promo Game Interactive promotion game will bring out excite and curiosity among consumers. Consumers will play an interactive game associated with the promoted product. Like for example, there will be a particular product that customers will guess the exact price of it. Whoever can give the exact amount will take that product. Raffles

113

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

114

This activity will start during Christmas season. All customers who will purchase product starting from the month of September until December will be given a coupon as a sign that he/she is part of the raffle. The total amount that will be purchase will determine the number of raffle stubs the customer will get. The copy of the coupons will be collected and kept by the sales manager of Wade store. At the last day of promo, the manager will choose from draw lots 5 lucky coupons of customers that will receive a gift certificate of Wade products. Joining Events inside TriNoma Mall

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

Wade will sponsor and participate in events that will be held inside the Trinoma Mall, wherein they can promote and showcase their items. Like for example, if there will be a fashion show or exhibit in the activity center of the mall, where different stalls in the mall are invited to join, to showcase their products, like a bazaar. Participate in Shoe Expo/ Exhibition inside TriNoma Participating in shoe trade show/exhibition inside the mall can help Wade to showcase and demonstrate their latest products, study activities of rivals and examine recent market trends and opportunities.

115

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

116

Retail List of Activities For Management Activities

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

117
Employee of the Month
New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

118
New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

119

Wade Store for the whole year.

Retail List of Activities

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

For Marketing Activities ADVERTISEMENTS

120

Posters

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

121
New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

122
New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

123
Leaflets Flatscreen TV
New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

124
New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

125

Brochures

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

126

Store Collaterals

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

127

Footprints

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

128
E-mail Blasts
New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

129

Tarpaulin inside TriNoma

Billboard in Trinomas wall.

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

130

Set up Joint Promotions

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

131
Freebies
New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

132
New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

Loyalty Cards

133

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

134
Events at TriNoma mall Shoe expo inside TriNoma mall
New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

135

Retail Tactical Calendar

Management Strategies Implementing certain awards for

Jan 2011

Feb 2011

Mar 2011

Apr 2011

May 2011

June 2011

Jul 2011

Aug 2011

Sept 2011

Oct 2011

Nov 2011

Dec 2011

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

the staff like Employee of the Month.

136

Giving certificate and appreciation to the Best Wade Store for the whole year.

Carry out training

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

programs for the employees in order for them to give high satisfaction to the customers and handling some complaints.

137

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

138

Additional Store Policies

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

139
New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

Marketing Strategies

Jan 2011

Feb 2011

Mar 2011

Apr 2011

May 2011

June 2011

Jul 2011

Aug 2011

Sept 2011

Oct 2011

Nov 2011

Dec 2011

140

Posters, Tarpaulins and Store Collateral Leaflets and Brochures

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

141
New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

142
New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

Marketing Strategies

Jan 2011

Feb Mar 2011 2011

Apr May 2011 2011

June Jul 2011 2011

Aug Sept 2011 2011

Oct 2011

Nov 2011

Dec 2011

143

Promotions Freebies Discounts

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

144
New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

145
VIII. Marketing and Management Strategy Management Strategy
New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

Time Frame

Management Store Strategy

certain Every end of Implementing awards for the staff like the month for the year Employee of the Month. 2011.

Person Responsible for Planning and Implementing Store Managers

Budget

146

P 10,000

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

Twice a year, out training every June Carry programs for the and January. employees in order for them to give high satisfaction to the customers and handling some complaints. Whole year Additional Store Policies for 2011

Operations / Store Managers ; Human Resource Department

P 50,000

147

Operations/ Store Manager

-----------

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

148

Marketing Strategy Advertisement Time Frame Marketing Store Strategy Person Responsible for Planning and Implementing Operation / Store manager and personnel Budge t

All year round for 2011

Posters , Tarpaulins and Store Collateral

P 25,000

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

Every sale/discount periods All year round

Sales staff Leaflets and Brochures Flat Screen TV (27 29 inches) Operation /Store manager

P 10,000 P 50,000

149

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

Time Frame

Marketing Store Strategy

September December Every sale/discount periods

Billboard on the exterior wall of TriNoma Footprints

Person Responsible for Planning and Implementing Operations /Store Manager Store Manager/personnel

Budget

150

P100,000 P30,000

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

Every sale/discount periods July and October of 2011 March and June of 2011

E-mail Blasts Sponsorship Set Up Joint Promotions Team

Store Manager Operations/ Store Manager Store Manager

No expenses P50,000 P 30, 000

151

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

Promotions Time Frame Marketing Store Strategy Freebies Discounts Coupons Person Responsible for Planning and Implementing Store Manager Store Manager Store Manager/ Employees Budget

152

September December January March June August

P 40,000 P 20, 000 P 10, 000

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

153

March, June, September of 2011 Last 2 weeks of November June August of 2011

Loyalty Cards Interactive Promo Game Raffles

Store Manager Store Manager / Employees Store Manager

P 20, 000 P 20, 000 P10 , 000

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

154
Time Frame April or Marketing Store Strategy Any month in 2011 Joining in Events Person Responsible for Planning and Implementing Store Manager Budg et P 50,
New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

( April or October) Every shoe expo in TriNoma( January or December)

inside the mall Participate in Shoe Expo/ Exhibition in TriNoma

Store Manager

000 P 30, 000

155

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

156
New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

157
New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

158

IX. In Store Merchandising Plan Wade store in TriNoma should maximize their merchandise sales using product design, selection, packaging, pricing, and display that stimulate consumers to spend more. Arrangement and Physical Improvement Wades placement of a product specifically accessories should be at visible locations in the store, like in the front portion.

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

159

Eye-catching physical presentation of products and displays should be place properly around the store. Add one couch or long bench to accommodate customers who are waiting and fitting shoes. Also add some full length mirrors. Wades counters should locate in observable part of the store and expand it in terms of size to avoid overcrowding. Standard List vs Optional List

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

Wade should make decisions about which products should be presented to which customers at what time. There should be an annual cycle of merchandising relating to cultural customs like holidays, and seasonal issues like climate and local sporting and recreation. Supply system/ Inventory/ SKU As of now, Wade stock only 2-3 pairs each shoes at store and offers sizes 6-9 only. They should ask for additional stock of products to their suppliers so that they wont run out of stock if ever demand for their items increase. In addition to that, Wade should expand their shoe sizes by offering sizes with half.

160

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

161
X. Contingency Plan This In Store Retail Plan is possible on facing any risks and may not be competent enough to attain its target objectives. Thats why we lay down controls and preventions as well
New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

as back up plans to reduce unforeseen events that may occur, which can spoil and intervene our plan towards success. Wade is a company that aspires to increase its profit to compensate their expenses and losses. Since that they are one of the market challengers today and they dont want to face any future losses, Wade considers different management and marketing strategies that can aid them to penetrate the shoe retail industry. Feedback after Execution of the Plan Increase 8% in the Total Sales of Wade store for 2011.

162

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

163

Have a 5% increase on its Market share. Achieve a 6% increase in Profit. Enhance the image of Wade Promote customer loyalty and build good relationship to its suppliers. Become the market leader in the shoe industry.

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

164

Launch additional three branches. Establish long term relationship to customers

Safety nets are done to give a widely useful advice on how to forecasts or predict the slope and duration of a product and the companys life itself. Useful efforts can and should be made to foresee the slope and duration of the company. The time spent in attempting this kind of foresight assures that a more rational approach is brought to product planning and

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

merchandising specifically it develops an orderly series or competitive moves in expanding or stretching out the life of the company.

165

Gather essential data It is essential to gather necessary data on the marketability of the product and its competitors to have a better knowledge and provide tactical plans.

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

166

Have a more connection In entering business, we need more connections and backups in order to maintain the company. One possible back up is a bank that offers low interest when the time comes that we have to make a loan to secure the company in any possible loss. Do valuable analysis

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

Its objective is to check that only those necessary materials and operations should be utilize in manufacturing the product in order to reduce costs.

167

Strategic Plan for Five Years Wade will target to maintain their position as the market leader in the shoe industry. Wade will continue to increase its profit by doing lots of promotions that will gain more consumers buying the product.

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

168

Wade will widen its store size into a much bigger store to offer and stock more merchandise, and at the same time to accommodate more customers and for their convenience. Wade will expand its merchandise lines for customers satisfaction. Wade will continue to acquire store innovations in terms of having new and updated technologies, equipments and furnitures. Wade will continue to do its annual employee team building, seminars and trainings to provide excellent service and exceed customers expectations.

New Key Shoelution Wade Shoes Sole Fitters Company

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Page

169
New Key Shoelution Wade Shoes Sole Fitters Company