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TRAN

A
Traditional +
China
Aim to integrate Chinese
traditional elements and
culture into casual wear
apparel, to make this
specific style become a
new and long last fashion.
VISIO
N
To be the leading brand of
casualwear apparel with
Chinese style
distinguished by unique
design and high quality.
MISSIO
N
 Ensurethat each
clothes has it unique
design with Chinese
traditional elements.
 Ensure that the
clothes are both fashion
and comfortable.
 Propagandize Chinese
culture with our brand
Five Force
Analysis
SWOT Analysis
Strengths Weaknesses
• First mover in • A few branches
Thailand • Low brand
• Product cover all awareness
range of ages
• High product
quality
Opportunities
• Strong service Threats
• Social
mind are more
of employee • High level of
open about sexy imitate goods in
style Thailand
• More Freely to • More second hand
dress right shops
• Globalization of • Economic crisis
culture • People spend less
• Thailand is the one • Unstable politic
of most fashionable
Marketing
Objective

To build 2-3 branches in Bangkok, 1 branch in


Chiang Mai.

To operate and manage two retail shops in


both Siam Square Soi 4 and Central World
within 2009.
Competitors

Z
EIN
Marketing Mix
Prod
uct

High quality Chinese sink


Modern Chinese dress
For male and female
Fashion style for young and
middle ages
Traditional and comfortable
style for older
Special style and color
clothes for the festivals
Marketing Mix

Pric
e

Medium price
Male cloths between 590 –
1500 baht
Female cloths between 390
– 2000 baht
Qi Pao between 850 – 1800
baht
Marketing Mix
Plac
e
Siam Square Soi 4 and
Central World, 1st floor
Marketing Mix
Promot
ion
1. Special discount or give
coupon during the festivals
and special days.
2. Free gift to whom buy our
products over 2000 Baht per
one time.
3. Give a member card
over than 10,000 5%
discount
over than 50,000 VIP
card and 10%
4. Lucky draw gift.
Marketing
Strategy
Q1 Q2 Q3 Q4

2009 2010

Apr May June July Aug Sep Oct Nov Dec Jan Feb Mar
BTS Truss
Ads
Billboard
Newspaper
Magazine

Transit Ads

Internet
Radio

Event&Expo

Television

Advertisi Promote
Event
ng event
E-
Commerce
Targeting

20 – 35 years
old female

Middle to
high
income
Students and level
office
employees
Middle to
high
education
level
Organization
Chart
Facilities and
Utilities
Trana Spring
2009
Value Chain
Mgt

In China In
Thailand
Total Quality
Mgt

Raw material

Procurement Production
Finished
process
product

Fashion design
Total Quality
Mgt
1. Training 1. Product
employee innovation
• How to best • Double check
service to quality
customer • Innovative and
• Special Skill fit with Thai
1. such as selling
Cost quality 1. market
Customer
• skill, Chinese
Internal cost satisfaction
language
(logistic) • Provide
• External cost excellence
(relationship product and
with supplier and service
customer
Govt regulation and
property right
Trana’s
Capital

Total Initial Capital


3,807,200
Trana Capital
2,203,840

Finance by Long-term Debt


1,603,360
Financing
  Total  Interest Paid Principal Paid Year End 
Payments Balance
Year   $  241,132.68   $  136,150.02   $ 104,982.65   $ 1,498,377.35 
1
Year   $  241,132.68   $  126,586.54   $ 114,546.14   $ 1,383,831.21 
2
Year   $  241,132.68   $  116,151.87   $ 124,980.81   $ 1,258,850.40 
3
Year   $  241,132.68   $  104,766.64   $ 136,366.04   $ 1,122,484.36 
4
Year   $  241,132.68   $    92,344.26   $ 148,788.42   $    973,695.95 
5
Totals  $1,205,663.39   $  575,999.34   $  629,664.05   

ceiling interest rate of 8.75% (MRR


6.75% + Premium 2.00%)
Sales Sales
15,000,000

14,500,000

14,000,000

13,500,000

13,000,000

12,500,000

  1   2   3   4   5
a r a r a r a r a r
Ye Ye Ye Ye Ye
Short-Term
Liquidity

Cash tocurrent assets Cash tocurrent assets

99
98
97
96
95
94
93
92
91
1  2  3  4  5
a r  r r r r
Ye Yea Yea Ye a Yea
Operating
Efficiecncy
( Asset
Units 
Times
Measure Management)
Total Assets Turnover 
Year 1
2.98
Year 2
2.59
Year 3
2.47
Year 4
2.06
Year 5
1.8
Times Fixed Assets Turnover 49.13 57.31 68.23 79.72 98.05

Total Assets
Total AssetsTurnover Turnover

3
2.5
2
1.5
1
0.5
0
 1  2  3  4  5
Ye ar Year Year Y e ar Ye ar
Operating
Profitability
Units  Measure Year 1 Year 2 Year 3 Year 4 Year 5
% Net Profit Margin 9.23 9.68 8.15 8.2 8.4
% Returns on Investment 27.51 25.1 20.15 16.92 15.14

%Net Profit Margin

10 Year 1
9.5 Year 2
Year 3
9
Year 4
8.5
Year 5
8
7.5
7
 1  2  3  4  5
Y ea r Y ea r Y ea r Y ea r Y ea r
Financial Risk
(Debt
Units 
Management)
Measure Year 1 Year 2 Year 3 Year 4 Year 5
Times Long-Term Debt to Equity 0.51 0.35 0.28 0.19 0.14

TimesLong-TermDebt toEquity

0.6 Year 1
0.5 Year 2
Year 3
0.4
Year 4
0.3
Year 5
0.2
0.1
0
Year 1 Year 2 Year 3 Year 4 Year 5