Gifts, Novelties, Souvenir Business Plan Leave a comment

Avant-Garde Building’s #8220 Gift Shop offers a wide selection of novelty and stationary items. It is one the most prominent landmark buildings in Jakarta. Avant-Garde Building employees were the majority of the Gift Shop’s customers. The new venture, ‘#8220’ PT. Avant-Garde Shop is taking over this space, and transforming it into the flagship Avant-Garde Building store. It will be done in a joint operation by PT. ABC Company Indonesia. We are expanding our customer base and will not just focus on tenants, but also neighbors and visitors to Avant-Garde Building. The grand opening will take place on December 9th. Our main priority at PT. ABC Company is to refurbish the existing outlet to become an official store associated with the lifestyle of the professionals who are the focus of our marketing program. [NOTE – *PT stands short for Indonesian Perseroan Terbatas. This means Limited Company.

This business plan sets out our strategy to re-position &#8220/Gift Shop from &#8220/just-another-store&#8221 to the Official Store of Avant-Garde. The plan also details the services to be provided in the joint operation and the milestones. ABC Company will offer strategic recommendations for how to increase traffic and image at the retail establishment through renaming, interior remodelling, and merchandise planning.

The Market

Avant-Garde Building houses approximately 100 offices and receives around 1,000 visitors each day. Avant-Garde Shop identifies three distinct market segments.

The primary target market for our services is roughly 1,500 Tenants. They are predominantly white-collar workers and have high disposable incomes. The area’s office community, which often visits the Avant-Garde Building during lunch hours to catch up with colleagues or friends, are our secondary target customers. These groups have both shown an interest in purchasing from the Avant-Garde buildings’ retail stores. Their location on the Mezzanine over the ground-floor dining area is the perfect spot to catch their eye.

The Avant-Garde Shop’s last customer is tourists, residents, and locals of Jakarta Metro who visit the Avant-Garde Building to experience glamour. It is the symbol of high-class modern living in Indonesia’s new economy.

Strategy

PT. Avant-Garde Shop is a brand that will leverage the Avant-Garde Building’s image and brand-name to create a strong brand that reflects power. We will increase the retail space through a new design. In addition, we will supplement retail sales by selling catalogs and web orders. Remember that we don’t sell merchandise. We are selling a brand and an image: The New Indonesia.

This plan contains monetary amounts that are expressed in Indonesian Rupiahs (IDR) in 1,000 shillings.

1.1 Objectives

The Avant-Garde Shop has two objectives for the organization. They are ambitious, but achievable. The organization will push everyone, from PT, to develop and track progress towards its goals. Avant-Garde & PT. ABC Company will perform at its best.

1. To reposition the current Avant-Garde Gift store as the Official One. We will do this by redesigning the retail space and implementing various marketing programs that increase sales and add to Avant-Garde Building equity.
2. To achieve a modest profit of Rp. 1,801,000 in year two, and Rp. 6,807,000 for year three
3. To make a profit of Rp. To achieve revenue of Rp. 95,717,000 by year two and Rp. 101,460,000 for year three.

1.2 Mission

Avant-Garde Shop sells novelty of various product combinations. The store, however, will emphasis the sale of official merchandise of the Avant-Garde brand with a full assortment of apparel, accessories and stationary, as well as other lifestyle related novelties.

Our goal in ABC Company is to be the sole supplier to those official merchandise of Avant-Garde. We believe that we need to maintain the Avant Garde Shop positioning strategy by being consistent in the theme as it relates to the lifestyles of our target customers.

1.3 Keys for Success

Avant-Garde Shop has to consider all aspects that have significant value for their customers to be successful in merchandising retail.

• A variety of mix and match merchandise to best suit their white collar target customers.
• Customers will receive top-notch customer service in a professional and warm atmosphere.
• Promote and advertise in areas where the target customer base will find out about our store. This can be done through the use of point-of sales (banners leaflets flyers), website or any other marketing medium that attracts visitors to the location.
• Continuously evaluate our inventory and sales to adjust our inventory levels.