Avant-Garde Building’s Gift shop has offered a variety of stationary and novelty products for years. This landmark building is a historical landmark in Jakarta, Indonesia. The Gift Shop’s customers were primarily employees of the Avant-Garde Building’s tenants. The new venture, #8220PT. 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. Our customer base will be expanded by our focus not only on tenants but also on the neighbors and visitors of the Avant-Garde Building. The grand opening of the Avant-Garde Building is planned for December 9. PT.’s main priority is the safety of our customers. 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 for Indonesian Perseroan Terbatas and is a shorthand for Limited Company.
This businessplan outlines our strategy for repositioning “/Gift Shop ” from “/just-another-store ” “ ” “ “ ” “ “ “ ” ” ” ” ” ” “-garde-garde ” ” ” ” “ ” ” ” ” “ “ ” ” ” “ ” “ ” ” ” ABC Company will give strategic recommendations on how to increase the traffic and image for the retail facility by renaming, image overhauling, remodeling of interior and merchandise resources planning.
The Market
Avant-Garde Building houses approximately 100 offices and receives around 1,000 visitors each day. The Avant-Garde Shop has identified three distinct market segments: tenants, neighbors, and visitors.
Our primary target customer is approximately 1,500 Tenants. These are white-collar workers who have large disposable incomes. The surrounding office community is our secondary target customer. They often visit the Avant-Garde Building during lunch to meet colleagues and friends. These two groups have shown their willingness to purchase from the Avant-Garde Building’s retail stores. Our location on the Mezzanine, above ground-floor dining, is perfect for attracting their attention.
The Avant-Garde Shop’s final target customers are tourists and Jakarta Metro residents who visit the Avant-Garde Building as a way to feel glamorous and be part of Indonesia’s modern economy.
Strategy
PT. Avant-Garde Shop will leverage the existing image and brand-name of the Avant-Garde Building into a formidable brand that reflects power, modernity, wealth, and global sophistication. We will add to the existing retail space with new designs and augment retail sales with catalogue and website orders. We must remember that we are not selling 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
Avant-Garde Shop is focused on two goals. They are lofty but doable. The organization will push everyone, from PT, to develop and track progress towards its goals. Avant-Garde & PT. The ABC Company will do their best.
- Through re-modeling the retail space, and other marketing programs to generate more sales and enhance Avant-Garde Building equity, we re-position the existing ‘#8220’ Gift Store as the Official Shop of Avant-Garde.
- To achieve a modest profit of Rp. 1,801,000 per year two and Rp. 6,807,000 for year three
- To earn revenue of Rp. To achieve revenue of Rp. 95,717,000 at year two and Rp. 101,460,000 in year three.
1.2 Mission
The Avant-Garde Shop is a retail store specializing in the sale of novelty of various product mix. 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.
ABC Company’s goal is to be Avant-Garde’s sole supplier. 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 to Success
In order to succeed in the merchandising retail, the team of Avant-Garde Shop must consider all aspects of significant value to their customers:
- Assortment of varied mix to meet the needs of their white collar target client base. Also, create an image so that guests can associate themselves with the merchandise.
- Customer service excellence in a professional atmosphere.
- Advertise and promote in areas where our target customer base will learn about our store, through the implementation of point-of-sales (banners, leaflets, flyers), website and other method of marketing medium to attract visitors to visit the location.
- We must constantly review our inventory and sales, and adjust our inventory levels accordingly.