05 Mar Gifts, Novelties, Souvenir Business Plan

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. Avant-Garde Building employees were the majority of the Gift Shop’s customers. PT. Avant-Garde Shop, in a joint operation to 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 of the Avant-Garde Building is planned for December 9. Our primary goal 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 is an abbreviation of Indonesian Perseroan Terbatas which means Limited Company.

This businessplan outlines our strategy for repositioning &#8220/Gift Shop &#8221 from &#8220/just-another-store &#8221 &#8220 &#8221 &#8220 &#8220 &#8221 &#8220 &#8220 &#8220 &#8221 &#8221 &#8221 &#8221 &#8221 &#8221 &#8220-garde-garde &#8221 &#8221 &#8221 &#8221 &#8220 &#8221 &#8221 &#8221 &#8221 &#8220 &#8220 &#8221 &#8221 &#8221 &#8220 &#8221 &#8220 &#8221 &#8221 &#8221 ABC Company will make strategic recommendations to improve the visibility and traffic of the retail location through renaming, image revamping and re-modeling the interior and merchandise resource planning.

Market

Avant-Garde Building hosts approximately 100 offices. Avant-Garde Building attracts roughly 1,000 people daily. Avant-Garde Shop is able to identify three distinct market segments.

The primary target customers are approximately 1,500 Tenants who are white-collar workers earning high disposable incomes. The nearby office community makes up the secondary target customers. They visit the Avant-Garde Building every lunch hour to network with their colleagues or make new friends. 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 last target customer of the Avant-Garde Shop is visiting guests, both tourists and residents of the Jakarta Metro region who have come to the Avant-Garde Building for a taste of glamour, as the symbol of high-class, high-tech, fast and modern living in Indonesia’s new economy.

The 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 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.

All monetary amounts in this plan are in 1,000’s of Indonesian Rupiahs (IDR), abbreviated here as Rp.

1.1 Objectives

Avant-Garde Shop has set two goals for the company. They are ambitious, but achievable. The organization will push everyone at PT by tracking and developing progress toward its goals. Avant-Garde & PT. The ABC Company will do their best.

1. Repositioning the current Avant-Garde Gift Store as the Official Store, by re-modelling the retail space and various marketing programs to increase revenue and improve Avant-Garde Building equity.
2. To make a small net profit of Rp. 1,801,000 by year two and Rp. 6,807,000 in year three
3. To make a profit of Rp. To achieve revenue of Rp. 95,717,000 per year and Rp. 101,460,000 for 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 ultimate goal is to become the exclusive supplier of Avant-Garde merchandise. We believe that in order to achieve Avant-Garde shop positioning strategy, it will be necessary to remain consistent with the theme according to the lifestyle associations of our target customers.

1.3 Keys To Success

Avant-Garde Shop must ensure that all aspects are important to their customers for success in the retail merchandising industry.

• 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.
• Offer top-quality personalized customer service in a relaxed atmosphere of professionalism.
• Advertise and promote our store in areas where our target customers will know about it. We do this by using point-of-sales (banners and leaflets, flyers), our website, and any other marketing medium to encourage people to visit the location.
• Continuously review our inventory and sales and adjust our inventory levels accordingly.