1.

0 EXECUTIVE SUMMARY
1.1 Objectives

To create an affordable merchandising environment that caters to the apparel needs of the
target market.
To offer a variety of stylish fashion accessories.
To help men and women choose what clothing and styles go best with their own
personalities.
To maintain profit margins at 15-20% through close attention to expense and cost of
goods sold.
To generate online sales.
To receive at least 40% profit margin within three months.

1.2 Mission
H&H Apparel and Accessories intends to build a strong emotional bond through offering
stylish, great, and affordable brand name clothing and accessories to be able to connect to young,
fashion-conscious individuals. All of our operations are run in a way that is economically,
socially, and environmentally sustainable. Our business is helping to meet the needs of both
present and future generations.
I.3 Keys To Success

Advertise and promote in areas that our target customer base will learn about our store.
Continuously review our inventory and sales and adjust our inventory levels accordingly.
Having quality products and good relationship with both vendors and customers.
Improving shopping experience for customers.

2.0 COMPANY SUMMARY

2.1 Company Ownership
H&H Apparel and Accessories is organized as partnership among five partners of Jedan
Kerr Bron, Annalyn Hufancia, Oriel John Gomez, Jazel Mae Loyola and Jane Maica Micosa.
Each of them will gave their part in handling all the managerial and administrative duties.
2.2 Company History
The company will start with three months inventory on hand for apparel and accessories
as this are the main revenue generator. The majority of the company's assets will reside in
inventory. The opening days cash on hand balance will be P1 500.00.
2.3 Company Locations and Facilities

3.0 PRODUCTS AND SERVICES

3.1 Product and Service Description

Our selection will range from the stylish and trendy selections of fashion-conscious
individuals. We will be purchasing through sales representatives and manufacturers in a variety of
sizes, colors and style to fit our target market base. The greatest percentage of merchandise will
be in apparel, followed by accessories.
Management will rely on customer feedback, suggestions, and sales reports to introduce
or eliminate certain styles and sizes.
3.2 Competitive Comparison
H&H Apparel and Accessories has its advantages which we believe will give the right
kind of service to the customers to retain and to build loyalty.
We will encourage our customers to state their opinions, suggestions and comments to
help us know what are their wants and demands.
Our brand will offer 10% discounts to our loyal customers. Using this, the loyal
customers will be retained and those who are not will be encouraged to keep on buying
our products.
Details in every product will be provided to help the customers understand the styles we
are offering.
We will let the customers know what the new fashion trends are so that they will be
updated with their styles.
There will be a Facebook page regarding our products to help the market have their
choice and convenience in purchasing.
3.3 Sales Literature
H&H Apparel and Accessories will use a targeted advertising and sales program to
generate publicity and build a customer base.
3.4 Sourcing and Fulfillment
We will shop our merchandise selectively within Carmona and GMA Area located in the
5th district of Cavite.
3.5 Technology
Since we just start as young entrepreneurs, we will start with the simple types of
technology that will give comfort of usage to all of us. This method will help us to be more
productive since we already know how to use it. We will be using MS Excel for monitoring
and checking the inventories, MS Publisher in editing lay-out and designs, and MS Word for
producing the flyers to introduce our business.
3.6 Future Products and Services
As we achieve and exceed our sales and profitability goals, H&H Apparel and
Accessories will add trendy and affordable shoes for both men and women. We will expand
our line of brands with those that have been repeatedly requested by our customers. The

Facebook page will also have its monthly updates that will provide discounts and freebies to
encourage resellers to widen the distribution of our products and services.
4.0 MARKET ANALYSIS SUMMARY
4.1 Market Segmentation
4.2 Target Market Segment Starategy
4.2.1 Market Needs
4.2.2 Market Trends
4.2.3 Market Growth
4.3 Industry Analysis
4.3.1 Industry Participants
4.3.2 Distribution Patterns
4.3.3 Competition and Buying Patterns
4.3.4 Main Competitors
5.0 STRATEGY AND IMPLEMENTATION SUMMARY
5.1 Strategy Pyramids
5.2 Value preposition
5.3 Competitive Edge
5.4 Marketing Strategy
Our marketing strategy will focus heavily on sales promotion, niche positioning in the
market and customer service with loyalty and retention in sales. The marketing budget will not
exceed 5% of our gross annual sales. Our promotions will always stay in tune with our company
objectives and mission statement.
5.4.1
5.4.2

Positioning Statements
Pricing Strategy
H&H Apparel and Accessories will maintain a flexible pricing strategy.
We base the product lines that we carry on their reputation and quality as the
trendy and young apparels and accessories in the Municipality of Silang. Most of
our lines come with a suggested retail price that we will follow. We will also
utilize the standard practice of cost-plus pricing strategy as well.

5.4.3
5.4.4

5.4.5

Promotion Strategy
Distribution Strategy
Our retail location will be the foundation of building our customer base.
We will also manage a Facebook Page that will focus on our top 50%
online customers spotlighting any in-house sales and promotions.

Marketing Programs
Our marketing programs will consist of the distribution of 500 flyers in
every purchase of customers and most particularly on the start of our selling.
5.5 Sales Strategy
5.5.1 Sales Forecast
5.5.2 Sales Program
5.6 Strategic Alliances
5.7 Milestones

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