Ateneo de Zamboanga University

School of Management and Accountancy

Management Department

A Strategic Paper for Top style Boutique

A Course Requirement for Bachelor of Science in Management Accounting

Submitted by:
Acain, Jeanette
Antonio, Isah Mae
Dela Torre, Johann Jayne
Degala, Maclloyd
Fomilleza, Pearly Dawn
Templado, Maryshell
Section C

Submitted to:
Erlinda B. Perez

February 19, 2018

 ACKNOWLEDGEMENT

The success of this study would not have been achieved without the unwavering support,

guidance, supervision, cooperation and participation of the following which we the proponents

are deeply in gratitude for:

To the Almighty God who always looks up and secures our safety in doing this

feasibility study.

To our Parents who stood beside us, gave words of encouragement to do our best, and

offered us a support system in the process of finishing this feasibility study.

To our beloved and ever beautiful moderator _______who has greatly contributed her

knowledge in conducting this study, and who has the patience and diligence in helping us to

meet all the necessary requirements for the completion of this study.

To our Circle of friends who also stood by us and gave words of encouragements,

suggestions, and comments for the refinement of this study.

To Ourselves the Proponents of this feasibility study who have given ample amount of

effort and consumed so much time to make the completion of the feasibility study become

possible and successful within limited given time.

We sincerely acknowledge and give thanks to those mentioned above who have contributed to

the group’s success in the completion of this study. It is truly, genuinely a humbling experience

not just to our minds, but also hearts and souls as we know that this feasibility study could really

help many people out there, elders and their families to be exact. We are grateful for this

productive and worthwhile experience.

INTRODUCTION
 A. Nature of the Study

Top Style is a boutique located at La Purisima; it is a sole proprietorship type of

business that is operating since 2012 in the industry which sells fashionable accessories, different

variety of clothing. There are different variety of bags, shoes, pants and other related stuff that

are offered in the store. Before, Top Style became very known to the ladies, more specifically to

the female students of Ateneo de Zamboanga University for their high quality fashion must-

haves and given that they are located merely in front of the said university. But after for so many

years, the store is now experiencing struggle in generating income because of the increasing

competitors where the store is presently located.

B. Background of the Study

Top Style is a clothing line nearby town. Nowadays you’ll see plenty of stores of

clothing, some were popular because of its brand, some were popular because of the cheaper

price, and some were popular because of its trend. Researchers believe that choosing a business

that is under the clothing business is great. Researchers choose Top Style because it exists far as

before we began schooling in college and notice that there is no changes, no said advertising, no

said works of mouth. That’s why the researches choose Top style to help them increase sales.

Related Literatures Article

In exploration, we find new techniques, new knowledge, even develop new substances,

gadgets, equipment, processes or procedures, imagination and skill is employed by the

researcher.
 Fashion and Identity

Identity is conveyed through fashion, clothing and style by all of us on a daily basis. We

can externalise our identity whether it be your ethnicity, personality or heritage through

representation. What we wear represents or stands for us, or stands for something about us

(Barnard, 2014). Furthermore, your subculture, political views, religion and many other social

factors can influence your representation of yourself. Some will represent themselves with the

purpose of attracting or in some cases, rejecting others with similar or different views. Fashion

can generate and reflect changing power balances between regions, countries, groups, and

religions (Craik, 2009). Symbolism is a powerful tool, with regards to religious clothing,

iconography, propaganda, subliminal advertising and much more. Gender, sexuality and

androgyny have been proficient in sparking controversy within the fashion industry for decades

with people challenging the boundaries of identity and representation. Issues include the

articulation of concepts of femininity, the impact of feminism on dress, the projection of

masculinity and the subgenres of gay and queer fashion and more generally, of transgressive and

“mobile indentities” (Craik, 2009).

Status, Wealth and Political Identities

Views and perspective fluctuate between groups with different identities and ideologies.

The representation of class, wealth, gender, race, sexuality, physical/mental ability and so on can

have either negative or positive connotations depending on which group of people you are

asking, this is interpretation. The NBA commissioners held certain commercial and conservative

beliefs and values, and the sportswear and platinum chains worn by the players connoted

criminality and other family-unfriendly values to them. To the players, who possessed different
economic and cultural values, the same garments connoted loyalty and a

commemoration/condemnation of slavery (Barnard, 2014). Because the NBA commissioners

identified with different political, economic and societal groups than the NBA players their

interpretations opposed one another. This can also be seen as stereotyping in regards to racism

and classism.

Status and wealth have an impact upon subculture and social groups. Classism has been

current throughout history in relation to subcultures. One poignant example is the public

perception of “chavs” in the United Kingdom. Chavs have different connotations depending on

one's class. To the middle classes, the clothes indicate laziness and a lack of respect (Barnard,

2014). This is an example of classism, where one with a more stable financial and social standing

is identifying those of less wealth/class as inferior.

Subculture and Political Statements

In the same regard, subcultures can also relate to each other's identity and representation.

Looking at the evolution of subculture and the teenager you can see trends amongst many

different subcultures which either connects them or polarises them. For example, the goth

subculture can be categorized alongside emo, new romantic and other youth cultures due to

common interests, representation and ideologies. Each of these groups will use what they wear to

negotiate relations with those other groups (Barnard, 2014).

Political statements are one form of representation that are infamous throughout

subculture and modern society and have been powerful means of communication throughout

fashion. To reference merely one, anti-establishment politics are commonly communicated

through dress, most well-known by the punk era in the late 70's. This type of fashion politics
bubbles up from an ideology, subculture, or political movement among groups seeking political

or cultural change (Craik, 2009). Because of various political, economic and technological

movements happening in late 1970's England, the punk subculture wanted to express their anger

and discontent towards the monarchy and government. This was expressed through the

deconstruction of clothing be it, ripping, tearing, burning, piercing, stabbing, fraying etc. Punks

were generally working class, the one's most affected by the economic crises in the country at the

time. To the upper and middle classes, the identification of punk was seen as dirty, criminal and

left wing. To each other, Punk was standing for their beliefs, fighting back.

The use of political statements are not just apparent within subculture but within the

fashion industry as a whole. Living in the capitalist society that we do, many have discovered

that fashion is a powerful means to spread awareness, promote their cause to others. More

notorious examples include PETA protesters running on runways at fashion shows to protest the

popular use of animal skin and fur and Pussy Riot's appropriation of neon colours and balaclavas

to protest women's rights in Russia. As fashion is a form of art itself, many fashion designers

have been known to have political agendas involved in their work such as Marc Jacobs' work

with the Tibetan Freedom Coalition in 1997. Alongside this he also campaigned for Obama's re-

election in the United States. Jacobs is clearly happy with the idea that fashion can have a

political function and is happy to use his work to support the political causes whose values he

shares (Barnard, 2014).

Nationalism & Religion

Fashion and dress can be influenced by your national identity, ethnicity or race, either by

personal choice or in a governed fashion. Some countries have been known to have nation-wide
uniform to maintain control and civilise societies. Throughout history there has been cultural or

ethnic appropriation through both the east and west. Many eastern cultures have been known to

adopt western dress codes in order to project certain political statements to other countries. Some

leaders and regimes have unquestioningly accepted Westernization as the path to modernization.

Others have rejected Western ways and sought to impose indigenous or alternative cultural codes

(Craik, 2009).

Fashion has also been known to portray the cultural aspects of your Nationality. This has

been apparent through fashion house's adopting particular motif's or iconography which become

iconic patriotism. Burberry's tartan print is now an iconic part of British culture due to the

brand's roots in England and English traditionalism. Beginning in 1920. Burberry targetted an

upper-middle class clientele that aspired to emulate the aristocracy. It became the accepted

uniform of the country squire, perfectly suited for hunting, shooting and fishing (Craik, 2009).

All of these are things steeped in British symbolism.

Conclusion

To conclude; fashion, identity and representation go past your favourite colour or

silhouette. Your clothes whether western or eastern, traditional or modern represent your

economic, social and political standing to other's and divides society into groups and subcultures.

The way you represent yourself provokes opinions in other's depending on their own identity.

Identity and representation can be used to make and break society’s and promote social and

political awareness and affect societal events in everyday life.

 C. Significance of the Study

The significance of this strategic paper is to determine the appropriate strategic

plans for the further enhancement of Top Style Zamboanga internal and external

operations. Furthermore, this study would help the proponents in gathering and analysing

relevant data that would give other individuals or readers insight as to the ideas regarding

the preference of this target market, or as a reference to similar or related studies. The

significance of this strategic paper is also to find solutions to existing problems or

improvement to unsatisfactory conditions that would contribute to the going-concern of

Top Style.

D. Objective of the Study

The primary objective of the study is to set overall goals for your business and to

develop a plan to achieve them.

Other Research Objectives:

 To determine if the business is still generating profits as of now.

 To increase its sales by 30%.

 To identify what problems and issues are causing these and will offer

alternative solutions to help the business keep going. Improvements and

developments in any aspect that the business needs will be provided to help

business operations.

 To improve customers service, satisfaction and retention.

 To advance the technical innovation of the business.

 E. Scope, Focus and Limitation of the Study

This study focuses on a particular business in La purisima Street in Zamboanga

City which is known as “Top Style”. The target market of the said business is the Ateneo de

Zamboanga University Students. Schools other than Ateneo de Zamboanga University may also

acquire the product but the transactions other than the target market will not be part in

determining of the study. The researchers will provide strategies derived will be based on the

analysis of the information and data available. The reliability of the information and data is

dependent on the source and the manner in which they have analysed and compiled.

F. Methodology

This section describes and discusses how the researchers will gather the necessary data

and information that will be used in the entire study.

Gathering Data
The procedures that were used in gathering information about the Top style

Boutique are the following:

1. The researcher will gather some primary information through an interview to

the owner of the business and the target market of the business.

2. The researchers conducted an interview with existing boutique business us

key information on how will we the researchers improve more of our product

and service offerings to our target consumers.

3. The researchers also used some internet resources for some additional

information that were relevant for the study.

Population

The target market of the business is mainly the Ateneo de Zamboanga University

students, where there are 1,954 students enrolled in school year 2017-2018.

Location
The Top style Boutique is located in 147, Lapurisima Street, Zone 2 of

Zamboanga City (infront of Ateneo de Zamboanga University).

G. Definition of Terms
For better comprehension on this study, lists of definition of terms are provided:

Top Style Boutique – is a store located 147, Lapurisima Street, Zone 2 of Zamboanga

City (in front of Ateneo de Zamboanga University). Where full of fashionable

clothes being display.

Retail- is selling goods or items to the people who will use them, as opposed to

wholesale which is selling to someone who sells to consumers.

Boutique- is a small store who sells trendy and stylish clothes, jewellery, and other usual

luxury stuffs.

Financial Statements - Formal record of the financial activities and position of a

business.

Demand – This refers to the quantity of the goods does the buyer is willing to buy at the

given price.

Form of Business – This refers to the type of business such as: sole proprietor,

corporation or partnership.

Students - a person who is studying at a school or college

Competitors - an organization or country that is engaged in commercial or economic

competition with others.

 CORPORATE
STRATEGIC PLAN
 I. Overview of the Company

A. Profile

Mrs. Joana Marie Tan Pe started to establish her own company last 2012.

The company name was Top Style which is located at 147, Lapurisima Street, Zone 2 of

Zamboanga City (in front of Ateneo de Zamboanga University). Mrs. Joana established this

company for the purpose to have enough income in order for her to supply the needs of her

family. The Vision of Top Style Company was “We operate this business with excellence in

every feature and value the style within the fashion industry. We also like to expand our

company on some other places locally and internationally.” The Mission of Top Style Company

was “Top Style clothing shop aims to offer a variety of clothes that are suitable for all people and

to maintained highest standard of customer service, quality of the products and to satisfy the

needs of our target market. The company also aims to value our employees and to give trainings,

encourage growth and promotions throughout their career in the company.” Top Style Company

is a sole proprietorship business type in which there is only own owner of a business.

B. Performance

The Top Style Company wishes to targets the students of the Ateneo de

Zamboanga University. The company is being operated with the help of a supplier which is a

cousin of Mrs. Joana, wherein the cousin exports imported clothes from U.S. to sell in the

Philippines particularly in Zamboanga City. In terms if the number of Employees the company

has one (1) cashier, two (2) staff and one (1) extra employee. The company sells imported

clothes to the customer with cheaper prices. In terms of what are the top selling products, the

company state that selling variety of products was at the same level which means there is no

highest and lowest but all maintained. At the start of the business the company earns almost
thirty to Fifty Thousand pesos (P30, 000-P50, 000) a day but as time goes by many businesses

along the town was establishing which has lessened the customers of the company. This is

especially when KCC was established the income of the company was reducing to Twelve

Thousand pesos (P 12,000) a day of every operation. The competitors of Top Style Company are

the following: KCC, Matte’n Glam, Look, Mindpro, Gateway, Southway, OK, Shop o Rama,

Unitop and Unicity. This list of competitors is the reason of why the company income was

decrease. In which the researcher will give guideline that can surely help the company to gain

new customers and to improve more.

II. Overview/State of the Company

Fashion is best defined simply as the style or styles of clothing and accessories

worn at any given time by groups of people. The global fashion industry is one of the

most important sectors of the economy in terms of investment, revenue, trade and

employment all over the world. It is a multibillion-dollar global enterprise devoted to the

business of making and selling clothes. The fashion industry encompasses the design,

manufacturing, distribution, marketing, retailing, advertising, and promotion of all types

of apparel (men’s, women’s, and children’s). It is one of the most profitable markets in

the world.

The apparel retail industry consists of the sale of all menswear, women’s wear

and children’s wear. The industry value is calculated at retail selling price (RSP), and

includes all taxes and duties. The value of the global apparel retail market totaled

$1,254.1 billion in 2015 (52.9% women’s wear, 31.2% menswear and 15.9% children’s
 wear), up 4.8% from a year earlier. The compound annual growth rate of the market was

4.5% in 2011-2015. Asia-Pacific accounted for 36.8% of the global textile mills market

value in 2015, followed by Europe (27.8%) and the United States (24.0%). The global

apparel retail market is forecast to reach $165.2 billion in value in 2020, an increase of

31.8% since 2015. The compound annual growth rate of the market in the period 2015–

20 is predicted to be 5.7%. (Data source: MarketLine.com)

The global apparel market is always changing, attempting to adapt to customer

trends and new technology that will allow the consumers shopping experience to be more

enjoyable and ergonomic.

III. Environmental Scenario Analysis

A. Management Aspect

Top Style has a Sole Proprietorship type of business. It has an experienced

management team, with over 5 years of collaborative works. For an applicant to be hired by Top

Style he/she should have the following requirements: each should at least have graduated

secondary education and must be at least 18 years of age. Top Style follows the basic minimum

wage for compensation of employee but does not provide benefits (SSS, Pag-Ibig, Phil health

and etc.) Even though employees lack benefits, at least they are able to receive Bonuses like

Christmas Bonus and especially when employees reach their quota. Each employee of the store

has their own specialization in the enterprise.

 B. Marketing Aspect

i. Product Description

Top Style is one of the first boutiques located at La Purisima. The shop offers items that

are for different ages which include different variety of shoes, sandals, bags, wallets, clothes,

accessories, and toys. The prices differ for each product which ranges from 59-699 Pesos. The

boutique offers high quality of products which come from their sole supplier.

ii. Demand Analysis

GROWTH RATE COMPUTATION:

= Present – Past

Past

=
( 1,954 - 1805

1,805 )
= 0.0825 or 8.25%

Over the years of Top Style operation, they are able to generate income stability for them

to operate such a long time. As stated, they offer different kinds of products, what customers

usually buys such as bags, clothes, and doll shoes. People who frequently visit the store are

students and also the mothers. Considering their choice of location, customers who go

patronizing in their store are most likely those who go visit the City proper. Top Style market can

be anyone who has the capacity to buy their product. It is available for all customers with

interest. Furthermore, during specific events and occasions like Fiesta Pilar, they offer promos

and discounts that trigger them to generate higher demands. During those events, they are able to
make more funds than their normal operation. Top Style creates a level of satisfaction through

their products to motivate other customers to come back.

iii. Supply Analysis

Along with other cities in different countries, Zamboanga City has also many different

kinds of Clothing Industry. There are many different shops around the city that provides various

styles of clothing. One of these apparel shops is Top Style, which is an old boutique that existed

for over 5 years now. They are considered as the oldest shop around La Purisima Street. Top

Style has enough supply to cater customers demand with an affordable price. They have one

supplier from manila which they contact every two months for restocking. Due to the various

products they offer to customers it is expected to have a lot of competitors in the area whether

they have high sales before they do restocking. Other shops located near the area, which offer the

same goods, like Matte n glam and Starbox can be consider as tough competitors. Base from our

information gathered, Top Style deemed as major competitors are bazaars. Due to this, they have

a very strain demand when it comes to market share within the city however they are one of the

best sellers just along La Purisima.

C. Technical Aspect

Top Style is a merchandising or retail store wherein they acquire products from a

supplier in Manila. Placing of orders to the supplier is made thru phone calls. Their supplier

offers them wholesale prices as they purchase merchandise in bulk. Usually they restock every

two months. The stocks arrive their store through a courier service.
 Since Top Style could purchase merchandise with discount, which make their

prices more affordable. Their prices range from fifty-nine pesos up to seven hundred pesos. Also,

the store offers sale especially during occasional seasons like Fiesta Pilar, Christmas and etc.

Top Style is located in the northern section of Zamboanga City particularly, downtown in

front of the Ateneo de Zamboanga La Purisima Street, Zone III, Zamboanga City. And in La

Purisima Street there are other boutique competitors namely; Spiegels, which is a few meters

away having at least 30 – 40 meters distance from, Matte ‘n’ Glam, which is located nearer Top

Style approximately having 12 – 20 meters distance, Starbox, that is located approximately 8 -

10 meters away and Joy’s Boutique which is the farthest competitor having an approximate

distance of 50 – 60 meters away from Spiegels. The store is located in an urban area which is

near a school, a church and a mall.

IV. Assessment of the Existing Operations (SWOT Analysis)

A. Strengths and Weaknesses (4 major functional areas)

STRENGTHS

Marketing Management

 Putting stalls in specific events and  Has a strong relationship with the

occasions to generate higher demands. supplier.

 Purchase merchandise with discount,  Able to deal with distribution

which make their prices more problems such as bad weather, and

affordable the like.

 Variety of clothing and accessories to  Checking defects and matching orders

choose from, catering customers with with the deliveries as soon as the
 different brands package arrives.

 Offers sale especially during occasional  Has enough supply to cater customers

seasons demand.

 Supplier offers them wholesale prices

(discounted) as they purchase

merchandise in bulk.

Finance Customer Service Support

 Stable income for the past 5 years.  Responsible for interacting with

 No previous bank Loan/ Debt customer regarding inquiries,

complaints and orders

 Good relationship with customers

WEAKNESSES

Marketing Management

 No advertising effort and not  They have supplier from Manila and

commercialized enough for mass Overseas which takes 2months for the

appeal clothes to arrive (Delayed or long

 No update on social media or no social duration arrival of orders)

media presence  Storage is cramp which leads to

 Slightly higher price points than other unorganized storage of products and

street brands – might be too expensive. can’t manage to work efficiently due to

the disturbing bulk of clothes.

Finance IT Support

 Lacked of access to loans or equity  Lack of advertisement through social

investment media.

 The increasing rent yearly by 10%  Manual inventory count

which Topstyle sees it as a problem.

B. Opportunities and Threats (4 major functional areas)

OPPORTUNITIES
Marketing Management

 Brand exposure 

 Organize a fashion show featuring

store clothes.

 Hire a professional stylist to be

available in specific hours which

advertise through customer mailings

or help the business in catering a free

charge of stylist’s service.

 Celebrity Style- devote part of the

store’s to a celebrity theme where

customer or shopper can find out to

mimic their favorite celebrity, but on

easier-to-do-level.
Finance IT Support

 

THREATS
Marketing Management

 The change in economy means that  Fire ignition may occur (?)

you must continuously monitor threats  Supply Chain Management threats

in business. such as Man-made disruption

 New products that offer better

performance

 Price comparison sites which alert you

to lower the price

 Not able to established a strong brand

impression

 New competitors with a strong market

offering can threaten to reduce market

share.

Finance Distribution

 Economic downturn which affects 

purchasing power

 New tax rates (TRAIN)

 C. Conclusions (SWOT Grid Match-Up)

STRENGTHS WEAKNESS
1. Putting stalls in specific events and 1. No advertising effort and not
occasions to generate higher demands. commercialized enough for mass
2. Purchase merchandise with discount, appeal
SWOT ANALYSIS which make their prices more affordable 2. No update on social media or no
3. Variety of clothing and accessories to social media presence
choose from, catering customers with 3. Slightly higher price points than
different brands other street brands – might be too
4. Offers sale especially during occasional expensive\
seasons 4. They have supplier from Manila
5. Has a strong relationship with the supplier. and Overseas which takes 2months
6. Able to deal with distribution problems for the clothes to arrive (Delayed
such as bad weather, and the like. or long duration arrival of orders)
7. Checking defects and matching orders 5. Storage is cramp which leads to
with the deliveries as soon as the package unorganized storage of products
arrives. and can’t manage to work
8. Has enough supply to cater customers efficiently due to the disturbing
demand. bulk of clothes.
9. Supplier offers them wholesale prices 6. Lacked of access to loans or equity
(discounted) as they purchase merchandise investment
in bulk. 7. The increasing rent yearly by 10%
10. Stable income for the past 5 years. which Topstyle sees it as a problem
11. No previous bank Loan/ Debt 8. Lack of advertisement through
12. Good interaction with customer regarding social media.
inquiries, complaints and orders 9. Manual inventory count
13. Good relationship with customers
OPPORTUNITIES Opportunity-Strength (OS) Strategies Opportunity-Weakness (OW)
1. Brand exposure 1. Band exposure is achievable because topstyle Strategies
2. Organize a fashion show featuring store has loyal customers that topstyle has good 1. With the increase of rent, Topstyle has
clothes. relations with. These loyal customers could to change their location to KCC Mall,
3. Hire a professional stylist to be available in promote topstyle via word of mouth. which is a good thing; they would be
specific hours which advertise through 2. Topstyle has the funds to hire people to able to expose their brand to new
customer mailings or help the business in advertise their products, given that they are customers
catering a free charge of stylist’s service. financially stable. 2.
4. Celebrity Style- devotes part of the stores 3. Topstyle sells clothing that are unique and
to a celebrity theme where customer or fashionable that every person of different ages
shopper can find out to mimic their would love, and it would be easy for Topstyle
favourite celebrity, but on easier-to-do- to conduct OOTD’s of the day inspired from
level. celebrities.
5.
THREATS Threat-Strength (TS) Strategies Threat-Weakness (TW) Strategies
1. The change in economy means that you
must continuously monitor threats in
business.
2. New products that offer better performance
3. Price comparison sites which alert you to
lower the price
4. Not able to established a strong brand
impression
5. New competitors with a strong market
offering can threaten to reduce market
share.
6. Fire ignition may occur
7. Supply Chain Management threats such as
Man-made disruption
8. Economic downturn which affects
 purchasing power
9. New tax rates (TRAIN)

1.
D. Objectives of the Company
This section sets out detailed priorities for intervention to address the issues identified in

the previous sections. Each of the strategic objectives here is based on the analysis shown in

the previous section and are focused on meeting the overall aim of this Enterprise mission

strategy, which is to:

“Top Style clothing shop aims to offer a variety of clothes that are suitable for all people and

to maintained highest standard of customer service, quality of the products and to satisfy the

needs of our target market. The company also aims to value our employees and to give

trainings, encourage growth and promotions throughout their career in the company.”

Meeting this aim is a priority for both the Council and its partners, and will be achieved

through the following three objectives:

a. General
To have a sustainable income.
To be able to provide wide variety of fashionable items.
To encourage growth with the employees.
b. Specific
To be a known retail store in Zamboanga
To be a leading fashion store in Zamboanga city

E. Corporate Strategies

I. Marketing

The success of the proposed study lies in the researchers careful planning and

execution of marketing strategies. The proposed marketing strategies will contain the

descriptions of the detailed plans to be carried out to achieve the objectives and goals
 of the researchers. Each marketing decision could greatly influence the result of the

business with regard to the customer’s preference for the brand. If the researchers

would have a well-crafted strategic plan, saves company time and money by focusing

on investing only on marketing initiatives that support the overall business objectives,

which lead to the boosting of revenue or sales of a business and does not undermine

the potential of the business.

Marketing Program is the heart of the Marketing Plan. It will contain the detailed

strategies to be carried out to achieve the objectives and goals of the proponents. This

proposed strategy for TopStyle will gain success in the future.

A. Location/Place

The TopStyle boutique should change its current location due to the increase of

yearly rent by 10% which it is costly than the rent in KCC Mall de Zamboanga.

Moreover, KCC Mall is already a well-known and also the largest Mall in Zamboanga

City and in Zamboanga Peninsula that has jumped packed customers weekly.

B. Promotion

a. Leaflet – the leaflet will be distributed by a sales person outside the store. It

contains information about the boutique such as its products offer and its new item

arrival.

b. Word of mouth – passing of information by oral communication between

colleagues and others about the TopStyle boutique would make a difference in consumer

buying decisions. The basic communication from one buyer to another can be an

influence success of the business.

 c. Social Media – People nowadays mostly interact with each other on social

networking sites. Site such as Facebook, Twitter, Instagram can help the customers

receive the news and updates about the day-to-day business transactions and through the

hashtag #TopStyleBoutique where they can accept the feedbacks. The trend of using

hashtag today can help the discovery of the version 2.0 of the business in the market

where the business will have boomed again.

II. Production/Technical

III. Management/Organizational

Organizational Structure

OWNER

MANAGER

SALESLADY CASHIER SALESBOY

VISION

To become the most widely known boutique in Zamboanga city by

maintaining our brand name and reputation and to expand our business
into different markets across the nation.
 MISSION

Topstyle Boutique is a fashion retail company that engages in offering a range of

garments and accessories targeted for both males and females.

Topstyle Boutique aims at maintaining the highest standards in terms of customer

service, quality of product, and a wide range-selection to satisfy the needs of the
target market. This also helps maintain the organization’s image and reputation in
Zamboanga City.

We value our team members as they are the image of the company and we
encourage their growth and promotion throughout their career at Topstyle
Boutique.

We treat our customers with high priority and in order to serve them better and
meet their expectations we understand their lifestyle, experience and needs while
maximizing our profits.

IV. Financial

For Topstyle to be able to succeed in their endeavour to increase their market

share; Topstyle should have the sufficient amount of funds to be able to conduct the

proponents proposed corporate strategies strategies. In terms of marketing or promoting

their products and store, tarpaulins, fliers, and leaflets would only cost at a total of P8,500

per year (see financial projections) which given their income they would be able to pay

for it. On another note, social media, such as facebook, instagram and twitter does not

require any charges.

If Topstyle decided to change their location to KCC Mall, it will require a large

amount of funding. It requires costs such as labor and materials for the renovation of their

stall and the payment to put their store in KCC Mall. If Topstyle will have difficulty in
 paying these costs; Topstyle could get a loan. There are a lot of loaning and finance

corporations here in Zamboanga City; it is at the discretion of Topstyle which loaning

corporation would benefit them the most.

H. Other Critical Success Factors/Areas of Concern

I. Financial Projections (At least 3years)

 References:
Barnard, M (2014) Fashion Theory – Chapter 7: Fashion, identity and difference.

Craik, J (2009) Fashion: the Key Concepts – Chapter 8: The politics of fashion.