A.

Executive Summary

Team Manila has marking its name to Filipino Community as it has a unique idea of
perceiving our own culture and living style. This plan consist on how they will move their
product internationally and problems that they might face In that country such the
community, population, people, and there other preferences in clothing. They are
bringing the idea of nationalism in United States for the OFW that sick on their
homeland in a way that the product of Team Manila will serve as the remembrance of
their homeland. Aside from that Team Manila will also plan to captivate the taste and
preference of American community through the idea of Team Manila which is Patriotic
to own country.

B. Company Profile
Team Manila Lifestyle is a Multi-Disciplinary graphic design studio based in manila, it is
came from a small brand of limited edition t-shirts, it has developed into a full lifestyle
brand, it has developed into a full lifestyle brand, with products ranging from apparel to
home accessories, all carrying passionate messages of nationalism.

Creators:
Founded by a college friends, JowieAlviar and Mon Punzalan Back in 2001
Garnered attention for their work in 2003, best director MTV Pilipinas
-Numb by Slapshock (Filipino Band)
In the last nine years, Team Manila has amassed a reservoir of designs that appeal to a
cultural niche.
They have more designs than Espaa has jeepneys during rush hour,
including collections for fans of performers like the Eraserheads (both for reunion
concert, The Final Set, and their recent North American tour), Dong Abay, Slapshock,
and DJ Arbie Won.
Their online store offers limited exclusives: the collaboration with Miriam Defensor-
Santiago, manly aphorisms from Philippine cinema for Macho Manila, and even comic
book geekery lifted from the pages of Budjette Tans Trese.
Optimism is a recurring trait. A recent campaign ties a lot of their niches together, as
The Ambassador of Positive Vibes campaign gathers musicians, fashion designers,
filmmakers, personalities, and other prominent characters under its umbrella of good
vibes advocacy. Similarly, as a response to a highly debated OPM-is-dead issue, they
exclaim an adamant OPM is alive manifesto on their shirts.

Today, Team Manilas retail
business follows the international
calendar, releasing spring,
summer, fall, and holiday
collections. Clearly, the demand for
their products is up. In fact, the
operations side of the retail
business has taken up so much of
their time that Team Manila found
a partner to take care of the
distribution, so that they can focus
on the design side.
Design, after all, is the core of their
business.
The Manilan street identity
Theirs is a business model that began in youth culture, a culture that Team Manila has
captured, cultivated, and designed several times over since its inception.
Founders JoweeAlviar and Mon Punzalan spent their college lives as UST students
steeped in the so-called alternative music trend that swept the local scene at the turn of
the century. (Mayrics was, after all, just across Espaa from school, putting them near
one of the centers of the new music.)
They were also immersed in Metro Manila street culture, with its jeepneys, sari-sari
stores, old churches, hand-painted movie billboards, and all the other disjointed facets
of city life.

Looking back now, one gets the sense that Team Manila may have begun as a
suspiciongrowing into a beliefthat fragments of pedestrian life would make for good
design.
Two with the strength of ten thousand
During the course of his Masters degree in Graphic Design at the California Institute of
the Arts, Alviar saw that various design aesthetics could be immediately identified with
their countries, cities, and even design studios of origin.
Staying true to their interests, they maintained their ties to the music scene in the form,
due largely to Punzalans work with Pulp and MTV Ink, a relationship that continues to
thrive to this day.
From design service to enterprise
The team eventually began hiring other graphic artists, opened an office in the Ortigas
area, and moved to a bigger office in Ecoville, Makati. As the studio continued to take in
regular clients, the two founders turned an entrepreneurial corner. They felt it was time
to design a product for themselves.
Punzalan admits, Actually, entrepreneurship, second nalangyun. Yung design
studio talagayung gusto namin.

Wanting to create products that would be heavily used, they decided on printing on
shirts. They sold the first sets out of the garage of their Ecoville office, a venture that
would gross them a modest average of Php 3,000 to 5,000 a day. Eventually, word of
mouth found them at Rockwells Urban Bazaar where they ended up selling up to PhP
300,000 worth of shirts in a few days.






C. Cultural Analysis

I.A brief discussion of the country's relevant history
The history of New York begins around 10,000 BC, when the first Native
Americans arrived. By 1100 AD, New York's main tribes,
the Iroquoian and Algonquian cultures, had developed. European discovery of New
York was led by the French in 1524 and the first land claim came in 1609 by the Dutch.
As part of New Netherland, the colony was important in the fur trade and eventually
became an agricultural resource thanks to the patroon system. In 1626 the Dutch
bought the island of Manhattan from Native Americans. In 1664, England renamed the
colony New York, after the Duke of York. New York City gained prominence in the 18th
century as a major trading port in the Thirteen Colonies.
New York played a pivotal role during the Revolutionary War. The Battle of
Saratoga was the turning point of the war. New York's constitution was adopted in 1777,
and strongly influenced the United States Constitution. New York City was the national
capital at various times between 1785 and 1790, and Albany became the
permanent state capital in 1797. In 1787, New York became the eleventh state admitted
to the Union.
New York hosted significant transportation advancements in the 19th century, including
the first steamboat line in 1807, the Erie Canal in 1825, and America's first regularly
scheduled rail service in 1831. These advancements led to the expanded settlement of
western New York.
Far from any of its battles, New York sent the most men and money to support the Civil
War. Thereafter, the state helped create the industrial age and consequently was home
to some of the first labor unions.
During the 19th century, New York City became the main entry point for European
immigrants to the United States. Millions came through Castle Clinton in Battery
Park before Ellis Island opened in 1892 to welcome millions more. The Statue of
Liberty opened in 1886 and became a symbol of hope. New York boomed during
the Roaring Twenties, before the Wall Street Crash of 1929. New York City hosted
the tallest building in the world from 191374.
World War II turned around the state's economy, as hundreds of thousands worked to
defeat the Axis powers. Following the war, the state experienced
significant suburbanization, and most cities shrank. The Thruway system opened in
1956, signaling another era of transportation advances.
Following a period of nearbankruptcy, New York City renewed its stature as a cultural
center, attracted more immigration, and hosted the development of new music styles.
The City became a media capital over the second half of the 20th century, hosting most
national news channels and broadcasts, as well as globallyrenowned national
newspapers. The state's manufacturing base eroded over the period, as the state
transitioned into service industries.
The September 11 attacks destroyed the World Trade Center, killing almost 3,000
people; they were the largest terrorist attacks on United States soil.


II. Geographical Setting

a. Location:
United State of America specifically in New York State.

b. Climate

New York has a humid continental climate.
Summer
Winter
Spring
Autumn


c. Topography

Region: Northeastern
State: New York
Capital: Albany

III. Political System

a. Political Structure

New York State has generally supported candidates belonging to the Democratic Party.

b. Political Parties
New York is governed by the same three branches that govern all fifty states of the
United States: the executive branch, consisting of the Governor of New York and the
other independently elected constitutional officers; the legislative branch, consisting of
the bicameral New York State Legislature (senate and assembly); and the judicial
branch, consisting of the state's highest court, the New York Court of Appeals, and
lower courts. The state has two U.S. senators, 29 members in the United States House
of Representatives, and 31 electoral votes in national presidential elections.


c. Special Taxes

New York State has a three-legged tax system, meaning that they have all the three
major state taxes: an income tax, a sales tax, and property taxes.

Property Taxes
There is no tax on personal property, like vehicles and jewelry, for individuals in New
York. There are, however, property taxes on real estate that are paid to local
governments like counties, cities, and school districts. The State of New York receives
no property tax revenue. All property tax revenues go directly to localities for schools,
police and fire departments, road maintenance and other services. Property tax rates
are determined by localities and depend heavily on the local budget for the year. New
York counties, specifically counties in upstate New York, have some of the highest
property taxes in the nation. However, state law does allow localities to grant property
tax exemptions to senior citizens, veterans, and people with documented disabilities.
There is also the STAR exemption, which is an exemption for owners of residential
property who use the property as their primary residence.

State Income Tax
New York state income tax rates range from 4% to 8.97%. Deductions are available for
college tuition, contributions to the New York 529 plan and most federal itemized
deductions are allowed. There are also several tax credits available such as credits for
child and dependent care costs, college tuition, and New York versions of the earned
income credit. Government pensions are exempt from income tax.
If you live in New York City or Yonkers, your city income taxes are paid on your New
York State income tax return.

Other New York Taxes:

Sales Tax: 4.0%. Local municipalities can add up to 5.00% in their own sales taxes.
Food, prescription drugs, and non-prescription drugs are exempt. Clothing and
footwear costing less than $110 per item or pair is also exempt.
Gasoline Tax: 44.6 cents/gallon for regular and 43.6 cents/gallon for diesel
Cigarette Tax: $4.35/pack of 20. New York City has an additional tax of $1.50 per pack
of 20 for a total cigarette tax in New York City of $5.85. There are also state taxes on
other tobacco products.




d. Roles of the Local Government

IV. Legal System

Organization of the Judiciary System

The New York State Unified Court System is the official name of the judiciary of New
York in the United States and is based in Albany.
The court system in New York tends to produce mild confusion for outsiders.
The highest court of appeal is the Court of Appeals (instead of the "Supreme Court")
whereas the primary felony trial courts are the Supreme Court and the County Courts
(outside of New York City). The Supreme Court also acts as the intermediate appellate
court for many cases, and the local courts handle a variety of other matters
including small claims, traffic ticket cases and local zoning matters, and are the starting
point for all criminal cases. The New York City Courts make up the largest local court
system.
The New York State Judiciary is a unified state court system that functions under
the Chief Judge of the Court of Appeals who is the administrator-in-chief and known as
the Chief Judge of New York, and is assisted by the Chief Administrative Judge and
numerous other agencies. The New York State Bar Association is the voluntary bar
association of New York.

In general, the judicial system is composed of the trial courts, consisting of the superior
courts and the inferior courts, and the appellate courts.

The appellate courts are the:
Court of Appeals
Appellate Division of the Supreme Court
Appellate Terms of the Supreme Court
Appellate Sessions of the County Courts
The superior courts are the:
Supreme Court
County Courts
specialized courts (Courts of Claims, Family Courts, Surrogate's Courts)
And the inferior courts are the local courts:
New York City Courts
Justice Courts (Town and Village Courts)
District Courts
Code, Common Socialist or Islamic Law Country
USA is Worlds largest socialist state most US citizens would likely balk at the term
socialist to describe the land of the free. They would probably point to France or
Sweden as model socialist states, and they would have a point as far as those
countries social welfare systems. However, when we look at who are the largest
employers in the world, its easy to see that the United States stands head and
shoulders above even nominally-communist China as far as direct government control
of resources and labour. One part of the US Federal Government makes up the great
bulk of this wealth destruction. The US military employs more people and consumes
more oil than anyone else on this planet. And in 2010 they accounted for 42.8% of the
total worlds military spending (almost six times as much as China, the next closest
state). Its difficult for us to even imagine the level of wealth/resource consumption and
destructionthe United States and its military engage in. Of course, the big news of late is
that the US Defense Department is cutting 8,700 jobs. This may sound like a
substantial cut until you realise that many of the jobs cut in this reduction dont even
exist they are positions that the Federal Government had planned to create with the
tax payers money. And the 8,700 jobs have to be considered as not even a drop in the
bucket in light of the 3.2 million people employed by the US Defense Department,
easily the worlds largest employer. That makes the US military the largest socialist
force in the world, right? Take a look at the graphic below and consider that the United
States used to be a fairly free market land. Yes, I know that was long ago. But still,
surely these numbers have to be somewhat shocking to that dwindling number of
people who still think they live in a free country.

Participation in Patent, Trademark and other Conventions
United States patent law is authorized by Article One, Section 8(8) of the Constitution
which states: The Congress shall have power ... To promote the progress of science
and useful arts, by securing for limited times to authors and inventors the exclusive right
to their respective writings and discoveries;In the U.S., a patent is a right to exclude
others from making, using, selling, offering for sale, exporting components to be
assembled into an infringing device outside the U.S., importing the product of a
patented process practiced outside the U.S., inducing others to infringe, offering a
product specially adapted for practice of the patent, and a few other very carefully
defined categories. The distinctions between what patent rights include are complex.
For example, merely thinking about an invention or drawing a diagram is not an
infringement. Likewise, research for "purely philosophical" inquiry is not an infringement.
Sometimes, this analysis can be much more sophisticated and difficult: i.e., research
directed to commercial purposes may be an infringementbut may not be when
the research is directed toward obtaining approval of the Food and Drug
Administration for introduction of a generic version of a patented drug.
Patents as Property
According to Article One, Section 8(8) of the U.S. Constitution, Congress is granted the
power to secure for limited times to ... inventors the exclusive right to their ...
discoveries. Therefore, patents implementing that provision would have to grant
temporary rights residing only in the inventors. Nonetheless, patents are now treated
like property rights, so that they may be sold, licensed, mortgaged, assigned,
transferred, given away, abandoned, actively developed, or held as investments without
being developed. Just as there is no legal requirement that owners of real property
develop their vacant land, there is likewise no legal requirement that patent owners
develop their inventions.
United State Trademark Law
U.S. Trademark Law is mainly governed by the Lanham Act. "Common Law" trademark
rights are acquired automatically when a business uses a name or logo in commerce,
and are enforceable in state courts. Marks registered with the U.S. Patent and
Trademark Office are given a higher degree of protection in federal courts than
unregistered marks - both registered and unregistered trademarks are granted some
degree of federal protection under the Lanham Act 43(a)
Trademark law protects a company's goodwill, and helps consumers easily identify the
source of the things they purchase.

Strength of trademarks
Some trademarks afford more potent rights than others. The closer the relationship
between the mark and the goods, the weaker the mark. Trademarks are often
separated into 4 categories of distinctiveness:
Arbitrary and Fanciful (strongest)
Suggestive (medium)
Descriptive (weak)
Generic (no protection)

Purpose of United State Trademark Law

In principle, trademark law, by preventing others from copying a source-identifying
mark, reduces the customer's costs of shopping and making purchasing decisions, for it
quickly and easily assures a potential customer that this itemthe item with this mark
is made by the same producer as other similarly marked items that he or she liked (or
disliked) in the past. At the same time, the law helps assure a producer that it (and not
an imitating competitor) will reap the financial, reputation-related rewards associated
with a desirable product. The law thereby encourages the production of quality products
and simultaneously discourages those who hope to sell inferior products by capitalizing
on a consumer's inability quickly to evaluate the quality of an item offered for
sale.
[1]
[internal pun

V. Social Organization

a. Social Classes
Top Fifth
Upper Middle
Middle
Bottom Fifth

b. Race, Ethnicity, and Subcultures

According to the US Census Bureau, the 2010 racial makeup of New York State was as
follows:
White American 65.7%
Black or African American 15.9%
Asian American 7.3% (3.0% Chinese, 1.6% Indian, 0.7% Korean, 0.5% Filipino, 0.3%
Pakistani, 0.3% Bangladeshi, 0.2% Japanese, 0.1% Vietnamese)
Multiracial Americans 3.0%
Native American/American Indian 0.6%
Some other race - 7.5%
c. Business Customs and practices

United State of America aims to have first-hand knowledge on business culture,
customs, business practices, etiquette and business protocol. To maintain business
values, goals and motivations, how to leave a good impression, proper use of names
and titles in the USA. Get practical advice on successful business meetings, negotiating
tactics, decision-making process, business entertainment and much more.

VI. Language

Official Language

The most common American English accents spoken, besides General American
English, were the New York City area dialect (including New York Latino English and
North Jersey English,) Hudson Valley English (including the Western New England
accent around Albany,) and Inland Northern American English from the Buffalo and
upstate New York area.

As of 2010, 70.72% (12,788,233) of New York residents age 5 and older spoke English
at home as a primary language, while 14.44% (2,611,903) spoke Spanish, 2.61%
(472,955) Chinese (which includes Cantonese and Mandarin), 1.20% (216,468)
Russian, 1.18% (213,785) Italian, 0.79% (142,169) French Creole, 0.75% (135,789)
French, 0.67% (121,917) Yiddish, 0.63% (114,574) Korean, and Polish was spoken as
a main language by 0.53% (95,413) of the population over the age of five. In total,
29.28% (5,295,016) of New York's population age 5 and older spoke a mother language
other than English.
Dialect
New York City English is a dialect of the English language that is spoken by many
people in New York City and much of its surrounding metropolitan area.
Pioneer variations sociolinguist Bill Labov describes it as the most recognizable variety
of American English





Spoken Versus Written Language

Many languages are used, or historically have been used in theUnited States.
The most commonly used language is English. There are also many languages
indigenous to North America or to U.S. states or holdings in the Pacific region.
Languages brought to the country by colonists or immigrants from Europe, Asia,
or other parts of the world make up a large portion of the languages currently
used; several languages, including creoles and sign languages, have also
developed in the United States. Approximately 337 languages are spoken or
signed by the population, of which 176 are indigenous to the area. Fifty-two
languages formerly spoken in the country's territory are now extinct.
The variety of English spoken in the United States is known as American. English
is the de facto national language of the United States, with 80% of the population
claiming it as a mother tongue, and some 95% claiming to speak it "well" or "very
well".

In 2009, the National Governors Association Center for Best Practices (NGA
Center) and the Council of Chief State School Officers (CCSSO) assumed the
coordination of a state led effort called The Common Core State Standards
Initiative in which "Governors and state commissioners of education from 48
states, 2 territories and the District of Columbia committed to developing a
common core of state standards in English-language.


Dialect

New York City English is a dialect of the English language that is spoken by many
people in New York City and much of its surrounding metropolitan area.
Pioneer variations sociolinguist Bill Labov describes it as the most recognizable variety
of American English

D. Economic Analysis

I. population

19,570,261 as of July 2012
92% of the population is living in urban area
New yours is a leading destination for international immigration.

The center of population of New York is located in Orange County, in the town of
Deerpark. New York City and its eight suburban counties (excluding those in New
Jersey, Connecticut, and Pennsylvania) have a combined population of 13,209,006
people, or 68.42% of the state's population.


II. International Trade Statistics

Major Exports

New York exports a wide variety of goods such as foodstuffs, commodities, minerals,
computers and electronics, cut diamonds, and automobile parts. In 2007, the state
exported a total of $71.1 billion worth of goods, with the five largest foreign export
markets being Canada ($15 billion), United Kingdom ($6 billion), Switzerland ($5.9
billion), Israel ($4.9 billion), and Hong Kong ($3.4 billion).

Major Imports

New York's largest imports are oil, gold, aluminum, natural gas, electricity, rough
diamonds, and lumber.



Trade Restrictions
Import Taxes
Goods may be imported to the United States subject to import restrictions. Importers of
goods may be subject to tax (customs duty or tariff) on the imported value of the
goods. Imported goods are not legally entered until after the shipment has arrived
within the port of entry, delivery of the merchandise has been authorized by CBP, and
estimated duties have been paid.[81] Importation and declaration and payment of
customs duties is done by the importer of record, which may be the owner of the goods,
the purchaser, or a licensed customs broker. Goods may be stored in a bonded
warehouse or a Foreign-Trade Zone in the United States for up to five years without
payment of duties. Goods must be declared for entry into the U.S. within 15 days of
arrival or prior to leaving a bonded warehouse or foreign trade zone. Many importers
participate in a voluntary self-assessment program with CBP. Special rules apply to
goods imported by mail. All goods imported into the United States are subject to
inspection by CBP. Some goods may be temporarily imported to the United States
under a system similar to the ATA Carnet system. Examples include laptop computers
used by persons traveling in the U.S. and samples used by salesmen.
Tariffs

In the Philippines, the simple average most favored nation (MFN) tariff applied to
imports is 6.1 percent. Five percent of applied tariffs are 20 percent or greater. All
agricultural tariffs and about 60 percent of non-agricultural tariff lines are bound
in the World Trade Organization (WTO). The simple average bound tariff in the
Philippines is 25.7 percent. Products with unbound tariffs include certain
automobiles, chemicals, plastics, vegetable textile fibers, footwear, headgear,
fish, and paper products. Applied tariffs on fresh fruit, including grapes, apples,
oranges, lemons, grapefruits, and strawberries are between 7 percent and 15
percent whereas bound rates are much higher at 40 percent and 45 percent.High
in-quota tariffs for agricultural products under the Minimum Access Volume
(MAV) system range from 30 percent to 50 percent, significantly inhibiting U.S.
exports to the Philippines. Sugar has the highest in-quota tariff at 50 percent,
followed by rice, poultry products, and potatoes at 40 percent. The in-quota tariff
for corn is 35 percent, while pork and coffee have in-quota tariffs of 30 percent.
The Philippines has reduced tariffs to below MFN rates through preferential trade
agreements with trading partners such as China, Australia, and New Zealand.
The Philippines has eliminated tariffs on approximately 99 percent of all goods
from ASEAN trading partners
Customs Duties
The United States imposes tariffs or customs duties on imports of goods. The duty is
levied at the time of import and is paid by the importer of record. Customs duties
vary by country of origin and product. Goods from many countries are exempt from
duty under various trade agreements. Certain types of goods are exempt from duty
regardless of source. Customs rules differ from other import restrictions. Failure to
properly comply with customs rules can result in seizure of goods and criminal
penalties against involved parties. United States Customs and Border Protection
(CBP) enforces customs rules.

Reports of corruption and irregularities in customs processing persist, including
undue and costly delays, irregularities in the valuation process (e.g., use of
reference prices rather than declared transaction values, 100 percent inspection and
testing of some products, and customs officials seeking the payment of unrecorded
facilitation fees). Some exporters report, for instance, that the Bureau of Customs
arbitrarily will not accept the prices in the documentation provided to it and instead
apply a higher dutiable value that is based on information from unspecified sources.



Retail Trade
Philippine law restricts foreign investment in small retail ventures to Philippine
nationals. Foreigners may own larger retail ventures subject to several requirements,
including paid-up capital of approximately $2.5 million or more, an $830,000
minimum investment per store (approximately), and parent company net worth of
over approximately $200 million. In addition, the retailer must either own at least five
retail stores elsewhere or have at least one outlet with capitalization of

approximately $25 million or more. For retailers of high-end or luxury products, the
minimum investment in each retail store is approximately $250,000 and the net
worth of the parent company must exceed approximately $50 million. Foreign
retailers are prohibited from engaging in trade outside their accredited stores, such
as through the use of carts, sales representatives, or door-to-door selling. Retail
enterprises with foreign ownership exceeding 80 percent of equity must offer at least
30 percent of their shares to local investors within eight years of the start of
operations through public offering of stock.
Trade Summary
The U.S. goods trade deficit with the Philippines was $1.5 billion in 2012, up $81
million from 2010. U.S. goods exports in 2012 were $8.1 billion, up 4.6 percent from
the previous year. Corresponding U.S. imports from the Philippines were $9.6 billion,
up 4.8 percent. The Philippines is currently the 33rd largest export market for U.S.
goods. U.S. Exports of private commercial services (i.e., excluding military and
government) to the Philippines were $2.2 billion in 2011 (latest data available), and
U.S. imports were $3.0 billion. Sales of services in the Philippines by majority U.S.-
owned affiliates were $3.3 billion in 2010 (latest data available), while sales of
services in the United States by majority Philippines-owned firms were $37 million.
The stock of U.S. foreign direct investment (FDI) in Philippines was $5.3 billion in
2011 (latest data available), down from $5.4 billion in 2010. U.S. FDI in the
Philippines is mostly in the manufacturing sector.

E. Competitive Market Analysis
Team Manila found its tipping point.
1. Market Situation
Team Manila has marking their name in Filipino Community as its costumer understand
the idea behind the unique and creative styles of product by Team Manila, Team Manila
represent the true identity of the Filipino, culture and their living style. As they see their
lifestyle in a creative way, Filipino is amazed about this idea. Everyone in the
community is familiar about the unique look of Jose Rizal (National Hero).








In United States Apparel sales are driven by economic conditions, demographic
trends, and pricing. Fashion, while important for an individual company, plays a limited
role in overall market demand. Sales of apparel at the retail level rose approximately
4.7% in 1998, according to NPD Group, Inc., a market research firm located in Port
Washington, New York.
In 1998, Americans purchased approximately $215 billion of apparel and footwear.
According to NPD Group Inc., approximately $177 billion was spent on clothing in 1998.
The remaining $38 billion was used to purchase more than 1.1 billion pairs of shoes,
based on data from Footwear Market Insights (FMI), a market research firm based in
Nashville, TN. With the U.S. population at 270 million, this works out to roughly $800 a
year per capita spent on apparel and footwear.
The apparel and footwear industries are highly competitive, and both have attempted to
lower manufacturing costs by moving production to such places as Mexico, Central
America, and Asia. As a result, employment levels for U.S. manufacturing industry
employees fell to 713,000 in February 1999, according to the Department of Labor. This
was down 10% from the year-earlier level and 52% from 1970. The number of domestic
non-rubber footwear employees declined 15%, year to year, in 1998, and 86% since
1968, according to the Footwear Industries of America, an industry trade group based
Arlington, Virginia, the dollar value of domestic apparel production was $39 billion at the
wholesale level in 1997 (latest available), which was less than the $46 billion (U.S.
wholesale value) of goods imported into the United States. In addition, $15 billion of
goods were produced in both the United States and other countries.
The U.S. apparel market can be divided into two tiers: national brands and other
apparel. National brands are produced by approximately 20 sizable companies and
currently account for some 30% of all U.S. wholesale apparel sales. The second tier,
accounting for 70% of all apparel distributed, comprises small brands and store (or
private-label) goods.
Apparel is sold at a variety of retail outlets. Based on data from NPD Group, discount
stores, off-price retailers, and factory outlets accounted for 30% of 1998 apparel sales,
while specialty stores and department stores accounted for 22% and 18%, respectively.
Another 17% were sold at major chains, and direct mail/catalogs accounted for 6%. The
remaining 7% of apparel sales occurred through other means of distribution.in
Washington, D.C.



The Apparel Industry
The U.S. apparel industry is large, mature, and highly fragmented. Apparel sold in the
United States is produced both domestically and in foreign locations. According to
estimates from the American Apparel Manufacturers Association (AAMA), an industry
trade group based in Arlington, Virginia, the dollar value of domestic apparel production
was $39 billion at the wholesale level in 1997 (latest available), which was less than the
$46 billion (U.S. wholesale value) of goods imported into the United States. In addition,
$15 billion of goods were produced in both the United States and other countries.
The U.S. apparel market can be divided into two tiers: national brands and other
apparel. National brands are produced by approximately 20 sizable companies and
currently account for some 30% of all U.S. wholesale apparel sales. The second tier,
accounting for 70% of all apparel distributed, comprises small brands and store (or
private-label) goods.
Apparel is sold at a variety of retail outlets. Based on data from NPD Group, discount
stores, off-price retailers, and factory outlets accounted for 30% of 1998 apparel sales,
while specialty stores and department stores accounted for 22% and 18%, respectively.
Another 17% were sold at major chains, and direct mail/catalogs accounted for 6%. The
remaining 7% of apparel sales occurred through other means of distribution.
Product Situation
In Philippine setting the product of Team Manila has marking their name in Filipino taste
and preferences; it has a unique idea about nationalism does it gathers attention in
public community and continuously expanding their market all over the Philippines.





Competitive Situation
a. Product

Their product design will not stop on creating fashionable attire and design
for their customers and expect a quality made product. It is really a Filipino
Inspired product mixed with American inspired product with limited styles that
will be offer.

b. Place

Places to set their stores are in Time Square, Midtown Manhattan New
York City this place are most visited place in New York and also serves as
shopping place in New York.

c. Price

Team Manila Products will be priced at high end to replicate the quality
and exclusiveness of their product. They will mark there name with
nationalistic yet creative and quality made product.



d. Promotion

Promotion will be implemented through sponsoring some special days in
New York like Independence day, Easter Bunny day etc. which they will apply
the theme of being nationalistic and the theme of the day that they celebrate.
Also sponsoring Concerts gigs of OPM celebrities in New York.

Distribution Situation
Team Manila has a great demand coming from its consumer because of their
product, in Philippines they are now place a store to different SM outlets nationwide for
their consumer and still Team Manila developing its distribution so they could satisfy all
the demand coming from there consumers all over the nation.
Macro Environment Situation
Political Factors
-Changes in taxation and laws
-Political Conditions
Economic Forces
-Changes in consumer preference in clothing
-Inflation
-Economic Crisis makes people to cut down their spending
Social
-Culture has a remarkable effect on peoples taste and preference
2. Opportunity and Issue Analysis
Strength Analysis
- Easy to recognize, Team Manila is a brand that has logo of Rizal with
shades and it is the only brand in the Philippines which make a cool looks
to our culture.

- Primary target market of Team Manila are the OFW(Overseas Filipino
Workers) and since Philippines is a miles away from them and we all
know how hard it is to be separated to our family or to our homeland then
team manila product serves as the way to decrease the homesickness of
an OFW.
- Motivated by anything and everything iconic in the Manila Urban
scene, Team Manila has created a line of merchandise geared towards
depicting Philippine patriotism infused with a cool, assorted style that is
truly Pinoy.

- Team Manila always releases new product design or artistic design in
such way that its costumer has a wide variety of their preferred design.

- Whether it's a casual city errand or an out-of-town getaway, boys and girls
can sport these awesomely patriotic shirts while looking effortlessly
cool.
Weakness
- Quality over price. Consumer might be confused as Team Manila
Product is usual product, consumers will see it as a typical and normal
product from other.
Opportunities
- Expansion of Retail Operations. Team Manila does not only manage
Clothing and apparels but also other type of product such as musical
instruments,

- Expansion to Emerging economies. There are great opportunities for
Nationalistic theme of clothing and apparel in USA, Saudi Arabia and
Canada it is because of the growing Filipino population on the said
country, yearly OFW are increasing in different countries and it is a major
Opportunities to Team Manila to Sell their products to Filipino or even to a
Foreigner(who visited Philippines).

- Increase Product Offering. They could create a more and wide variety of
creative clothing and items or collectibles for their Customer.
Threats
- Product Awareness. This might be threat that Team Manila Could face
when attempting internationally it is because it is their first time of going
international and it could be their hard time because people usually dont
know about this brand.

- Product Pricing. An attempt to international market is a risk, product
discrimination could occur while they are selling. Their price should be
dependent to its quality.

- Competitors. They could face large numbers of competitors in New York
and possible to decrease their sales


Issue Analysis
- Country Background. It will affect their sales and their brand image as it
is from the 3
rd
world country and possible that there confuse about the
quality of their product that they offer.

3. Objectives
Financial Objectives
Team Manilas Financial Objective as it goes United States is $10,000- $20,000 a
week and continuously increasing as it
Expand its store in other states in a lower rate of cost.
Team Manila is finding a extensive long term business loan for the purpose of
developing its Product Line. This funding will cover the overall operating expenses that
will be held in years that it started to market in United States.
Marketing Objectives
The Main goal of Team Manila is to completely promote nationalism from each
country, in a way that they reflect the nationalism through their items, clothing,
accessories etc. . It is also a way of promoting Its More Fun in the Philippines which
will help the economy of our country.



4. Marketing Strategies
Target Market
Tweens
Generation X
Generation Y
Positioning
Team Manila wants to position their products in such way as to distinguish
themselves from the competitors and give them the greatest strategic advantage in the
target market, through the idea behind Team Manila which is being nationalism in
artistic way of clothing which is quality made, in such way they could differentiate their
product to other clothing and apparel brand. A clothing that promotes patriotism to self
country at the same time promotes eco friendly products at its high quality product.


Product Line
Bags:


Clothing:


Wallets
Accessories:


Art Work:







Distribution Outlet
The Main store in United States will be places at Times Square New York.
Physical Store/ Store Boutique


Online Store

Sales Force
In Each Store there will be 4 sales employee and a cashier, each of them will be
divided into different product line of Team Manila and they should have knowledge
about the product (price, quality, and any other related features about product) and
should posses a unique way of approaching there costumer (if the costumer will be
Filipino the employee must be friendly using poand opo.
Advertising
Print Advertisement in The New York Time Magazine






Lamp post Banners

Big Screen TV Advertisement

Wrap Advertisement in Buses routed in the whole Manhattan.



Sales Promotion
Couponing placement in The New York Time Magazine together with our Print
Advertisement
Sponsorship of some special days like Independence Day, Easter Bunny day etc.
and also we will also sponsor for priority the OPM bands that having concert,
gigs here in New York.



Sponsoring movement of Filipino for a cause to our Nation like Independence
Day or a movement for a change to our government like (Million March).


F



Action Program
- Team Manila has a great idea
about patronizing there self country in a creative way by use of clothing and apparel,
thus it helps to get the attention of their customers. In an approach of International
marketing they dont have to change their theme instead extend it from them, a use of
their culture and lifestyle as a design could be a help to solve the problem of Team
Manila which is Limited Market, they can now offer its product to the American
community and has variety of styles and designs, but then it doesnt mean that the
styles in Philippines culture could be dominated, the approach on American consumer is
only an extension, the possible outcome of Team Manila Products in New York store is
80% are inspired from Filipino Culture and 20% are coming from there American
consumers culture.
- Sponsor or make a deal to OPM artist that visits New York to promote their product
and wear their product as they perform. This alliance is valuable for Team Manila
because it will provide the needed exposure for its product line, and also Filipino
Celebrities.
Team Manila will continuously creating
products inspired by New York culture with
a unique and creative designs.