Business Plan Overview

I. Business Title
II. Executive Summary
 Objectives
 Mission
 Vision
 Key to Success
III. Company Summary
IV. Products and Services
 4P’s in Marketing
V. Management Summary
 Organizational Chart
 Management Tam
 Personnel Plan
VI. Appendix

Detailed Business Plan Outline

1. Business Title
Our group come up with Bench Clothing Company because we wanted to know
better on how does bench be successful even after their 25 years of existence in the
business industry.

2. Executive Summary
 Objectives
Bench has two types of objectives: the long range objective and the short range
objectives; The long range has an objective of being recognized as the best brands
among other famous brand apparel and the short range objective is to satisfy costumers’
wants and demands.

 Mission
“When we create, we inspire,
When we make, we innovate,
When we lead, we serve.”
 The company’s mission is as concise and inspiring as it can get. It arouses
positive feelings and emotions, motivates readers to action, and generates the
impression that the company is worthy to be supported because it has a purpose. It’s
very broad but is a reaffirmation just like the company.

 Vision
“To be recognized world brand among the best world brands”
The company’s vision is to be a globally recognized Filipino brand holds its own
in the global and vast market in the world. It is without contestation that their vision is
clear and focused so much so that judging from their 25 years of existence in the
market.

 Key to Success
“We did things nobody dared to do”
This is what Ben Chan, Bench’s mother company, believes what turned bench
into becoming the country’s most successful lifestyle brand. Bench has captured the hearts not
just of Filipino consumers but also the international market. Capitalizing on incorporating
Filipino flavor to their designs as well as making their products globally adaptable, Bench has
indeed penetrate the foreign market competing the world’s biggest brand.

3. Company Summary

Bench started out as a small business selling men’s t-shirts consigning at

department stores like Shoe mart and Landmark back in 1987. This was common at that
time wherein a brand would be known for just one item alone. The brand is actually a
contraction of its founder’s name, Mr. Ben Chan, who is currently the company’s
Chairman and Chief Creative Director. Back then, he was solely responsible for the
designs of the t-shirts and oversees the production of these garments.

Bench is known as the Philippine’s most successful crossover in fashion and

lifestyle. It adapted the global trend of fashion houses and labels reinventing themselves
as lifestyle stores. From its humble beginnings, Bench has now a wide range of products
including Bench Tweeners for budding teenagers, Bench Body and Bath specializing in
bath and fragrance products, and now HerBench offering a complete women’s line,
including fragrances and cosmetics. They also have a distinction of being virtually
present in every retail space in the Philippines and have a vast network of stores and
outlets that have also expanded worldwide, reaching as far as the United States, the
Middle East and with concentrated efforts in mainland China.

The Bench Company is a family run fashion and lifestyle business under a sole-
proprietorship type of business structure with Ben Chan, chairman and executive
creative director, spearheading the company. Bench, which consists of 4,000+
 employees, is divided into 15-16 departments such as Finance, Creative, Legal and
Visual, etc
.
4. Products and Services

4P’s in Marketing

PRODUCT

As we all know, Bench offers a wide variety of products, from clothing pieces,
cosmetics, lingerie, accessories and even snacks. Though the company caters to both
class B and class C, they have a quite strict quality control. They make sure to provide
the mass high/good quality pieces for affordable price range. Even to their sub-
contactor’s factory, they station strict quality control personnel to make sure the
production is well-guided. When it comes to the design of their products, Bench invests
on their creative team by sending them different International fashion weeks to gather up
from the latest trends and try to produce as much designs as they can, while Ben Chan
himself makes the final say if it’s a go or not. Since Bench opened their doors to the
international market, they also provided few adjustments to the size charts. Which the
original size chart is specifically made for their Filipino consumers. When it comes to
their packaging, Bench is starting to adapt the “no plastic” rule by only allowing paper
bags every Wednesday. The company supports eco-friendly campaigns and trying their
best to influence the Filipino mass on doing the same thing.

PRICE

Price is what bench standout from their competitors and that’s what keeps their
competitors in bay. Since they cater to class B and class C, their prices don’t go
overboard; Bench maintains the affordable price range for the mass. Though they won’t
spill how they arrive to the price mark -ups, they make sure that it’s still light on the
pocket.
For the quality Bench provides us and the affordable prices, that makes Bench’s
merchandise worth every penny and this is one possible reason why they are still
leading the local market.

PLACE

As of now, Bench has opened over 300 branches worldwide and has their brand
in almost every mall here in the Philippines. Regarding with where they manufacture
their products, they have several factories (sub-contract) in India, China and here in the
Philippines. All distribution points are centralized, they try to rotate and replenish their
stocks as much as they can. As of attracting more customers, Bench’s creative team
tries to keep up with what’s new and develop more innovative ideas on new interiors to
their stores. They update and refurnish from time to time to catch people’s attention.

PROMOTION
 Promotion is considered as of the most important branch of the 4P’s. Bench
invests more on what they think is the most effective advertising medium, which is
putting up billboards around the city. The company chooses wholesome personalities to
promote their line. To be exact, they choose the up and coming and the “It girls and
boys” in the industry. They trend to steer away from personalities with bad reputation
and issues. In short, they play on the safer side of the boat because they want to keep
their brand’s “wholesome” image. Bench also started to utilize their promotions by the
use of the internet. Like other brands, Bench also provided their customers with online
shopping to their website. So people can easily access their products and their latest
events. When it comes to the percentage of their income spent on advertising, they are
willing to spend 3% just for it. Investing too much on promotion can be risky but then at
the end of the day, it is worth every penny spent.

5. Management Summary
  Management Team
Ben Chan is the chairman/CEO and serves as the ‘mother’ of the company, he
runs this company along with the help of the couple Mr. Virgilio and Mrs. Nenita Lim until now
(the latter being his sister). Mr. Virgilio Lim is in-charge of System and Operations while Mrs.
Nenita Lim manages the company’s finances. Also in the executive board is the couple’s son
Mr. Brian Lim, the company’s Over-all General Manager, Mr. Jude Ong, Miguel Pastor for the
company’s structure and design and the daughters of Virgilio Lim, Kristine Lim and Suyen Lim
for the Group Brand Manager

 Personnel Plan
Recruitment
Human Resource Department is the one responsible for selecting of new
applicants. Those who want to be an employee of Bench will go directly to our office in Las
Pinas.
Job Specification
There is a higher requirement, in terms of experience and academic
background (should be a college graduate, etc.) when for their department offices but when it
comes to getting employees for their branches (branch managers, sales clerk) there’s only a
rigid physical requirement to meet. High school graduates are allowed to fill branch positions as
well.

Criteria for Promotion

o Good performance
o Punctuality
o Ability to adapt to work
For Bench, they treat their employees as their best investments. Employees
attend a Bench culture orientation and go through trainings as they grow in the company.
Directing
o Motivation
They motivate their subordinates through incentives and giving Certificate of
Appreciation and Recognition
o Communication
Their way of communication is downward and upward communication wherein
messages and orders start at the upper levels of the organizational hierarchy and move
down toward the bottom levels and vice versa.
o Leadership
They are the one responsible for creating an inspiring vision, and then motivate
and inspire others to reach that vision.
6. Appendix
o About Bench. Retrieved fromhttp://www.bench.com.ph/company.php
o Bench’s Strategy for Success: ‘Go Global’(2015). Retrieved from
https://www.businessnews.com.ph/benchs-strategy-for-success-go-global-20151127/
o The Naked Truth About Bench Naked Truth(2014). Retrieved from
https://www.pressreader.com/philippines/the-philippine-
star/20140831/282475707009317
o An Overview of Bench’s Management and Company(2012). Retrieved From
https://www.scribd.com/doc/86628412/PROFESFINALPAPERBENCH