Академический Документы
Профессиональный Документы
Культура Документы
A
Traditional +
China
Aim to integrate Chinese
traditional elements and
culture into casual wear
apparel, to make this
specific style become a
new and long last fashion.
VISIO
N
To be the leading brand of
casualwear apparel with
Chinese style
distinguished by unique
design and high quality.
MISSIO
N
Ensurethat each
clothes has it unique
design with Chinese
traditional elements.
Ensure that the
clothes are both fashion
and comfortable.
Propagandize Chinese
culture with our brand
Five Force
Analysis
SWOT Analysis
Strengths Weaknesses
• First mover in • A few branches
Thailand • Low brand
• Product cover all awareness
range of ages
• High product
quality
Opportunities
• Strong service Threats
• Social
mind are more
of employee • High level of
open about sexy imitate goods in
style Thailand
• More Freely to • More second hand
dress right shops
• Globalization of • Economic crisis
culture • People spend less
• Thailand is the one • Unstable politic
of most fashionable
Marketing
Objective
Z
EIN
Marketing Mix
Prod
uct
Pric
e
Medium price
Male cloths between 590 –
1500 baht
Female cloths between 390
– 2000 baht
Qi Pao between 850 – 1800
baht
Marketing Mix
Plac
e
Siam Square Soi 4 and
Central World, 1st floor
Marketing Mix
Promot
ion
1. Special discount or give
coupon during the festivals
and special days.
2. Free gift to whom buy our
products over 2000 Baht per
one time.
3. Give a member card
over than 10,000 5%
discount
over than 50,000 VIP
card and 10%
4. Lucky draw gift.
Marketing
Strategy
Q1 Q2 Q3 Q4
2009 2010
Apr May June July Aug Sep Oct Nov Dec Jan Feb Mar
BTS Truss
Ads
Billboard
Newspaper
Magazine
Transit Ads
Internet
Radio
Event&Expo
Television
Advertisi Promote
Event
ng event
E-
Commerce
Targeting
20 – 35 years
old female
Middle to
high
income
Students and level
office
employees
Middle to
high
education
level
Organization
Chart
Facilities and
Utilities
Trana Spring
2009
Value Chain
Mgt
In China In
Thailand
Total Quality
Mgt
Raw material
Procurement Production
Finished
process
product
Fashion design
Total Quality
Mgt
1. Training 1. Product
employee innovation
• How to best • Double check
service to quality
customer • Innovative and
• Special Skill fit with Thai
1. such as selling
Cost quality 1. market
Customer
• skill, Chinese
Internal cost satisfaction
language
(logistic) • Provide
• External cost excellence
(relationship product and
with supplier and service
customer
Govt regulation and
property right
Trana’s
Capital
14,500,000
14,000,000
13,500,000
13,000,000
12,500,000
1 2 3 4 5
a r a r a r a r a r
Ye Ye Ye Ye Ye
Short-Term
Liquidity
99
98
97
96
95
94
93
92
91
1 2 3 4 5
a r r r r r
Ye Yea Yea Ye a Yea
Operating
Efficiecncy
( Asset
Units
Times
Measure Management)
Total Assets Turnover
Year 1
2.98
Year 2
2.59
Year 3
2.47
Year 4
2.06
Year 5
1.8
Times Fixed Assets Turnover 49.13 57.31 68.23 79.72 98.05
Total Assets
Total AssetsTurnover Turnover
3
2.5
2
1.5
1
0.5
0
1 2 3 4 5
Ye ar Year Year Y e ar Ye ar
Operating
Profitability
Units Measure Year 1 Year 2 Year 3 Year 4 Year 5
% Net Profit Margin 9.23 9.68 8.15 8.2 8.4
% Returns on Investment 27.51 25.1 20.15 16.92 15.14
10 Year 1
9.5 Year 2
Year 3
9
Year 4
8.5
Year 5
8
7.5
7
1 2 3 4 5
Y ea r Y ea r Y ea r Y ea r Y ea r
Financial Risk
(Debt
Units
Management)
Measure Year 1 Year 2 Year 3 Year 4 Year 5
Times Long-Term Debt to Equity 0.51 0.35 0.28 0.19 0.14
TimesLong-TermDebt toEquity
0.6 Year 1
0.5 Year 2
Year 3
0.4
Year 4
0.3
Year 5
0.2
0.1
0
Year 1 Year 2 Year 3 Year 4 Year 5