英国绍索尔新时尚零售商店分析dissertation
06-14, 2015
uk Southall Newly established retail fashion analysis
I.总公司的描述
购物天堂是一家新成立的时尚零售商店，位于绍索尔。上个月开始正常营业，业务正如火如荼地进行着。
奥特莱斯提供了一系列可供选择的知名品牌，满足各行各业的人。有担保的首选合作伙伴地位在世界20个领先的服装生产线中，已成为“首选合作伙伴”，有广泛的本土产品、国际品牌、高端设计师和亚洲民族的组合。
购物天堂的占地总面积为5000平方英尺，奥斯莱特的布局由专业顾问设计。不同种族和不同设计师的衣服有相对应的区域。10个计费计数器，我们保证减少在销售点的等待时间，提供的家具产品有意大利大理石、家具和透明玻璃，购物天堂是一个购物者的盛宴。地下停车场意味着顾客不需要在街道和公共停车场上找位置停车。撤除位于地铁和公交车站之间的障碍，这是由公共交通系统连接。
General Company Description
Shopper's Place is a newly established retail fashion outlet located in Southall. The business was started last month and the operations are currently in full swing.
The outlet offers a range of reputed brands to choose from and caters to people of all walks of life. Having secured a 'preferred partner' status from 20 of the world's leading apparel lines, the wide range of offerings have a mix of local and international brands, premium designer wear and the ethnic Asian range.
Spread across 5000 sqft. of retail space, the outlet has been designed by professional consultants. Separate areas have been earmarked for ethnic and designer garments. With ten billing counters, we've ensured lesser waiting times at the points of sale. Furnished all through with Italian marble, furniture and transparent glass, it is a feast for shoppers. Underground parking means that the customers need not worry about off street and public parking. Situated a stones throw away from tube and bus stops, it is well connected by the public transport system.
Located at the heart of the commercial area of Southall, the location is a prime advantage to the business. Close residential areas and nearby office spaces around mean that the outlet would be accessible to both the family crowd and the business executives. However, we expect our superior product offerings and dedicated customer service to attract people from all over London.
The foundations of our business are laid on our core values of creating an unmatched shopping experience to the customer, unyielding integrity in managing the business, and a drive to be a major player in our segment.
公司使命—Mission Statement:
Nothing but the best. Carefully listen to the customers. Continuously adopt to the changing fashion trends. Always deliver to the key stake holders.#p#分页标题#e#
Shopper's Place serves its customers, employees and owners. It creates the most exciting shopping experience to its customers. It provides a vibrant, energetic and a lucrative space for its employees. Finally, Shoppers Place will create value for its owners.
公司愿景—Vision:
To become a leading specialty fashion house in London by continuously focusing and developing on our core competencies, values and responsibilities.
公司目标—Objectives:
Break even within the first year of inception.
Post revenues of 2 million pounds in the first year.
Maintain an Operating Margin of 50%.
Establish and sustain annual growth rates of 20%.
Expand to 3 units over the next five years.
Get recognized as a premier fashion outlet offering products of the highest quality and an unmatched shopping experience, couple with highest levels of customer service.
公司产品和服务—Products and Services:
Our portfolio of offerings is broadly divided as Ethnic Asian wear, Branded apparel and Designer Wear.
Branded Apparel: The outlet stocks a stunning range of premium branded wardrobe essentials, denim, casual wear and accessories. We offer over 75 of the worlds leading brands at competitive prices.
Ethnic Asian wear: The section has a huge collection of traditional north Indian and South Indian Khadi garments, Japanese robes and a variety to satisfy the Middle East customers. The whole section is completely imported and is certified by the respective fashion borads.
Designer Wear: Designer apparel segment is our primary target market. We employ 3 full time professional designers offering services from customized, hand knit tuxedos to that dazzling gown for a prom night.
公司组织结构—Organizational Structure:
Shopper's Place is legally registered as a Limited Liability Partnership. [Type your name] and Allan Wilkins are the sole owning partners of the firm. Their liability is limited to the extend of their capital infusion. It runs its business through 35 full time employess, 7 part timers and 10 casual workers.
[Your Name] will be the highest command for the organization. Working in President's role, he is responsible for strategic and operational aspects of the business functioning. He has an MBA in retail management from the London School of Business and has assumed strategic positions in a number of retail firms across the world.
Allan Wilkins will head the Operations and Finance Functions of the firm. Reporting to the president, he would in turn be reported to by the Accounts, Production, Control and the Planning team. He is a Certified management Accountant and has fulfilled a lot of senior management positions within the Retail industry.#p#分页标题#e#
The finance is a team of 5. The department is responsible for Accounts set up and management, treasury and funding management, capital budgeting and financial Control. The marketing wing made of 5 people is responsible for Brand management, network management, promotion and sales. Each role has quantified monthly targets which need to be satisfied. The operations is the firm's 'bread earner'. The team is of 10 and looks over store management, purchasing, back office and other support functions.
Fiona Sanford is the Human Resources manager. Presently one employee, we see the team growing in line with our aggressive business objectives. Human resources is responsible for recruitment, staffing, competency mapping, compensation management and restructure.
II. 市场和竞争—III. Market and Competition.
市场调查—Market Research:
No matter how good a product, it cannot succeed without effective marketing. We have done a thorough market research and opportunity assessment for our business.
The research has been conducted using both the primary and the secondary data.
Our Primary research was done mainly used Focus Group Interviews with general demographic samples of the different parts of London. Numerous traffic counts have been done in various parts of Central London. The yellow pages have been very useful in this regard.
Our College library has been the main resource for our secondary research. Market statistics and reviews were used to identify the potential market size and its preference. The London Chamber of Commerce has been kind enough to share numerous statistics with us.
Facts about the industry:
We estimate the total market supports well over 100 millions pounds in annual revenues.
After a dismal performance over the last year, consumer spending is slightly getting better and is expected to increase demand.
客户偏好—Customer preferences
There is a huge potential for specialty designer wear.
New designs become obsolete within two quarters.
A high rate of window shopping, majority of which can be turned positive by managing the physical 'evidence'.
Customer prefer to shop at places nearby meaning our location had to be closer to a residential area.
Barriers:
Capital Requirements.
Production costs.
Promotion Costs.
Competition:
There are four major competitors to our product line:
Tesco and ASDA: Tesco and ASDA provide a product lines which overlaps with that of ours. Being trusted brands and cheap, we predict these two outlets in the vicinity will be a great threat to us. Infact the success of our Business initiative hinges primarily on our ability to face this competition.
Lifestyle: Lifestyle's business model is similar to that of ours. The store has been operating over the past decade and has good credibility.#p#分页标题#e#
Cost Cutter: This is a low priced outlet. It is known for its extremely cheap prices.
Damini: Damini is a specialty Indian boutique. It will be a fierce competition in the Ethnic wear product line.
Hugo: Hugo's company operated single brand store is just 3 blocks off our location and is a prime threat to our Luxury segment.
Below is the competitive analysis of our firm.
As is analysed below, the only fronts where we are lagging are brand awareness and publicity.
Promotion
Advertising via the print and electronic media. Our 30 second TV commercial is near completion and will be aired over the next quarter on the local channels. We have signed a three month deal with Metro which will give us exposure amongst the commuters of London.We also use trade shows, dealer incentives, catalogs and networks of friends and professionals to publicize our brand.
III. 财务计划—IV. Financial Plan
设置成本和资本—Set Up Costs and Capitalization:
As outlined below, the business is set up with a total investment of £1,000,000. The project is financed by the owners' equity of £400,000 each and the rest by a secured 15% term business loan from Abbey bank.
财务预测—Financial Projections:
The following financial projections are based on thorough market research and assessment. As is with any financial plan, we have worked under a few assumptions:
Inflation stays at 5%.
Tax rates remain constant.
Economy grows over the next year.
Consumer Spending increases.
The proposed quantative easing has not much effect.
As presented below, we are very confident on the business initiative and are looking at breaking even in the first year of operations.
The business is floated with a start up capital of one million pounds. The promoters have each contributed four thousand pounds and Abbey bank has invested two hundred thousand on the project.
We expect the business to break even within the first year of inception and to post a positive networth in the first audited statements. We are looking at steady cash flows and huge capital allocation of these cashflows over the next year. Our turnover will be over two million pounds and are looking strong to post a first year bottomline of one million pounds.
A lot would depend on how the economy shapes and whether the consumer spending increases. No aggressive venture is set up even if it has a slightest hint of a failure. In the unforeseen circumstances of Shopper's Stop not doing well, we would follow an exit plan. We would liquidate the assets and pay off any obligations. The remains would be transferred to the owner's in propotion to their holdings. If the assets do not cover the liabilities, the owners are liable to an extent of eight million pounds. Any further claims have to be written off.#p#分页标题#e#
IV. 参考文献—V. Bibliography:
Angelico A. Groppelli, Ehsan Nikbakht, 2008. Finance. Barron's Educational series, Inc., NY.
Carlos Correia, David Flynn, Enrico Uliana, Michael Wormald, 2006. Financial Management. Pearson educational series, NJ.
Charles T. Horngren, Walter T. Harrison, Linda Smith Bamber. 2006. Accounting. Pearson, Inc., NJ.
Eddie McLaney, Peter Atrill, 2001. Accounting: An Introduction. FT Prentice Hall Publishers, UK.
Elizabeth A. Minbiole, 1998. Accounting Principles. Wiley Publishing, Inc., NY.
Friedlob, G. Thomas & Plewa, Franklin James.1996. Understanding balance sheets, Wiley & Sons, NY.
Jae K. Shim, Joel G. Siegel, 2000. Financial Management. Second Edition. Barron's Business Library, Inc.
James C. Van Horne, John Martin Wachowicz, 2001. Fundamentals of financial Management. 12th Edition. FT Prentice Hall, UK.
Oldroyd, David & Dobie, Alisdair, 2008. Themes in the history of bookkeeping. The Routledge Companion to Accounting History, London.
Peter J. Eisen, 2001. Accounting. 5th Edition. Barron's Educational series, Inc., NY.
Robert Lindsay, Arnold W. Sametz, 2002. Financial Management : An Analytical Approach. Pearson educational series, NJ.
I.总公司的描述
购物天堂是一家新成立的时尚零售商店，位于绍索尔。上个月开始正常营业，业务正如火如荼地进行着。
奥特莱斯提供了一系列可供选择的知名品牌，满足各行各业的人。有担保的首选合作伙伴地位在世界20个领先的服装生产线中，已成为“首选合作伙伴”，有广泛的本土产品、国际品牌、高端设计师和亚洲民族的组合。
购物天堂的占地总面积为5000平方英尺，奥斯莱特的布局由专业顾问设计。不同种族和不同设计师的衣服有相对应的区域。10个计费计数器，我们保证减少在销售点的等待时间，提供的家具产品有意大利大理石、家具和透明玻璃，购物天堂是一个购物者的盛宴。地下停车场意味着顾客不需要在街道和公共停车场上找位置停车。撤除位于地铁和公交车站之间的障碍，这是由公共交通系统连接。
General Company Description
Shopper's Place is a newly established retail fashion outlet located in Southall. The business was started last month and the operations are currently in full swing.
The outlet offers a range of reputed brands to choose from and caters to people of all walks of life. Having secured a 'preferred partner' status from 20 of the world's leading apparel lines, the wide range of offerings have a mix of local and international brands, premium designer wear and the ethnic Asian range.
Spread across 5000 sqft. of retail space, the outlet has been designed by professional consultants. Separate areas have been earmarked for ethnic and designer garments. With ten billing counters, we've ensured lesser waiting times at the points of sale. Furnished all through with Italian marble, furniture and transparent glass, it is a feast for shoppers. Underground parking means that the customers need not worry about off street and public parking. Situated a stones throw away from tube and bus stops, it is well connected by the public transport system.
Located at the heart of the commercial area of Southall, the location is a prime advantage to the business. Close residential areas and nearby office spaces around mean that the outlet would be accessible to both the family crowd and the business executives. However, we expect our superior product offerings and dedicated customer service to attract people from all over London.
The foundations of our business are laid on our core values of creating an unmatched shopping experience to the customer, unyielding integrity in managing the business, and a drive to be a major player in our segment.
公司使命—Mission Statement:
Nothing but the best. Carefully listen to the customers. Continuously adopt to the changing fashion trends. Always deliver to the key stake holders.#p#分页标题#e#
Shopper's Place serves its customers, employees and owners. It creates the most exciting shopping experience to its customers. It provides a vibrant, energetic and a lucrative space for its employees. Finally, Shoppers Place will create value for its owners.
公司愿景—Vision:
To become a leading specialty fashion house in London by continuously focusing and developing on our core competencies, values and responsibilities.
公司目标—Objectives:
Break even within the first year of inception.
Post revenues of 2 million pounds in the first year.
Maintain an Operating Margin of 50%.
Establish and sustain annual growth rates of 20%.
Expand to 3 units over the next five years.
Get recognized as a premier fashion outlet offering products of the highest quality and an unmatched shopping experience, couple with highest levels of customer service.
公司产品和服务—Products and Services:
Our portfolio of offerings is broadly divided as Ethnic Asian wear, Branded apparel and Designer Wear.
Branded Apparel: The outlet stocks a stunning range of premium branded wardrobe essentials, denim, casual wear and accessories. We offer over 75 of the worlds leading brands at competitive prices.
Ethnic Asian wear: The section has a huge collection of traditional north Indian and South Indian Khadi garments, Japanese robes and a variety to satisfy the Middle East customers. The whole section is completely imported and is certified by the respective fashion borads.
Designer Wear: Designer apparel segment is our primary target market. We employ 3 full time professional designers offering services from customized, hand knit tuxedos to that dazzling gown for a prom night.
公司组织结构—Organizational Structure:
Shopper's Place is legally registered as a Limited Liability Partnership. [Type your name] and Allan Wilkins are the sole owning partners of the firm. Their liability is limited to the extend of their capital infusion. It runs its business through 35 full time employess, 7 part timers and 10 casual workers.
[Your Name] will be the highest command for the organization. Working in President's role, he is responsible for strategic and operational aspects of the business functioning. He has an MBA in retail management from the London School of Business and has assumed strategic positions in a number of retail firms across the world.
Allan Wilkins will head the Operations and Finance Functions of the firm. Reporting to the president, he would in turn be reported to by the Accounts, Production, Control and the Planning team. He is a Certified management Accountant and has fulfilled a lot of senior management positions within the Retail industry.#p#分页标题#e#
The finance is a team of 5. The department is responsible for Accounts set up and management, treasury and funding management, capital budgeting and financial Control. The marketing wing made of 5 people is responsible for Brand management, network management, promotion and sales. Each role has quantified monthly targets which need to be satisfied. The operations is the firm's 'bread earner'. The team is of 10 and looks over store management, purchasing, back office and other support functions.
Fiona Sanford is the Human Resources manager. Presently one employee, we see the team growing in line with our aggressive business objectives. Human resources is responsible for recruitment, staffing, competency mapping, compensation management and restructure.
II. 市场和竞争—III. Market and Competition.
市场调查—Market Research:
No matter how good a product, it cannot succeed without effective marketing. We have done a thorough market research and opportunity assessment for our business.
The research has been conducted using both the primary and the secondary data.
Our Primary research was done mainly used Focus Group Interviews with general demographic samples of the different parts of London. Numerous traffic counts have been done in various parts of Central London. The yellow pages have been very useful in this regard.
Our College library has been the main resource for our secondary research. Market statistics and reviews were used to identify the potential market size and its preference. The London Chamber of Commerce has been kind enough to share numerous statistics with us.
Facts about the industry:
We estimate the total market supports well over 100 millions pounds in annual revenues.
After a dismal performance over the last year, consumer spending is slightly getting better and is expected to increase demand.
客户偏好—Customer preferences
There is a huge potential for specialty designer wear.
New designs become obsolete within two quarters.
A high rate of window shopping, majority of which can be turned positive by managing the physical 'evidence'.
Customer prefer to shop at places nearby meaning our location had to be closer to a residential area.
Barriers:
Capital Requirements.
Production costs.
Promotion Costs.
Competition:
There are four major competitors to our product line:
Tesco and ASDA: Tesco and ASDA provide a product lines which overlaps with that of ours. Being trusted brands and cheap, we predict these two outlets in the vicinity will be a great threat to us. Infact the success of our Business initiative hinges primarily on our ability to face this competition.
Lifestyle: Lifestyle's business model is similar to that of ours. The store has been operating over the past decade and has good credibility.#p#分页标题#e#
Cost Cutter: This is a low priced outlet. It is known for its extremely cheap prices.
Damini: Damini is a specialty Indian boutique. It will be a fierce competition in the Ethnic wear product line.
Hugo: Hugo's company operated single brand store is just 3 blocks off our location and is a prime threat to our Luxury segment.
Below is the competitive analysis of our firm.
As is analysed below, the only fronts where we are lagging are brand awareness and publicity.
Promotion
Advertising via the print and electronic media. Our 30 second TV commercial is near completion and will be aired over the next quarter on the local channels. We have signed a three month deal with Metro which will give us exposure amongst the commuters of London.We also use trade shows, dealer incentives, catalogs and networks of friends and professionals to publicize our brand.
III. 财务计划—IV. Financial Plan
设置成本和资本—Set Up Costs and Capitalization:
As outlined below, the business is set up with a total investment of £1,000,000. The project is financed by the owners' equity of £400,000 each and the rest by a secured 15% term business loan from Abbey bank.
财务预测—Financial Projections:
The following financial projections are based on thorough market research and assessment. As is with any financial plan, we have worked under a few assumptions:
Inflation stays at 5%.
Tax rates remain constant.
Economy grows over the next year.
Consumer Spending increases.
The proposed quantative easing has not much effect.
As presented below, we are very confident on the business initiative and are looking at breaking even in the first year of operations.
The business is floated with a start up capital of one million pounds. The promoters have each contributed four thousand pounds and Abbey bank has invested two hundred thousand on the project.
We expect the business to break even within the first year of inception and to post a positive networth in the first audited statements. We are looking at steady cash flows and huge capital allocation of these cashflows over the next year. Our turnover will be over two million pounds and are looking strong to post a first year bottomline of one million pounds.
A lot would depend on how the economy shapes and whether the consumer spending increases. No aggressive venture is set up even if it has a slightest hint of a failure. In the unforeseen circumstances of Shopper's Stop not doing well, we would follow an exit plan. We would liquidate the assets and pay off any obligations. The remains would be transferred to the owner's in propotion to their holdings. If the assets do not cover the liabilities, the owners are liable to an extent of eight million pounds. Any further claims have to be written off.#p#分页标题#e#
IV. 参考文献—V. Bibliography:
Angelico A. Groppelli, Ehsan Nikbakht, 2008. Finance. Barron's Educational series, Inc., NY.
Carlos Correia, David Flynn, Enrico Uliana, Michael Wormald, 2006. Financial Management. Pearson educational series, NJ.
Charles T. Horngren, Walter T. Harrison, Linda Smith Bamber. 2006. Accounting. Pearson, Inc., NJ.
Eddie McLaney, Peter Atrill, 2001. Accounting: An Introduction. FT Prentice Hall Publishers, UK.
Elizabeth A. Minbiole, 1998. Accounting Principles. Wiley Publishing, Inc., NY.
Friedlob, G. Thomas & Plewa, Franklin James.1996. Understanding balance sheets, Wiley & Sons, NY.
Jae K. Shim, Joel G. Siegel, 2000. Financial Management. Second Edition. Barron's Business Library, Inc.
James C. Van Horne, John Martin Wachowicz, 2001. Fundamentals of financial Management. 12th Edition. FT Prentice Hall, UK.
Oldroyd, David & Dobie, Alisdair, 2008. Themes in the history of bookkeeping. The Routledge Companion to Accounting History, London.
Peter J. Eisen, 2001. Accounting. 5th Edition. Barron's Educational series, Inc., NY.
Robert Lindsay, Arnold W. Sametz, 2002. Financial Management : An Analytical Approach. Pearson educational series, NJ.
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