CHRISTIAN N.

RUGAS
Student #: 08-612473 GS 248 International Marketing

Dr. Eduardo P. Garrovillas Jose Rizal University THU 530pm/07.07.2011

COMPANY PROFILE Sisters Diana Lynn Dizon-Agustin and Corazon Dizon-Bitong established a dress shop in Bacolod City; little did they know that their small business would become one of the most recognized womens apparel brands in the Philippines. However, it took some convincing from the entrepreneurial husbands for them to think big. Lyncor was incorporated in 1992 with Ferdinand Agustin as president and Camilo Bitong as chief financial officer. They chose the brand Bayo (which means dress in Ilonggo) and opened their first store in Virra Mall in Greenhills. Bayo reflects a clean, classic image. Bayo caters to women who embody the laid-back, casual lifestyle who have preference for stylish yet classic apparel. Agustin has since held the reins of the business and has led Lyncor in opening 36 branches in major shopping centers nationwide. With its clean and classic designs, Bayo compares with popular foreign brands like The Gap, Old Navy and Esprit. The likeness to anything foreign, however, is limited to the similarity in quality. While Bayos local competitors have international celebrities to help market their products, Bayo chose Filipino talent Lea Salonga as its image model with an accompanying campaign slogan that reads: Filipino and Proud. Under Agustins leadership, Bayo has been recognized by the Philippine Retailers Association and the Department of Trade and Industry (DTI) as Outstanding Filipino Retailer in 2002 and the Most Promising Filipino Franchise in 2003 by the DTI and the Philippine Franchise Association. Its Filipino and Proud campaign has also earned the nod of the Catholic Mass Media Awards as the Best Branded Outdoor Ad in 2004.

Bayos corporate structure has a very casual environment as well as a friendly atmosphere between management and employees. People treat each other like family, which makes it easy to communicate and deal with each other. This contributes greatly to the success of Bayo because it paves the way for a better working environment, which in turn promotes teamwork. Bayos national commitment is to be able to provide employment and to be able to raise the local industry to higher levels. Its goal is to be able to penetrate the global market and promote it as a Filipino brand.

CHRISTIAN N. RUGAS
Student #: 08-612473 GS 248 International Marketing

Dr. Eduardo P. Garrovillas Jose Rizal University THU 530pm/07.07.2011

1. SWOT ANALYSIS:
Strengths Recognized as country's Filipino clothing retailer Good quality at very affordable prices Opportunities More women joining corporate world(yuppies) Filipinas are now more care-free and liberated.

Effective advertisement programs like ads and promotion Offers additional and free services for the customers that purchase their products(ex. free iron and fold) Competent/well-trained staff Casual corporate culture Offers comfortable and shopping experience. world class

Clothing/Products cater to mostly Filipina main target market More people are interested in franchising a business.

Weaknesses Weak brand name Limited target market - Clothing/Products cater to mostly Filipina New entrant Other products are expensive. CONCLUSION

Threats There are many established Clothing brands for women here and abroad Colonial Mentality-some women prefer buying foreign brand than the local company.

Despite the tight competition, BAYO still exists today. But the company must stay alert as more retailers enter the retailing business (local and international) and offer the same products thus, competition gets stiffer. So the best way to stay is to innovate and improve their products more. They have to intensify their advertisement and promotion that would help maintain their leadership and competence. They must also maintain their products fresh and new by looking at latest fashion trends because customers now are insatiable and they expect more at the same time monotony discourage them so the company needs also to offer something different from time to time. Sale promotion is one of the most effective promotion strategies of Bayo clothing. Every girl go mad spending too much buying their apparels therefore, company should to this regularly not only to boost up sale but to attract lots of customers particularly those who want women who need their products but were budget conscious. By and large, Bayo just have to focus on their retailing strengths while working on some lapses so that the company will continue to flourish here and abroad.
References:

1. 2. 3.

http://www.bayo.com.ph/index.php/bayo_story http://angatpinoy.com/viewtopic.ph http://www.franphil.com/bayo-ladies-clothing-franchise/

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CHRISTIAN N. RUGAS
Student #: 08-612473 GS 248 International Marketing

Dr. Eduardo P. Garrovillas Jose Rizal University THU 530pm/07.07.2011