Background of the Study

Penshoppe is a clothing brand based in the Philippines, established in 1986.

Penshoppe is the flagship brand of Golden ABC, Inc., a fashion house based in the
Philippines. From starting as a clothing shop in Cebu in 1986, Penshoppe has
expanded not only to Metro Manila but overseas as well.

From one to seven brands and a single outlet to 700 stores some 30 years later,
the fashion retail journey of Golden ABC, Inc. is a story of hard work, perseverance, and
triumph over failure. Golden ABC, which also owns the brands Oxygen, For Me, Memo,
and Regatta, was named Global Retailer of the Year by the PRA for its contributions to
the country’s retail industry.

Bernie Liu, who founded the first Penshoppe store in 1986 and later diversified
the business into several clothing brands, said the tale of Golden ABC really started
with his parents so many years before. He also said, the brand maintained its strong
performance through the years by continually adapting to the trends and needs of the
consumers.

Penshoppe opened its first store outside of the Philippines in the United
Arab Emirates, in the Reef Mall in Dubai. After a partnership with the Indonesian
conglomerate PT. Mitra Adiperkasa Tbk., Penshoppe opened a boutique in the Central
Park Mall in Jakarta, Indonesia. Penshoppe also recently opened an outlet in Aeon Mall,
in Hanoi, and is currently considering other Asian-Pacific markets including Australia.

Penshoppe has been aggressive in tapping international stars to endorse the

Filipino brand, with the likes of English boy band One Direction, Hollywood actor Zac
Efron, British supermodel Cara Delevigne and "Gossip Girl" stars Leighton Meester and
Ed Westwick visiting the Philippines as Penshoppe ambassadors.

Penshoppe every now and then remain their popularity based on their quality of
products, designs, consistency, stylish yet affordable and always on trend.

Vision and Mission

”We passionately aim to have a winning culture, promote operational excellence, Instill
responsive stewardship, create leading brands, and cultivate dynamic talents.”

Core Values
Integrity, Professionalism, Service, and Spirit of Enterprise.
Statement of the Study

In this study gives data to know the marketing strategy of Penshoppe:

1. The attractiveness of the product of Penshoppe

2. The strategy to maintain their popularity
3. The promotional strategy what they used.

Research Objectives

The researcher conducted this research to give information about Penshoppe

and how they became successful shopping store nowadays. The objectives of this
research include:

1. To know how attractive the product of Penshoppe is.

2. To know how Penshoppe maintain their popularity.
3. To know the strategy how they promote their products.

Statement of the Problem

1. What is the quality of their products to attract more customers?

2. What are the strategies to maintain their popularity?
3. What kind of promotional strategy they used?

Significance of the study

In this research, the researcher figure out who are the benefactors in this
research.

1. The Management- this study gives more knowledge to the management

because they are in constant contact with their customer and staff. They are
responsible also to aimed high profit and monitoring the financial performance of
the store.
2. The Student- The student is one of the benefactors in this research. It gives
ideas on how to achieve the sales and target.
3. The Future Researcher- the outcomes of this study give data information to the
future researcher who will be the next take over in this subject. It gives an idea of
what marketing research much important in implementing a business or
identifying different marketing strategy.
Definition of Terms

To understand more about the difficult terms used in this study, the following
were defines:
 CHAPTER II

RESEARCH METHODOLOGY

Research Methodology

Research is a systematic investigation into and study of materials and sources in

order to establish facts and reach new conclusions.

It is the general research strategy that outlines the way in which research is to be
undertaken and, among other things, identifies the methods to be used in it. These
methods, described in the methodology, define the means or modes of data collection
or, sometimes, how a specific result is to be calculated. Methodology does not define
specific methods, even though much attention is given to the nature and kinds of
processes to be followed in a particular procedure or to attain an objective.

Research Design

The researcher chose a survey research design because it best served to

answer the questions and the purposes of the study.

The survey research is one in which a group of people or items is studied by

collecting and analyzing data from only a few people or items considered to be
representative of the entire group. In other words, only a part of the population is
studied, and findings from this are expected to be generalized to the entire population
defines the survey, assessing public opinion or individual characteristics by the use of
questionnaire and sampling methods.

Descriptive Research Design

The design was chosen because it is the most widely –used research design as
indicated by the thesis, dissertation and research reports of institutions. It’s common
means of obtaining information include the use of the questionnaire, personal interviews
with aid of the study guide or interview schedule, and observation, either participatory or
not.
DATA COLLECTION

Primary Sources

The primary sources of data is through Questionnaire. The main reason for
selecting se the questionnaire method for the study is:

 The time of the was limiting factor,

 Respondents also have sufficient time to answer the questionnaire.

Secondary Sources

The secondary sources of information is based on the various details from the
website. Secondary data is a type of data that has already been published in books,
newspapers, magazines, journals, online portals etc. Therefore, application of
appropriate set of criteria to select secondary data to be used in the study plays an
important role in terms of increasing the levels of research validity and reliability.
The information of this research has been collected from the website, and the
survey questionnaires they answered. Therefore, the sources of information in this
research both the primary data and secondary data.

SWOT ANALYSIS OF PENSHOPPE

 SWOT analysis is a strategic tool to evaluate the strength, weaknesses,
opportunities and treats. It involves specifying the objective of the business and
identifying the internal and external factors that are favourable and unfavourable to
achieve the objective.

SRENGHT WEAKNESSES OPPORTUNITIES TREATS

 26 year of strong  Prices must fit to  Direct and  Hire local

heritage, global its target market indirect models,
design and style. which is class C. competitors celebrities or
 Unable to top all public figures in
 Innovative class of C  New entrants line with their
marketing and market. corporate image
advertising  Tiangge stores
strategies.  Few local nationwide  Sponsors
models or schools and
 Receive multiple celebrities  Increase on corporate
awards in the representing a taxes, vat, and activities
retail and local brand. other
advertising government  Online selling
industry  Some design imposed tax
may conflict with  Direct selling
 Offer discounts, oxygen brand  Increase of raw
sales and other materials  Telemarketing
promos  Conservative (fabric,thread,
clothing design etc.)  Join online deals
 Able to expand introduce
from designed  Unable to  Increase on sessional
shirts to clothing introduce timely labor cost clothing design
lines and even clothing design.
personal care  Increase on
product buyer’s
purchasing
 Were able to power
gain
international
exposure though
hiring of
international
models

General Analysis of Penshoppe

 Based on the gathered information on our research we are found out that there
have a Strength, Weaknesses, Opportunities, and Threat. Penshoppe create a
company that has an adjustment towards people lifestyle.