Gedion’s Kids Wear (GKW)

“Kids wear, with care”

I. Nature and Background of the Business

Gedion’s Kids Wear (GKW) is a retail store for kids wear with good quality
and latest trends. We present an extensive range of kids wear that are manufactured
using different fabrics such as Cotton, Silk, Wool, and others. Available in a wide
range of gorgeous colors, design and prints, these apparels are designed keeping in
mind the most up-to-date fashion trends.
Gedion’s Kids Wear (GKW) was founded in August 24, 2019 and located at
Dionisio V. Makinano Jr’s resident Purok 7 La Paz Santiago, Agusan del Norte,
Philippines. And now it has one (1) branch which located in Cabadbaran City
Philippines.
Gedion’s Kids Wear (GKW) also ensure that we give our customers
satisfaction and best service that they deserve.

II. Situation Analysis

A. Current Organizational Mission

MISSION:
“To offer continuous value-added products to our customers.”

B. Current Ownership and Management

Gedion’s Kids Wear (GKW) is organized as a sole proprietorship where

Clarys Joy Plasquita Makinano is the owner/manager of the business.
I have a well selected sales person that is will trained and professional in
handling different types of customer.
Each branch is managed by the owner personally. Each has five (5) sales
person interact with the customers, one human resource personnel and its own
financial manager and three (3) person under it for its team.

III. SWOT Analysis (Current and Long-Term Analysis)

Strengths:
 Huge Product Line with variations.
 Business will have longer hours and better prices as compared to
competitors.
 Discounts are available for bundle buying.
 Expertise in getting new products to the market quickly
 Expertise in providing good customer service
 Online selling could be a competitive edge over similar rivals
 Customization available for individual customers

Weakness:
 New in business as compare to rivals
 Huge capital required to start business as credit is not easily available from
supplier in start
  Marketing expense in the start will be huge, to establish brand name required
lot of advertising

Opportunities:
 Seasonal business: in summer demand is very high as new academic
session starts and also a wedding season
 Sector is growing fast in state and in the area our business operating
 Girls’ wear demand is huge so adding value in this category will be the great
advantage
 High birth rate since past years is another opportunity for kids wear section
 Animated movies increased the demands and popularity of printed shirts for
kids

Threats:

 Competition is high and big chains like Wall-Mart, Gap and Limited
Incorporation introduced their kid’s shops in the city and penetrating in
market.

 People are more conscious for pricing due to recession and going for
discounts.
IV. OBJECTIVES
A. Sales
 To maintain contacts with our customers.
 To search and reach out possible new customer
 To provide customers with better services
 To inform loyal or new customers regarding on our new products and product
line changes
B. Profit
 To increase net income by 5% in 2021
 To earned high revenue
 To have stable earnings during recessionary periods
C. Positioning
 To be one of the most trusted kids wear provider in the country
D. Satisfaction of public
 To provide the high quality of kids wear products
 To sell newly kids wear product
 To make products according to the needs of the customer
V. IDENTIFICATION OF CUSTOMERS
A. Choice of Target Market
Our target markets for kids’ clothing are Parents (Mother/Father). We aim to
provide the parents for their kids the best kids wear.
VI. Overall Strategy
A. Controllable Variable
i. Goods/Services Strategy
Meet the demands of market and supply demanded goods on time without any
barrier or hurdle.
Offer excellent products at low price.
Make products according to the needs of the customer.
 Give good hassle-free ambiance for shopping, which will help the business and
give edge over rivals.
Develop a kids-friendly store environment and decoration, which will attract
parents to bring their kids in the store and shop with comfort.

ii. Location Strategy

Our location is located at Dionisio V. Makinano Jr’s resident Purok 7 La Paz
Santiago Agusan del Norte near at La Paz Seventh Day Adventist Church. I choose this
location because it is along the high way and future national high way. Also, it is
stopping road and by this way they will notice our kids wear store.
Our 2nd branch in Cabadbaran City is located beside in Prince Town Cabadbaran
(Hypermarket). I decided to choose this location because most parents will go to Prince
and this way the they will notice our kids store.

iii. Price Strategy

Gedion’s Kids Wear (GKW) ensures that the price of our kids wear products suits
its quality.
Gedion’s Kids Wear (GKW) that are suitable for ages 0-1-year-old most of the
price range are 10-200 pesos depending on the design, different fabrics such as Cotton,
Silk, Wool, and others. And for the origin of the kids wear.
For those kids wear that suitable for ages 2-5 years old the price range are 15-
300 pesos depending on the design, different fabrics such as Cotton, Silk, Wool, and
others. And for the origin of the kids wear.
For those kids wear that suitable for ages 6-9 years old the price range are 20-
400 pesos depending on the design, different fabrics such as Cotton, Silk, Wool, and
others. And for the origin of the kids wear.
For those kids wear that suitable for ages 10-14 years old the price range are 25-
500 pesos depending on the design, different fabrics such as Cotton, Silk, Wool, and
others. And for the origin of the kids wear.
We also discount for those have their 1st born child, 6th child, 12th child, single
mom’s, every anniversary of our store and any other occasions that matters to the
owner of the business.

iv. Promotion Strategy

Gedion’s Kids Wear (GKW) the best way we do, is that we locate kids who can
serve as our brand ambassador and wear our clothes. We are hosting a competition
this is the ultimate solution to create buzz around to our kid clothing business. We
created a Kids Fashion Board competition. This will grant the opportunity to have
children enter to model our kids’ clothes for sale and post on our social media. This will
even provide free publicity for our kid’s clothes business. We make sure that we create
a Kids Fashion Board competition hashtag promoting our kids’ clothes business.
We support good charity event causes. Giving back for a good cause is one of
our way to find our loyal customers with similar vision to us. We sponsor charity events
and hosting fundraisers demonstrates community pride. It further shows that our kids
clothing brand is focused on doing good in the world. We offer discounts on kid’s
clothes and percentage of revenue in support of charity events and fundraisers. We
announce participation support in the media for our brand awareness and publicity
exposure.
Seasonal kids fashion show. We make sure that our kids clothing business is in
front of our desired target audiences. Having consistent seasonal kids fashion shows
presents excellent opportunities to promote seasonal merchandise every year. We
highlight seasonal kids fashion trends and we go live on social media for our increased
publicity exposure. This is one of the best promotional strategy approaches to build our
brand awareness and influential credibility.

B. Uncontrollable Variables
i. Consumers Environment
We know that consumers preferences and expectations, attitudes and many
more always changing, so in order to retain and maintain their loyalty on our products
we also do some research and conduct surveys regarding on what trending kids wear
design so in order to improve our products.

ii. Competitive Environment

We ensure that our products and services are not just in good quality or better
that to our competitors but to ensure that when you come out on our store there will be
smile of satisfaction on your face. We offer continuous value-added products to our
customers. To achieve our financial target.

iii. Legal Environment

Even though our products are many various of kids wear we can compete to the
others.
We ensure that we comply all the permits that are needed and pay all the taxes
that we need to pay in order to establish and continue in our business.

iv. Economic Environment

Our economic is dynamic and always changing and to ensure that we can still
provide not just a product and service to our customers but also a nice job for our
workers. We always have plans in terms of inflations rate and deflations rate comes.

v. Technological Environment
With continuous growth of technology, we in Gedion’s Kids Wear (GKW) uses
different kinds of social media platform and other technological platforms. By this we
can still offer our services those who cannot visit our store. We accept orders from
these platforms. Like we have facebook page, our own website, Instagram, tweeter,
Shopee, Lazada and email account.

VII. Specific Activities

A. Daily and Short-Term Operations
Our store operates from Sunday-Thursday 8a.m to 8p.m, Friday 8a.m-4:30p.m and
closed in Saturday’s.
Everyday we ensure that our kid’s wear is on its conditions and a new arrival of
stock were display on the front of our stores. We give discounts for 1st born child, 6th
child, 12th child, single mom’s, every anniversary of our store and any other occasions
that matters to the owner of the business. We also do an after-sale calls to our
customers to ensure that our products satisfy them.
And terms of our service we always ensure that our sale personnel’s always plaster
a smile on their faces respects our customers, whether they buy or not. And we always
conduct inventory every day, week, and month, annually to ensure that our business is
ta the good state and adjust the price of our kid’s wear when we already reach our
target income to ensure that we already had profit. This is the most reason why we have
a lot of sakes in our kid’s wear to return the favor in our loyal and target customers.

VIII. Control
A. Adjustment

As the business grow, the better the products and services we are willing to provide
to retain and satisfy our customers. In Gedion’s Kids Wear we ensure that every one
who enters our store plaster a beautiful smile in their faces whether they purchase our
products. We want our customer to wear our kids wear used/unused in a friendly and
affordable price.

B. Adjustment
As the pandemic covid-19 hits our country, there are times that our sales become
low, the shipment of our courier from the other country is very sensitive, tight and very
careful to enter in our country so our kids wear is delay. Our store now is more focus in
online selling but we still open for those who wants physically visit our store. We always
make sure the safety of every one by following the safety protocols such as wearing
face mask and face shield, one meter distancing and by outing a hand washing area
outside our store, the security guard checks everyone’s temperature and by providing
information’s that will help us to trace our customers who enters our store daily.
 Gedion’s Kids Wear (GKW)
“Kids wear, with care”
_____________________________________________
A Strategic Plan Presented to
the Faculty of College of Business Administration
Northern Mindanao Colleges Incorporated
City of Cabadbaran
____________________________________________________

In Partial Fulfillment
of the Requirements of the Degree
Bachelor of Science in Business Administration
Major in Marketing Management
______________________________________________________

By
CLARYS JOY P. MAKINANO

May 2021