BENCH PHILIPPINE CLOTHING BRAND

SUYEN CORPORATION

AN INTERPRISE MANAGEMENT INVESTIGATION

Presented to:

VERNIE L. LACORTE, LPT

Organization and Management Teacher
Accountancy, Business and Management
Corpus Christi School

By:
11A-MACASANDIG
GROUP 1
Soraya K. Abinal
Jobert Mikel D. Guitguit
Justine Christian Sajulga
Janna Mae C. Guiwanon

November 25, 2020

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 TABLE OF CONTENTS

PAGE

I. INTRODUCTION………………………………………………………………. 3

II. COMPANY AND IT’S BACKGROUND………………………………….….4

a. History and Company profile………………………………………….4

b. Organizational Structure………………………………………………9

c. Products and Services…………………………………………………10

III. THE MANAGEMENT STRUCTURE……………………………………….15

IV. UNDERSTANDING THE BUSINESS………………………………………17

a. SWOT analysis………………………………………………………….17

b. PESTEL analysis………………………………………………….……19

V. ORGANIZATIONAL CULTURE AND LEADERSHIP………………….…22

VI. BEST PRACTICES OF THE COMPANY ……………………………….…26

a. Management …………………………………….……,………...….….26

b. Human Resources …………………….………………,……….….….26

c. Marketing and Promotions……………………………,…………….…27

VII. DOCUMENTATION………………………. ………………,…………..….…28

a. Photo of the Company ………………………………,…….….………28

b. Photo of the products …………………….……………………………28

c. Photo of leaders/Managers and Workers…….………………………29

V. REFERENCES……………………………………..…..………………………30

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 INTRODUCTION

The purpose of this investigation is for us to know how the management functions

which are the Planning, Organizing, Staffing, Leading, and Controlling is applied to a real

company that is now famous so that we could also be able to apply it in ourselves and

understand the practical ways as to how is it being done and applied to a real situation.

And we have decided to investigate bench. Bench (stylized as bench/ or BENCH/) is a

Philippine retail brand owned by Suyen Company with Ben Chan as the Founder and Ian

Crosby as the Co-founder. Bench began in 1987 as a small store selling men’s t-shirts.

Then, it grew at an unparalleled rate becoming the pioneer in the use of celebrity

endorsers, television, and giant billboards to propel a fashion brand that offers premium

quality products at affordable prices. With this kind of progress, We, as the investigators

was amazed and would like to study not just the external environment that this company

has but also its internal environment and what ways they used to cope with the different

situations they encountered as it takes its progress towards its current position. We would

also want to investigate the theories, styles, and how they decide and change into a better

way to achieve its organizational goals. Part of that investigation would be the company’s

background, history, profile, organization’s culture and practices, the structure of their

organization as well as their management, and their products. With the help of this

investigation, we as a student of organization and management would have a more

meaningful grasp about what is it like to be on the real world of corporate business. And

finally, at the end of this study we would be able to implant these helpful learnings to our

hearts and mind as we go on our journey and apply these on the next stages towards

success.

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 THE COMPANY AND ITS BACKGROUND

A. History and Company Profile

Bench is the Philippines’ leading clothing and lifestyle brand. Its

story dates back to 1987, when founder and chief innovator Ben Chan

got the opportunity to design and sell men’s T-shirts and jeans at a local

department store. Thirty years later, with shops in San Francisco, Saudi

Arabia, Dubai, Bahrain, Myanmar, Japan, and various cities in China, Bench is now

providing affordable and quality products not only to Filipinos, but also to fashion lovers

from different corners of the world.

Today, Bench is recognized as a retail powerhouse and as a consistent provider

of fun and functional casualwear, as well as other youthful, practical and trend-purveying

products. For its celebrated apparel line, Bench considers comfort and reliability as its

utmost priority. From graphic tees to plain T-shirts, tank tops to trousers, jackets to denim

jeans, and now an expanded offering that has come to include underwear, bags,

accessories, footwear, fragrances, and cosmetics, Bench has grown into what many

might refer to as a one-stop shop.

The proudly Filipino brand has also become known for enlisting some of the world’s

most recognized celebrities as it’s brand ambassadors. This impressive list includes

musicians Bruno Mars, Joe Jonas, and Adam Levine, as well as Korean superstars Park

Shin Hye and Lee Min Ho. This year, in time for the brand’s 30th anniversary in the retail

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scene, Bench revealed two of their biggest Global Bench setters to date – teen idols

Brooklyn Beckham and Cole Sprouse.

Whether it’s creating buzz with the release of a highly anticipated campaign,

continually creating products that excite its market, or spearheading initiatives that elevate

Filipino talent and craftsmanship to the global stage, Bench continues to raise the

benchmark for the Philippines retail landscape. Committed to expanding horizons and

pushing boundaries, Bench has never been limited to simple product manufacturing and

brand marketing. Instead, the brand remains committed to forming, maintaining, and

developing a global lifestyle that is proudly local in its origins.

Mission Statement

When we create, we inspire. When we make, we innovate. When we lead,

we serve.

Vision Statement

To be a recognized world brand among the best world brands.

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 Company Timeline and Highlights

In 1987 - Ben Chan started a small t-shirt shop at the SM Department Store in

Makati.

In 1996 - Aside from Bench, Chan’s furniture store Dimensione was incorporated

under Forte Showroom Corporation.

In 1997 - Chan also owned a personal exchange store, PCX, whose first branch

opened doors.

In 1999 - Suyen Corporation opened another clothing brand, Human.

In 1999 - Bench added snacks to their widening range of products. Bench Bytes

products included marshmallows, candies, and popcorn.

In 2007 - Bench was on its way to global retailing, with established stores in

Los Angeles, Riyadh, Bahrain, Guangzhou, Xian, and Dubai. China remains its

primary focus with more than 27 company stores and 19 franchises.

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 Photograph and sketch

Ayala branch

SM Downtown Branch

Limketkai Branch

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 Contact Information

BENCH

BENCH TOWER

30th cor. Rizal Drive, Crescent Park West 5, Bonifacio Global City, 1634 Taguig City,

Philippines

Tel: (+632) 955-2305

Fax: (632)777-7888

Email: customersupport@benchtm.com

BENCH PASAY OFFICE

2214 Tolentino St., Brgy. Sta. Clara, Pasay City, Philippines

BENCH RICHGOLD WAREHOUSE

Mañalac Ave., Tanyag, Taguig City, Philippines

SCENTRAL LABORATORIES INC

1st Ave., Tanyag, Taguig City, Philippines

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B. ORGANIZATIONAL STRUCTURE

It is evident in the picture above that Bench Company is using the Functional

Organizational Structure because of the Different Department that consists a group of

people having the same field of specialization with their head or manager and has

different task and goals however; each departmental goal is interrelated. Having different

departments still enables the President or the CEO maintain authority among the

department.

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C. Products

MEN

APPAREL

T-Shirts

Shirts

Jackets

Shorts

Denim

Pants

ACCESSORIES

Caps

Glasses

Bags

Belts

Small Accessories

Wallets and Cases

Handkerchief

Socks

Footwear

Slippers

Casual

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WOMEN Belts

APPAREL
Handkerchief
Dresses
Small Accessories
T-Shirts

Shirts Wallets

Jackets Cases
Shorts
Skirts Socks

Denim
Footwear
Pants
Small Accessories
ACCESSORIES
Wallets
New Arrivals
Caps Cases
Glasses Socks
Bags
Footwe

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 Products

UNDERWEAR

MEN WOMEN
Basics Basics
BENCH/ Active Undershirt
Brief BENCH/ Active
Boxer Brief Bra
Swimwear Fashion
Loungewear Basic/Must-Have
Boxer Shorts Promo Pack
Undershirts Panty
Thermal wear Swimwear
Beach Shorts
Shapewear
Sleepwear
Accessories
Thermal Wear

Product Bath & Body

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 FRAGRANCES
PERSONAL CARE
Celebrity Scents
Hand Sanitizer
Designer Scents
Hand Spray
Bench Eau de Toilette
Hand Wash
Bench Body Spray
Deodorant
Splash Cologne

BA BY CARE
Daily Scent Cologne
PAPER PRODUCTS
Body Spray
Eau de Toilette SKIN CARE
Powder Lotion
Baby Bench Cologne Soap
Scrub
HAIR CARE Shower Crème
Hair Styling Facial Moisturizer
Hair Gel

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 Products

BATH & BODY

MAKE-UP
Make-Up Accessories
BB Cream
BB Foundation
Powder Compact
Eye and Eyebrow Pencil
Eyeshadow
Blusher
Blushing Gel
Lip Care
Lipstick
Nail Polish

TOWELS
Hanky Towel
Face Towel
Fingertip Towel
Hand Towel
Small Bath Towel
Bath Towel

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 THE MANAGEMENT STRUCTURE

Ben Chan was being interviewed ang this is the question he was given. “How would you

describe the way you manage your company?”

These are the answers of Ben Chan.

“I do it by intuition. It’s a family-run company with my sister, her husband, their children,

and myself running the show. Naturally, we treat our employees as our extended family.

Back in July, we celebrated our 30th anniversary by taking employees who have been

with us for at least a decade on a trip to Hong Kong. That turned out to be 400 employees,

which includes both local and overseas operations!

We filled an entire plane, and the whole trip turned out to be more than a team building

experience. It cemented our bond as a company and made the trip unforgettable.”

It is a Behavioral Theory of Management because the Behavioral Theory states that “the

success of the organization depends on the success of the people within it and that the

motivation, commitment, and well-being of the people in an organization dictates the

organization's success.” You already saw it when Ben Chan answer the question that was

given to him that’s how Ben Chan is able to manage the company to work well and able

to be friend the local employees to overseas employees that’s how he treats employees

because he knew this employee welfare, motivation, and communication. This are the

things that Ben Chan keep to have his employees remain for a longer of time motivating,

trusting, empowering, and taking care of employees will yield to better workforce

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performance. And it is also stating that in the Management theory that the better you take

care of your employee the higher they give productivity.

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 UNDERSTANDING THE BUSINESS

a) SWOT ANALYSIS

STRENGTHS WEAKNESSES

➢ Strong branded image ➢ Limited Social Media Platform

➢ Well positioned stores Advertisements
➢ Good oriented company ➢ Products don’t appeal as much to the
➢ Good quality products at high-class market
affordable prices ➢ Target Market
➢ Specially cater to the needs of
the target market
➢ Great marketing skills
➢ Wide range of products

OPPORTUNITIES THREATS

➢ Increase number of Customers ➢ Direct and Indirect Line of Competitors

➢ Capture more market share ➢ Rapid change in fashion.
annually ➢ Economic threat in the Philippines
➢ Expand their branches especially
in foreign countries
➢ Create new services

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 In this statement, we would like to recommend a couple things: advertisement,

target market, and their products. The company should make more appealing

advertisement to the social media platform as people in the 21st century uses more

gadgets now, not just for texting and calling but also for buying. Advertising is a powerful

way to be known in the market for the consumers get to know more about the company

itself. The company’s target market should be expanded and include old citizen as it will

improve their sales. The design of their products should also be improved as the style is

to plain for the taste of the teenagers right now.

Since the company is in Clothing Industry, it has a lot of competitors both indirect

and direct which is common in any company in the market. Having these, the company

can also make a trend by creating a unique design that has their signature on it. One of

the examples are its Indirect Competitors like Gucci, Channel, etc. These brands have

their own unique design that consumers can distinguish what brand it is. By the company

doing it, they set a trend that its direct competitors will be threated. Changing in fashion

styles is common and by the company putting their signature on the clothes, It can result

to the increase number of their customers and capture more market share. Since the

sales of the company increase, it can make them to expand their branch out of the country

and it can create new services.

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 b) PESTEL ANALYSIS

I. POLITICAL FACTORS

When it comes to business, we have rules and regulations like tax policies and

government law, that will be affected by political factors such as tax and laws the

government might increase the tax of payment in some businesses I the

Philippines. Philippines has a strong democratic system with stable

macroeconomic policies. Environment and consumer protection law influence in

social interest groups, the manufacture, packaging, labelling, distribution,

advertising, and sale of the product are subject to extensive regulation in the

Philippines.

II. ECONOMIC FACTORS

As time goes by everything change and at the moment, we are experiencing a new

normal setting because of the pandemic, these will affect by economic factors

through changes because we need to stable the company instead of shutting it

down. People who are low-income or live in an area with a high unemployment

rate, need their income to go to survival staples like food and rent. We ae now

need to be considerate of the people and need to come up in a better offer to

people by the given situation.

III. SOCIAL FACTORS

The societies who have a sense of fashion and are always eager toa adopt the

contemporary fashion trends like by the given situation pandemic they can still go

out in style even with mask. Also, the company need to be health consciousness
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 in keeping the safety of consumers by limiting the people to be able to have a

proper social distancing and sanitize each area.

IV. TECHNOLOGICAL FACTORS

This 21st century where technologies are easy to access, they now can use internet

for the new ways of distributing their products especially now that we need the

social distancing and extra careful in surroundings. The internet is having a

profound impact on the marketing strategy as they used it as advertisements or

social media platform

V. ENVIRONMENTAL FACTORS

Fashion has a great impact on the environment that being great has also some

disadvantages like many clothes are made from cotton, but the moment it will ship,

the chemicals can easily make their own way into the cotton, in short, those

products could be soaked in hazardous compounds. Not to mention how they

transport and it will release gases and smoke into environment. Shipping products

only worsen the problem since it adds additional traveling to get clothes. And

unfortunately, efforts to reduce the impact on the environment are few and far

between.

VI. LEGAL FACTORS

The fashion industry must follow similar legal rules and regulations like any other

business. To stay legal, they follow tax restrictions, export restrictions, and inflation

costs. They must also maintain workers’ rights, but this becomes iffy when

companies have their products made in foreign countries. It’s known many fashion

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 retailers have Asian workers sew their clothing for ridiculously cheap, but many

consumers are boycotting these brands. [REPUBLIC ACT NO. 4653]

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 ORGANIZATIONAL CULTURE AND LEADERSHIP

There are different ways that an organization use for them to function effectively.

Not all strategies are applicable to all organization thus making them unique from one

another. Each organization has different set of beliefs, practices, culture and strategies

for them to be able to achieve their common goal.

❖ Essence of Family ❖ Relevant

❖ Hard work ❖ Live with the flavor

❖ Teamwork ❖ Vision

Bench Philippines (according to the interview of Mr. Ben Chan) believes that the

essence of family is essential because they give importance to each and every of the

organization. Practicing this makes them more synchronized and effective in terms of

doing their tasks and goals because they help each other instead of pulling other

members down. Hard work is also a culture for the organization because success is

gained through hard work and evidently, the organization has developed this culture

through the years. Teamwork is clearly present in their culture and practices as an

organization as they work hand in hand to solve problems and mishaps to achieving their

organizational goals. They also practice being relevant to the current situation because

they believe that the game between their competitors revolves on the information and

what to do with it, therefore missing a beat must be avoided because its either you keep

up with what is relevant or you get left behind. They also set a standard which is “Live

with the flavor”. As we all notice Bench products has something extra that Filipino people

look for and can relate to something that give them a feeling of being home. And that is

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why Bench is a leading Clothing brand here in the Philippines and why they are different

from other brands They. The company also believes that Vision is the art of seeing the

invisible that is why they enables the organization to see or sense possible factors that

can either be a negative or positive so that they can have effective solutions or corrections

on a particular concern

Bench Philippines also has Leadership practices that helps the managers clearly

show their competitiveness and effectiveness among them who are also leaders in nature

because of the strong foundation of trainings and seminars conducted where skills and

knowledge are instilled in the hearts and minds of the employees thus making them high-

quality performers in their respective departments. But for those employees who are lucky

enough to possess innate competitiveness there are also rooms for them to nurture and

improve what they already have. According to our research, the company observes the

Managerial Roles and Skills proposed by Henry Mintzberg. These roles and skills are

possessed by the managers specifically/more on the frontline level where team leaders

or managers monitor the non-managerial workers accordingly to ensure the progress and

productivity in each department.

MANAGERIAL ROLES

• Monitor

INFORMATIONAL • Disseminator

• Spokesperson

• Figure Head

INTERPERSONAL • Leader

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 • Liaison

• Entrepreneur

DECISIONAL • Disturbance Handler

• Resource Allocator

MANAGERIAL SKILLS

❖ TECHNICAL ❖ HUMAN ❖ CONCEPTUAL

Leadership Theories

They used Behavioral Theory of Management because the Behavioral Theory

states that “the success of the organization depends on the success of the people within

it and that the motivation, commitment, and well-being of the people in an organization

dictates the organization's success.” Ben Chan is able to manage the company to work

well and able to be friend the local employees to overseas employees that’s how he treat

employees because he knew this employee welfare, motivation, and communication.

This are the things that Ben Chan keep to have his employees remain for a longer of time

motivating, trusting, empowering, and taking care of employees will yield to better

workforce performance.

Business Talk with Ben Chan of BENCH/ | Philippine Primer

Motivational Theories

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They used MASLOW’S HIERARCHY OF NEEDS because MASLOW’S HIERARCHY OF

NEEDS prioritize the well-being of an employee and the needs of it. Ben Chan knows that

to have a better and loyal employee it must be treated the same as the CEO that is why

many workers were able work with him in a very long. MASLOW’S HIERARCHY OF

NEEDS states that “it is something we need because primarily, it is necessary for one’s

survival.” In order to have consistent productivity we also need to take care of ourselves

to balance the work needs and self needs.

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 BEST PRACTICES OF THE COMPANY

a. Management

• Management Team - Ben Chan is the chairman/CEO and serves as the

‘mother’ of the company, he runs this company along with the help of the

couple Mr. Virgilio and Mrs. Nenita Lim until now (the latter being his sister).

Mr. Virgilio Lim is in-charge of System and Operations while Mrs. Nenita Lim

manages the company’s finances. Also in the executive board is the couple’s

son Mr. Brian Lim, the company’s Over-all General Manager, Mr. Jude Ong,

Miguel Pastor for the company’s structure and design and the daughters of

Virgilio Lim, Kristine Lim and Suyen Lim for the Group Brand Manager.

• Bench polices – They have these term and conditions in terms of how to buy

with a payment method for costumers to be guide if ever they have some

concerns like the Returns and exchange for them to satisfy the costumers

needs. In Cancellation is for given the costumers opportunities regarding their

rights in choosing.

b. Human Resources

• Recruitment - is the one responsible for selecting of new applicants. Those

who want to be an employee of Bench will go directly to our office in Las

Pinas.

• Job Specification - There is a higher requirement, in terms of experience and

academic background (should be a college graduate, etc.) when for their

department offices but when it comes to getting employees for their branches

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 (branch managers, sales clerk) there’s only a rigid physical requirement to

meet. High school graduates are allowed to fill branch positions as well.

• Good performance o Punctuality o Ability to adapt to work- For Bench, they

treat their employees as their best investments. Employees attend a Bench

culture orientation and go through trainings as they grow in the company.

• Motivating - They motivate their subordinates through incentives and giving

Certificate of Appreciation and Recognition

• Communication - Their way of communication is downward and upward

communication wherein messages and orders start at the upper levels of the

organizational hierarchy and move down toward the bottom levels and vice

versa.

• Leadership - They are the one responsible for creating an inspiring vision,

and then motivate and inspire others to reach that vision.

c. Marketing and Promotions

• Exclusive Offers – “Buy 2 for 599” when the costumers see some exclusive

offers in special days or holidays their eyes glitters because it’s a good offer

for both who sell and buy. It is exclusive because it is selected only.

• SALE- The Company gives discounts in specials days or holidays in selected

items for the costumers have a something freedom to buy and it is giving the

opportunities for the people.

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 DOCUMENTATION

a. Photo of the Company

b. Photo of the products

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c. Photo of leaders/Managers and Workers

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 REFERENCES

Home page | BENCH/ Online Store

According to Bench (They start from a small store where they sell men’s T-shirt, Even

though it is still a store they still able to find a way to be the best recognized world brand

in the world which was their vision also. They find ways to promote their brands and able

to recognize in the local area. As the years passed by the Bench company was able to

build worldwide networks of stores as far as they can to spread the brand name and it’s

best quality. Their slogan also is this “BENCH/ is forever”, became the company’s abiding creed.”)

(October 09, 2017) Business Talk with Ben Chan of BENCH/ Philippine Primer

English magazine. Business Talk with Ben Chan of BENCH/ | Philippine Primer

According to Ben Chan (The Bench/ Company starts at year of 1987 and it continued

from this day. Ben Chan treated his employees as if they are his relatives and keep

maintaining the needs of the employees in order to work well with him. Ben Chan has

also have a Quotes he states it “I used to have one in the 90s from Irish author

Jonathan Swift: “Vision is the art of seeing the invisible.” Ben Chan doesn’t also

want to sell clothing only but he also wanted to create an image for their brand to be

recognized in the whole world. He also states that “Bench was by no means a one-man

effort. I worked side by side with my sister Nenita Lim, who is our VP for Finance.

Her husband, Virgilio Lim, is our president.” He was very fortunate to work even they

are only 3 of them but they feel they are a team.)

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