I.

INTRODUCTION

VISION
To be a recognized world brand among the
best world brands
 
MISSION
When we create, we inspire.
When we make, we innovate.
When we lead, we serve.
II.EXTERNAL
ANALYSIS

2.1 POLITICAL 2.2 ECONOMIC

“Environment Friendly Bench/” “Employment Opportunities”

2.3 SOCIAL 2.4 TECHNOLOGICAL

“Rapid change in fashion trend” “Strengthening the Brand into social
media”
II.EXTERNAL
ANALYSIS
2.1 POLITICAL
“Environment Friendly Bench/”
Under the republic act no. 9003 (Ecological Solid
Waste Management Act of 2000). garment and
apparel industry must follow the policy issued by
the government in order to prevent the extreme
usage and to conserve plants and trees which is the
main materials of textiles. Bench/ awareness in
environmental responsibility can be an edge
against competitors. This will give positive impact
to bench due to the global warming issue and
majority of people are concerned. this will be the
action to campaign both product and environment.
2.2 ECONOMIC
“Employment Opportunities”
The unemployment rate shows the percentage of
jobless people. The Philippine unemployment
rate dropped from 5.2% to 5.1% reported on
April 2019. It shows that the percentage of
unemployment rate decreased from its previous
status. The work opportunity in bench/ can
produce more job they will open more stores
which give employment opportunities that can
help the economy lessen the jobless people. The
positive effect of this opportunity will provide an
employment and will lessen the percentage of
unemployment rate in the Philippines.
II.EXTERNAL
ANALYSIS
2.3 SOCIAL
“Rapid change in fashion trend”
Trends come and go. As a trendsetter, Bench
should keep their products in line with the trend.
Due to the new innovations of their competitors,
the quality of their clothing line becomes low and
they must need to dedicate efforts in producing a
research team that will dictate the fashion trend
that can compete to their strong competitors. This
kind of seasonal trend will give a negative impact
due to the rapid changes of fashion trend it will
lead to some inventory stocks becomes obsolete if
it not patronized by customers.
2.4 TECHNOLOGICAL
“Strengthening the Brand into social media”
Although, bench/ is already having a strong brand
personality. The company should maximize also
the social media platforms because more people
are into social media today. Promoting the Bench/
online shop store can let customers review
thousands of items in one place and pay for from
the comfort of their homes. This will give an
opportunity to bench to lift up the advertisement
through the use of 21st century medium e.g. social
media platforms.
III.EXTERNAL FACTOR EVALUATION
(EFE) EXTERNAL FACTORS EVALUATION (EFE)
WEIGHTED
KEY EXTERNAL FACTORS WEIGHT RATING
SCORE

OPPORTUNITIES
Political- “Environment- Friendly
.10 2 0.20
Bench/”
Economic- “Employment Opportunities”
.15 3 .45

Technological- “Strengthening the

Brand into social media” .40 3 1.20
 

THREATS

Social- “Rapid change in fashion

.35 3 1.05
trend”
 
TOTAL 1.00 - 2.9
IV.INTERNAL
ANALYSIS

4.1 HR/MANAGEMENT 4.2 OPERATION

“Rights of employees availing “Forecasting the future trend”
social security”

4.3 MARKETING 4.4 INFORMATION SYSTEM

“Increase market shares in the succeeding “Getting more attention to social
year” media marketing”
IV.INTERNAL
ANALYSIS
4.1 HR/MANAGEMENT
“Rights of employees availing social security”
Former employees complain about not having
health insurance which is the rights of employees
to have insurance provided by the company. For
security and safetyness during the labor inside the
company. Some potential labor laws to consider
are minimum wage, over time, benefits and health
and safety regulations. This gives a negative
impact since bench is not providing health
insurance. It will affect the human resource and the
whole process of production. Every people inside
the company should value as if it is like an asset of
the company.
4.2 OPERATION
“Forecasting the future trend”
Forecasting is one of the strategies that the bench/
used on setting a fashion trend. According to
Investopedia, Forecasting is a technique that uses
historical data as inputs to make informed
estimates that are predictive in determining the
direction of future trends. BENCH/ already predict
and create designs for the upcoming year and they
divided their apparel collections in 3 seasons
Including Summer, Autumn, and Holidays
collection. It provides a positive response to the
rapid fashion trend. It provides a solution to deal
for the problem.
IV.INTERNAL
ANALYSIS

4.3 MARKETING
“Increase market shares in the succeeding year”
Customers of bench will increase due to other countries locals and tourists. Since technology is in
today, with online shops booming, bench has also put up their own making them more accessible to
those that don’t have time to go to mall. In relation to accessibility, Filipinos who reside in other
countries can get their hands-on bench/ products since they already have a global store. Due to the
response of the customers it will give the company a positive impact.
IV.INTERNAL
ANALYSIS

4.4 INFORMATION SYSTEM

“Getting more attention to social media marketing”
Internet is spreading its wings promptly and speedily across the world. It has become the main mode of
carrying information and has surpassed its competition in more than one way. There are few ways to promote
online, the first one being the SMM i.e. Social media marketing. Bench/ is highly patronizing the OOH
Advertising (out of home advertising) and having a strong stand in that strategy. Customer preferred going to
the physical stores instead of visiting on the online store of the bench. Factors could be, customer wants to see
the actual unit to ensure the quality. Also, the customers are used engaged with traditional shopping. This will
be a positive impact to the company and to a customer. Specially for customers who have no time going to
malls. This platform is will be useful for company to provide its products and for customers to still be on a
fashion trend.
v. INTERNAL FACTOR EVALUATION (IFE)
INTERNAL FACTORS EVALUATION (IFE)
WEIGHTED
KEY INTERNAL FACTORS WEIGHT RATING
SCORE

STRENGTH
OPERATION- “Forecasting the future trend” .40 4 1.60
 
 
MARKETING- “Increasing market shares in the .20 4 .80
succeeding years”
WEAKNESSES
HR/MANAGEMENT- “rights of employees availing
.10 2 .20
social security”
 

IT/MIS- “getting more attention to social media

.30 2 .60
marketing”
TOTAL 1.00 - 3.20
VI. STRATEGY FORMULATION
6.1 TOWS MATRIX
OPPORTUNITIES
1.“Environment-Friendly Bench/”
2.“Employment Opportunities”
3. “Strengthening the Brand into social
media”
THREATS
1. “Rapid change in fashion trend”
STRENGTH
1. “Forecasting the future trend”
2. “Increasing market shares in
the succeeding year”
 
Increases the market shares
through strengthening the brand in
maximizing the use of social media
sites.
Taking advantage to their
competitors through forecasting
the fashion trend in the next years
apparel’s collection that they
expected to be patronized by their
customers.
WEAKNESSES
1. “rights of employees availing
social security”
2. Getting more attention to social
media marketing
Using the 21st century method of
advertising to give an awareness of
the brand and strengthening the
social media platforms.
Bench Marketing team can also
rely on what is the fashion trend on
social media sites knowing that
this platform has a power to
change the trends.
6.2 I-E MATRIX
THE IFE TOTAL WEIGHTED SCORE
 
IFE- 3.20 STRONG AVERAGE WEAK
EFE- 2.9 (3.0-4.0) (2.0-2.99) (1.0-1.99)
THE EFE TOTAL WEIGHTED SCORE HIGH
(3.0-4.0) I II III
 
MEDIUM
IV V VI
(2.0-2.99)

BENCH/ STRATEGIES
•GROW & BUILD
•MARKET
PENETRATION
•MARKET
DEVELOPMENT

LOW
VII VIII IX
(1.0-1.99)
VII. SUMMARY OF MATRICES AND ANALYSES

STRATEGY OPTIONS TOWS IEM TOTAL

 
INTEGRATION STRATEGIES    

 
1 Forward Integration    
 
2 Backward Integration    
 
3 Horizontal Integration    
 
INTENSIVE STRATEGIES    

4 Market Penetration 1 1 2
5 Market Development 1 1 2
6 Product Development   1 1
 
DIVERSIFICATION STRATEGIES    

 
7 Concentric Diversification    
 
8 Conglomerate Diversification    
 
9 Horizontal Diversification    
 
DEFENSIVE STRATEGIES    

 
10 Joint Venture    
 
11 Retrenchment    
 
12 Divestiture    
 
13 Liquidation    
       
VIII. PRIORITIZATION OF STRATEGIES
8.1 Quantitative Strategic Planning Matrix
KEY FACTORS WT Market Market Product
Penetration Development Development
OPPORTUNITIES   AS TAS AS TAS AS TAS
“Environment- Friendly Bench/” .10
1 3 .30 3 .30 2 .20
2 “Employment Opportunities” .15 3 .45 3 .45 2 .30

3 “Strengthening the Brand into social media” .40

4 1.60 4 1.60 4 1.60
THREATS              

1 “Rapid change in fashion trend” .35

4 1.4 3 1.05 4 1.05
    1.00            
STRENGTHS              

1
“Forecasting the future trend” .40 4 1.60 3 1.20 4 1.60

2 “Increase market shares in the succeeding

year” .20 4 .80 3 .60 4 .80
WEAKNESSES              

1 “rights of employees availing social

security” .10 - - - - - -

2 “getting more attention to social media

marketing” .30 4 1.20 4 1.20 2 .60
 
  1.00            

SUM TOTAL ATTRACTIVENESS SCORE 2.00   7.35   6.40   6.15

IX. ACTION PLANS & PROGRAMS

KEY STRATEGY: Strengthening the social media marketing of bench/ to promote their products in the social media
and create opportunity to increase the market shares

PERSON
TIMETAB
ACTIVITIES EXPECTED OUTPUT RESPONSIBL
LE
E
1. Invest for an Ads on social media in Dec. 2019 Escalate the marketing activities BENCH marketing
order create more market online. to attract more market and to department
generate brand awareness in a
social media platform.
2. Utilize the activities of marketing Dec. 2019
strategies like sponsoring for an event.

3. focus on creating a clothing designs that Dec. 2019

can make an impact to the market and to
make it trendy.
 REFERENCES

 Daquiz A. (2016, February 5). BENCH. Retrieved from https://prezi.com/ibrr62mjopyq/bench/

 Getmeashop. (2017, October 23). How Email Marketing Helps You Grow Your E-Commerce Business. Retrieved from
https://www.getmeashop.com/blog/email-marketing-helps-grow-e-commerce-business/
 BENCH/ Online Store. Retrieved from https://shop.bench.com.ph/about-bench/
 Marketing Research Proposal of Bench/. Retrieved from
https://merycris.weebly.com/uploads/5/7/9/4/57945181/marketing_research_proposal.pdf