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Business Proposal


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Business Proposal

  1. 1. Business Proposal Business Proposal for partners Design Reasearch-Studio
  2. 2. Contents 1. Company Introduction 2. Management Ideology 3.Awards Particular (1) 4. Awards Particular (2) 5. Formation Chart 6. Products (1), (2) 7. Key Products (1), (2), (3) 8. Store Value Flow-chart 9. Industry Analysis 10. Market Research and Evaluation 11. Marketing Strategy 12. Internal and External Facto (SWOT Analysis) 13. Financial Statements 14. Step-by-step Growth 15. Business Expansion 16. Henceforth Vision 17. Business Proposal
  3. 3. <ul><li>Name:KACHI CRAFT </li></ul><ul><li>- Korean Traditional Pattern-art Designer Jehee Kim’s Studio </li></ul><ul><li>Found-Year:1983 </li></ul><ul><li>Dealing Products: </li></ul><ul><li>-Patchwork wrapping cloth, Pattern-art, scarf, necktie, muffler, purse, table mat, table runner, coaster, tablecloth, umbrella, etc. </li></ul><ul><li>Office :A-23 trade mart, coex trade center, Kangnam-gu, Seou,l korea </li></ul><ul><li>Shop: C-32 Arcade, coex Intercontinental hotel, Seoul, Korea </li></ul>Company Introduction
  4. 4. Company that prepares the future with trust and sincerity Management Ideology Popularization of Traditional and Cultural Goods Technology Development Transparent Management Personnel Development Forming Customer Value
  5. 5. Awards Particular (1) 1989.10.22 The 3 rd International Art Contest, Craft, 3 rd place 1989.12.16 The International Art Embassy Award 1990.07.22 The 5 th Korea Culture and Art Contest, Traditional Embroidery, 1 st place 1991.09.02 International Association of Promoting Synthetic Art. The Invited Artist 1992.08.14 Accepted for The 22 nd Seoul Craft Contest 1992.09.18 Accepted for The 22 nd National Craft Contest held by Small Business Corporation 1993.04.11 The 8 th Korea Culture and Art Contest, Superior Artist 1993.04.11 The 8 th Korea Culture and Art Contest, Embroidery, The Recommended Artist 1993.05.31 The 8 th Gyeonggi-Do housewife’s Day Craft, 1 st Place(Gyeonggi Provincial Governor) 1993.06.30 Accepted for The 23 rd Soul Craft Contest 1993.07.30 The 23 rd National Craft Contest held by Small Business Corporation Choice Goods 1993.11.28 The 7 th International Art Contest, the Invited Artist 1994.04.17 The 9 th Korea Art Contest, Craft, Superior Artist Award 1994.05.20 Accepted for The 24 th Seoul Craft Contest
  6. 6. Awards Particular (2) 1994.08.09 Specially accepted for the 94 Korea Craft Contest(Small Business Corporation) 1994.08.10 A committee member of the 94 Korea Craft Contest(The Association of Korea Craft Artist) 1995.06.21 The Exhibition for Globalization of Korean Craft, Culture and Art Award 1999.08.27 Ministry of Culture and Tourism, A member of the 99 Cultural Foods Development Committee 2000.07.03 Seoul Tour Souvenir Contest, 3 rd place(Scarf) 2000.09.09 Korea Millennium Foods(Scarf, Handkerchief), Ministry of Commerce, Industry and Energy 2000.10.19 Special Exhibition of ASEM 2001.07.19 Korea Millennium Goods(Ten Longevity Symbols Clock), Ministry of Commerce, Industry and Energy 2002.04.25 Seoul Industry Promotion Foundation, Textile and Craft Design, The invited Artist 2002.07.24 Good Design Goods, Crane Symbols Scarf, Ministry of Commerce, Industry and Energy 2002.07.22002.07.24    Superior Award(Culture and Tour Goods and Craft) 2002 Good Design Goods, Korea Institute of Design Promotion 2002.09.06 Accepted for The 5 th National Tour Souvenir Contest, Korea National Tourism organization 2002.09.13 2002 Accepted for The 02 Seoul Culture and Tour Goods Contest, Seoul Municipality 2003.09.17 Accepted of the Seoul Tour Souvenir Contest 2004.07.05 Good Design Goods(Necktie), Korea Institute of Design Promotion
  7. 7. Kachi Craft consists of 2 main offices, 8 departments and a research institute where free and innovative researching is guaranteed under the direct supervision of the managing director. Business Department Management Supplying Department Design Research Team (Goods) Planning Team Overseas Business Team Local Business team Business Management Team President Jehee Kim Research Institute Representative Director Personnel / General Affairs Accounting / Administration Management Planning Formation Chart
  8. 8. Products (1)
  9. 9. Products (2)
  10. 10. Key Products (1)
  11. 11. Key Products (2)
  12. 12. Key Products (3)
  13. 13. Value Subject Value Embodiment Value Aim Value Core <ul><li>Cleanliness of the store </li></ul><ul><li>Shows the beauty of </li></ul><ul><li>Korean tradition </li></ul><ul><li>Efficient price </li></ul><ul><li>Attractive features </li></ul>Customers Frequent Potential Possible Kim Je Hee Design Reasearch-Studio <ul><li>Distinction from the others </li></ul><ul><li>Fulfilling customer ’ s </li></ul><ul><li>Expectation </li></ul><ul><li>Uplift the brand value </li></ul>Store Value Flow-chart
  14. 14. <ul><li>Overcoming 1998 ’ s economic crisis, the company is showing a gradual growth. </li></ul><ul><li>With the increasing number of customers, the Korean traditional pattern-art market seems to be growing constantly. </li></ul><ul><li>By contrasting the Market risk with the cost, the future prospect in terms of company ’ s revenue and opportunities, is very positive. </li></ul><ul><li>By the year 2007, the worked profit estimate is 2,000,000,000 Won. </li></ul><ul><li>Throughout a sufficient market research a fulfilling marketing strategy and field network can be formed. </li></ul><ul><li>Requesting importer's right of monopolization. </li></ul>Industry Analysis
  15. 15. Main Plan <ul><li>Advertising brand concept </li></ul><ul><li>Active usage of main office's marketing resource </li></ul>Outline <ul><li>Stating advertisement in the international fashion magazines and its' cover page : Vogue, Elle, Cosmopolitan etc. </li></ul><ul><li>Stating advertisement in the local fashion magazines and its' cover page </li></ul><ul><li>: Nobless, Style, etc. </li></ul><ul><li>Advertisement publications such as brand news and articles </li></ul>Advertising through magazines <ul><li>Advertise through Japanese fashion magazines (nonno, more, JJ, etc.) </li></ul><ul><li>Advertise through local duty free shops </li></ul>Advertising in Japan <ul><li>inviting fashion magazines, MD and famous celebrities </li></ul><ul><li>Organizing events with fashion leaders' participation </li></ul>Store opening ceremony Marketing Strategy
  16. 16. <ul><li>The Korean traditional pattern-art business is growing every year with the annual growth rate of 15%. </li></ul><ul><li>Female between 25 to 35 years of age are the most spending customer group in import luxurious goods. </li></ul><ul><li>Nowadays, along with the middle class carrier women, college students are too a significant client group. </li></ul>1.        Market Research and Evaluation Luxurious goods ’ female customer group in terms of occupation College students (8.0%) Housewives (27.3%) Carrier women (Below $50) (18.2%) Carrier women (Above $200) (45.5%) 20 –24 (8.1%) 25 –29 (13.7%) 30 –34 (24.0%) 35 –39 (8.0%) 40 –44 (14.9%) 45 –49 (13.7%) 50 – (6.2%) Luxurious goods ’ female customer group in terms of age
  17. 17. <ul><li>Korean customers' preference </li></ul><ul><li>the diversity of designs, colors and materials </li></ul><ul><li>price competition </li></ul><ul><li>fresh brand image </li></ul><ul><li>international recognition </li></ul><ul><li>Low local brand recognition </li></ul><ul><li>limited customers </li></ul><ul><li>competitive European brands </li></ul><ul><li>Customers‘ total brand preference </li></ul>Strength Weakness <ul><li>The dullness of current high-class brands </li></ul><ul><li>increasing expenditure on luxurious goods </li></ul><ul><li>local success </li></ul><ul><li>Korea's increasing expenditure after the year 2005 </li></ul><ul><li>Competition with the new imported brands </li></ul><ul><li>more competitive distribution line </li></ul>Opportunities Threat Internal Factors External Factors Internal and External Factors(SWOT Analysis )
  18. 18. (Unit:1,000 Won) Financial Statement 862,000 1,470,000 2006 150,000 525,000 2003 450,000 965,000 2005 220,000 652,000 2004 2,000,000 Total Sales 1,370,000 Profit Classification 2007
  19. 19. Advertising stage Market-entry stage Earning stage 2002 ~ 2003 2004 ~ 2005 2006 ~ <ul><li>offensively upbringing the brand </li></ul><ul><li>building a network with the local MD </li></ul><ul><li>building a brand image </li></ul><ul><li>raising sincerity to customers </li></ul><ul><li>building a stable distribution network </li></ul><ul><li>building up an offensive business ability </li></ul><ul><li>internationally upbringing the brand image </li></ul><ul><li>raising sincerity to customers </li></ul><ul><li>building a stable distribution network </li></ul>Marketing <ul><li>2002 Worldcup's Japanese tourists marketing </li></ul><ul><li>opening a road-shop in Sam-Sung-Dong </li></ul><ul><li>building an offensive marketing and business network </li></ul><ul><li>opening the second road-shop </li></ul>Remarks 1.        Step-by-step Growth
  20. 20. Stage 1 building a main office and its system Stage 2 building a regional office(seoul) and connecting DB Stage 3 franchising and products selling Stage 4 building a regional office(seoul) and connecting DB , franchising and products selling Stage 5 improvement and feedback Business Expansion
  21. 21. Henceforth Vision <ul><li>Leading the changing traditional fashion </li></ul><ul><li>and the pattern-art market </li></ul><ul><li>leading the local and overseas market </li></ul>Summary build overseas branches building a nationwide sales-network business diversification with centralized core business Vision realized stage Development stage in vision terms Foundation stage in vision terms Completion of a Korean luxury-class brand build overseas branches(USA, Japan) Capturing district markets opening stores throughout the 5 megalopolis areas overseas market Focusing on Korean traditional brand image opening metropolitan area shops enhancing Seoul and the metropolitan area's market control 2006 2005 2004
  22. 22. <ul><li>monopolized local copyright </li></ul><ul><li>initial 4 year contract and 2 years of extension </li></ul><ul><li>main office's marketing support and usage of the existing advertisement data </li></ul><ul><li>apart of those above, additional proposals or suggestions can be discussed mutually </li></ul>Business Proposal