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WOMEN DESIGN COMPANY

Chapter 1: Introduction

Background and Significance of the Project

A feature of nearly all modern human societies is the wearing of clothing or

clothes, a category encompassing a wide variety of materials that cover the body. The
primary purpose of clothing is functional, as a protection from the elements. Clothes also
enhance safety during hazardous activities such as hunting and cooking by providing a
barrier between the skin and the environment. Clothes incidentally also provide a
hygienic barrier, keeping toxins away from the body and limiting the transmission of
bacteria and viruses.

Women Design is cloths shop that sells the import cloths from Korea, Hong-kong
and Taiwan. We need to import cloths because now a day, Korean and Hong-kong
fashion is very interesting and popular in Thailand and nowadays, clothes have become
primary of people life style because it can tell about social status, life style, culture and
more others. The most of women want to take a popular cloths for add to their
confidences. So, Women Design shop wishes to be middle man for shipping to
customers. Women Design is also made the website for contract customers in another
local and their can buy our product from internet which this is one choice for our
customers. In business, this is a good chance for make high profit for our company
because trendy of Korea fashion are more popular especially the teenager and student.
For this reason, we had made survey in Chiang rai market the result are very good
because here have three shop only and they cannot import the clothes or accessory form
Korea, Hong-Kong and Taiwan like our shop. Then, we will be chosen the location in
Chiang Rai Night Bazaar market for sale a product because foreigner, local customer and
student they like to shop here and they have high demand to buy our product. We expect
our shop will be big Korea-Japan clothing shop in Northern Thailand in five years.
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Project Objectives

1. To study about cloth market trend in Chiangrai.

2. To study about analysis local marketing in Chiangrai.
3. To analysis customer behavior in cloth market segment.
4. To apply theory in strategic management and others to practice.
5. To know about evaluate and analysis project feasibility in real market.

Benefits of project

1. To get data from survey in Chiangrai Night Bazaar about trend of fashion.
2. To get data from questionnaire in Chiangrai Night Bazaar for know about
customer behavior in local segmentation.
3. To know about customer demand in Chiangrai of cloth and fashion segment.
4. To get data from interview local cloth merchants about high growth rate in
Chiangrai.
5. To can analysis the all data of Chiangrai fashion market for improve our project.

Activity/Time frame of the study

Activity Periods (weeks) Activity Require

1. Introduction 1 -

2. Project Planning 1 1

3 Marketing analysis 1 2

4. Production and operation 2 3

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5. Process of management 2 4

6. Financial statement analysis 3 5

7. Managing risk analysis 2 6

8. Project advertising 1 7

9. Report writing and analysis 2 8

10. Exclusive summary and presentation 2 9

tools

11. Conclusion 1 10

Chapter 2: Industry Profile

-Nature of Industry

According to archaeologists and anthropologists, the earliest clothing likely

consisted of fur, leather, leaves or grass which were draped, wrapped or tied around the
body. Knowledge of such clothing remains inferential, since clothing materials
deteriorate quickly compared to stone, bone, shell and metal artifacts. Archeologists have
identified very early sewing needles of bone and ivory from about 30,000 BC, found
near Kostenki, Russia in 1988. Dyed flax fibers that could have been used in clothing
have been found in a prehistoric cave in the Republic of Georgia that date back to 36,000
BP.
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Scientists are still debating when people started wearing clothes. Ralf Kittler,
Manfred Kayser and Mark Stoneking, anthropologists at the Max Planck Institute for
Evolutionary Anthropology, have conducted a genetic analysis of human body lice that
suggests clothing originated quite recently, around 107,000 years ago. Body lice is an
indicator of clothes-wearing, since most humans have sparse body hair, and lice thus
require human clothing to survive. Their research suggests the invention of clothing may
have coincided with the northward migration of modern Homo sapiens away from the
warm climate of Africa, thought to have begun between 50,000 and 100,000 years ago.
However, a second group of researchers using similar genetic methods estimate that
clothing originated around 540,000 years ago. For now, the date of the origin of clothing
remains unresolved.

Some human cultures, such as the various people of the Arctic Circle, until
recently made their clothing entirely of prepared and decorated furs and skins. Other
cultures have supplemented or replaced leather and skins with cloth: woven, knitted, or
twined from various animal and vegetable fibers.

Although modern consumers may take the production of clothing for granted,
making fabric by hand is a tedious and labor intensive process. That the textile industry
was the first to be mechanized with the powered loom during the Industrial Revolution
attests to this fact.

Different cultures have evolved various ways of creating clothes out of cloth. One
approach simply involves draping the cloth. Many people wore, and still wear, garments
consisting of rectangles of cloth wrapped to fit for example, the dhoti for men and the
saree for women in the Indian subcontinent, the Scottish kilt or the Javanese sarong. The
clothes may simply be tied up, as is the case of the first two garments; or pins or belts
hold the garments in place, as in the case of the latter two. The precious cloth remains
uncut, and people of various sizes or the same person at different sizes can wear the
garment.

Another approach involves cutting and sewing the cloth, but using every bit of
the cloth rectangle in constructing the clothing. The tailor may cut triangular pieces from
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one corner of the cloth, and then add them elsewhere as gussets. Traditional European
patterns for men's shirts and women's chemises take this approach.

Modern European fashion treats cloth much more prodigally, typically cutting in such a
way as to leave various odd-shaped cloth remnants. Industrial sewing operations sell
these as waste; home sewers may turn them into quilts.

In the thousands of years that humans have spent constructing clothing, they have
created an astonishing array of styles, many of which we can reconstruct from surviving
garments, photos, paintings, mosaics, etc., as well as from written descriptions. Costume
history serves as a source of inspiration to current fashion designers, as well as a topic of
professional interest to costumers constructing for plays, films, television, and historical
reenactment. Now a day fashion is the most effect of all human. That is the important
in their life style because the human must be wear a clothes for cover the body,
protection from sunburn or wind damage, specific environmental hazards, such as
insects, noxious chemicals, weapons, and contact with abrasive substances. Clothing can
protect against many things that might injure the uncovered human body. Clothes act as
protection from the elements, including rain, snow and wind and other weather
conditions, even from the sun. Clothes also reduce the level of risk during an activity,
such as work or sport. Conversely, clothing may protect the environment from the
clothing wearer, as for example wearing of medical scrubs.

In the past Japanese trends ever popular in Thailand but the present Korean trends
is replace. From the mass media such as the movies, series, TV show, Music Video,
artiste, singer. That is the most effect to teenager because there are love to watch the
Korea series and crazy about many singers from music video such as Wonder Girls,
Super Junior, Girl Generation, etc. Make more effect many teenagers want to look like
the singer such as the clothes, face, and hair style. Therefore Korea clothes are the most
popular in the present.
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Situation of Industry

At first, Chiang Rai province is the most northern province of Thailand, about
785 kilometers from Bangkok. Chiang Rai has an area of 11,678 square kilometers and
1,129,701 people live here. The majority of the population is Thai. 12,5% of the
population are Hill Tribes.

The province has an interesting past and its pure nature makes Chiang Rai popular for its
pleasant, relaxing atmosphere and its rich cultural diversity. Chiang Rai is famous for its
tasty lychees, The Golden Triangle, 26 waterfalls and 12 National Parks. It is also home
to several of the Thailands oldest civilizations. These Hill Tribes maintain fascinating
lifestyles.

There are good expectations for investments for the future, since there will be good
things happening around here. There are a lot of companies opening and investing in this
province. Next, nowadays Chiangrai has more development especially fashion and
trendy are popular in student group. For this reason, cloth and fashion market in
Chiangrai is growing rapidly because It get more interest in student and teenagers group
and It have 3 shop only in region.

General information
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There are 18 amphure including;

Total of populations in Chiangrai Province is about 984,611 peoples.

Amount of Amount of
people: people: Amount of
Name Amount of family
Person Person populations
(Man) (Women)
เมือง
67,738 69,952 137,690 49,034
เชียงราย
เวียงชัย 18,863 19,068 37,931 12,211
เชียงของ 24,863 24,528 49,391 16,194
เทิง 37,771 37,739 75,510 23,021
พาน 59,270 60,465 119,735 39,892
ป่ าแดด 6,037 5,986 12,023 3,336
แม่จนั 37,426 38,522 75,948 26,542
เชียงแสน 23,192 23,528 46,720 16,367
แม่สาย 28,390 30,212 58,602 24,160
แม่สรวย 37,247 35,965 73,212 21,993
เวียงป่ าเป้ า 29,817 29,239 59,056 18,990
พญาเม็ง
18,913 18,654 37,567 10,578
ราย
เวียงแก่น 16,350 15,740 32,090 9,361
ขุนตาล 13,436 13,355 26,791 7,942
แม่ฟ้า
38,083 37,949 76,032 19,639
หลวง
แม่ลาว 12,250 12,435 24,685 8,586
กิ!งอําเภอ
เวียงเชียง 11,189 11,063 22,252 6,410
รุ้ง
กิ!งอําเภอ
9,919 9,457 19,376 7,009
ดอยหลวง
Total 490,754 493,857 984,611 321,265
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Chart of the amount of population in Chiangrai

Chart of the amount of family in Chiangrai

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Chart of the value of local product in Chiangrai

Product/Service (in General)

Korean Trends is the most popular in Thailand. Korean people emphasize to wear
the clothing follow season, each season are difference to wear including;
• Spring
Korean people call “Pom” in this season use bright color, and difference style of
clothing.
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• Summer
Korean people call “Yo-Rim” in this season use pale colored, style of clothing is
undershirt, T-single line, and short pants.

• Autumn
Korean people call “Ka-Oun” in this season use dark color such as dark blue, grey,
black, and brown.

• Winter
Korean people call “Ka-Yo-Oun” in this season use dark color such as dark long-
sleeve shirt, black overcoat, and shirt yarn with dark scarf.

Clothing style of Korea especially wears 2 pieces to overlap, because the weather
of Korea is cold, emphasize in long shirt may be cross of color or same color under
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people like to wear. Pants is about knee, use tab replace belt. Winter wears trousers. An
especially woman wears skirt, if mini skirt will have legging inside but Korean women
favor get dress.
• Shoes
Wear high heel or boot.

• Jewelry
Especially crystal to design, characteristic like platinum and silver.
• Hair style
Especially natural style, favor curl hair.

-Vision

“The best cloth shop and the top of wholesaler in Thailand”

-Mission

We are committed to making a difference in every day including;

Make difference of product and business
A. Make a difference in market
B. Have image of company
C. Trend fashion in Thailand
D. Creative style cloth and have lifestyle for target customers
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E. Make impression to customer and into the segment customer
F. Have difference quality at the same price of product
G. Import of product

Strategy

-Corporate Level

Corporate level is our backward integration because it is associated with a

supplier. Our business is fashion for women imported directly from overseas such as
Taiwan, Korea and Japan, etc. are fine.

-Business Level

Functional level is focus groups because our customers are women. Our focus is
plain that the clothing of young middle-aged female is about. Why do we choose to focus
on women? Because our world has the resources Ns more women than men, also by
personal habits of women and love shopping and clothes, this is such a feature in our
women's shopping. And women's clothing is purchased. Often follow fashion trends that
we think our market will grow faster and easier because we are women. Women tend to
understand women together.

-Functional Level

Operational level is our business as marketing because women's clothing store

today. Or fashion therefore, many in the market that we can make business. Or hold to
our store. Is deemed successful, then half and in the long term will be considered truly
successful.
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Chapter 3 Market Feasibility Study

Market Analysis

General Environment Analysis

Political

The government has force of all business. Before established the company must be
license to permission the company, name of company, taxation, Department of
organizations example; pay tax per year, pay tax for the billboard, registration the
entrepreneur, commission, registration the employee, stock of product, labor law, license
of advertise, and license of the copyright. Begin the process of organizes the business,
operation, production to the customer. The government concerned all of the operation the
retail business and wholesale clothing. The retail business and wholesale clothing that is
the corporation due this business always speculation capital for purchasing or
development product because some capital of the investor not lower about 7 peoples.
Including established the company must be reliability and the partner confidence. It may
be having a plan for the future to expand the business to the international trade.

Economy

Behavior of the human society life is hurry. In the past if I want new cloth I must go
to the dressmaker and long time to sewing the dress. Now a day have many clothing shop
for the customer. The customer try to wear a dress and when there are satisfy they can
buy it immediately. That is comfortable to find the new cloth and growing of the clothing
shop in the present and every clothing shop present about fashion, modern, and use the
brand for the customer royalty with our product. So, many brands to challenge the
popular brand are expensive and high quality to product. In the nature fashion is
challenge with period of time and demands of the customers and period of time to sale in
their season. Social is fast change, trends always change, focus on the quality, price, and
brand. Technology is the part of Lifestyle. Begin the cell phone, computer, internet, and
travel. Many people must be looking for relax, and healthy. To spending for dress up
follow the fashion. Cloth is the subordinate important to buy and save the money. Except
drop quality and low price that is the most important. Plan to shopping per time in 1990,
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total sales is about 1,500 – 4,000 Baht and lower. Since 1995 – 2000 total sales is lower
than 1,500 Baht per time average. The expensive shop stop to expanded more 50% in the
new market emphasize about the save clothes.

The government supports the business to increase income to the community such as
OTOP product made by the local people; Thai cotton clothing and might be taking it to
sale with the Korea Clothing. That has many style of clothing the customers have more
consider buying the product.

Clothing and Accessories Costs in Thailand

Prices of clothing and accessories are relative to the brand and quality. There are
night markets and flea shops all over cities where expatriates can find very cheap pairs of
jeans, batik, hats, bags and footwear. The quality of course may not be as good compared
to the ones sold in department stores and shopping centers. Designer labels are located in
the heart of major cities and these are expensive just like most imported accessories
averaging at the following prices.

Clothing

Again, a wide range of makes, local, imported and pirated are available with
prices often relative to quality and/or brand name. As in Europe prices vary widely with
where you buy.

Local goods:

Work shirt - 150-200 baht.

Work trousers - 200+ baht.

Skirts - 150+baht. T-shirts - range from 70 baht upwards.

Women's cloths - 150+ baht

Jeans - an average pair from a shop would start at around 600 baht.

However, it can be found cheaper in markets and street stalls.

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Shoes - from 300 baht for cheap imitation trainers to around 1000+ for more formal
leather(ish) shoes

Suits - can be made to reasonable standard cheaply, from around 3000 baht depending on
material.

Imported clothing:

The cloth can appear very expensive when compared with local goods, e.g. Levis
(not fake) from 2000 baht up.

All cloths are imported from Japan or China. The prices also differ but China-made
goods are more affordable. Tourists usually flock to shop for beachwear, swimsuits,
batik clothing and other exotic textiles. There are also a number of good diving shops
along the coastal regions. Most are owned by foreigners and prices tend to be higher.
Other commodities like electronics, computers, trinkets and home appliances are usually
imported but prices range from moderate to expensive depending on the brand.

MINIMUM WAGE 2010 Announced minimum wage rate since 1 January 2010

Minimum Wage Rate

The enforcement of the new minimum wage rate made in January 1, 2010. The wage-
rates detailed as follows;

o Bangkok 206 Baht

o Chiangmai 171 Baht
o Lumpoon 160 Baht
o Chiangrai 157 Baht
o Lampang 156 Baht
o Nan 152 Baht
o Phayao, Phrae, and Mae Hong Sorn 151 baht
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Social and Environment

Nowadays, the growth rates of buy the cloth are increase dramatically because of the
fast of communication in global. People can see the new fashion around the world in the
same time and accept that thing come to their country also it’s very hot in society at that
time. So, people try to find that new thing for change their own look for provide their
society. In the past Japanese trends is popular in Thailand and now replace by Korean
trends by the cultural product such as music, concert, movies, series, novel, comic book,
game online, restaurant, Korean language school, Tour in South Korea or the consume;
cars, cell phone, and cosmetic that are “Korea Wave Fever”. Thai people accept and
crazy. Especially, Thai teenager is crazy about the singer and artist. The product from
Korea is cheaper than Japan and the singer or artist frequency to visit to Thailand. That
make teenager want to look like their singer or artist.

Thailand
Position 77
Cost of Living 81
Leisure & Culture 66
Economy 42
Environment 69
Freedom 83
Health 68
Infrastructure 31
Risk & Safety 86
Climate 47
Final Score 63

Quality of Life Index 2007

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Technology

Technology meets fashion. In the past technology use to produce the product such as
design and weaving the clothes, promote and sale on the internet that customer can buy it
immediately, and transport goods by land, water, or air. When settled Neolithic cultures
discovered the advantages of woven fibers over animal hides, the making of cloth,
drawing on basketry techniques, emerged as one of humankind's fundamental
technologies. Hand and hand with the history of clothing goes the history of textiles.
Humans had to invent weaving, spinning and other techniques and the machines needed
in order to make the fabrics used for clothing.

Before sewing machines, nearly all clothing was local and hand-sewn; there were
tailors and seamstresses in most towns that could make individual items of clothing for
customers. After the sewing machine was invented, the ready-made clothing industry
took off. Textile technology is developments and modern lifestyles. Shopping is across
all ranges from Tweenies to baby boomers. Influence of home shopping via television
and the Internet to the needs of larger ladies and opinionated middle youth consumers.
Technological improvements in the last forty years of the 20th century included improved
fabric technology and automated garment construction techniques. Busy lifestyles, easier
home laundering and workplace changes embracing dress down Fridays; have
encouraged a more relaxed attitude to clothing in many situations. Dress adapted to meet
these needs.

Example:

Webpage of Fashion Wholesale Clothing on the internet such as http://www.vvnyk.com/

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Competition Analysis ( 3C Analysis )
*Competitor Analysis

Focus on Key strategic issues facing retailers in the different channels, and opportunities.

• Department Stores- Department stores need to figure out how they are going to
generate traffic without resorting to price promotions. We think that department
stores are going to continue to lose share to other formats because they are just
too difficult to shop, and provide no service or information for innerwear such
Big C Super Centre in Chiangrai is the popular place many people come to
shopping and many clothing shop in the store.
• Speciality Chains- The main portion of this channel is VVNYK-Fashion. This
channel has lost some ground over the last two years. Those like The CCT-
Fashion and SHEZYY-Fashion can gain share due to product development and
transactions from existing traffic.
• Discounters- Their biggest fear is inflation, worrying what it will do to the real
disposable income of mainstream Thailand.
• National Chains- Generating store traffic will be a top priority for National
Chains. This channel is caught in the middle, neither fish nor fowl, in that they
have some great national and private label brands.
• Direct Mail- These merchants love being hot again. However, being in apparel
they are still finding it difficult, as the costs of doing business continue to rise.

Survey to competitor around location of our business competitors 5 clothing shop.

Each shop has different style as follow;
1. I-dol shop
The advantage point of shop
is location in Nigh Bazaar. That has
many targets of customers such as
worker, student, teenager, and
foreigner. The price is cheap and
more style of clothing.
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2. A&N Fashion
The advantage point of shop is
location in front of Mae Fah Luang
University. That has students and worker
visit. The price is cheap but style of fashion
is old.

3. Ann Fashion
The advantage point of shop is new
arriving all the time. That has students and
worker visit. The price may be expensive
because the quality of product is better and
more difference of the clothing.

4. Tomdy Shop
The advantage point is near the
cosmetic shop. That has many customers
visit because this shop focuses on lady and
tomboy. Beside this shop have the many
accessories to sale and cosmetic from
Korea.
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5. CC Fashion
The advantage point is location in
“Big C” Super Center that has many
customers go to shopping at that place and
have many things in the store such as
consume, food, cosmetic, etc. Besides the
clothing shop has more in the store that
make many choices to the customer to buy
the clothing.

*Customer Analysis
Our shop focus on the women including
1. Worker
2. Student
3. Foreigner
4. Teenager 15-18 years

45%
40%
35% WORKER
30%
25% STUDENT
20%
FOREIGNER
15%
10% TEENAGER 15-
5% 18 YEAR
0%
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1. Worker 45%, this group has more percent to buy the clothing because a person
has power buy the product. This target group is responsible for the growth of
outdoor women's wear. There will be promoting the quality, attractiveness
and savings. In addition, we will have to assure that the purchase will fit the way
the customer wants it to.
2. Student 30%, this group focus on student in Chiang Rai has 2 universities is Mea
Fah Luang University and Chiang Rai University.
This big group and many people want to buy the clothing is lower than
the worker group because them like the cheap price. They have less money than
the older group. The key is to have inexpensive selections in each clothing group
that have the popular cut. The company's logo attractiveness to this group can not
be stressed strongly enough. The initial small purchases will grow larger over
time.
3. Foreigner 10%, the Woman Design has location in Night Bazaar and this place
is a famous that have the tourists come and shopping. Many tourists like to shop
in Thailand because the product is cheaper than their country.
4. Teenager 15-18 years 15%, these groups are lower power to buy the clothing
and have value of fashions which at the moment Korea trend popular in teenager.

*Competitive Analysis
Women Design Shop is the best wholesaler in Chiangrai, Thailand. Our company
import Korea clothing, accessories and, shoes. That has many things in our shop. Focus
on women and teenager such as worker, student, teenager and, foreigner. Chiangrai have
more clothing store such as “Big C” Super Center that is the shopping mall all of
everything more customers go to shopping and relax at that place. Adison is the shopping
mall all of the clothing shop in the store but it is expensive. Night market is more
customers go to shopping but the product may be low quality, the customer must be
checking the product first to buy that. Chiangrai have more clothing shop in different
style that make customer have decision to buy the clothing may be some shop is
expensive such as clothing shop at Baandu. Direct mail on the internet is so easy to buy
the clothing from the website but it is insecure when you put the number of credit card
may be it is a big risk your number of credit card to hack. So Women Design Shop is the
best way to get the beautiful dress, easy to buy, you can try first to buy the clothing, easy
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to order the new trend first. Our shop has decorated to attractions the customers by
Korean style like a princess shop. Beside Women Design Shop thinking of the customer
use the customer service organization including; understand our customer, set quality
service standards and system, building the winning team, check up regularly, and
proactive problem solving and use service quality to apply in our shop. That makes
customers want come in and buy our product.

Competitive Landscape

Personal income and fashion trends drive demand for clothing. The profitability
of individual companies depends heavily on effective merchandising and marketing.
Large companies can offer wide selections of clothing and have advantages in
purchasing, distribution, and marketing. Small stores can compete by offering unique
merchandise, targeting a specific demographic, providing superior customer service, or
serving a local market. The industry is labor-intensive.

Competition for the clothing store industry includes department stores, discount stores,
and Internet and catalog retailers.

Products, Operations & Technology

Stores typically sell a full range of items including clothing, outerwear, and
underwear. Many clothing stores also sell shoes, accessories, makeup, and perfumes.
Most clothing stores are located in retail centers, such as shopping or strip malls, and
benefit from customer traffic drawn by larger anchor retailers. Large companies may
have outlet stores in more remote locations. Companies measure how effectively they
use space by monitoring annual sales per square foot. Most companies have a staff of
buyers who make merchandising decisions. Products are introduced by brand
representatives or at seasonal meetings with major vendors. Trade shows and fashion
weeks, where designers showcase upcoming collections, are an important source of
information about new fashions. Apparel buyers need thorough knowledge of consumer
and fashion trends to make good buying decisions. Clothing stores buy from independent
manufacturers, although a few chains have a manufacturing arm to produce their own
brands. Depending on the depth of merchandise selection, companies can deal with
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hundreds of vendors. Large companies may use buying agents to manage vendor
relationships. Some chains, such as Gap, may have significant private-label sales.
Reacting quickly to fashion trends is challenging, particularly for small retailers with
limited influence over their supply chain. Clothing market segments include various
styles, occasions, price tiers that target a specific type of buyer. Major apparel brand
names, such as SHEZYY-Fashion, CCT-Fashion, or VVNYK-Fashion, represent a
certain lifestyle and appeal to a distinct customer. Designers often have multiple lines,
each representing a particular style within a price tier to appeal to different customer
types. Clothing stores select the designer line that best represents their target
demographic. Companies must also buy the appropriate mix of sizes and colors to satisfy
demand. An effective store layout positions merchandise to maximize sales. Companies
may have flexible floor plans that allow them to reposition products as needed. Clothing
stores often display merchandise as coordinated outfits to help customers visualize
combinations and drive complementary sales. Many clothing stores aim to deliver a
distinct shopping experience or image, through unique decor, merchandise displays, a
particular type of background music, or customer service. Most stores use bar-coded tags
on clothing and point-of-sale (POS) registers to track sales. Companies that sell
expensive apparel typically use electronic merchandise tags to deter theft. Inventory
management programs help companies identify slow- and fast-moving items and can
sometimes automatically replenish inventory when levels are low. Real-time access to
inventory information is especially important when larger companies need to balance
merchandise across multiple stores and warehouses. Many companies use electronic data
interchange (EDI) to facilitate purchasing with vendors.

STP Analysis
Market Segmentation
That is the division of a market into segments. Each segment consists of a group
of consumers with similar requirements, which can be distinguished from the
requirements of other consumers in the market. There will be distinct differences
between the goods and services needed to meet the requirements of each segment. Our
company looks at following demographic segmentation, geographic segmentation,
psychographic segmentation, and behavior segmentation.
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We decide to classify customers by using demographic segmentation because

different of customer prefer in different style to get dressed. So we divide into 4
categories:
• Worker: This is the most power to buy our product.
• Student: This big group and many people want to buy the clothing because
Chiangrai have 2 University such as Mae Fah Luang University and Chiangrai
Rajaphat Universty there a lot of students.
• Foreigner: The shop is located in Night Bazaar, this place have more the tourists
and the foreigners comes to shopping and have more power to buy our product,
because it is cheaper than their country.
• Teenager: This is a small group to buy our product and popular in teenager.
MARKETING RESEARCH

Nowadays, the growth rates of Korea fashion are increase dramatically because
of Korea fever increase. But this business still affect from the economic problem that
people try to reduce unnecessary costs. So we analyze the marketing

First is the customer research that our customers were divided into 4 groups,
Worker, student, foreigner, and teenager. It will be a comfortable store for them to buy
the Korea clothing.
Second is about the product that we will provide to customers. Our store has
much kind of clothes for sale and tries to offer various to reach their needs.
Third is about motivation and promotion. Because this business has many
competitors and we are new entry in this business, so we need to have an attractive
promotion to motivate customers such as discount rate for member and reward for top
buyer.

Market Targeting
We chooses target 3 group are worker, student, and teenager because follow
group must increase of sale and Korea fashion is popular in Thailand.
Worker: The group has salary more power to buy the clothing.
Student: About 18 – 22 years. The group likes about the fashion and likes to get dress.
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Teenager: About 15 – 18 years. The group have more time to watch the television,
internet and all the mass media that have power of them and want to be a like the star or
singer from the television.

Market positioning
Positioning has come to mean the process by which marketers try to create an
image or identity in the minds of their target market for its product, brand, or
organization.
Women Design Shop is located on main road side to downtown before two
university of Chiangrai is CRU and MFLU. It will be advantage from people who far
from downtown and a student, it is a greatest wholesale women clothing and cheaper
than the others shop. Our company set high quality in the low price and use the customer
service organization applies in our shop. The satisfaction of our customer will be first
thing that make customer loyalty.

Marketing Mix Strategy

Focus on the 4P’s of marketing on customers including

Product: Customer solution

Women Design Shop is the women clothing shop. Our shop provides the
products and services to customers are different the other shop such as many style of
clothing and new arrives in every month, women underwear, jewelry, bags etc. Our
products imported from Korea and the other country such as Hongkok and Taiwan. Use
the high quality to produce the products, more style, more design, popular brand,
beautiful packaging and product support services. Our shop has registration for the
services standard of Thailand and provides employees to training before services to the
customers and evaluation about products and services in every month.
 26
Our Products
 27
Example of Japanese Style Clothing
 28

Source:
http://fashionknowledgecreationcenter.blogspot.com/2008/08/japam-fashion-trend-
springsummer-2009.html
 29
Price: Customer cost
Women Design Shop set low price than competitors because our products from
wholesales is cheap than the products from retail stores such as clothing shop in
Platinum Mall, Bangkok. If you buy more you get low price. Our clothing is cheap, high
quality, and special than competitors. If you buy our product you get the quality product
in low price.
We set the products of our shop following;

Rate of cloths for sales

Type of cloths Cloth shop Competitor

Cost/Item Cost/Item
Accessories Start at 150 Baht Start at 199 Baht

General wears Start at 200 Baht Start at 250 Baht

Jackets Start at 350 Baht Start at 500 Baht

Bags Start at 450 Baht Start at 550 Baht

Shoes Start at 400 Baht Start at 500 Baht

Cloth shop average price = Start at 310 Baht/Item

 30
Place: Convenience such as channels, coverage, assortment, locations, inventory,
transportation, and logistics.
Women Design Shop has located at Night Bazaar, Chiangrai. From the map of
Women Design Shop start at Porkhun Meng-Rai Monument, go ahead on Uttatakit road,
on the left Srikerd road and go head, on the right Phahon Yothin road and go ahead, meet
cross way turn left go ahead meet The Legend Chiangrai Hotel and turn left Women
Design Shop is hear. That is the popular place many tourists and foreigners come to
travel and shopping. Beside it is the convenient to transportation that our shop can
distribution products both direct and indirect channel.

Location of Women Design Shop

 31

Promotion: There are many channels to promote our products and services such as
advertising, personal selling, sales promotions, and public relations.
• Memberships
When the customer is member of our shop, who that shopping more than 2,000 Baht
we will send to their home for free. About customers that walk-in to shop we have stamp
in special card, customer can keep the point to exchange gift from our shop.
• Brochure
Advertise our shop on brochure that is the one kind to promote our shop to the
customers to know about our business.
• Billboard
Advertise on the billboard show about our shop and products and located on the high
way that many people to interest and want come to shopping our shop.
• Brand
It is important things that make customer royalty with our products. Every our
products show about our brand that is the specialty of our products.
• Discount Coupons
Giving the customers discount coupons for using to buy our products. It will make
customers feel good when purchase the product and get the discount that make they want
to come back again.
• Direct mail
Our shop has to advertising in direct mail that is the fast way to advertise and sale our
products.
• Radio
It is wide media in Chiang Rai country and customer is rapidly to know about our
product. We use main radio wave of Chiang Rai to introduce our product. The radio, it
can access in every groups of customers.
 32
Sales forecast / profit estimation
Sales In the first month of sales outlets, we may not have much because
customers continue to shop our great unknown but in the months following. We have
increased sales every month because the store has good quality products. The Public part
of the store will be spread widely from the one person use or purchase products through
our shop then. Tell it to each other. This is great news without investment. We just sent
quality products to customer. In three to four months we have cost back then and
earnings that we put in to build more. Each month will have sales growing because our
stores are tracking trends current fashion of youth. Specifically, these women were all
the fashion. We are part of the demand from customers. Our sales are from store sales.
Sales through internet order. Weekend and issued by or out of shape as such
products of our shop. Will set prices based on cost of goods environment will not be set
too high. We will focus on long-term sales and quality that users have to say.

Industry Analysis

Information on the industry was supplied by the Intimate Apparel Advertising

Manager at Women's Wear Daily. WWD conducts the largest portion of fashion industry
(retail and wholesale) statistics and investigative reports. The paper has recently reported
that the innerwear or intimate apparel industry from 2010 to 2015 grew by 10%. The
topics in this section will go into further detail using the recent WWD report on the
industry.

Industry Participants

"Women tend to purchase intimate apparel (meaning foundations), from specialists."

Non-Chain Speciality stores in 2010 captured 12,000 million baht of the total 428,000
million baht market and in 2011, 13,600 million baht of 471,000 million baht intimate
apparel market. Direct mail merchants gained the largest portion of market share in the
past two years, at 36,500 million baht in 2011. Most of the increase was due to Internet
sales.

Below features the latest market share percentages.

 33
Distribution Channel % of market

Discounters 28%

Speciality Chains 21%

Department Stores 16%

National Chains 14%

Direct Mail 8%

Other Speciality Stores 3%

Off-Pricers 3%

Factory Outlets 3%

Other 3%

Distribution Patterns

From 2010 to 2015 the total women's intimate apparel, market grew by 10%, to 472
billion baht. All product categories saw robust growth during this period, with the
highest growth occurring in Bras (17%) and Bottoms (12%).

Bras/Intimate Apparel represents the largest percent of total women's intimate apparel
sales for 2010 at 39%, followed by sleepwear at 24%.

We will continue to see growth in this category with an increase in the number of
consumers as well as the proliferation of novelty fabrics and fashions. Growth will slow
to about 10% from 2010 to 2015, still respectable, but less than it has been.

Bottoms also had substantial growth increasing 12% from 2010 to 2015. There will be a
strong surge in growth of comfort control briefs in newer fabrics. Baby boomers who
need some smoothing in the bottom will wear these lightweight alternatives to shapers.

Loungewear/At Home-wear continue to build momentum. Robes, a mainstay of older

consumers' lifestyles will see sales increase by over 10% over the next two years. As At
Home-wear and home inspired themes continue to be key consumer interests, this
 34
category will continue to grow. Draw string pants and bottoms in general will also
continue to grow.

Sleepwear, the second largest product category in innerwear, continues to gain

momentum increasing 7% from 2010 to 2015. At nearly a quarter of the total innerwear
volume, sleepwear will continue to be a key category. Sleepwear will increase by 20%
from 2010 to 2015 driven mostly by young styles and brands.

Shapewear continues to build momentum and volume increasing 10% from 2010 to
2015. Shapewear will continue to increase in conjunction with consumers' waistlines and
rates of obesity. Shapewear will grow by 20% from 2010 to 2015, with one-piece
shapers and minimizers the big beneficiaries of this increase.

According to a study reported in News Today "Growth in bra sales has outpaced most
other categories of women's apparel the past five years."

Annual increase:

2010 10.6%

2011 9.3%

2012 8.2%

2013 7.8%

2014 8.6%

Vs. Growth for all Women's Apparel 3.7%

Source: The NPD Group

The volume of the bra business has continued to have a steady increase each year. This is

due to two main factors: 1) the aging of the baby boomers, 2) intimate apparel is one of

the only fashion businesses that does not experience the "seasonal" markdown period.
 35

Bras can stay at full price all year long, giving a better profit margin than other fashion

products such as ready-to-wear.

Research indicates that women approach retail shopping uniquely by evaluating

purchases based on product and company information derived from both personal and
expert sources. Additionally, surveys consistently reveal that women buy based on the
relationship they forge with a brand. Statistics, studies, and our own personal experiences
show us again and again that excellent customer service lowers customer attrition rates,
fosters excellent word of mouth and most importantly, increases sales. The table below
shows that out of the ten characteristics consumers find important in deciding where to
shop, four were attributed to customer service.

Top Ten Factors in Deciding Where to Shop:

Reason 2000 2002 Change

1. Has reasonable prices 78% 85% +7

2. Treats customers with respect 66 74 +8

3. Carries quality merchandise 66 72 +6

4. Doesn't pressure me to buy anything 61 70 +9

5. Convenient store hours 61 68 +7

6. Handles merchandise returns fairly 60 66 +6

7. I can always find what I want 61 65 +4

8. Carries a wide variety of items (e.g. 57 64 +7

colors, sizes)

9. Has outstanding customer service 55 63 +8

10. Makes it quick and easy to shop 53 61 +8

 36
Profits
Each month we have restaurants that have low earnings are not calculated because the
40,000 baht all costs. We do not have earnings to be lower than this. Shop our profit to
be derived; we will bring the total of the following month.

Marketing Expenses (Sales Incentive)

- Shop (rent 60,000 baht / month), contract of rent 3 months = 180,000 baht

- A Cashier Machine 19,200 baht

- Decorate Shop 50,000 baht

- Cost of utilities 5,000 baht/month

- Package and logo labels 5,000 baht

- Fixed the our product 5,000 baht/month

- Fixed the our shop 10,000 baht/month

- Depreciation of clothing 2,000 baht/month

Advertising cost

- Advertising 10,000 baht

- Handbill 2,000 baht

Employee Salary (per month)

- A manager 10,000 baht

- An cashier 4,000 baht

 37
- A Seller 6,000 baht

Other Cost 20,000 baht

Such as Corporate Income Tax, telephone bill, Cost of utilities

Conclusion
This is a small business project which we decide to open a cloth shop in
Chiang rai Night Bazaar. We provide different facilities from other cloth shop; our store
separate into hot fashion from Hong-kong and Korea to attract customer and separate
each kind of cloths. It’s available both for sales and pre-order. Our main targets are
student and working women. We have our business model not only cloths sales and pre-
order in Chiang rai, but also pre-order we accept from another country in Thailand and
sent to them by post office. Based on this plan, we have done the marketing analysis,
three points to concern about and run this business. After marketing analysis we get our
products and price based on 4 Ps. After all, the organization group is an important part
which decides the success of the business. So it’s necessary to train the stuffs during the
first four months when build the store and preparing to open , till the fifth month start to
run this business that also the time start to have income.
 38
Chapter 4 Technical Feasibility Study

Production and Operations Analysis

Product Characteristics

The business provides service to customers. The most Product characteristics by

divide 4 women types are clothes, dress, skirt, trousers

Making the Pattern

1. Step 1

Use a 4 1/2-inch (cottage-cheese size) container lid and position it in the upper
center of a large piece of kraft paper.

2. Step 2

Trace your circle. By use the model doll

3. Step 3

Overlay a rectangular tissue box on the bottom of the drawn circle with the circle
resting on the end of the box. Make sure that each corner is straight.

4. Step 4

Trace around the box for the doll's body. The box corners are the doll's shoulders.

5. Step 5

Draw lines on the inside sides of the circle so that you narrow the head. You don't
want it so round.

6. Step 6

Use a ruler to draw a rectangle 3 inches wide by 6 1/2 inches long on another
piece of Kraft paper for the doll's arms and hands.
 39
7. Step 7

Place a large tablespoon, bowl-side-up on the paper at the end of the rectangle,
positioning the bowl area so that the handle is actually within the rectangle.

8. Step 8

Trace around the spoon.

9. Step 9

Draw a straight line on one side of the spoon-traced line to start forming a mitten
shape.

10. Step 10

Draw the thumb off this straight line where the rectangle line and the spoon line
meet.

11. Step 11

Draw another separate rectangle about 10 3/4 inches long and 4 inches wide for
the doll's legs.

12. Step 12

Make another smaller rectangle about 7 inches long at the bottom of this
rectangle. Place the smaller rectangle on the bottom so that the two ends overlap and
look like an "L."

13. Step 13

Draw a curve at the toe area. Take the curve back about an inch at the baby-toe
area.
 40
Custom Dress

For a custom dress that’s completely designed and made just for you, such as a
wedding gown or special occasion dress, you may need to visit a local dress designer to
talk over ideas and get the dress fitted to you. If you just want to choose from several
different dress style options and get a custom fit, you can order a customized dress
online. Before choosing a custom dress designer or custom dress website, check out the
company’s sample dress designs, the cost of the dress, shipping and sales tax if
applicable, the return policy, and whether they’ll make free alterations if needed. Make
sure the custom dress designer or website can get the completed dress to you in time if
you need it for a special occasion.

Order a Custom Dress

Step 1

Look in the phone book for local dress designers (you may find them in the bridal
gown section, even if you want a dress for a different occasion), or go to a website that
offers customizable dress designs, such as the ones listed below.

Step 2

Decide what style of dress you want. You may want to bring sketches or
photographs of dresses to a custom designer. Custom dress websites may have a list of
basic dress choices that you can modify.

Step 3

Choose a neckline for the dress that flatters your figure and matches your style.
You may want a square, scoop, v-neck, boat, mock turtle, scalloped, mandarin, or
sweetheart neckline. Decide on a neckline for the back of the dress as well.
 41
Step 4

Select the kind of sleeves you want for the dress, such as straps, cap sleeves,
short sleeves, three-quarter length sleeves or long sleeves. Sleeves can be close-fitting or
bell-shaped.

Step 5

Decide what length you want the dress, such as above the knee, at the knee,
below the knee, mid-calf, ankle-length or floor length. In general, longer dresses are
more formal, although cocktail dresses can also be at or above the knee.

Step 6

Select a color for the dress and the type of fabric you’d like it to be made from. If
you’re working with a local designer, you may be able to choose fabric together. If
you’re ordering a custom dress online, you may want to order fabric samples so that you
can see exactly how they look and feel.

Step 7

Choose any added details you want on the dress, such as trim, ruffles, beading, a
contrasting waistband or pockets.

Step 8

Take your measurements if you’re ordering a dress online, or have your dress
designer take them for you, if you’re ordering in person. Make sure the measurements
are accurate, so you get the best customized fit possible. The measuring tape should fit
snugly but comfortably around the fullest part of your bust, waist and hips.

Step 9

Make sure all the details of your dress design and measurements are correct, then
place your order.
 42
Order Procedures

Place an order directly from our website

1) Step (1): Register as a member for free

2) Step (2): Login as a member
3) Step (3): Select your favor products from our product list and add them into the
shopping cart
4) Step (4): When finish your shopping, press "Checkout"

Remark: Successful checkout requires login. You may follow Step (3) first and then
Step (1) before checkout.

2) Once your order is received, we will send you the invoice with shipping and payment
information for your order thru email.

3) Once your payment is received, we will immediately arrange and send out your
goods.lot

Characteristics of women clothes:

• Jackets & Coats

Whether you're looking for the ever-versatile pea coat, a classic trench coat, or a cozy
hooded down.

Coat of woman mend in Korea

- Available Color Black, White, Gray

- Product Material100%Polyester
- Weight0.50kg
- Product Sizes Free Size
- Detail Size F : Length:58cm,

Shoulder Width: 40 Chest: 94cm,

Sleeve Length: 59cm

 43
Button-decorated Long-style Overcoat (Belt Included)

Deep-gray, Bust: 84CM, Shoulder: 34CM,

Length: 86CM, Sleeve Length: 60CM,
Cuff: 22CM Low, Hem: 110CM.

Dress Animal Pattern Color-matched Long-style Sweater

Black, Red, Blue-purple Cotton + Polyester:
Free Size Bust: 84CM, Shoulder: 34CM,
Length: 81CM, Sleeve Length: 61CM,
Cuff: 22CM, Low Hem: 88CM
 44
Jacket

Pure Cotton Double Sweater Sanding scratched Fur S,

Size: M, S, Bust: 82CM, Shoulder: 35CM,
Length: 51CM, Sleeve Length: 59CM, Cuff: 24CM

Sweaters & Vests

Cozy up with the best deals on the season's hottest sweater coats and cardigans, vests and
v-necks, turtlenecks.

Colorful Collar-stud Hat Sweater

Pink Sand-yellow Pure Cotton Knitted Sweater

Cloth Free Size Bust: 90CM,

Shoulder: 34CM, Length: 67CM,

Sleeve Length: 64CM, Cuff: 20CM, Low Hem: 88CM

Top
Camis, v-necks, crewnecks, scoop necks and more! We've got all your favorite styles and
brands in the season's most fabulous colors.

Korean-style Ladies Round-collar Embroidery Top

Color：PinkSapphire-blue
Material: Delicate Cotton
Ingredients：100％Cotton
Sizes：M
Weight：M 0.12kg
Size（CM）
M Length；59 Chest；88 Lower Part Cirm.；104 Sleeve Length；16 Sleeve
 45
Opening circ.（Stretched Measured）；22-46
Elasticity：Quite elastic

Dress or one piece

Find the perfect evening dress that's just right for you. Whether you're shopping for long
or short, patterned or solid, we've got all of the latest styles at the best prices.

Cotton One Piece

Color refer to photos

Material: Cotton (Belt Included)
Free Size Chest：80-84CM Skirt Length：78CM
Weight：0.15KG
 46
Production/Services Process

The business will buy product form Hong kong and Korea. We can take order
pass internet take to the order

Shipping (Worldwide):

We provide worldwide shipping.

1. Couriers (Applicable for every buyers):

Delivery takes about 1 - 2 business days.

2. Express Mail Services (EMS) (Applicable for overseas buyers):

Full tracking information, box packed. Delivers worldwide in 3-5 days.

For shipping cost of Speed Post, please visit Speed post (EMS)

3. General Post (Air Mail) (Applicable for overseas buyers):

Tracking information provided once shipped. Delivers in 8-20 business days.

For shipping cost of General Post.

Payment:

Once you place an order, we will immediately send you the invoice with shipping and
payment information for your order thru email.

1. Bank In (Applicable for every buyers)

2. Credit Card Payment (Thru Paypal) (Applicable for Hong Kong and overseas buyers)
- Additional 2.7% charged by Paypal
*** You can simply pay with your credit card even you are not the member of
Paypal***

3. Telegraphic Transfer (TT) (Applicable for overseas buyers)

Name of Beneficiary Bank

 47
Address

SWIFT Code: HSBCHKHH

Beneficiary Name: JE551 Group Limited

Beneficiary Account Number: 411 619745 001

4. Moneybookers.com

5. Western Union

Mail Tracking:

Please input the tracking number WITHOUT any space. E.g. RA123456789HK and
EE123456789HK

Quality Declaration

Trade Branded Products (Product model no. with prefix FT-): All of the products
in these categories have been carefully selected and checked. Moreover, the pictures of
these products are taken from real objects. They are all of high quality products without
any quality problems.

Magazine Products (Product model no. with prefix CO- or LY- or KA- or SHA-
or QIAN): These types of products belong to mid-level products. The pictures of these
products are taken from magazines. Lots of factories in China are producing clothes
based on these magazine pictures. Therefore, the real objects may not be 100% exactly
the same as the pictures, especially the colors. We have cooperated with several factories
producing magazine clothing. Most of them are producing very low quality products.
The one we are cooperating now is the best of all the factories producing magazine
clothing.

High Class Japan-Korea TTDRESS (Product model no. with prefix TT-): These types of
products belong to very high class products. The pictures of these products are taken
from real objects. The styles of TTDRESS series are great selection and the quality is
 48
strictly monitored and controlled. Buyers can be worry-free to place orders for
TTDRESS Series.

Hot Japan-Korea TOS and LUI these types of products belong to mid-to-high class
products. The pictures of these products are taken from real objects. The styles of TOS
series are great selection and the quality is strictly monitored and controlled. Buyers can
be worry-free to place orders for TOS Series.

Korea ECA and Garden St. (Product model no. with prefix ECA- and GAR-) : These
types of products also belong to high-level products. The pictures of these products are
taken from real objects. The quality of ECA Series is generally recognized, buyers can
be worry-free to place orders for ECA Series.

Location

Commercial Buildings for Sale Chaing Rai night Bazaar Commercial Building
Chiang Rai
 49

Women Design shop

 50

Equipment

Equipment picture Name of equipment Price

Clotheslines 299 Bath

Hang clotheslines 129 bath

dummy 699 Bath

 51

1,290 Bath
dummy

hook 12 bath

Clotheslines 3,200 bath

cabinet 299 Bath

 52

Hook 75 bath

rail 60 cm 90 baht

75 cm 100 baht

90 cm 110 baht

pane of glass 2200 bath

Test room 399 bath

curtain 1 m / 70 bath
 53
coat hanger 12 piece /120 bath

12 piece / 100 bath

Stereo 4,500 bath

Electric light bulb 78 bath

Telephone 499 bath

Cash bill 15 bath

lamp 750 bath

label 15 bath

Calculator 350 bath

 54
Chapter 6: Risk Management

Methodology of risk management

Identify:
Business’s opportunity of high risk situation
The period of economy growth, Have many clothing shop at all modernize place
or good location. The cost of rental land is higher. So shop find a new location that
lower price, and to adapt with economy state. Some shop is far from modernizing zone
but near with target group by concern to principle of factor such as garage zone,
comfortable transportation. All adapting are benefit for business into the new marketing
also. Expenses are lower than shop that period of economy growth. Arrangement shop is
shop lay out for comfortable. The creation will emphasize style shadow, light color don’t
dark. There are 2 importance is must to keep property price with the marketing. And get
to certainly service. Employee has to train for keep base of service, prow to present to
variety comfortable.
Asses:

Business provides promotion to customer every month it depend on circulation of

each month. So each month don’t same as because if it make customer bore and
competitors can copy. Chiang rai have a lot of clothing shop and low price. Many
competitors usually have to resemble marketing strategy. Business have opportunity
growth if we create product to customer satisfy, so business's pricing strategy is to pass
on most of the store mark-up to the consumer in reduced price for clothing. This
advantage has no negative impact on our sales profit and will also absorb some of the
initial cost of offering discounts during our first three months of operation.

Determine:

There are lots of reasons why advertising is important for a business startup, but
in the apparel business, it comes down to a couple of things. Not only do you want to
convince potential customers once and for all that you've got more to offer than Banana
Republic or Ann Taylor, you want to make sure you have a strong image, like Banana
Republic or Ann Taylor. In short, you need to create the desire to come into your store
instead of those of your more established apparel competitors. If your ideal customer
 55

never strolls past your store, you'll hope that he or she at least pays attention to the mail
and mass media.

Try to look at advertising as not just another business expense but as a way of building
your sales. Whatever media you decide will work best within your community, your
advertising campaign should be well planned, distinctive and consistent with your store
image. Advertising informs your customers about the merchandise you carry and your
store's special events, services and sales.

Identify ways to reduce risk:

• For the full-busted/figured customer, finding a garment that fits supports and is
fashionable.
• An expert fitter who has a working knowledge of the fit that each brand offers.
• A fitter that has the ability to develop a rapport with the customer, offering advise
about the importance of proper fit and when she should be refitted.
• She wants a professional fitter who has a sensitive and personable way about her
and is eager to work with her until she is satisfied.
• A store that tracks her purchases, preferences and size information and will
contact her when an item arrives that may interest her.
• A store that will carry a variety of fashion brands, some not currently available in
this market, one that will stay current with trends.
• A store that will do minor alterations, to ensure the fit.
• A store that maintains stock in basic items and will place special orders for
specialist items.
• A store that has a friendly atmosphere and decor that gives the customer a
pleasant shopping experience.

Prioritize risk:
• The business lacks experience because we are new business in the market. And
have a lot of competitors.
 56

• The beginning of month; high sell (receive salary of month) the customer
increase may be effect to business may product not enough to customers and the
end of month business has decrease revenue.

• Competitor; some competitor open occultation business effect to decrease

customers come to our business such as shop at market fair.

• The business is new market of clothing shop effect to accept less of customer.

Implement:
1. Identify risks that are expected to occur with the business.
2. Evaluate the potential risk to occur with the business.
3. Find method to solve the problem in each case.
4. Take action by start at case has more risk. Estimate of successful

Continuous Monitoring of Risk Containment Task:

• The business chooses product before sell and select employee have guarantee.
And employees must be property that we specify also.

• The business have plan in every month for reduce risk in business. Such as in
each fashion set product enough with customer and if employees not come reduce
salary of them. Low sale set promotion to customer such as decrease cost etc.

• We have plan for competitor such as survey market about fashion of each
customer group and main target from other site, (questionnaire)

• The business has planned to promote business in pre opening for increase sale in
first time open business.

• The business wills sale or decrease product that out trend every 3 months because
our business have fashion product in trend only. We are up-to-date for my
customers.

• Accessible website that is entertaining to surf. Like a trip to your favorite store
where you always find something new that you want.
 57
• Establishing a strong advertising campaign in a traditional media vehicle; i.e.
magazines.
• Excellent vendor relationship that will facilitate quality manufacturing of Liquid
Culture's clothing and quick shipment of orders.
• Acquiring an excellent design staff.

External Risk
Political:

Thailand Country Risk Ratings evaluate the short- and medium-term threats
posed by government instability, adverse economic policy-making, deterioration in the
business environment and external shocks.

Becoming a two-edged sword. For government policy. To make Thailand a hub. Asian
shopping. This even the Ministry of Finance must also play a down. To continue the
policy of Thailand is Asian shopping center to be true. Ministry of Finance is
accelerating the restructuring and new import tax system, both types of fashion clothing,
cosmetics, perfumes, leather goods, a barrier wall. At this time, government also views
the impact is unclear. Part to see that the import tax reduction to make foreign tourists
and Thai people turn to buy more imported products. But the impact will be subject to
Thai entrepreneurs. Which makes Thailand a shopping center in Asia is another way we
can “Mr. Boonkert sade”. Then the government policy is a policy conflict themselves.
Thai campaign was beginning to turn to buy and use products with the friendly Thai
people. However, the import tax reduction will increase values of Thai people turned to
import more, while governments continue to import tax reduction. Believe that operators
in Thailand, especially the clothing is clothing that may be equivalent to international
levels affected the tax reduction will have a clothing brand names at lower prices make
consumers turn to buy brand names because there are power buying more, The clothing
brand that flock to the lower middle market will be affected less because they have very
different prices, such as clothing, mid-market and lower prices average about 200-300
baht, while prices of brand name clothing, even diluted still down in price is 1,000 baht
more expensive. Although the type of clothing imports tax adjustments reduced the
impact on consumers in any country. But for entrepreneurs in Thailand believe that
clothes should be a big adjustment. While some of the clothing business that can’t
 58
compete with clothing brand names will be used in pricing strategy into business, the
design for clothing brands to compete in Thailand can easily be tailored to each brand
follow trends over time. Just depends on who will build their brand image and how best
to capture the market in which only group. However, the company plans to adjust
clothing affiliated to a modern and trendy fashion more. To support competition in this
situation and believe that government policy adds to push for Thailand in the Asia-
centric fashion should be true. Because the import tax reduction to make brand name
goods at a cheaper price or equivalent, Hong Kong and Singapore. And allows
international travelers turn to buy more goods in Thailand.
Economic:
In the new decade, clothing shop has tendency that happen from effect of economy and
expense’s behavior of customer changed. Changes in the fine investing. Plan includes
practical need to look carefully.
Changes in social behavior of people to race more. From ever want a shirt is set to break
into stores to take ordinary clothing. Sewing process. A pressing than how to buy clothes
from stores that do not have to wait with. Trial set it has no interest. Easy to be
successful clothing business. A rapid growth.
Presentation of goods clothing stores will focus on fashion design offers. To confirm the
date and feel confident customers are turning to "brand" is the communication. So in
time of war has started brand. Leading products allow customers to pay a high price.
Focus on quality design. Although currently still seems expensive products are leading
brand also represents the direction of the market and drive the fashion market.
The natures of fashion to be racing with time as the customers are. The sales period
is divided Festival. A period that is shorter due to social changes begins earlier than ever,
customer shopping trends change. Hairdresser ever prospers with the vertical.
Clothes shopping with emphasis on quality prices. And from the main brand is losing
customers and profit from operations. Primarily on the idea of turning the focus on
customer purchase products that are affordable and how to reduce the cost of retail
management to be more effective.
Social Factor:
Social factor, reference group influenced to Thai clothes purchasing and sources. Family
factor influenced the selection of Thai clothes such as types of clothes, source of
production, and reason to buy at the first time. The respondents give the most important
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to role and status when they buy Thai clothes. Marketing mix factors have relationship
with the selection of Thai clothes.
Social factors have relationship with marketing mix factors. Age has relationship with
marketing promotion. Educational level, career and income have relationship with
marketing mix and married status has no relationship with marketing mix.

Clothing in most societies is for the purpose of announcing wealth, status, occupation,
fertility, and gender. Those goals of garb will dominate for the project able future,
shaped and embellished by the secondary factors discussed above. High class, high
quality, high standard etc. The customers choose everything is high. Such as if the
customer come to the massage shop they choose shop high quality, high standard, and
high everything etc. lower culture is belief about lower class. The customer want product
and service have lower price and normal standard and quality so different from high
culture. For example if the business set shop is high these customers don’t come to shop
effect to income of business because business loses these customers. he cultural
universals in time and space will continue to dominate fashions in clothing to illustrate
status, wealth, group memberships, affiliations, age, fertility, health, well-being,
profession, occupation, and power. Markers of these socially central conditions will be
reflected in the ways the drivers of change, discussed below, show up.

The military and sports worlds come together in interest and in the availability of money
to pay for research, development, test, and evaluation of new clothing concepts. The
military is the big moneybags. It seeks clothing to protect the soldier, to provide better
safeguards against dangers—not just firearms, but explosives, poisons, biological
attacks, heat and cold, as well as vermin and disease. Clothing also has to withstand
falling and flying objects. All these capabilities have their parallel in the civilian sector
among emergency workers, police, and firefighters with wider applications to the clothes
and equipment for sports.

Technology:
Advertising media have much in internet. Or, they create their website to promote
their business. It is a low price choice to promote their business. It make customer well
know about shop. And it invests once time can appear long time. Our business doesn’t
have a website to promote our business.
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Technology also introduces changes, which get overdone and then fall into a
generally accepted pattern. One sees this with Perm press, which came to mark a cheap
garment. Now garments that hold their creases, resist wrinkles, and have a good drape
are quite popular.
One-upping people is by no means dead. It may be characteristic of our species. We see
it now with the rise in the use of linen in women's wear, particularly in jackets. Linen is
far from wrinkle-free and is easily damaged, making the choice of linen for any garment
a bit pretentious.
The home sewing machine, now almost passé gave millions of women the
opportunity, in all households, to imitate what they had seen in catalogs, magazines, or
on their neighbors' backs. This promoted style consciousness.
Not all technology affecting garments is in their manufacture. For example, the
bicycle as a popular mode of practical and recreational travel led to bloomers and other
derivative changes in women's undergarments. At the same time, the early open top
automobile called for dusters, which were virtually unknown outside the Western cattle
range. Chemical industry changes such as dyes or new materials for making buttons and
other decorations at low cost have influenced style. New closures are a recurrent
opportunity for invention and creativity in clothes. The zipper and, more recently, Velcro
added new flexibility, convenience, and diversity to clothes including shoes.
Sports as recreation or an occupation lead to new clothes. The broad-scale
participation in golf and tennis has expanded our wardrobe. Admiration of sports figures
also does. The technological changes in sports shoes adopted from basketball have led to
broad-scale adoption of athletic shoes by the general public, particularly children and
young adults. Unconventional shoes are now worn by people of all ages. The football
jersey has become a standard walking billboard in many young men's wardrobes.
Science and technology has already given us the cell phone, and it is only a
matter of time before it becomes fully integrated with clothes, not as a pendent or a belt
attachment, but woven or pressed into the fabric of clothes.
Medical knowledge has its effects on garments. Women throughout the Victorian
era carefully guarded their skin against the sun with broad-brimmed hats, recognizing
that the sun aged the skin at a merciless rate. The term “redneck” for the rural outdoor
worker, especially the farmer, acknowledges the badly burned, crinkled, and sun-scarred
neck from long, daily exposure. Suntan lotions and sun blockers were symbiotic with
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ever shrinking beachwear. As new medical knowledge confirms the bad effects of
excessive sun exposure, tanning is in temporary decline, but the beauty of a tanned body
persists. Women especially are caught up in striking a balance between risk and beauty,
with various kinds of putative defenses mediating their decisions.
As beachwear comes to cover less and less of the body, the skin may acquire
decorations that could amount to a body cover, i.e., clothing. There are now fabrics
transparent to ultraviolet light. In a few years, those fabrics may be broadly patterning
skin with the summer sun to create abstract, concrete, animal, or biological patterns all
over the body, creating the equivalent of a new garment. Skin as clothing will become
more popular. The extensive uses of tattoos or simulated tattoos are no longer the
exclusive domain of the tough crowd, but catching on throughout society at all ages for
men and women.
Imitation sharkskin in the form of V-shaped scales was worn by swimmers at the Sydney
Olympics to reduce drag and turbulence and thereby improve their performance.
As the body is more often less dressed, the trend is to push the edge of daring in terms of
what can be revealed in public and what can be displayed in a theatrical performance.
We see the umbilicus as the latest hot thing pushing the edge. It is unlikely, however,
that modes of skin decoration popular in other cultures will move into the West.
Cicatrices and other forms of scarification, which can be quite beautiful, are not likely to
be popular because they are painful to acquire and irreversible. Permanence is
unacceptable in a style-conscious society where style changes at lighting speed.
Regarding status, having a fur coat often is not enough, but having one from an exotic
animal is more of a showpiece. Not just having fine luggage, but having fine luggage
obviously tagged, marked, or labeled is what counts for many of us. For the extremely
wealthy, their displays are carried on in a much more muted and closed environment
among the wealthy themselves. This is carried to an extreme in conservative Islamic
countries where the wives of the very wealthy may be, by any criteria, splendidly dressed
in the latest of Paris fashions, but go about in their limited public movement completely
covered to hide, as their culture requires, themselves and their grandeur.
This business plan leads the way. It renews our vision and strategic focus: adding value
to our target market segments, and reinforcing our ties with businesses in our local
markets. It also provides the step-by-step plan for improving our sales, gross margin, and
profitability.
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Internal Risk

With all the recent press regarding the sharp rise in Internet-based external
threats, is it any wonder that internal threats continue to be overlooked? Many companies
today continue to focus the majority of their budgets and effort on "external" penetration
and denial of service (DOS) risks. Regardless of the source, you will consistently find
that internal security breaches continue to lead to external breaches by a significant
majority. In fact, the risk of internal attacks is very likely to rise in the coming year due
to the growth, sophistication and ease of use of hacking tools available online.

For years, security professionals have commonly communicated the vulnerabilities of

operating systems and network services--such as Web, e-mail, ftp and telnet--to the
public in many forms. In order for would-be hackers or disgruntled employees to take
advantage of these published vulnerabilities, they'd have to create application code or
scripts after studying the notes of a select group of experts who originally discovered and
documented the vulnerability. Taking advantage of these security holes would require a
level of knowledge beyond that of many common IT administrators and the majority of
no technical individuals. Hence, the most common threats from no technical internal
employees have mostly been limited to a matter of improperly managed permissions,
weak authentication and other administrative-level issues. Internal auditing is one critical
aspect of a security plan that can reduce the risk associated with these new attack tools.
However, many internal-auditing projects, if they are being done at all, focus on high-
level policy issues like weak passwords, directory and file permissions, and disaster-
recovery procedures. Often, it is only the external audits that commonly test for the
actual operating system and network service vulnerabilities being exploited by this new
age of hacking tools. It is vital that the IT managers evaluating security-auditing vendors
be sure that internal-auditing vendors provide a comprehensive analysis of the operating
system and application vulnerabilities. Without this analysis, these new risks to business
continuance and data integrity may go undetected until they directly affect the bottom
line.
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Possible Risk

Diversification, it is important. Suppliers can sell more. Not the product flow.
The products sold in conjunction with the trend. To help create a relatively stable
revenue base to shop. Because the heart is. Do not be afraid to risk new product
penetration. However, should market new products. With caution, Selling fashion trend,
which is a market need that sounds not so difficult indeed the challenge is. Sustainable
income is always better than long-term. Management of our stores is popular from local
people. Competition in the clothing market must factor option extremely forced.
Especially when we fight with sellers from other stores. Famous for its fashion, so
organizations are focused on customer service. And maintain good customer
relationships. To regular customers to our stores. Speed is the main factor driving sales
trend because customers still want to acquire goods and fashion leaders call Lake
Limited before anyone ever new techniques used to drive sales in trends. Is to update
customers quickly learn that a product call Lake Limited, which was new to this method
will work fairly. It will increase the customer back to buy more.

Risk of price
All Decision Factors Used in Independent Assessment of Asset Price to
Accompany Pricing Data for Structured Finance Securities. This increased level of
transparency will give investors, risk managers and accounting personnel an added
perspective on the element components of portfolio valuation. In today's marketplace,
this additional perspective is essential to helping market participants maintain a balance
between mark-to-market pricing and other market pressures that impact the valuation
process. These will be available to Valuation & Risk Strategies customers in a similar
manner as above. Any evaluation of an asset's price must be able to stand up to rigorous
analysis our independent pricing analysis makes it possible for market participants to
engage much more deeply in the evaluation process by understanding not just the
market-derived opinion of price, but also the significant individual variables that help to
form that opinion of price.
The usual fashion wholesale price is around 150-200 baht as a style and chooses. The
device, based on a common price. Should try to hit a rough cost. If a full clothing stores.
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And the decoration and equipment rental stores vehicle (cost of oil?) To assess costs.
Collecting some of the cases has a turnover of more help buy.
Market risk

Business Risk is assumed to be 'the difficulty, or otherwise, of the business

operating environment. Competitive in current form, whether as a shirt and prices.
Clothing prices are affordable now as before is actually called. And even the discounted
price strikes us as a home this year, more people buy more pleasurable. The Standard
will be reduced only 2-time passion called people like to buy the discounted price. Must
persist to reduce the waiting period. But now they are discounting all. And have a
favorite drink for much other leg. About the business front seller must keep ears eyes
wide fashion. Location (most important). Be a brave bunch known and many people buy.
If you have money ready. Location is good and suitable investment risk.

Product risk

Business looks at the operational risk associated in business. Three types of risk
are recognized in our analysis. These are: risk arising from within the business itself
(structural risk), risks arising from the expected future performance of the business
(growth risk) and risk arising from forces external to the business (external sensitivity
risk).

Human Resources

Business has personality by choose from test knowledge about fashion clothing
and strategy marketing. Everyone always train selling strategy from business. Risk of
human resources may be happen from employees don’t have knowledge about job or
business don’t focus or ignored this point. Nowadays business will be successful it must
have human resource management well too.
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Financial Risk Analysis

Credit risk analysis (finance risk analysis, loan default risk analysis) and credit
risk management is important to financial institutions which provide loans to businesses
and individuals. Credit can occur for various reasons: bank mortgages (or home loans),
motor vehicle purchase finances, credit card purchases, installment purchases, and so on.
Credit loans and finances have risk of being defaulted. To understand risk levels of credit
users, credit providers normally collect vast amount of information on borrowers.
Statistical predictive analytic techniques can be used to analyze or to determine risk
levels involved in credits, finances, and loans, i.e., default risk levels.
Business have problem in some month because some month receive less revenue
or customer decreased buying product from business. So it’s financial risk. But we have
selling on internet it help business when shop has few customers.
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Chapter 7: Summary

Business name: Women design

Business location:

Women design cloth shop has located in downtown of Chiangrai at Night Bazaar,
Prasobsuk road, It near with old bus station. There reasons is choose this area because It
is a most popular place in Chiangrai , more traveler like to sightseeing a lot of products
or souvenirs and here is a point attention of teenagers. Next, there is more convenient for
transportation and sell product of our store, we can receive and send many kinds of
product to customer easily because it’s near post office and fright company. Thirdly, we
can observe and analysis trend of fashion in customer group and provide the product as
their want easily.

Product and service:

Women design is Korea cloth and fashion shop. We provide many kinds of
products as Korea fashion such as cloth, trousers, panty, earring and others. Now, Korea
trend is more popular in teenager group and this business will be growing dramatically.
Secondly, our stores have more varieties of product more than competitors because we
can direct import from Korea and we have store place for keep the product in long time.
Interior of shop is décor in Korea and Japan trend. We have serve about update fashion
information to client per month. For this reason, we have difference type from
competitors as high standard and attract a lot of costumers to buy the product.

Propose of business:

Women design cloth shop will become most famous about Korea-Japan fashion
shop in Chiangrai within five years.
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Financial:

Our company has growth rate exceed 5% in each year we forecast that this
business can make more than 5 million baht per year and for 5 years we will make more
than 10 million baht and especially we just provide the dividend to investors for 10% OF
retain earning. So, this statistic is interesting for investment.

Transportation:

We can receive a product from Korea manufacture and send many of products to
customer by post office.

Store place:

We have a store place of product behind the shop.

Good point:

1. Near target customer.

2. We can store our product in long times.
3. Difference style from others.

Bad point:
1. This is first times for open.
2. Have no customer loyalty like competitors as they open early many years.