PART ONE

THE COMPANY
AND ITS BACKGROUND
HISTORY
Bench started out as a small business selling men’s t-shirts consigning at department

stores like Shoemart and Landmark back in 1987. The brand is actually a contraction of

its founder’s name, Mr. Ben Chan, who is currently the company’s Chairman and Chief

Creative Director. Back then, he was solely responsible for the designs of the t-shirts and

oversees the production of these garments. He runs this company along with the help of

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

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

company’s finances. Also, in the executive board is the couple’s son Mr. Brian Lim and

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

Bench established their first store at the “Quad” which is now more popularly known as

Glorietta in Makati while another separate store was built in SM North Edsa. At that time

Bench’s logo was of much literal take with an actual bench integrated on the logo’s design.

Later on, the “bench” was dropped and the brand name stood by itself but not for long.

Around the latter part of the 1990’s, before the internet became a global phenomenon,

Bench joined in on the technology craze adding a “/” (slash) to their trademark signifying
its forward and futuristic vision for the brand. The logo in proliferation now is of the word

or brand name “bench/” in white color placed on top of a red rectangle. Throughout the

years, Bench has achieved the distinction of being present virtually in every retail space

in the Philippines, and has built a worldwide network of stores and outlets, reaching as

far as United States, the Middle East, and China.

Bench is a retail whole of consumer goods, bags, accessories, footwear and fragrances and also

the company has since grown to include a ladies' line, underwear, fragrances, housewares,

snacks and other lifestyle products closely-held by Suyen Corporation. As time passes by, it

becoming the pioneer when it comes to clothing by the use of celebrity endorsers, television, and

giant billboards to propel a fashion brand that offers premium quality products at affordable prices.
Since the 1990's, Suyen Corporation has been sharply increasing its portfolio with one

vision in mind to create a network of partnerships with the primary exciting brands from

all round the world. As stated, that, they ever-evolving portfolio is that the actuation that

pushes the corporate into the long run. Because it grows, the larger their power

becomes to reply, to choose, and to make. The Suyen Corp. have a tendency to believe

that they are ever-evolving portfolio to lead the key of maintaining their position because

the leading life style retail merchant within the Philippine.

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

MISSION
When we create, we inspire.

When we make, we innovate.

When we lead, we serve.

Core Values

Loyalty

at Benchmark, we place our relationships above all other thing’s relationships come first; all other

things are secondary. Our business is founded on preserving and strengthening all current and

future relationships, which are the backbone of our company. Every person we choose to align

with is thoughtfully and strategically selected. The pillars of Relationship are Honesty, Loyalty,

Empathy, and Commitment.

Commitment

Benchmark Mortgage has made a decisive commitment to conduct ourselves with a

positive attitude in all areas of our lives. We say it like this: When you reach the door to

our office, walk in with a great attitude. We maintain that Attitude is everything, and it

either attracts or repels. The pillars of Positive Attitude are Belief, Passion, Confidence,

Simplicity, and Enthusiasm.

Integrity

For us, Excellence is not merely ‘doing things well’; it is ‘doing things exceptionally well.’

Acting with integrity can prove even more difficult under adverse conditions

Excellence

Every person that will be choose to align with is thoughtfully and strategically selected.

Believe is the key to lead to success and that is important to have the right core values

in an organization in order to achieve excellence.

PART TWO:

ENVIRONMENTAL
ANALYSIS
o Strengths, Weaknesses, Opportunities, and Threats (SWOT) Analysis

o Political, Environmental, Social, Technological, Economic, and Legal

(PESTEL) Analysis

o Porter’s Five Forces of Competitive Analysis

 STRENGTHS WEAKNESSES
 Strong brand image  Their products doesn’t appeal to

 Diversified company Class A citizens

 Well positioned stores

 Low brand recognition with high
 Good promotional strategy
class citizens
 Goal oriented company

 Captured a great amount of local  Very limited TV and radio

market share advertisements

 Some design may conflict with

other clothing brands

OPPORTUNITIES THREATS
 Capture more market share
 New clothing line of other
annually competitors

 Open up new branches in other

 New competitors both local and
countries foreign

 Have a better brand recognition  Rapid change in fashion

with higher class citizens  Additional promotion and marketing

strategies can be costly
 Create new services

 New clothing line

 SWOT Analysis

FACTORS INDUSTRY CONDITIONS

 The Retail Trade Liberalization Act

POLITICAL

ECONOMIC

SOCIAL

TECHNOLOGICAL

ENVIRONMENTAL

LEGAL / LEGISLATIVE

PESTEL Analysis
 Threat of Bargaining power
new entrants: of suppliers:
WEAK WEAK

Porter's five
forces

Threat of Bargaining power

substitutes: of customers:
MODERATE VERY STRONG
Competitive
rivalry:
STRONG