Traditional + China

Traditional + China

Aim to integrate Chinese traditional elements and culture into casual wear apparel, to make this specific style become a new and long last fashion.

TRANA

VISION

MISSION

To be the leading brand of casualwear apparel with Chinese style distinguished by unique design and high quality.

Ensure that each clothes has it unique design with Chinese traditional elements.

Ensure that the clothes are both fashion and comfortable.

Propagandize Chinese culture with our brand image.

Five Force Analysis

SWOT AnalysisStrengths• First mover in Thailand• Product cover all range of ages• High product quality• Strong service mind of employee

Weaknesses• A few branches• Low brand awareness

Opportunities• Social are more open about sexy style• More Freely to dress right• Globalization of culture• Thailand is the one of most fashionable market in Asia

Threats• High level of imitate goods in Thailand• More second hand shops• Economic crisis• People spend less• Unstable politic

Marketing Objective

To build 2-3 branches in Bangkok, 1 branch in To build 2-3 branches in Bangkok, 1 branch in Chiang Mai.Chiang Mai.

To operate and manage two retail shops in To operate and manage two retail shops in both Siam Square Soi 4 and Central World both Siam Square Soi 4 and Central World within 2009.within 2009.

Competitors

ZEIN

Marketing Mix

Product

High quality Chinese sinkHigh quality Chinese sinkModern Chinese dressModern Chinese dressFor male and femaleFor male and femaleFashion style for young and Fashion style for young and middle agesmiddle agesTraditional and comfortable Traditional and comfortable style for olderstyle for olderSpecial style and color Special style and color clothes for the festivalsclothes for the festivals

Price

Medium price Medium price Male cloths between 590 – Male cloths between 590 – 1500 baht1500 bahtFemale cloths between 390 Female cloths between 390 – 2000 baht– 2000 bahtQi Pao between 850 – 1800 Qi Pao between 850 – 1800 bahtbaht

Marketing Mix

Place

Siam Square Soi 4 and Siam Square Soi 4 and Central World, 1Central World, 1stst floor floor

Marketing Mix

Promotion

1.1. Special discount or give Special discount or give coupon during the festivals coupon during the festivals and special days. and special days.

2.2. Free gift to whom buy our Free gift to whom buy our products over 2000 Baht per products over 2000 Baht per one time.one time.

3.3. Give a member card Give a member card over than 10,000 over than 10,000 5% 5% discount discount over than 50,000 over than 50,000 VIP VIP card and 10% card and 10%

4.4. Lucky draw gift.Lucky draw gift.

Marketing Mix

Marketing Strategy

Q1 Q2 Q3 Q4

2009 2010

Apr May June July Aug Sep Oct Nov Dec Jan Feb MarBTS Truss

Ads                        

Billboard                        

Newspaper                        

Magazine                      

Transit Ads                        

Internet                        

Radio                        

Event&Expo                    

Television                        

Advertising

Promote event

Event

E-Commerce

Targeting

20 – 35 years 20 – 35 years old femaleold female

Middle to Middle to high high

education education levellevel

Middle to Middle to high high

income income levellevelStudents and Students and

office office employeesemployees

Organization Chart

Facilities and Utilities

Trana Spring 2009

Trana Spring 2009

Value Chain Mgt

In China In Thailand

Total Quality Mgt

Raw material

Procurement

Fashion design

Productionprocess

Finished product

Total Quality Mgt

1. Training employee

• How to best service to customer

• Special Skill such as selling skill, Chinese language

2. Product innovation

• Double check quality

• Innovative and fit with Thai market

3. Cost quality• Internal cost

(logistic)• External cost (relationship

with supplier and customer

4. Customer satisfaction

• Provide excellence product and service

Govt regulation and property right

Trana’s Capital

Total Initial Capital 3,807,200Trana Capital 2,203,840

Finance by Long-term Debt 1,603,360

Financing

ceiling interest rate of 8.75% (MRR 6.75% + Premium 2.00%)

  Total Payments

Interest Paid Principal Paid Year End Balance

Year 1

$ 241,132.68 $ 136,150.02 $ 104,982.65 $ 1,498,377.35

Year 2

$ 241,132.68 $ 126,586.54 $ 114,546.14 $ 1,383,831.21

Year 3

$ 241,132.68 $ 116,151.87 $ 124,980.81 $ 1,258,850.40

Year 4

$ 241,132.68 $ 104,766.64 $ 136,366.04 $ 1,122,484.36

Year 5

$ 241,132.68 $ 92,344.26 $ 148,788.42 $ 973,695.95

Totals $1,205,663.39 $ 575,999.34 $ 629,664.05  

Sales

12,500,000

13,000,000

13,500,000

14,000,000

14,500,000

15,000,000

Year

  1

Year

  2

Year

  3

Year

  4

Year

  5

Sales

919293949596979899

Cash to current assets Cash to current assets

Short-Term Liquidity

Operating Efficiecncy

( Asset Management)Units Measure Year 1 Year 2 Year 3 Year 4 Year 5

Times Total Assets Turnover 2.98 2.59 2.47 2.06 1.8Times Fixed Assets Turnover 49.13 57.31 68.23 79.72 98.05

00.5

11.5

22.5

3

Year  1Year  2

Year  3Year  4

Year  5

Total Assets Turnover Total AssetsTurnover

7

7. 5

8

8. 5

9

9. 5

10

Year  1Year  2

Year  3Year  4

Year  5

% Net Profit Margin

Year  1Year  2Year  3Year  4Year  5

Units Measure Year 1 Year 2 Year 3 Year 4 Year 5

% Net Profit Margin 9.23 9.68 8.15 8.2 8.4% Returns on Investment 27.51 25.1 20.15 16.92 15.14

Operating Profitability

00. 10. 20. 30. 40. 50. 6

Year  1 Year  2 Year  3 Year  4 Year  5

Times Long-Term Debt to Equity

Year  1Year  2Year  3Year  4Year  5

Units Measure Year 1 Year 2 Year 3 Year 4 Year 5

Times Long-Term Debt to Equity 0.51 0.35 0.28 0.19 0.14

Financial Risk (Debt

Management)