Business

SWOT Analysis
STRATEGIG MARKETING MANAGEMENT

Cruz, Gian Paolo S.

3BSBA – MM1
Mr. Guillermo Briones
 ❤ BUSINESS NAME: Berry Lush Fashion and Lifestyle Boutique

Berry Lush
Fashion & Lifestyle Boutique

The story behind its name on 3rd page. ♡

♡ PREFERRED TYPE: A sole proprietorship business (Retailing business)

I want to try to manage a business on my own especially a kind of business that includes
my interests. Besides it can be expanded and could have a partner in the future. I want to try
retailing since I still don’t have the capacity to produce my own products, maybe in the future.

♡ LOCATION: Lipa City, Batangas

My family already experienced having a business in Lipa City, Batangas. It was a great
experience. Our business was also connected to the beauty industry. Sadly we are no longer
operating but all those years I have learned a lot of things and knew that this place is always a
great option. We have a vehicle and it wouldn’t be a problem for me to visit the place frequently
besides I already have acquaintances to help me. It’s not that far from San Pablo City, my
hometown as long as the route will be on Calabarzon road and I knew that for this kind of
business this City will give more opportunity to my business and later on if successful I can have
the chance to put a branch here in San Pablo.

♡ PLAN IN MANPOWER, HOW MANY WORKERS?

3 – 4 including me and an acquaintance, I will hire two more people. This number will be
enough since I only need someone for cash register and 2 more to assist customers and help
arranging the products and clean the shop. The other things like checking and monitoring of sales
and stocks can be assigned to anybody and it could be directly on me. Fore sole proprietorships
guards are optional I will just hire if needed.
 ❤ PRODUCTS AND SERVICES:
We offer variety of clothes, accessories, make-ups, skin care, perfumes and also some room
decorations for female customer mostly local Filipino brands and imported Asian brands.
 SOME OF THE BRANDS CURRENTLY PRESENT
IN OUR STORE
LOCAL (PHILIPPINES) FOREIGN (ASIA)

Careline ♕ Korea ♕ Japan

Everbilena The Face Shop Cezanne
Belo Etude House Natural Beauty Basic
Maldita Peripera Cecil Mcbee
Bayo Tony Moly Rope Picnic
Gingersnaps Nature Republic Olive des Olive
Folded & Hung 8seconds Chifure
Anika Wonderplace
Copper Nain ♕ Thailand
Four Cranes TopTen Idolo
Colourette Cosmetics Bound Oriental Princess
Happy Skin Spao Cathy Doll
Ponds PH (Some are with free In2it
Vice Cosmetics kpop merchandise upon Scentio
Jinkee Cosmetics ordering)
BLK Cosmetics
(smaller names are ♕ Malaysia ♕ Indonesia
not listed but available
Simplisiti Monstore
(See on shop.))
Duck Cosmetics Mizu
Attack Apparel

DESCRIPTION:
The name Berry comes from fruits such as strawberries and blueberries etc. which we can
see that are designed on girl’s clothes or garments and also on cartoons like strawberry shortcake
that shows a very cute, playful and feminine characteristics. The other one is Lush which means
being luxurious. We actually don’t aim people to have a mindset like a celebrity but rather just to
embrace their love for fashion and beauty which represents the interest of most women wherever
you are in the world.
 Our store has a lot to offer but mostly Filipino brands and other imported Asian brands.
We also sell products from smaller local and other Asian fashion designers and cosmetic science
experts. We want to promote the Asian culture especially the Filipino made products as it is our
own pride and it’s time for us to step up the Asian pride as we all know European and the
western fashion and cosmetics are the most common and well known over the world but we have
a lot of talented people here in Asia, as well as amazing innovative ideas and designs. It’s time
for us to expand ours too and we can see that it’s a good start for us even if we just started as sole
proprietorship we can definitely expand more and learn more how to improve and promote so
that we can reach a wide range of people. We also offer the prices at reasonable cost so that
people can enjoy the fashion and cosmetic industry without hurting their pockets. We are open
from 9 AM to 9PM onwards on Weekdays and 9AM to 9:40PM on weekends.

SWOT ANALYSIS

STRENGTHS

✿ One of the few current fashion and lifestyle boutique that focuses on Filipino and other Asian
Products.
✿ Price are always reasonable as the suppliers offers great deals on every boxes and batch orders
and the other products comes from small fashion and cosmetic designers.
✿ Quality of the products are great despite being lower cost.
✿ Products are proven 100% authentic and original. We don’t sell replicas, defective items and
fake products.
✿ Products are from verified suppliers and for the items that are from the smaller designers are
always approved. We always have consents and the products are 100% legal.
✿ Operating hours on weekdays and weekends are great. Whether you are a student or a worker
you can go to the shop as it still open until 9-9:40pm.
✿ We offer free packaging or wrapping for gifts.
✿ We offer discounts on special holidays and to our loyal customers.
✿ We can also accept pre-orders so that the availability of the product will be ensured to the
customer. They can get the items after the batch of boxes are brought here in PH or if the items
are already approved by the designers.
✿ The city and the place where the shop belongs has always a lot of walk in customers and
people passing by.
✿ We have a great customer service so that people can enjoy shopping with us. We can assist at
anything and would always be glad to help you.

WEAKNESSES

❀ Products are limited only to women and for those who want to enjoy it.
❀ People who are fan of western concepts and products can be difficult to market.
❀ Clothes are essential but people won’t buy these products on a daily basis.
❀ Cosmetics are bought occasionally.
❀ Room decorations are bought rarely.
❀ No other branch, only one physical store.
❀ Remaining stock items of previous trends are difficult to sell.
❀ Supplier’s offers are always cheap but frequent restocks and new stocks for trending items can
be a bit pricey.

OPPORTUNITIES

❅ Can be expanded through time and introduced nationwide.

❅ The industry where it belongs have the opportunity to be introduced globally.
❅ As long as the products and services remained good or leveled up more customers will want
to discover the business.
❅ Men in today’s generation also expresses love for fashion and as well as to body care
products. Some countries starting to normalize men on using cosmetics. With a good plan and
strategy, men’s products can be implemented at any time.
❅ Limitations are not a problem, It can be expanded and reach all customers regardless of age,
gender and sexual preferences.
❅ The Business can transform the meaning of its name like other fashion stores that mostly
aimed on women before that has also a feminine structure into more flexible that can be aimed to
both sexes.
❅ Can be featured on magazine articles and talk shows on TV.
❅ Clothes and Cosmetics are easy to sell online. You can do this as an additional way of selling
products while having a physical store.
❅ Word of mouth.
❅ Strategies can be very flexible and versatile as fashion and beauty products in today’s century
is considered as free way of expression it changes as time passes or you can change it yourself
anytime.
❅ Fashion and beauty is considered as lifestyle and every people in the world most especially
the younger generation loves the industry. Innovations can always have a good chance for
marketing the products.

THREATS

★ New entrants who copied the concept and idea of the store
★ Stores who also want be contracted to the same supplier
★ Stores who have the same concept and idea that will have the bigger chance on collaborating
with bigger names in the industry.
★ Existing local brands with strong names.
★ Existing proprietors with the same products and services.
★ Filipinos with more trust on western concepts and products.
★ Some fashion and cosmetics trends can be outdated immediately, some stock items can be
difficult to sell.
★ Unexpected economic problems such as pandemic can affect the buying behavior of
customers
★ Estimated time of arrival is always subject to delay, boxes of orders for new stocks and
restocks are always affected.
CONCLUSION:

Therefore, I conclude that my business can do well by maintaining the good balance on
how I should be able to use my strengths and as well as on how I could manage everything
despite of my weaknesses. I should be careful about using my strengths since for example I
changed my offers on free packaging on gifts maybe the buying behavior of the customers might
change due to less satisfaction then for my weaknesses I should be able to comply and find best
alternative so that I can still give a quality products and services. I should always think more
ideas to increase my strengths so that my competitors won’t outshine my business. Last, despite
of all the threats listed above if I plan things on how I should grab my opportunities my business
will definitely succeed or if I could be able to think of a tactic that I can use in case of
emergencies and unexpected events the business can still run. I was lucky enough to be really
knowledgeable about the industry that I chose and I am confident that in the right time with the
power of good marketing strategy I can expand my business until the name fashion and beauty
will definitely be cherished in the hearts of every people in our country, then across Asia and
most of all the world.