D'Light Handbag (business plan)

Résumé du document

D'Light Company produces exclusive, fashionable handbags with unique lighting system build inside each product. The built in light makes it easier for the user to find the desired items in the handbag regardless of the outside conditions (during the night, in the dark etc.).The handbags are available in various, fashionable colors, designs and sizes. D'Light Company manufactures the handbags itself in rented premises at the outskirts of Coventry. The ready made light-up system is bought from a British producer and afterward fixed inside the handbags during the production process. D'Light Handbags high quality products are unique and exclusive, and its target consumers are young successful women with upper-middle to upper-end incomes who are fashion conscious, value their comfort, are up to date with technology and innovations and are not afraid to stand out from the crowd. Keeping in mind the target customers, D'light Co. will sell its products in the big cities of the UK market. At the beginning the products will be available in fashion shops, women accessories retailers and fashion boutiques.

Extraits

[...] Besides of women in this target group owns a handbag with a value higher than 50 pounds. Consequently, to get a rational estimate of the sales, we can say that of the women between 20 and 50 will buy our product, that is to say 500.000 women. Finally, if there are 500.000 women interested in our product, we can reach this forecast within 10 years, beginning with 3500 units sold the first year Market positioning First of all, we need to discuss the opportunities and threats of the handbag concerning the market, the purchasing behaviour and the competition: The company has a good chance to develop itself in a favourable environment because of the numerous opportunities outlined in the table above. [...]

[...] Almost a third of consumers had bought a handbag in the last year and a quarter had bought purses or wallets. High-profile specialist retailers such as Accessorize, together with extensive ranges of fashion bags and purses at varying price points, have encouraged consumers to buy more frequently than in the past. Women are now likely to own several bags to mix and match according to outfit. Fashion accessories purchased for yourself, your partner or as a gift in the last 12 months, April 2004 Base: 1,981 adults 15 + 5. [...]

[...] different work habits and business behaviours iii. poor knowledge of British Business Market and Law iv. different areas of expertise; little understanding of other specialities 5. Staff plan The personnel plan calls for adding seven employees at the beginning of the first year for a total of fourteen. Those eight employees will be recruited for the following vacancies: i designer (Design and R&D functional area); D'Light is looking for the young, talented, enthusiastic person with the deep insight into the fashion and fine art who needs to develop his skills and put his creative ideas into practise, Therefore, the company will organise a contest for young designers from the Art & Design Academies for the best design of D'Light handbags, where the main prize will be the employment in the Company and realisation of the artistic vision. [...]

[...] Promotion in point of sales: the advertising actions in the points of direct sales (boutiques, fashion shops) guarantee that the product will be immediately known by the target groups and moreover it influences the customer to buy certain item. The advertising is the key factor in the short strategy of the company which aims in attracting as many target customers as possible. Due to that D'Light Handbag plans to position itself in the high quality women accessories market and finally obtain a satisfactory market share. [...]

[...] D'Light Co, is a small organisation which does not need to be divided into departments. Functional areas of the company refer to the staff members dealing with certain issues (sales, marketing, etc.) Legal matters and written agreements are being handled by a consultant lawyer (not regarded as an employee of the company) Company directors and management team Kamil Jagieniak, Chairman and Business Idea Founder, deals with Finance Magdalena Michalak , Production Supervisor Anicee Gessner, deals with Marketing Gregoire Jouan, deals with Administration and Marketing Ali Boussabata, deals with Research and Development Joanna Wasylkowska, deals with Sales Curriculum Vitaes of all D'Light Handbag team can be found in Appendix 1 (p. [...]