This special project has initiated to develop a business plan for customizable sneakers thru website because there is an opportunity in the growth of sneakers industry which is supported from popularity of sporting and exercising, popularity of wearing sneakers as fashion item, growth of online business as well as consumer behavior favoring to design product by themselves. We, therefore, establish “Zymfonic Sneakers Co., Ltd.” who sells casual and running sneakers named Zymfonic brand and provides service for customer design sneakers by selecting pattern, color, material and shoes size by themselves thru www.zymfonic.com.
For marketing plan, the company determines market positioning to be a brand with flexible feature for product design and concentrate to present product and brand image as fashion casual sneakers. Moreover, the company also plans marketing strategy following to marketing mix theories by selling quality sneakers with attractive and unique design, pricing in range of 1,000-2,500 baht, providing distribution channels at company website and Zymfonic store and implementing various promotion strategies to build up customer perception and create brand value.
For operation plan, the company sets made-to-order model for production process and hire original equipment manufacturers for sneakers production in order to manage low capital investment and utilize expertise from the manufacturers. For financial plan, the company considers 1.2 million baht as initial investment. With financial assumption and forecasting, this project is interested because Net Present Value (NPV) is positive at 2,013,090 baht, Internal Required Rate of Return (IRR) and Modified Internal Rate of Return (MIRR) equal to 84% and 45% respectively which are higher than 12% of Hurdle Rate and payback period equal to 1 year 7 months
