This independent study aims to develop a business plan for second hand brand shop “XYZ”. The objective is to study the possibility of doing business and a strategy to improve the operation of the company. “XYZ” store is a subsidiary of XYZ Holding Japan that is running the second hand brand shop about 95 branches in Japan. However, due to the economic conditions in Japan is experiencing a slowdown and the deposit rate in Japan is very low at -0.1%, so XYZ Holding Japan was considering expansion by launching in other countries. XYZ Holding Japan decided to establish XYZ (Thailand) and opened second hand brand shop named “XYZ”.
In the first period of grand openning, “XYZ” store was not yet recognized by consumers and had poor sales performance due to the intense competition. External factors and internal factors are necessary to be carefully considerated. And the analysis is also split into various aspects, including general environmental analysis, industry analysis, competitor analysis and market analysis. The results of the research showed that consumers will choose second hand brand shop by the reliability of the shop.
And “XYZ” store has to focus on the market strategy, especially integrated marketing communications.In order to communicate and engage prospective customers to come to the store. In financial aspect, income statement, balance sheet and statement of cash flows were estimated for a period of 5 years from this analysis. The investment will pay back in 3 years and 10 months. The expected net present value is 7,697,703.72 baht with return on investment (IRR) at 13.58%. In conclusion, this investment is feasible and quite attractive.
