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Actually, their pricing structure is about the same as other shops in the area and they carry the same lines. Appleton Bridals can draw very easily from Green bay and Oshkosh because of the proximity. Clients from all over eastern Wisconsin will travel to this shop based on the location alone. The town of Appleton has an excellent reputation for being a place to shop for variety and most people will expect Appleton Bridals to be a well run establishment with good selection, but with higher prices. Megan's Bridal boutique's reputation for good prices and excellent service, as well as a regional advertising plan, will draw many clients away from this shop. White bird Bridal Manitowoc, wisconsin weaknesses: poor sales techniques, lackluster stock, and ugly displays explain why people will travel all over Wisconsin to shop for their bridal needs instead of spending their money at White bird. The general atmosphere in this shop would be fine for a discount store or a warehouse, but not for a shop which sells women's clothing for special occasions. The pricing structure is similar to other bridal shops and offers no real advantage for clients.

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I have already established contact with the sign "Supplier A" types and will be offering these lower priced, good quality lines. Stock: Mary Ann's's stock is old and outdated. In fact, i am asked several times per week if Mary Ann's is a used clothing store (these inquiries were made to me while i was an employee there). Megan's Bridal boutique's stock will be fresh and new. As stock ages, it will be discounted. If still not sold, it will be taken off the rack and stored, until sidewalk sales, and then the price will be drastically slashed. Anything left after that will be donated to charity or destroyed. Regional Competition Appleton Bridals Appleton, wisconsin weaknesses: poor management makes report shopping at Appleton Bridals a difficult experience. Customers are treated as a bother instead of as an opportunity. Because of the location, most area people assume the prices are considerably higher in general.

Next, mary good Ann's found Supplier B who wholesaled the same shoe for. Mary Ann's maintained the selling price of 25 resulting in profit erosion. After the same payment problems occurred with Supplier b, mary Ann's moved onto supplier C which charged 17 for the same shoe. This time the cost was passed onto the customer. The shoes are now priced at 33 plus 8 for dyeing. Of course sales have dropped off significantly. This is just one specific example. The same type of thing has happened with dozens of other suppliers covering all lines offered by mary Ann's.

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I have found most suppliers have liberal terms and are very willing to work with new accounts. It is only after payment problems occur, and are not resolved, that these shipping problems take place. Megan's Bridal boutique will be able to get special orders in the store and to the client in a more timely manner by establishing and maintaining good terms with all suppliers. Pricing: Mary Ann's's pricing has always been high. The idea on management's part has been to price everything high, then offer a "special deal." Megan's Bridal boutique's pricing will be more modest and clients will know they can find value everyday. I will accomplish this by working with the lower-priced suppliers while maintaining healthy profit margins. The question of course is, why doesn't Mary Ann's do this already? The following scenario will provide an explanation: Mary Ann's used to buy shoes from Supplier A for 12, marking them up. After numerous payment problems, supplier A refused to deal further with Mary Ann's.

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For example, mary Ann's charges.00 to dye shoes purchased in the store and.00 to dye shoes purchased elsewhere. A dye job takes about five minutes. I will dye my shoes for free and charge.00 to dye shoes purchased elsewhere. Although Mary Ann's provides resume skilled resume seamstresses for the alterations, pricing is set by the owner on a per dress basis. A client may be told at the time of purchase her alterations will cost.00, only to discover upon picking up the dress that the charge.00. Worse yet, many clients are never told there is a charge at all.

Megan's Bridal boutique will have a published list of charges provided at the time a purchase decision is being made. There will be no surprises, and the client will know exactly how much to budget for her total expenses. Mary Ann's also has a problem getting special orders in the store in a timely manner. All special orders are delivered cod and often the cash is not available, resulting in returns and re-orders. Many suppliers will not deliver until prior problems are reconciled, again resulting in delays.

Estimating four attendants per wedding, spending 175 each on dresses and shoes, an additional 1,321,600 can be added. Added together, there are 3,339,872 dollars to be captured in this line alone, per year, in eastern Wisconsin. Pricing Strategy: to meet the needs of the eastern Wisconsin client, all of Megan's Bridal boutique's offerings will be in the low to mid price range. Specifically: Wedding Gowns: 350.00-800.00, headpieces:.00-40.00, bridesmaid Dresses: 100.00-150.00, cost: 24,630 start-up inventory cost. I have broken down the competition, product line by product line, following each line's inventory description. The overall competition for the bridal line can be broken down into two: local shops (Mary Ann's) and regional shops.


I feel the threat created by mary Ann's can be easily overcome through good service, great selection, and affordable pricing. The competition created by the out-of-town shops will be harder to address. Details of how I will deal with each follow the competition descriptions. Local Competition, mary Ann's Bridal Salon, oshkosh, wisconsin. Weaknesses: Mary Ann's Bridal Salon is a very poorly run retail outlet featuring old and outdated stock off the rack. Most merchandise is sold "as." This shop experiences almost no repeat business and is generally thought of as the last place to go for bridal and prom needs. Strengths: Mary Ann's has been in business for 40 years (although there have been three different owners). Old warehoused stock originally priced at 500.00 to 1000.00 is bought from other shops and sold at attractive prices of 350.00 to 500.00. Overcoming Local Competition, service: Megan's Bridal boutique will be a cleaner, more attractively designed store offering a variety of guaranteed services at reasonable prices, or in some cases, free services.

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Nine out of 10 women eventually marry although, in general, they are waiting later in life to marry for the first time. Remarriages account for half the weddings essay taking place nationally. Sixty percent of couples currently living together will eventually get married. What all this means is, although one would think the economy, general trends, and changes in society would have a great impact on marriages, there has been only.5 change in marriage rates over the past 27 years. Where the economy does have a big impact on weddings seems to be generally limited to reception and honeymoon expenses, with a lesser effect on the dollar amount spent on wedding gowns and accessories themselves (. Vows, june/July 1996 issue). According to a recent published study, eight marriages took place per 1000 residents per year. Based on the surrounding area of eastern Wisconsin, megan's Bridal boutique will draw from, one can count on 1,888 weddings per year. Each of these couples will spend, on the average, 852.00 for a wedding dress, 167.00 on a headpiece, and.00 for shoes.

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A catalog of other styles will complete the offering. Megan's Bridal boutique will also carry full-length crinolines of all sizes, for purchase only (20 pieces at 15 each wholesale for a start-up cost of 300). Crinolines will be available writers free of charge for use in the dressing rooms for clients purchasing wedding or bridesmaid gowns or needing them for in-store alterations. In addition, a line of off-the-shelf jewelry will be carried and special order jewelry catalogs will be available (30 pair of earrings and 30 necklaces at 15 each wholesale for a start-up cost of 900). Position of Marketplace: The items in the bridal line will consist of basic styles in the low to mid-price range appealing to the wisconsin client. Megan's Bridal boutique will develop a reputation for dependable service, fair pricing, and reliability. Client Demographics: Some women will travel all over the state, or farther, to shop for their wedding gowns. The majority of Megan's Bridal boutique's clients will be limited to the areas surrounding Green bay.

to late October. Inventory description, analysis, and strategy, line: Bridal. Description: This line will consist of re-orderable wedding gowns, re-orderable headpieces, dyeable satin shoes, crinolines, re-orderable bridesmaid gowns, and jewelry. Megan's Bridal boutique will carry 60 wedding gown samples featuring three manufacturer's lines (20 pieces at 200 wholesale, 20 at 300, 20 at 400, for a total start-up cost of 18,000). Three brands of bridesmaid gowns will also be carried with 12 samples per brand offered (36 pieces at 100 wholesale for a total start-up cost of 3,600). One headpiece line will be made available with 15 samples in the store (at a median price of 50 per piece wholesale for a start-up cost of 750). These items will be special order only items. A full range of sizes of basic dyeable shoes, in three heel heights, will be available in the store for off-the-rack purchase (30 pair of each style at 12 each wholesale for a start-up cost of 1,080).

The store has the potential of employing up to six full-time employees, estimating a minimum of three to start. The hours will be 10:00. Monday through Saturday, with evening appointments available for brides and their parties. All daily bookkeeping will be done. An accountant will take care of the necessary month-end work. Megan's Bridal boutique will be located on Hubbard Drive. I'm currently negotiating a lease on a very nice property of 1725 square feet. The rent on the space is only 435 per month plus approximately 250 per month for utilities. This is a good price, essay compared to other less desirable locations i've looked into.

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Photo house by: Lanak, megan's bridal boutique 4596. Green bay, wi 54303, this business plan for the establishment of a bridal boutique does an excellent job of assessing area competition. The detailed analysis of both the strengths and weaknesses of rival businesses effectively illustrates the need for a high quality and reasonably priced bridal salon in the region. It is also apparent that this entrepreneur is aware of fashion trends and receptive to customers' needs. Inventory description, analysis, and strategy, promotion plan, future plans. Resume, start-up expenses, projected statement of sales and expenses. General business description, megan's Bridal boutique will be a full-service bridal salon and dress shop catering to the wisconsin customer who is searching for reasonable quality products at affordable prices. The inventory will consist of wedding gowns, bridesmaid dresses, headpieces, crinolines, jewelry, shoes, party dresses, more casual dresses, and tuxedo rentals. I will run the business myself full-time and hire sales assistance as well as a bridal alterations specialist.


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