PROJECT FEASIBILITY STUDY FORMAT

-corporation

I. EXECUTIVE SUMMARY

Camisetas Creativas is an industry that manufactures shirt while the name of the product

is 3nsformable Shirt. It will be produced through the use of sewing machines with the different

raw materials - adidas cotton, zipper, and beeswax. Beeswax will be produced by the business

itself with the raw materials which are the honey comb and water. The 3nsformable shirt is made

to be water repellent for the purpose of beeswax on why is it created. It is made to be water

repellant in order for the shirt to suit to the different weather conditions that would happen here

in the Philippines.

Camisetas Creativas offers a variety of designs and the business also customize shirts

depending on what their customers want. They also offer five different sizes -extra small, small,

medium, large and extra large. It was name 3nsformable shirt since it can transformed into long-

sleeves, t-shirt and sleeveless and there is also a hoodie.

Camisetas Creativas does not have a physical location for the convenient of the

customers but the business has online shops on the different popular sites. The business has a

shop in facebook and instagram. Their target market are those who are leaving in Cebu City area.

Specifically, people who are fond for a unique styles of shirt and also those people who wanted

to travel.
 I. INTRODUCTION

BUSINESS CONCEPT AND MODEL

Camisetas Creativas is a manufacturing business that offers futuristic designs and shirts

with different functionalities. The product can transform into different kinds of shirt like

sleeveless, tshirt or long sleeves. The type of business is a business to consumer in which the

transactions conducted directly between the company and consumers who are the end-users of its

product.The business is into online selling, a well known page in Facebook and an account in

instagram has been established to build the brand and increase the brand's visibility, through

building relationships and communicating with potential customers.The business must keep an

adequate supply of clothing on hand.Failure to supply enough inventory results in disgruntled

customers and lost sales. On the other hand, having too much inventory may incur steep losses

by selling the excess clothing at discount prices. In order to reduce the risks of selling products

at full price according to Frances Harder’s book entitled “Fashion for Profit” it stated that

additional accessories be sold on consignment. The business major investment goes primarily to

establishing a physical store in Cebu. It realised that there are still people who need to touch, see

and feel the product before buying it .There are products that for the price or special nature that

seem impossible to sell online. (And through the gained profit, the business aims to extend its

growth by establishing physical stores or branches around the country in Luzon and Mindanao.)

(The business plans to grow through accepting investments from external sources and establish

partnerships among other local brands.)

VISION STATEMENT

“to bring comfort by producing shirts that make a better every day life for many

people”

The vision of Camisetas Creativas is a world where people are totally comfortable with

what their wearing. People not conscious of how they look or what people think of them because

of the undoubtedly futuristic designs of the Camisetas Creativas products. It wants to make

people’s lives comfortable and cost efficient. It envisions to be one of the fastest respondent in

terms of customer orders. To relentlessly pursue growth by continually improving its products. It

wants to be known for its reliability, honesty, uniqueness and outstanding productions, while

exceeding customers expectations.

MISSION STATEMENT

“to provide futuristic and fashionable clothes at the same time innovative and cost

efficient in the making.”

The mission statement of Camisetas Creativas is to do its best to attain the maximum

customer satisfaction. It shows the business quality performance on doing its job to make the

customers feel comfortable and at the same time cost effective. The mission statement tells

people that the products provided by the business uses the naturally provided materials

innovatiely and efficiently attaining the products maximum productivity. The business changes

its business model and adapts to changes in the environment to deliver better products or being

simply innovative.
GOALS

The business sees itself in the future having Ultra-Fast Delivery services. In the long run

establish a physical store based mainly in Cebu City. The business also wants to be cost

effective, which is spending less amount of money for good productions and to have the

necessary ability, knowledge, and skills to be successful not just in the country, but

optimistically thinking globally.

CORE VALUES

Camisetas Creativas values integrity and ethical values. The businessis honest, open, ethical, and

fair. At Camisetas Creativas, the core values mean that the work is approached with

professionalism. The business says what it means and it means what it says you can count on the

people to follow through to help you achieve a positive outcome. Camisetas Creativas knows it

takes people with different ideas, strengths, interests, and cultural backgrounds to make the

company succeed and encourages healthy debate and differences of opinion.

 I. Environmental Analysis

SOCIO-CULTURAL ENVIRONMENT

The business promotes a multi-styled shirt which is intended for adults and young adults

since it is one of the most convenient clothing to wear. Since the product is known at its

convenience, individuals from age 13 to 40 captivate interest on purchasing the product. The

business implements changes and improvements in the operation and fabrication of the product

in consideration on the demands of the purchasers.

Any enterprise is in a certain social and cultural environment, and the marketing activities

of enterprises are bound to be influenced and restricted by the social and cultural environment as

well. Therefore, enterprises should understand and analyze the socio-cultural environment,

formulate different marketing strategies and organize different marketing activities according to

different cultural environment (King, 2008).

TECHNOLOGICAL ENVIRONMENT

As technology continues to advance, this also helps a the business to gain more customers.

3nsformable shirt has the advantage in terms of the technological environment since the

marketing tool used to extend the popularity of the business is technology itself. The use of

internet can help the business gain more customers by creating a page or even a website to

engage customers in the business.

3nsformable shirt intends to develop future technological growth through improving the

operations and upgrading the functions such as the profile development of the business in social

media. Since the internet is one of the most influencing technological factors, it has become an

advantage to the business to acquire the most desirable online presence and sustain the progress
of the business. 3nsformable shirt is accessible through social media sites and maintain its

ongoing development.

Technology trends affect businesses on many levels. When a business is more in touch

with its present and potential customers, the more chance it has to build a strong customer

loyalty base. Advancement of technology can make this possible. Strategic leaders are constantly

looking for development and updates within the technological environment. In this way, they not

only improve their operations but, they will also be well aware of business transformational

phase (Umar, 1994).

ECONOMICAL ENVIRONMENT

The 3nsformable shirt plays a key role in the clothing industry because of the products

fashion style and functional capabilities. The economic trends in the society give an impact in the

business to create new product, such as the 3nsformable shirt. The product does not only focuses

in the fashion and water-repellent features but as well as for the price rate of the product. The

business makes sure that the price of the product is reasonable for the consumers. But it depends

on how the business is affected by the inflation rate and the increase in raw materials.
 According to (Economic Freedom,2018), the inflation rate that is estimated of the year of

2018 is 4.17% which has an increase of 0.99%. At this point of view, the possibility of increase

in selling the product is a must, but the business will try to cope up manufacturers of raw

materials and buy raw materials that are less damaging to the business but maintaining the high

quality of the raw materials and as for the product.According to (Paz,2018), the Philippines GDP

has increased by 6.8% in Q1 of 2018.According to (Modi, 2014), the increase of GDP or Gross

Domestic Product is the indication that the country’s economy is growing and improving. As the

Philippines GDP has increased, Filipino’s average income has increased and the possibility of

lower unemployment.

ECOLOGICAL ENVIRONMENT

The 3nsformable shirt is a jacket that has different function and a part of the fashion

industry. The business produces product that is a benefit to the consumer because it's capable to

change different style to adapt in the weather or climate changes. The product’s materials are all
based inside Cebu, City and all manufacturers of the raw materials are accessible. The business

ensured that the standard of manufacturing are fairly eco-friendly in the environment. The

business importance of raw material in this process by sustaining it, less raw materials are used

which is a benefit in the society to lessen the pollution that is created in the process.

According to (Reagan, 2007), in the business industry, the proposed approach is based on

ecology and environmental values. It considers interrelationships among and between living

organism and physical environments. Our product’s main goal is to lessen the raw materials that

an average company uses. Instead of buying 3 shirts- the long sleeves, short sleeves and

sleeveless, our product is made up of one which is minimal than other companies. The company

doesn’t only benefit from it by profit and how eco-friendly it is, but it also gives back to the

ecosystem by how we sustain the product’s raw materials.

POLITICAL ENVIRONMENT

According to iEduNote about the influences of government in business, there are a lot

and one of this is the government attempts to shape the business practices through both, directly

and indirectly, implementing rules and regulations, it’s all about the government most often

directly influences organizations by establishing regulations, laws, and rules that dictate what

organizations can and cannot do. It affects the business because the way they handle the business

will be base on the government laws and should have government permission before it will be

sell in the society.

Government and business institutions in a country in many ways are interrelated and

interdependent on each other. In today’s global economy, its businessmen and entrepreneurs are

the driving forces of the economy. In a planned economy or even in market economy

government holds control of shaping the business activates of a country. For maintaining a
steady and upward economic growth The Government must try to make the environment for

business organizations suitable.

LEGAL ENVIRONMENT

Consumer Act of the Philippines, R.A 7394, it is a policy that state to protect the rights of

every consumers. The company follows also this Act because the business believes that every

consumer’s need and desire must be rendered in the right way and from what they expected.

With this act the right of the consumer will be listen and can be defended. Each business needs to

follow this Policy especially the Camisetas Creativas Company a merchandising and

manufacturing kind of business, because they must let the customers show that the product they

sell are high quality and it will make them satisfy with it. The company cares for consumers’

feeling that is why they give importance to this law.

Republic Act no. 10557, section 2 is a declared policy of the State to enhance the

competitiveness and innovation of Philippine products, create market-responsive design services,

while advocating for economic and environmental sustainability. The State shall also endeavor to

promote an economy and society driven by design and creativity responsive to our fast-changing

times and reflective of the Filipino culture and identity, while concurrently advocating the

protection of intellectual property rights to these ideas and innovations. The design of the shirt

that will be produced will leave a trademark to Filipinos’ taste and style. This law also protects

the company’s own style and design especially to competitors who wants to steal the design.

ETHICAL ENVIRONMENT

The fact that a lot of customers make a decision based on the information available; thus

there is a high possibility that protests and campaigns on the ethical handling of animals and

sustainable fashion affects customers’ decision on purchasing and consumption of clothes

manufactured from animal products. Consequently, the customers are taking adverse actions

against products that fail to follow ethical practices in manufacturing their products. However,

customers are playing part in controlling the materials and products that the clothing industries

are manufacturing as most of them are now supporting the retailers and companies who are

employing green practices. The customers are even willing to pay high for brands that include

environmental and ethical labelling in their products as part of promoting environmentally

friendly practices. Consequently, most cloth companies are now becoming more environmentally

mindful, and are manufacturing clothes using less dangerous chemicals and dyes (Shen et al.,

2012).

The researchers conclude that the business is suitable to the environment; to make the

business adapt the ethical method that will make the business suitable to the Philippines.

the researchers want to present a fair-trade policy to the Philippines that makes the prices

reasonable. Also, the business is adapting the culture of nature of the Philippines that make the

business sustainable.

Camisetas Creativas is becoming sustainable to the environment. The researchers decided

to become one of the big business industry, that sustaining the environment for the community.

the environment in clothing industry is facing a problems nowadays in pricing and diseases; the

researchers decides to follow the pricing industry. The business is aware of the problem in

pricing to the environment, researchers are base on the price in the materials they use in; cloth,

chemicals, and labor. Nowadays there are companies that overpricing the product, the business

want to be an ethical to the environment. Cloth-acquired-diseases is one of the problems in every

country because of using an unethical materials in production. The researchers conclude to be

more ethical in using the right materials; in applying dyes and chemicals to the product to sustain

the business, the researchers are mindful for the environment.

B. Industry Analysis – Looking for Competitive Advantage (SWOT Analysis)

1. Identification and Assessment of Competitors
A. Product of competitors
a. Product of competitors
COMPETITORS PRODUCT PRICES
1. The Hive - Their main products are - Php 300-2000
mostly ladies’ clothes.
- Bags
- Accessories

2. Emporium - Mostly ladies’ clothes - Php 350-2000

- Bags
- Swimwear
- Accessories

3. Stylings - Ladies’ Clothes and men’s - Php 250- 2300

clothes
- Shoes
- Bags
- Accessories

B. Promotional activities of competitors

The Hive is a merchandising type of business. It offers various selections such as bags, shirts,

shorts, phone accessories, make up, and wallets. The business has a facebook page that
showcases there goods and products among the facebook users. They promote their products

online to keep their followers updated for their new stocks. Emporium uses huge signage to

promote the business as well as the products it is selling. Emporium has a facebook page where it

has been actively posting ads about the products they are offering. Stylings is also a

merchandising type of business. It also offers a plenty of selections such as jewelries, shirts,

pants, shorts and hair treatments. The business uses social media accounts such as facebook and

instagram to promote their goods products.

C. Price

The hive prices are approximately as follows:

Tshirt 150-300
Jacket 800-1,000
Sleeveless 80-150

Emporium prices are approximately as

follows:
Tshirt 200-500
Jacket 1,000-1300
Sleeveless 150-300

Stylings prices are approximately as follows:

Tshirt 150-600
Jacket 750-1,200
Sleeveless 100-200

NOTE: The prices are given in proximity because the items

sold in the respective shops are not in uniform. The products sold in each business don’t have

similar designs and have different given prices that is why it is given in approximate.

A. Other trade practices in the industry

According to Folger (2018), trading is a competitive business, and one can assume the person

sitting on the other side of a trade is taking full advantage of technology. Thus,Camisetas
Creativas is an online type of business so that everyone could view it directly and in an easy

way. Since in today's time, most people are already in-line with mobile phones and any other

gadgets where they can't live whole day without using those. According to OTA (2018),

educated traders follow a very different set of criteria. These traders focus on a single

consideration: price. It may be a poorly run company but, if conditions call for a brief

improvement in its price, it’s a good buy for the trader who knows when to get in and when to

jump out for a quick profit. Conversely, a great company will sometimes climb out of its comfort

zone to a price where suddenly there are more willing sellers than buyers. Price is about to

plummet, and it’s the short seller who will reap the benefits. Throught it, the business offers a

different healthy practices and one of it is their way on entertaining the customers through

online. Every member of the business will directly respond to the questions or orders from the

customers because as an employee it is their great responsibility, in order for the business to have

a healthy business background through the customers comments. Also, the Camisetas Creativas

is a manufacturing type of business, because of it they would bought raw materials to the

different businesses that would help them in making their product-3nsformable shirt and also co-

operate with JRS Express in order for the product to be delivered to their customers given

location. The business would produce a good quality shirt where it would really fit to the product

price.

E. Positioning Map

High Quality
 Stylings
Low Price High Price

Low Quality

There are a lot of competitors in terms of clothing or fashion industry, one of the biggest

competitors of Camisetas Creativas is the “Emporium” where in it is already known around the

country, It is popular because it has high quality products and unfortunately they sale it with a

bigger price. Next of the expected biggest competitor is the “The Hive”, it is known in social

media and attract a lot of people because of how they promote their products, they promote it

through influential models in the industry, and also same with the Bench it cost a lot. Camisetas

Creativas low competitor is the “Stylings”, same with Camisetas Creativas, which are new in the

industry and need to gain more popularity. Even though Camisetas Creativas is new to the

market the quality and price they offer can attract customers as the reason for it located in the

middle of the position map. The business maybe new but it can be a dark horse in the clothing

industry as they offer high quality products and with a price low than the known competitors in

the market.

F. Blue Ocean Strategy

 3nsformable Shirt was made through a creative innovation of different ideas of a business

person for having a 3 style in one shirt and also a water repellent that can surely useful for people

living in a climate changing country like Philippines. The 3nsformable shirt consist with 3 style,

the first one is the Long sleeve, nest is the t-shirt, and lastly, is the sleeveless. One of the

uniqueness of this product, it is water repellent.

It responses to the increasing demand of shirt around the country, the style will depends on

the season. Majority of the Filipinos love to have different clothing style in just one day. They

expense a lot just to have different kind of style. Because of the product, 3nsformable shirt, it

reduces the expenses of the Filipinos in buying a lot of shirts, it doesn’t need to buy many shirt

just to have different style, Camisetas Creativas offer 3nsformable shirt where in it is only one

shirt with different style and unique, it is all in one shirt.

Camisetas
Creativas
(Business Value)

3nformable Shirt
(Innovation value)

Buyer Value

This product is inspired by Filipinos, it is useful to everyone and anyone can buy the

3nformable shirt but the target market of the product is the teenagers’ ages 13-40, students,

workers, woman or man, there is no discrimination about the gender as the Camisetas Creativas

offer products that all type of gender can use.

MARKETING PLAN
A. Segmentation strategy

II. SEGMENTATION STRATEGY

Segmentation means to divide the market place into parts. According to (Dutta, 2018), is

a process of dividing the market of potential customers into different groups and segments on

the basis of certain characteristics. The member of these groups share similar characteristics

and usually has one or more than one aspect common among them. Different variation or

division is there in a market segment.

DEMOGRAPHIC SEGMENTATION

According to (Bhat, 2018), Demographic segmentation is defined as a market segmentation

method based on variables such as age, gender, income etc. This segmentation helps

organizations understand consumer behavior accurately that in turn helps them perform better.

Demographic Segmentation in the business does not choose any gender, but the style of the

product is equal to both female and male, except for the designs. Segmenting demographically

based on age, the product is most likely suitable for individuals from ages 7 to 40 in

consideration to the certain variations of style and design. In psycho-demographic segmentation,

the business produced the product for people to transform their shirt to be able to adjust to

weather of the Philippines, since Philippines has 4 climates and weather are unpredictable, the

product can help people adjust to that specific weather.

The business will be able to apply and understand each segment, what they want and how they

want it. Since the business has applied the concept of undifferentiated marketing, the business is

planning to distribute the questionnaires to well-known places where more potential buyers are

found. In this matter, we’ll be able to know what they think about the product.
BEHAVIOURAL SEGMENTATION

Behavioral segmentation divides a population based on their behavior, the way the

population respond to, use or know of a product (Bhasin,2018). Behavioral segmentation,

individuals are enticed to purchase the product because of the benefits they get from the

business. Customers don't have to necessarily think twice about the product since clothing is one

of the most essential necessity of every individual. People have different kinds of skin and

people wear depending what makes them comfortable. That’s why the 3way shirt can really fit

perfectly on their perspective on what they want. The product can change into different styles

and it depends on the consumer how he/she will use it.

TARGETING STRATEGY

The researchers identified that the business targets geographic segmentation. The

business perceived that it would be very effective if they shall be focusing on one area and

location. The company targets demographic segmentation at the same time because the business

is also into school age children (students) and employees since at this stage, individuals are

active to undertake new types of fashion.

To guarantee customer satisfaction, the business must apply undifferentiated marketing

where the business markets it to all customers. The business satisfies customers through the

specialized offers upon them. This basic marketing strategy sets better opportunities to the

business and to the customers as well.

A firm treats the market as an aggregate, focusing on what is common in the needs of

people rather than on what is different. It tries to design a product and a marketing program.

CONSUMER PERSONA
 Name: Victoria Cabahug

Age: 18 yrs. Old

Occupational Status: Student

Allowance: 200-300 a day

Address: Santo Nino Village

Hobbies: Traveling and Shopping

Victoria is a student of University of San Carlos-Talamban Campus. She loves to go in a

shopping together with her friends to buy new trend shirts. Victoria said that “ Im a fashionista,

every time I heard that there will be new trending shirt release soon, I’ll wait for it to release and

bought it. I look for the quality and the price of the product of course, I need to budget my

money.” Even Victoria love shopping so much she needs to limit herself in buying shirt because

of her budget. “I love different style, if I could only buy a lot of shirt in a small price then I’ll go

with it” she said. She’s planning to different style of shirt, Camisetas Creativas offer a product

that is suit to her answer in a short interview, and it is the 3nsformable shit.

POSITIONING STRATEGY

Camisetas Creativas offers 3nformable shirt, the business based on the positioning map

where in the product 3nsformable Shirt located on the middle and above of this is the two

competitive competitors, the “Emporium” and “The Hive”. Below is where the “Stylings”

located the business below competitor. Camisetas Creativas offers high quality product with

lower price than you can see in the other two competitors. It maybe a little bit of expensive but

the quality and uses of the 3nsformable shirt is very reasonable to have that can of price.
Camisetas Creativas can be one of the dark horse in the competition of clothing industry as it has

a unique quality of product produce. It is still new in the industry that’s why in the positioning

map it located in the middle but the expected location of the business is on the high and the goal

of the business is to be the top most clothing industry to produce fashion and stylish shirt.

A. Marketing Strategies

MARKETING STRATEGY

Product offering, product mix, product line

- Features of the product as size, weight, color (if applicable), packaging and other

relevant characteristics.

Product offering, product mix, product line

According to (Linton, 2018), an offering in marketing is the total offer to your customers. An

offering is more than the product itself and includes elements that represent additional value to

your customers, such as availability, convenient delivery, technical support or quality of service.

A strong offering differentiates your products from competitors and creates value by meeting

customers’ wider needs better than other options. Camisetas Creativas would produce a product

named 3nsformable shirt, by the name itself 3nsformable, it basically means 3 different styles of

shirt could be transform from one shirt. Through the product 3nsformable shirt there are so many

advantages that would happen because of it's unique characteristics one of it is, it could

transform into three different styles which are longsleeves, 1/4 sleeves and sleeveless. In

addition, the product would make customers to be attracted to their eyes since it is made to be a

water repellant shirt where it would really fit to the different weather conditions here in the

Philippines. The business offers five different sizes which are extra small for the advantage of

the petite people, small, medium, large and extra large.

Pricing strategies

COST - PLUS PRICING STRATEGY

Cost-plus pricing strategy is applied by Camisetas Creativas. It is a cost-based method for

setting the prices of goods and services. Under this approach, added together are the direct

material cost, direct labor cost, and overhead costs for a product, and addedto themarkup

percentage (to create a profit margin) in order to derive the price of the product.The price of the

product varies depending on the sizes of the shirts. Our sizes our extra small, small, medium,

large and extra large. The extra small shirt cost ((₱1,100), the small sized shirt cost ((₱1,200), the

medium sized shirt cost ((₱1,300), the large sized shirtcost ((₱1,350), and the extra large shirt is

((₱1,400). The price is already comparable to those sold in the market, like H&M, Loalde,

Bench, Penshoppe, etc. with a price range of ₱800-₱1,500. The products of the business are a

little bit expensive because as you can notice the shirts being sold at malls, they serve only the

purpose of being a normal shirt, while the business provides a product serving lots of purposes

that make the price higher than those in the market. Knowing these prices and the features of the

shirts the researchers could say that the business’ price is already appropriate.

The business offers quantity discount. A deduction of five percent is given to one shirt if

the customer buys two shirts. A deduction of ten percent would be given to one shirt for the

purchase of three shirts. The increase of orders is directly proportional to the increase in

discounts. Which means that as customers purchase more items the product’s discount would

increase. The maximum amount of discount the business give is at twenty-five percent which is

equivalent to five shirts.

According to Kurtz & Boone (2016) quantity discount is a price reduction which is

granted for a large-volume purchase while value pricing emphasises benefits derived from a
product in comparison to there prices and quality of levels of competing offerings. On

researcher’s viewpoint, businesses are not only about the price but also the quality of the

product. The bigger discount that is being applied to the product, the more customers are going

to buy it. But of course the business must also consider whether the discounts given to the

customers will not affect the income that may possibly result to a loss.

Distribution strategies

Camisetas Creativas is a manufacturing business. This type of business produces shirts

using components, parts or raw materials to make a finished good and are sold directly to

consumers. When a customer orders a product the business will deliver as soon as possible

through it’s own private motorcycle(applicable only to orders within Cebu City). To customers

ordering from other regions the business recommends them to take LBC or JRS EXPRESS, but

the business highly recommends the customers preferred delivery service. The company applies

direct distribution. It is a distribution in which the producer sells a product directly to a consumer

without the help of intermediaries. According to Ashe-Edmunds, S. (2018) the importance of

direct distribution is that it eliminates intermediary expenses and gives you control how to

promote and sell the product.

Promotion Strategies

Camisetas Creativas created a facebook page and instagram account in order to promote their

business to the people. The researchers decided to sell the product through online selling using

the pull strategy in order to get the attention of the people. Since, nowadays people have their

social media accounts on the different sites such as Facebook, Instagram and Twitter.
The researchers, to obtain the intentions of the customers, should promote the product. When the

costumers are wearing the product of Camisetas Creativas, possibility is, it can be advertised by

means of spreading the results through word of mouth and/or social media which would help

gain more audience and attention; suffice economic benefits within the target audience; and to

gain more demand through applied promotional strategies.