Business Accounting Report: Kid's Corner Business Expansion Plan

This business accounting report analyzes the expansion plan for Kid's Corner, a retail clothing store targeting boys and girls aged 11-17. The report includes an executive summary, external market assessment, SWOT analysis, Porter's Five Forces analysis, and global market considerations. It also details the creation of a marketing strategy, including mission, objectives, target market, and marketing mix. Furthermore, the report provides a financial assessment with sales and expense forecasts, break-even analysis, and key performance indicators. The report also discusses the company's plans to expand its business in the US and Australia, along with detailed analyses of each market.

Running head: BUSINESS ACCOUNTING
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Table of Contents
Part I: Executive summary.........................................................................................................2
Part II: External assessment.......................................................................................................2
Market opportunity.................................................................................................................3
SWOT analysis.......................................................................................................................3
Porter’s five forces.................................................................................................................5
Global markets.......................................................................................................................6
Part III: Creating marketing strategy..........................................................................................8
Mission, marketing objective and financial objectives..........................................................8
Target market.........................................................................................................................9
Marketing mix........................................................................................................................9
Contingency planning..........................................................................................................10
Part IV: Financial assessment..................................................................................................12
Sales forecast (by product)...................................................................................................12
Expenses Forecast................................................................................................................12
Marketing expenditures aligned with tactics and strategy...................................................12
Break-even analysis.............................................................................................................13
Part V: Key performance indicators.........................................................................................14
Post sales customer feedback...............................................................................................15
Reference and bibliography.....................................................................................................16

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Part I: Executive summary
Kid’s Corner is already an existing business in Albany, New York for the last 1 year
that is planning for expanding its business in other places of US. Further, if the business
succeeds in the US market, it will further plan for expanding its business in Australian
market. CEO of the company will be Mr. John Heward who has more than 10 years
experience in clothing industry. The company’s main target customers will be the boys and
girls aged between 11 and 17. The company will offer high quality products to the customers
with comfortable materials and least possible price. Various clothing products those will be
offered to the age group are jackets, sweaters, hats, bags, shirts, T-shirts and pants. It is
expected that the expansion of the business in other places of US will attract significant
number of customers as during the last few years the fashion sense among the age group
mentioned above has been grown significantly. It will use the special fibre for cotton that will
be comfortable in summer. The special fibre is expected to gain competitive advantages over
the competitors.
Part II: External assessment
“Kid’s Corner”, the retail shop for boys and girls garments aged between 11 years
and 17 years is in 2nd year of its business. At present, the only store of the company is in
Albany, New York. However, it is now planning to expand its business in all over US over
the next 2 years time period. The company offers wide range of clothing for the age group
that includes the clothes manufactured with different fabrics like silk, cotton and wool.
Further, the garments are manufactured keeping in mind the latest trends and fashion
(Andries, Debackere & Looy, 2013). Various clothing products those will be offered to the
age group are jackets, sweaters, hats, bags, shirts, T-shirts and pants.

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Market opportunity
Youth clothes are billion dollar niche under clothing industry. Over the last 10 years
there was a significant change in the dynamic population of US. Non-metropolitan population
have grown at the same pace with the urban population (Bocken et al., 2014). Currently youth
population of Albany is more than 300,000 and each year there are number of visitors who
come to visit the place and the brand is quite known to the visitors. Hence, it is expected that
the expansion of the business in other places of US will attract significant number of
customers.
SWOT analysis
Strength Weakness
 Customers may order for make to
order products
 wide range of the product will be
offered with superior material and
latest fashion rends
 Discount will be allowed if the order
is place for bulk purchase
 The company will hire expert
designer for following the fashion
trends (Massa and Tucci, 2013)
 Huge amount of capital will be
required for expansion. Further, as the
business is quite new it will not be
able to raise huge funds through
credit
 High competition as the company is
new and there are various established
clothing stores in US.
 Marketing expenses will be high
initially to establish the brand and
make it a known brand to the age
group (Blackburn, Hart &
Wainwright, 2013).
Opportunity Threats
 The company will manufacture some  High competition and regular changes

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clothes with the print of animated
movies characters as it has huge
demand among the girls and boys
aged between 11 and 17.
 Fashion clothing sector in US is
growing rapidly and therefore
opening the opportunities for the new
businesses.
 Huge demand is there for the girls
wear aged between 11 and 17. Hence,
adding value in this category will
open new opportunity for the
company (DaSilva & Trkman, 2014)
in the fashion trends is a serious
threat to the new business like Kid’s
Corner
 Due to the recession the customers
are more aware regarding the pricing
of the product and prefer high
discounting offering brands (Schaper
et al., 2014).

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Porter’s five forces
 Buyer power – most important force in the porter’s five forces is the bargaining power
of the customers who has the option of switching the brand, pushing down the prices
and purchasing new products. In case of fashion industry in US bargaining power of
the customers are quite high. They have various alternatives for shopping and are not
required to stick with any particular company.
 Supplier power - In case of fashion industry in US bargaining power of the suppliers
are quite low and insignificant. Most of the clothing companies purchase their product
from the 3rd world manufacturers who receive just the fraction of the profit. Further,
the supplies have less control over fashion industry as they can be swapped out
always. Owing to this, the input prices in this industry are comparatively low and it
will be remained until the global development gap significantly (Ward, 2016).

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 Competitive rivalry – Fashion industry is the interesting one that is analysed through
intensity of the competitive rivalry. Wide numbers of retailers are there who deals in
similar products. Further, some well known brands are there who sells the products at
ridiculous rates. Moreover, the market is becoming saturated quickly as little scope is
there for innovating new products on regular basis. In this aspect, fashion industry is
difficult one in getting into and is becoming the race to bottom which is not good
news for the clothing retailers.
 Threat of substitute product – Fortunately, little substitute products are there for the
fashion clothing. Hence, this force is negligible as the substitutes in the fashions
markets are the competitors (Tukker & Tischner, 2017).
 Threat of new entry – As mentioned above little scope is there to bring unique product
to enter in the market this force is also small. However the new entry may find any
unique way for popularizing their products. Fashion industry for the clothing industry
is like ‘High – risk – high – rewards’ for the new entrants in US.
In overall aspects, fashion industry is not easy to dive into successfully and is
miserable for the companies already in the space. Five forces analysis above shown that
though the threats from the new entrants are small and bargaining power of the suppliers are
small, buyers have high power to bargain as they have wide choices and various competitors
are trying hard to sustain under the market.
Global markets
After expanding the business all over US the company has a plan to expand its
business in Australian market. The risks and attractiveness of Australian market are analysed
through using the Porter’s five forces model as below –

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 Bargaining power of the supplier – clothing retailers in Australia has wide sources of
suppliers to choose the purchases from. However, the retailers also have the option of
purchasing the supplies from international suppliers. Hence, minimal risk and cost is
involved if the retailers switch their suppliers. Therefore, suppliers bargaining power
in Australian clothing market is lower to moderate (Simpson, 2014).
 Bargaining power of the buyers – over the past years fashion clothing becomes the
essential commodity for the customers. It is further influenced through association of
the customers in the social media and the cultural environment. Further, the
consumers have strong power over the fashion trends and the retailers are obliged to
provide what the customers will demand. Hence, the bargaining power in the
Australian clothing market is high.
 Threat of new entry – As Australian retail clothing market is able for catering large
numbers of small retailers it can be stated that threat of new entry is moderate.
Further, initial capital outlay required for starting up the clothing store as compared to
other business is low. Keeping with the pace of growth of fashion clothing industry
over the last few years seems attractive for the new entrant to enter in this industry.
 Threat of the substitutes – Major threat of substitutes in Australian clothing industry is
from the retailers offering high discounts. Such retailers offer the similar product with
the branded ones at significantly low prices. Hence, the threat of substitutes is quite
high in Australian retail clothing market (Massa & Tucci, 2013)
 Competitive rivalry – Most notable competition in the Australian retail clothing
market is the price war. High chances are there in the Australian retail clothing market
regarding price and offers for discount. Further, owing to continuous rivalry among
the big brands and discounting offering retailer’s increases competition among the

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competitors. Therefore, it can be stated that the competitive rivalry is high in
Australian retail clothing market
In overall aspects, Australian fashion industry is not easy to dive into successfully and
is competitive for the companies already in existence. Five forces analysis above shown that
though there is opportunity for the new entrants and bargaining power of the suppliers are
small, buyers have high power to bargain as they have wide choices and various competitors
those are already in existence are trying hard to sustain under the market.
Part III: Creating marketing strategy
Mission, marketing objective and financial objectives
 Mission – Kid’s Corner is committed to the high quality of products, employee care
and causing no unnecessary harm to the communities under which it will operate its
business. The Company’s mission statement is offering products to the customers
with high value on continuous basis. To fulfil this, the company will be focussed
convenience, product quality, fashion trends, innovation and interactive
communication with its customers (McKeever, 2016).
 Marketing objective – major objective and goals of marketing are identified with the
cost effectiveness and product quality. Various other objectives are – (i) offering the
customers’ high value products on continuous basis and (ii) setting up the benchmark
under the fashion retail clothing industry as cost leader through improving the level of
performance and minimizing wastes, wherever possible. For fulfilling the mentioned
objectives the company will identify the needs of the customers as it is ever changing.
This will enable the company to remain viable and under high demand. Further, the
company will find the distributor for the brand. Getting distributed requires

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developing the contacts with the merchandisers and thereby establishing the contracts
with different clothing outlets.
 Financial objectives – major financial objectives of the company are – (i) increasing
sales by 125% till 3rd year of the business (ii) minimizing COGS by 2% at least from
the 2nd year of the business and (iii) increasing number of the target customers
(iv)maintain profit level that will require the revenues to exceed the expenses.
Target market
Major target customers for the customers are the boys and girls aged between 11 and
17 years. Expected segregation for the target customers are as follows –
Description % Sales (amt)
Market total 100% $ 5,000,000.00
Boys clothing 40% $ 2,000,000.00
Girls clothing 40% $ 2,000,000.00
Boys and girls accessories 20% $ 1,000,000.00
40
%
40
%
20
%
Market total
Boys clothings
Girls clothings
Boys and girls accessories
Marketing mix
The company’s marketing strategy will focus on niche positioning under the market,
sales promotion and retention in the sales and serving the customers with loyalty. Further, the

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promotions of the will always stay in tune with the mission statement and objectives of the
company.
 Product strategy – Various clothing products those will be offered to the age group are
jackets, sweaters, hats, bags, shirts, T-shirts and pants. The company offers wide
range of clothing for the age group that includes the clothes manufactured with
different fabrics like silk, cotton and wool. Further, the garments are manufactured
keeping in mind the latest trends and fashion.
 Promotional strategy – the company will follow the aggressive and creative plan for
promotional purpose. It will enable to focus directly on the target market while being
conservative with the advertising dollars. For the promotion purpose press release kit
will be provided to all the major media offices all over US. The kit will include the
press release, colour postcards, business cards and image of the interior space.
Existing customers will be informed through direct mail and leaflets. Further, the
stores will be promoted through two local FM radio stations.
 Pricing strategy - Kid’s corner will maintain the flexible strategy for pricing its
products. Most of the products of the company come with the suggested retail price
that will be followed by the company. The company will further utilize the standards
price existing in the market as well (Burns, 2016).
 Distribution strategy – retail location of the company will be regarded as the
foundation of building the customer base. Further, the company will sell its product
through 2 channels – (i) Online stores – initially the product will be sold through
online as it will require the company significant amount of capital to establish the
stores. Online delivery will be made within the time period of 7-10 business days. (ii)
Online sales – once the online business is well established the company will start

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establishing the physical stores in various places of US like Yosemite, Yellowstone,
Honolulu and San Francisco.
Contingency planning
Each business depends on certain term that ranges from retaining the key personnel to
the emergency plan to arrangement of credit. However, there are infinite numbers of
incidents those may go wrong or may have negative impact on the business. Documents those
are called as the the contingency plan lay out what the business shall do if any or more than
one such unexpected events take place and each business requires to develop the contingency
plan (Hvass, 2015). The company will set up a contingency plan team who will be
responsible for acting in the following situations –
 Emergency alert – If any disaster takes place in the company then the contingency
plan team will be responsible to contact the management team and will assess the
emergency situation. Further, an alert will be provided to all the department heads and
status update will be sent for dissemination of the pertinent information.
 Facility shutdown – though it is the last resort but possibility of this are always there.
Disorganized or improper shutdown may lead to injury, confusion and damage of
property. Therefore, if any such instance take place then the department heads are
responsible to establish the shutdown procedure that will include the information
regarding how and when the facilities are required to shut – off. They shall further
identify – (i) the situation where shutdown is required (ii) who can authorise the
shutdown (iii) how the partial shutdown will have its impact other facility operations
(iv) time period required for shutting down and restarting (Pedersen & Netter, 2015).
 Hazardous material handling for property protection – hazardous materials are the
substances those are explosive, flammable, corrosive, noxious, toxic, radioactive or
irritant. Release or spill of the hazardous material may pose a threat to life or