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Author
Anmella Carnicé, Mar
Ribo Yagüe, Maria
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Abstract
Today, consumerism has become a trend. It dominates the minds and hearts of millions of people and we need what we buy to the extent that we are convinced that the product will help us to be happier and live better. YGY is an online brand that offers more than one product; an illusion. Wearing our jewelry leads customers to feel excited and beautiful.
We know that there are many brands that sell cheap jewelry and that is why we need to differentiate ourselves in order to retain future customers. Our advantage lies in the fact that they are jewelry of unique designs, made of durable materials and at a lower price than the competition; but never losing the quality desired by the customer. We also provide added value by offering the consumer the opportunity to save by buying certain parts separately.
Mainly, our project will be aimed at those young people between 14 and 35 who are looking for aesthetic pleasure, acceptance and continually going into fashion. Our competitive advantage is price leadership, with an average gross margin of 48%. The following business plan will highlight our progress to the day of the launch of YGY and will provide a follow-up for the next three years. Expected sales are 1,060, 2,980 and 4,705 units respectively. The management of the project will be carried out by both partners, Mar Anmella and Maria Ribó, so for now we plan to do the economic activity on our own. As for the financial part, we note that in the next three years we will have a positive cash flow, an optimistic figure that indicates that we will have permanent availability of sufficient funds to meet payments. As expected, the first two years will experience losses (-2,090 .37 €, -8,061.97 €), logically due to large investments in marketing and low sales. From the third year we start to make a profit; € 3,558.03 in particular. This increase in sales each year is due, in part, to the many promotions and advertising we do during this period. The situation we are experiencing worldwide today is negatively affecting countless companies. Our project was launched in September 2020, bearing in mind at all times the situation created by Covid-19. Therefore, in certain sections of the work we have seen the need to mention it.
As for the repercussions that the situation could have on our project, we have been exposing them throughout the work. It’s important to keep this in mind as it could affect our revenue and our project development plan as well as our goals as a brand.
Once this situation is at its final stage, we believe it is necessary to do an in-depth review of both market and environment analyzes and strategies. Analyze, at the same time, the marketing plan, sales, investments, rrhh and the financial part. We are aware that all this may change as the situation at Covid-19 comes to an end. We need to keep up with the above changes so that our brand development plan is not complicated.
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