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ANNUAL REVIEW 2010 AND TARGET 2011
PT. ADITYA MANDIRI SEJAHTERA
VISION
To be the number one Indonesian Retail Fashion Company that serves various level customers in the region, with a vertical integration process from design to the end consumers, where their people can grow expressed their self, unlimited, in the friendly environment.Furthermore, to expand the company ability to the unlimited sector, where we can divert our resources so that we can improve our country, and prosperity.
MISSIO
N
• Improve the company operations into the most efficient and profitability growth.
• Become the no 1 Fashion Retail Company in Indonesia
• To be the first Indonesian Retail that successfully develop and grow the vertical integration process, nation wide.
2010 STRATEGIC OVERVIEW
ORGANIZATIONAL STRUCTURE
•Slim But Energic•Efficient and Flexible•One roof to improve communication
FINANCIAL•Control of Cost•Benchmarking•Presenting Accurate Data, timely•Dynamic Financial
INFORMATION TECHNOLOGY
•System Upgraded•Complete and Informative data•Accurate data, timely
STORE ENVIRONTMENT
• Improve store Ambiance
• Modern and Friendly
DRIVING SALES•Average Purchase•Conversion Rate•SALE/events•Benchmarking•Will to Sell
MARKETING
•Strategic Marketing Plan•Visual Merchandizing•Service Standard
INVESTMENT IN OUR PEOPLE
•Training & Development•Reward & Accountability
MERCHANDIZE/PRODUCT
• Merch. Re categorize• High Quality w/
affordable Price• Continually Fresh• Strategic Purchasing
ROADMAP TO IMPROVED SALES/PROFITABILITYDRIVING A SELLING CULTURE
RETAIL GRO
WTH
STRATEGY
PT. AMS
STRATEGY
RETAIL FORMAT
TARGET MARKET
EXISTING NEW
EXISTING
MARKET PENETRATION• + Economy pack item• Store resizing. Rubah small store
menjadi medium size store (+ 100 sqm)
• Marketing program
MARKET DVELOPMENT / EXPANSION• Buka temporary store untuk melihat
penerimaan pasar di lokasi-lokasi pasar yg baru.
• Convert menjadi permanent store if possible.
NEW
RETAIL FORMAT DEVELOPMENT• Develop “new Bazaar” concept store di
setiap kota
DIVERSIFICATION• Mengembangkan brand Mississippi dan
Celcius untuk differensiasi pasar.
RETAIL GRO
WTH
STRATEGY
RETAIL GRO
WTH
STRATEGY
2010 – QUANTITATIVE TARGET
ACHIEVEM
ENT 2010
IWAN FASHIONTOTAL AMS
MISSISSIPPI
CELCIUS -
5,000,000,000
10,000,000,000
15,000,000,000
20,000,000,000
25,000,000,000
SALES ACHIEVEMENT
2009 2010 Trgt 2010
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC -
2,000,000,000 4,000,000,000 6,000,000,000 8,000,000,000
10,000,000,000 12,000,000,000
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC -
1,000,000,000
2,000,000,000
3,000,000,000
4,000,000,000
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC -
1,000,000,000 2,000,000,000 3,000,000,000 4,000,000,000 5,000,000,000
2010 RESULT
OUR ACHIEVEMENT
2009 2010 D
No. of Stores 97 120 23
Square Meter 8.677 11.331 2.654
Sales (Rp. Juta) 97.363 117.218 19.855
Gross Margin (Rp.juta) 42.753 61.628 18.875
Sales Productivity (Rp juta/sqm) 11,221 10,345 -876
GM Productivity (Rp. juta/sqm) 4,927 5,439 512
Store Footage (sqm) 89,45 94,43 4,98
# of Employee 1.200 1.150 -50
GMROL (Rp.juta/HQ) 35,627 53,590 17.963
2010 RESULT
OUR ACHIEVEMENT
2009 2010 D
Inventory @ Closing Year (Rp juta @cost) 31.082 54.755 23.673
GMROI 1.09 1.44 0.35
Inventory Turnover 3.13 2.14 -0.99
Personel Cost (Store level) 9.5% 10.5% 1.0%
Operating Exp. (Store level) 31.1% 36.6% -5.5%
Nett Profit -5.1% 3.2% 8.3%
OBJECTIVE
TARGET 2010
TOTAL SALES: Rp. 150.510.000.000F3 : Rp.
83,385,000,000 RM : Rp.
30,120,000,000RC : Rp.
28,690,000,000Bazaar : Rp.
8,315,000,000GROSS MARGIN :
TEORITICAL MARGIN 60 % ACTUAL MARGIN > 50 %
OPERATING EXP.: Rp. 60.860.436.000,- (< 40%)HO : Rp.
16,122,131,000STORE : Rp.
44,738,149,000EBIT : Rp. 12.315.824.000 (8,2%)
ACHIEVEMENT 2010
Rp. 117.218.027.743Rp. 64.992.753.903Rp. 21.251.376.330Rp. 24.785.113.910Rp. 6.188.783.600
52,6%Rp. 52.741.059.760Rp. 9.887.029.220Rp. 42.854.030.540
77.9%77.9%70.6%86.4%74.4%
105%-99%113%104%
%
THE STRATEG
YAND WHAT WE HAVE DONE
MARKET SEGMENTATION• Regular Store
• Targeting to middle –middle up social economic class (SES B+, B)• Secondary Market to the “me too”
BRAND STRATEGY• Promoting the Mississippi and Celcius brand as a premium-middle up market
product. • Maintain Iwan Fashion brand as a middle lower class, but starting to
diversified to middle up market through premium store ambiance.
THE STRATEG
YAND WHAT WE HAVE DONE
BRAND AWARENESS• Improving the awareness of Mississippi, Celcius and Iwan Fashion brand
through Brand Consistency and well planned marketing activity• Start to introduce “new brand” as a single identity product to launce as a
“new store”PRODUCT DEVELOPMENT & PURCHASING
• Improving product quality and design to compete the middle up market. • Expanding overseas (CHINA) purchasing up to 70% of total• Preparing new brand launching by Q3 2010• In store zoning by brand (F3)
THE STRATEG
YAND WHAT WE HAVE DONE
STORE CONCEPTAligning store ambiance and fit out with Brand Image and awareness for
creating differentiation and improve the brand competition position.EXPANSION STRATEGY
Expand to all primary city in Indonesia for complete brand force.Expand-ready to all primary and secondary city, with full information on hand.Start studying for “GO INTERNATIONAL” project.
THE STRATEG
YAND WHAT WE HAVE DONE
PROCUREMENTCost reduction program on all aspectReduce buying cost by moving up stream
FINANCIAL STRATEGYStrictly Cost Control Management,Dynamic Treasury Management
IT STRATEGYLeap to next phase
THE STRATEG
YAND WHAT WE HAVE DONE
CORPORATE IDENTITYCorporate image “face lift”
HUMAN RESOURCESPreparing all our “partner” for go global.
Continuous skill training for all level of staff
ACHIEVEM
ENT 2010
IWAN FASHIONTOTAL AMS
MISSISSIPPI
CELCIUS
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC -
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
PURCHASE (pcs)
TARGET ACTUAL
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC -
100,000 200,000 300,000 400,000 500,000
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC -
50,000 100,000 150,000 200,000 250,000
MISSISSIPPI Series2
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC -
50,000 100,000 150,000 200,000 250,000
CELCIUS Series2
COMPANY GROWTH 2005 - 2010
COM
PANY G
ROW
TH 2005 - 2010
IWAN FASHIONTOTAL AMS
MISSISSIPPI
CELCIUS
2005 2006 2007 2008 2009 20100
20,000,000,000
40,000,000,000
60,000,000,000
80,000,000,000
100,000,000,000
120,000,000,000
140,000,000,000
SALES
2005 2006 2007 2008 2009 20100
5,000,000,000
10,000,000,000
15,000,000,000
20,000,000,000
25,000,000,000
2005 2006 2007 2008 2009 20100
5,000,000,000
10,000,000,000
15,000,000,000
20,000,000,000
25,000,000,000
2005 2006 2007 2008 2009 20100
20,000,000,000
40,000,000,000
60,000,000,000
80,000,000,000
100,000,000,000
IWAN FASHION
2005 2006 2007 2008 2009 2010
33.53%39.27%
44.37% 45.55%
40.68%
48.39%42.60% 44.60%
43.10% 44.30%
46.70%TOTAL AMS
MISSISSIPPI
2005 2006 2007 2008 2009 2010
35.63% 39.95%
43.94% 50.95% 51.15% 58.80%42.60% 44.60%
43.10% 44.30% 46.70%
CELCIUS
2005 2006 2007 2008 2009 2010
35.04%43.29%
48.15% 51.34% 50.12% 59.26%44.60% 47.50%
45.70% 46.00% 48.20%
2005 2006 2007 2008 2009 2010
33.92%39.68%
44.69%47.39% 43.91%
52.58%
43.30% 42.70%
41.10% 43.50% 44.30%
GROSS MARGIN
GROSS MARGIN BENCHMARK
COM
PANY G
ROW
TH 2005 - 2010
IWAN FASHION
2005 2006 2007 2008 2009 2010-0.04%
5.48% 6.39% 7.27%
-10.67%
-4.27%
1.70% 2.00% 2.30% 1.60% 1.40%
TOTAL AMS
MISSISSIPPI
2005 2006 2007 2008 2009 2010
7.19%
13.45%10.68%
16.97%
0.82%
9.24%
1.70% 2.00% 2.30% 1.60%1.40%
CELCIUS
2005 2006 2007 2008 2009 20101.02%
10.19%12.98%
18.01%11.80%
19.45%
1.70%2.70% 2.80% 0.90% 2.00%
PROFIT BENCHMARK
2005 2006 2007 2008 2009 2010
1.04%
7.39% 7.91%10.62%
-5.12%
3.19%3.90%
1.90%1.60%
2.40%
2.60%
NET PROFIT
PROFIT BENCHMARK
COM
PANY G
ROW
TH 2005 - 2010
IWAN FASHIONTOTAL AMS
MISSISSIPPI
CELCIUS
2005 2006 2007 2008 2009 20100.0
1.0
2.0
3.0
4.0
5.0
6.0
INVENTORY TURNOVER
TURNOVER BENCHMARK
2005 2006 2007 2008 2009 20100.01.02.03.04.05.06.07.0
2005 2006 2007 2008 2009 20100.01.02.03.04.05.06.0
2005 2006 2007 2008 2009 20100.01.02.03.04.05.0
COM
PANY G
ROW
TH 2005 - 2010
IWAN FASHIONTOTAL AMS
MISSISSIPPI
CELCIUS
2005 2006 2007 2008 2009 2010
0
10,000,000,000
20,000,000,000
30,000,000,000
40,000,000,000
50,000,000,000
60,000,000,000
INVENTORY 2005 2006 2007 2008 2009 2010
010,000,000,00020,000,000,00030,000,000,00040,000,000,000
2005 2006 2007 2008 2009 2010
010,000,000,00020,000,000,00030,000,000,00040,000,000,000
2005 2006 2007 2008 2009 2010
05,000,000,000
10,000,000,00015,000,000,000
COM
PANY G
ROW
TH 2005 - 2010
IWAN FASHIONTOTAL AMS
MISSISSIPPI
CELCIUS
2005 2006 2007 2008 2009 2010
1.92
2.29
2.00
1.51
1.09
1.44
2.00
GMROI
GMROI Series2
2005 2006 2007 2008 2009 2010
2.01
2.302.07
1.48
1.011.35
2.00
2005 2006 2007 2008 2009 2010
2.012.39
1.651.40 1.59
0.98
2.00
2005 2006 2007 2008 2009 2010
1.14
1.992.31
1.81 1.74
1.16
2.00
COM
PANY G
ROW
TH 2005 - 2010
………. PERCEPTION???
AN IMPRESSION PERSEPTION
"Courage is what it takes to stand up and speak.
Courage is also what it takes to sit down and listen.”
-- Sir Winston Churchill