Bench Case Study

An Technical Research Paper Submitted to the
Department of Marketing Management,

Entrepreneurship & Public Administration
Palawan State University
Puerto Princesa City
As Partial Fulfilment of the Course Requirements

In International Marketing
Case Study about the increasing branches of BENCH Competitors such

Penshoppe and RRJ.
by
DIVINE ARIANNE Q. CANSINO
PROF. JONATHAN DANGAN

Instructor
College of Business and Accountancy

Palawan State University
Puerto Princesa City
BACKGROUND
Bench/ was established in 1987, opening as a small store selling men's T-shirts.
The company has since grown to include a ladies' line, underwear, fragrances,
housewares, snacks and other lifestyle products. Bench Philippines is not affiliated
with Bench UK as Bench Philippines is the original and was founded earlier than
its British namesake.
Bench is a clothing line founded in Manchester, England, in 1989. Bench clothing

began with graphic T-shirts worn by skateboarders, BMX bike riders and
Manchester residents in the local music scene. While Bench clothing's use of
celebrity endorsement and television and billboard advertisement was unheard of
then, it helped propel the company into a global brand with products in over 30
countries.
In August 2016, BENCH NCCC Palawan branch held their grand opening. Bench
NCCC Palawan is the second branch store in Palawan. Since then, there are many
promos and sale products bench held to make their store more attractive.
According to the company website, the vision of the Bench clothing line is "to be a
recognized world brand among the best world brands." Starting as a men's T-shirt
line, the brand now includes a ladies' line with underwear, housewares, snacks and
a large array of other lifestyle products. Bench clothing is still known for its logo-
branded T-shirts as well as its denim, hoodies, belts, dresses and bags.
Along with its products being placed in stores in over 30 countries, the company
also has its own stores in Canada, Spain, Austria, South Africa, Germany, Russia
and more. The Bench clothing headquarters are still in Manchester, England, with
head offices in the Philippines, Canada and the United States. The Bench clothing
line began with a focus on the youthful subculture based in music in Manchester,
and now sponsors festivals and clubs that boast eclectic acts and high energy.
I- PRELIMINARIES
Perspective: Ms. Ruffaz Natalie Burgos (Bench Supervisor NCCC

Branch)
Time Context: 2018
Place: NCCC Puerto Princesa City
II- STATEMENT OF THE PROBLEM
The increasing branches of BENCH Competitors such Penshoppe

and RRJ.
III- OBJECTIVES
 To be a recognized world brand among the best world brands

 To be the most leading brand
 To reach customers satisfaction
 To deliver services and products that has good quality
IV- AREAS OF CONSIDERATION
Marketing Strategies
Competitors
Promotions
V- ALTERNATIVE COURSES OF ACTION
ACA 1: Giving bundle promo to the customer like Men’s and Women’s
apparel (599.00 for two)
Advantages:
 Attracts the customer easily.

 By offering a reduced price on a popular item, you can lure customers
away from competitors, which may ultimately help turn them into regular
shoppers
 Easy to sell products
 The number of interested buyer will increase
 Giving away free/ bundle promos products or services is a good way to
get people to try them for the first time, which may lead to a purchase
Disadvantages:
 The problem is that many business owners will implement sales

promotions to draw more customers in, but when the promotion is done,
customers are gone.
 When consumers see something always on sale, they wonder about that
product's quality. They are thinking that if the product is on sale the
quality is not good.
ACA 2: Additional branch of BENCH in Palawan in a busy location.
Advantages:
 Busy location offers a wide variety of potential customers
 When you are in a busy area, you have the option of experimenting with
different marketing approaches that can prove to be less expensive but
more effective
 Stores that want to launch new products to a company that can create
significant exposure will see your busy area as a prime location for such
a promotion.
Disadvantages:
 Very expensive to open a new store
 If the location of the new branch is not effective, it may cause losses or
deficit.
VI- RECOMMENDATION
After a detailed study on the increasing branches of BENCH
Competitors such Penshoppe and RRJ, the study identifies Alternative
Course of Action No. 1 as the resolution that has the best way to solve
the given problem.
Due to the increasing branches of the Bench’s competitors such

Penshoppe and RRJ, the bench store located at NCCC are experiencing
lack of customers and sales. Therefore, it is recommended to continue
Giving bundle promo to the customer like Men’s and Women’s
apparel (599.00 for two) so that the store will be more attractive.
It is also recommended because it is less expensive than the other

Alternative Course of Action which is to have Additional branch of
BENCH in Palawan in a busy location.
VII- SUMMARY, CONCLUSION & JUSTIFICATION
BENCH is the registered trademark of Suyen Corporation- is the

contraction of the name of marketing maverick Ben Chan, and is his
lifework, his ongoing dream and his motivation as Chairman and
Executive Creative Director Chan. Bench was the first in the Philippines
to grasp a Global Phenomenon Trend, the reinvention of the world’s most
innovative fashion in the whole world.
According to the company website, the vision of the Bench clothing line
is "to be a recognized world brand among the best world brands. The
branches of BENCH are increasing and so its sale.
But despite the successful stores, one of their branch which is the
BENCH NCCC branch in Palawan is now experiencing small sales. One
of the problem is the increasing branches of their competitors such
Penshoppe and RRJ which also has a good choice of location.
An interview to its Supervisor revealed that most of the customers are

buying in SM Palawan since there are complete brands of Apparel their
not just like in NCCC.
So this study help to finally find the best way to solve the problem and
that is to continue Giving bundle promo to the customer like Men’s
and Women’s apparel (599.00 for two).
By giving promos, it attracts the customer to buy their products. We all

know that most of the Filipino people are enjoying promos especially if it
also has good quality. In addition, this study conclude that ACA No. 1
has the effective solution to the main problem.
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An Technical Research Paper Submitted to the

Department of Marketing Management,

As Partial Fulfilment of the Course Requirements

Case Study about the increasing branches of BENCH Competitors such

DIVINE ARIANNE Q. CANSINO

PROF. JONATHAN DANGAN

College of Business and Accountancy

Bench is a clothing line founded in Manchester, England, in 1989. Bench clothing

Perspective: Ms. Ruffaz Natalie Burgos (Bench Supervisor NCCC

Time Context: 2018

Place: NCCC Puerto Princesa City

II- STATEMENT OF THE PROBLEM

The increasing branches of BENCH Competitors such Penshoppe

 To be a recognized world brand among the best world brands

IV- AREAS OF CONSIDERATION

 Attracts the customer easily.

 The problem is that many business owners will implement sales

Due to the increasing branches of the Bench’s competitors such

It is also recommended because it is less expensive than the other

BENCH is the registered trademark of Suyen Corporation- is the

An interview to its Supervisor revealed that most of the customers are

By giving promos, it attracts the customer to buy their products. We all

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