SWOT ANALYSIS FOR OPENING A STORE IN CRAIOVA ROMANIA

STRENGHTS WEAKNESSES OPPORTUNITIES THREATS Minimize the travel costs to

another city and employ more staff

The great opportunity to expand easily in the rest of

the country

Target market will be the employers, their families and

students (aprox. 34.000 students in Craiova)

The opportunity of motivate the employers with ticket/

bonus discount for shopping

Selling too cheap implements the idea of

not a good quality in subconscious of the

people

Important holidays like Easter and Christmas can come with promotions (it

always creates a good image of the company)

because there is a Romanian mentality of

buying new cloths in this kind of periods. This came like a big advantage for the

company because the money will come around!

The big brands that are showing up every day ,

washing brains with the main idea of if you wear cloths

like Lady Gaga (or other local VIPs) , you are cool ,

investing money every day in the public image and

comercials

Very easy to control from the person in charge with the rest

of the unit , no need of employ an extra person

Fast in closing up as soon as

the sales are not working

High risk of selling too

much and make the unit to work extra and

became your own client

Improve the selling part with distributing flyers and make

your name known.

In my opinion a shop should be open in Craiova and I made a short Swot analysis to see better why. The main idea

is that it is a lot cheaper and easy to control.

Renting Costs for commercial space

For 60mp, 2 rooms + toilet , in central of Craiova (the main square) the rent would be 350euro per month.

For 55mp, big window on the street , next to the city hall located, alarm system , the rent is 1800euro per

month.

For 70mp, very central location, next to a medical hospital point, internet, the rest is 700euro per month.

I can keep going but this is just to make an idea about the costs of a commercial space in Craiova.

It is more freedom in having your own brand shop , developing as you like, instead of a franchise. It is very

expensive and can be a very hard following contract. Franchise business is very well known in Romania, with a

good rating . Many brands are missing from Romanian market as : New Look, Esprit, Zara (not in all the cities),

H&M (not everywhere), River Island , SOliver.

For Craiova I found the main shops as follow:

Rivalry among existing firms

Name of the company Address Popularity

(min=0,

max=5)

Top Sport Oltet, Bl DK, parter (zona Centru) 0

Top Sport Mercur Unirii 14, Centru comercial Mercur, etaj 1 (zona

Centru)

0

Top Sport Real Calea Severinului, 5A, Galeriile Real (zona

Craiovita)

0

Funny Vintage 4

Roberta Madona Dudu, Bl 24, parter (zona Centru) 0

Pronto Moda Madona Dudu, 17 (zona Centru) 0

Locca Madona Dudu 13 (zona Centru) 5

Lisa Moressi Romania Muncitoare, 10 (zona Centru) 0

Milano Romania Muncitoare, 12 (zona Centru) 0

Denis Romania Muncitoare, 20 (zona Centru) 0

Seven Romania Muncitoare, 32 B (zona Centru) 0

Chic & Classic Romania Muncitoare , 32A (zona Centru) 0

BKS Lipscani 37 (zona Centru) 0

Gala Lipscani 16 (zona Centru) 0

Glamour Lipscani 1 (zona Centru) 0

Nike Unirii 18, Bl 24ABC, parter (zona Centru) 5

Kenvelo Unirii 18 (zona Centru) 0

Danik A.I. Cuza 5 (zona Centru) 0

Nissa A.I. Cuza Bl 156, parter (zona Centru) 3

Erros A.I. Cuza 9 (zona Centru) 0

Ada Fashion A.I. Cuza 9 (zona Centru) 0

European Culture Unirii Bl 23B, parter (zona Centru) 5

Steilmann Unirii 14, magazin Mercur, etaj 2 (zona Centru) 0

Bigotti Unirii 14, magazin Mercur, etaj 2 (zona Centru) 5

House of Art Unirii 14, magazin Mercur, etaj 1 (zona Centru) 0

Fox Unirii 14, magazin Mercur, etaj 1 (zona Centru) 5

Levis Unirii 14, magazin Mercur, etaj 1 (zona Centru) 0

Giorgal Matei Basarab 1 (zona Centru) 0

Magazinul de genti Le Sac Aries 9 (zona Centru) 0

Broderii Populare 0

Famous Fashion Lounge Calea Unirii Bl 21ABC (zona Centru) 0

Renata Second Hand Dezrobirii 59 (zona Rovine) 0

It is also a big Mall Shopping

Center and the brands are :

In the shopping center the

price for 1mp cost 9 euro!

The Cloths Prices

An idea about the cloths prices in average :

Cloths prices ZARA H&M No name brand

Dresses 52 (~ 229 RON) 23 (~ 100 RON) 11 (~ 50 RON)

Shirts 34 (~ 150 RON) 18 (~ 80 RON) 9 (~ 40 RON)

Trousers 45 (~ 200 RON) 30 (~ 130 RON) 16 (~ 70 RON)

Coats 80 (~ 350 RON 36 (~ 160 RON) 23 (~ 23 RON)

In my opinion, for the last conclusion , Craiova needs a shop with good quality products but also small prices. The

city is made up of people with low budgets ( mostly students, who cant afford to spend more than 50euro per

month for cloths). A good idea is to enter into the youth market (and not only) with fashionable cloths and good

prices!

The job in Craiova sounds very exciting for me, and maybe exactly the challenge that I need and I want.

Meeting you, knowing that I will work with Sarah and seeing the future companys potential made me want to

take part in developing this idea .

The time that I have spent in London and Antwerp offered me the opportunity to learn more about people, new

ideas about how to work with people and it opened my mind.

My main ideas for Craiova are based on building a team, create the team spirit, positive energy, everyday

motivation for the employee , snow ball method of helping the company to grow and develop. Learning,

growing and develop myself together with the company, it is also important for me.