A retail marketing plan for Titan Taft

• Main Authors: Adam, Christian Julia G., Gonzales, Nico Martin R., Ricafort, Nicole Karissa T., Yao, Alexandrea Nichole U.
• Format: text
• Language: English
• Published: Animo Repository 2012
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18152
• Institution: De La Salle University

Titan, the first basketball-focused retail store in the Philippines and in Southeast Asia, started in 2010 with For Love of the Game as their dictum. Founded by individuals strongly affiliated with basketball as athletes and fans, they sought to create a 360-degree experience like no other for the Filipino baller. Their mission is to provide the best basketball product, service and experience that will inspire every person's love of the game, just as the company owners have.. They offer a barbershop connected to their retail store as an extension to the court to give more room for a basketball collective, where a sense of community can be honed as customers and fans of the game can live and breathe basketball. Manila seemed to be a ready market for this basketball hub as it is the most popular sport in the country. This proved to be true, as Titan has experienced nothing but growth from the moment it entered the market. Now having 4 branches, the company owners detected a slow growth in its recently opened branch in Taft Avenue. This paper is a retail plan geared towards identifying the problems that plague this branch in order to help increase its store sales revenue and improve the store operations. It hopes to strengthen the brand image towards its target market, specifically the male students of De La Salle University Manila, as requested by the company. In order to do so, a UAI survey will be conducted to see how Titan has been established in their minds. As an appendix, diagrams such as Porter's Five Forces, the Fishbone Diagram and the Flower of Service were included to give further aid in the service aspect of the business.