Elegant Shoes Final Project

8/10/2019 Elegant Shoes Final Project

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Refulgent Group:

Submitted By,

Abaid-ul-Rehman 5004

Kiran Noor 500

Submitted !o,

"r# $aroo% &amal

'epartment of "anagement S(ien(e)

National !e*tile +nier)ity

$ai)alabad

2


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Executive Summary 06

Business Plan 07

Product & Services 08

Market Research 11

urrent Market Situation 1!

Marketin" Se"mentation # 1!

om$etitive Revie% 1

Marketin" Plan 17

Marketin" Strate"y 1'

Pricin" (

Pricin" )$$roach (6

Pricin" *+,ective (7

)dv & Sales Promotions ('

Manu-acturin" & *$erations !1

)ction Pro"ram !1

S./.*. )nalysis !!

ivision o- Recourses !

Bud"etin" !6

Milestone !7

3

TABLE OF CONTENTTABLE OF CONTENT


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Re-erence !8

4

To

OUR BELOVED

PARENTSWhose prayers, sympathy,

affecto! a!" #$"a!ce are

a%&ays &th $s a%% the tme'


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*MP)23 PR*45E

*%ners Abaid Ul Rehman & Kiran Noor

2ame o- Business Elegant shoes (pvt) Limited& )ddress Small Estate Industry Area !aisalabad"

4orm o- Business #rivate Limited $ompany

Statement o- 4inancin"2eeded Rs"% million

Product 2ame ELE'AN S*ES

Business *$eration !ull time venture+, a"m" to %%, p"m"

Business escri$tion Supplier o- .uality shoes

ar"et Market !aisalabad"

Email elegantshoes/gmail"0om

Em$loyees 1

(
mailto:[email protected]:[email protected]


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E9E:5;E S:MM)R3

!eelings don2t need 3ords but e4pression is obligation555 his plan 3assomething imperative -or us" he -a0tual reason -or the development o- this plan3as to bring the magni-i0en0e o- our an0ient 0ivili6ation and 0ulture ba07 3hi0hnot only had a ri0h heritage but 3as even artisti0" *ur aim is not only to provide.uality top 0hangeable shoes 3ith 0easeless style but to promote our o3n0ulture our tradition our 0ustoms and to -ill the 0olors in the 3ay o- 3earing" herange 3e aspire to o--er en0ompass to provide a variety o- shoes i"e" 0hapels &and sandals"8e have providing the servi0e o- 0ustomi6ation to our 0ustomers di--erent styles-rom the 0ulture o- our -our provin0es" 8e have designing those shoes a00ordingto their 0hoi0e" Shoes have available in both -orms i"e" 0hapel and sandals"Shoes have di--erent si6es as per desire o- 0ustomers"Name o- the shoes have elegant shoes as name and our slogan 9designed tomove you:" 8e have only one supplier -or all our pur0hasing 3hi0h is 7no3n inmar7eting terminology as 9System Selling:" *ur $ustomers 3on2t have toe4plore the sphere out o- 0ity" 8e2ve preplanned the promotion 0ampaign and thebudget 3e2ll -ollo3" !or promotion and advertising 3e have use bro0hures and0able advertisements" *perations and management plan is also de-ined" Asname is on outlet and small s0ale business so its management and *perationplan are not mu0h 0ompli0ated" Resear0h is very important be-ore starting anybusiness so 3e2ve also 0ondu0ted a survey through 3hi0h 3e 0ame to 7no3 thedemand level and some most important variables" he main idea behind ourbusiness plan 3as to provide ease and 0onvenien0e to -emale be0ause it isobserved that this is 0onsidered an important -a0tor and a-ter results o- survey it

is also proven right that 3omen give mu0h pre-eren0e to the -a0tor o-0onvenien0e 3hile shopping" 8e have developed a 0omprehensive -inan0e plan-or the pro;e0t 3hi0h is one o- the main elements -or su00ess o- the ventures" Ithas started 3ith 0apital o- Rs"% millions"In the start 3e have -o0us on big 0ity o- the #a7istan !aisalabad -or its laun0hing3ith our o3n outlets 3ith manu-a0turing unit in !aisalabad as it is 7no3n as the


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B:S52ESS P)2


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E=2**pro-ile modals tosell shoes as 3e strongly believe that the real heroes o- the brand are theprodu0ts not endorsers" Rather than line the po07ets o- 0elebrity endorsers

elegant shoes have to -o0us on resear0h and design manu-a0turing"


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M)523 E)52


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/AR0ET1N RESEAR5 ANAL6S1S

A77ET O7 SOES ON 6OUR PERSONAL1T6

-' Name of the respo!"e!t8 99999999999999999999999

2' What s yo$r a#e:

a;' Less tha! -. years e

A">ertseme!t

A!y other

(' o& m$ch shoes yo$ p$rchase ! T&o mo!ths:

a;' O!e


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)' Do yo$ th! shoes affect a!y e o!e so%e &th "ffere!t cha!#ea


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:RRE2 M)R@E S5:)5*2

8henever 3e are tal7ing about the shoes the -irst thing 0omes into mind thatshoes are not stylish -or ladies the 0urrent mar7eting situation o- shoes does not

remain 0om-ortable and stylish be0ause di--erent types o- shoes are available inmar7et" *ur shoes have a very di--erent style that is not available in the mar7et"hese shoes 3ill provide high level o- rela4ation and satis-a0tion to gain mar7etshare in this dynami0 environment our 0ompany must 0are-ully target spe0i-i0segment 3ith -eatures that deliver value by ea0h 0ustomer"M)R@E =5


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)"e % years

b) %>%H years0) %H> years

d) Above


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om$etitive Revie%

I- 3e ma7e a 0lose loo7 to the Edible industry then see that a lot o- 0ompanies3hi0h -a0ilitate the people by providing su0h types o- produ0ts" here are lot o-

big and small 0ompanies 3hi0h 0ompete ea0h other" Ea0h and every o- them3ant to de-eat their 0ompetitors" !or this purpose they -a0ilitate their 0ustomersmore than others" No3 the problem is that 3e are laun0hing a ne3 produ0t in thesummer season"


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5ndustry om$etition

In Industry there is not only one -irm or 0ompany 3ho produ0e the shoes" Itmeans there in no monopoly but there is per-e0t 0ompetition" #er-e0t 0ompetition

means that many -irms and 0ompanies are 3or7ing as the 0ompetitors o- ea0hother"No3 i- 3e see the 0ompetitors o- elegant shoes then 3e see the name E$S -irst"8hy the E$S -irstJ In ans3er to this .uestion 3e 0an say 9E$S is the largestselling 0ompany o- Shoes in !aisalabad" 8e 0an see that E$S made manyShoes li7e 0hapel sandal pumpies et0"*n the other hand i- 3e see the other types o- 0ompanies li7e SL* also madethe good sale" hese 0ompanies also produ0e same li7e E$S but there is a littledi--erent variety"It means 3e have to -a0e lot o- problems at the time o- laun0hing o- elegantshoes" here is already mu0h 0ompetition and 3e also be 3ith them in near

-uture a-ter introdu0ing elegant shoes"om$etitive analysis

The ompett>e frame&or of Sa$ces a!" ther compa!es s

.ompetitie $rameor/

.ompany

Brand Name

1rodu(t

Name1ri(e in R)

2erall

"ar/et

Share

S!32.hapel 50 67

Sandal 850

9.S .hapel 00 647

Sandal ;50

-)


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@ey 5ssues

Market om$etition

here is a sound 0ompetition in Shoes mar7et" It is very di--i0ult to entre into themar7et 3ith a ne3 produ0t in this lot o- 0ompetition bet3een SL* and E$S" It

is a great issue -or us"

Sound Brand 5ma"es o- *ur om$etitors

Ea0h and everyone 7no3 about our 0ompetitorMs brand" #eople have lot o-

a3areness o- their brands" Another great issue -or us is that they have strong

brand image as 0ompared to Elegant Shoes" It means 3e have to -a0e a lot o-

problems 3hile entering in the mar7et"

=eavy Promotion o- om$etitors

*ur 0ompetitors already made heavy promotion o- their brands and produ0ts" o

0ompete our 0ompetitors 3e have to ma7e a heavy promotion other3ise 3e -ail

to a0hieve our ob;e0tives"

Permanent ustomers

*ur 0ompetitors already have lot o- 0ustomers" hose 0ustomers 3ho believe in

our 0ompetitors and a good position in their mind" It is be0ause our 0ompetitors

provide them the things that they 3ant"

-+


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Marketin" Strate"y

*ur mar7eting strategy is based on these three elements

Se"mentation.

ar"etin".

Positionin".

hese three elements are de-ined in detail belo3

Se"mentation

8e segmented the mar7et on the -ollo3ing basis

Evaluating

Segment Si6e and 'ro3th,>Segment Stru0tural Attra0tiveness,>

$ompany *b;e0tive and Resour0es,>

Level *- $ompetition,>

Substitute #rodu0t,>

#o3er *- Guyers,>

Po&er Of S$pp%ers8=

Evaluatin" Market Se"ments

!irst o- al 3e must evaluate the various segments and 3e 3ill de0ide ho3 manyand 3hi0h segment 3e 0an serve best" ere 3e evaluate target mar7et

segments"

Se"ment Sie and


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om$any *+,ectives and Resources

A-ter evaluating segment si6e gro3th and attra0tiveness 3e 3ill evaluate

0ompany ob;e0tives and resour0es" Some attra0tive segments may be dismissed

.ui07ly be0ause they did not mat0h 3ith 0ompany long run ob;e0tives or0ompany may la07 o- s7ills and resour0es needed to su00eed in attra0tive

segment" 8e 3ill a00ess that our ob;e0tive may -ul-ill in this segment or not" *ur

resour0es 3ill meet the re.uirements o- the segment or not"

evel o- om$etition

8e 3ill evaluate the level o- 0ompetition in the segment" $ompetition may be

less or more in the segment" here may be pure 0ompetition monopolisti0

0ompetition oligopolisti0 0ompetition or pure monopoly in the segment"

Su+stitute Products

8e 3ill evaluate the substitute produ0ts in the mar7et regarding our produ0t"here may be some substitute produ0ts in the segment 3hi0h a--e0t the demand

o- our produ0t"

Po%er o- Buyers

8e 3ill also evaluate the po3er o- buyers in the segment" 8e 3ill also a00ess

the per 0apita in0ome o- our buyers rather they 0an pur0hase our produ0ts or not"

Po%er-ul Su$$liers

In this 3e 3ill evaluate the suppliers in segment that they are po3er-ul or not"

2.


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ar"etin"

A-ter evaluating di--erent segments no3 3e 3ill must de0ide 3hi0h and ho3

segments 3e 3ill target"

A target mar7et 3ill 0onsist o- buyers 3ho share 0ommon needs or

0hara0teristi0s that 3e 3ill de0ide to serve"

:ndi--erentiated Marketin"

8e 3ill not sele0t undi--erentiated mar7eting be0ause 3e 3ill not enter in the

mar7et 3ith one o--er -or all 0ustomers" In undi--erentiated mar7eting the

di--i0ulties arises in developing a produ0t or brand that 3ill satis-y all 0onsumers"

he 0ompanies 3hi0h sele0t mass mar7eting o-ten -a0e trouble 0ompeting 3ith

more -o0used -irms that do a better ;ob o- satis-ying the needs o- spe0i-i0

segment and ni0hes" =ue to this 3e 3ill not sele0t undi--erentiated or


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ocal Marketin"

8e also sele0t Lo0al


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*ur produ0t is 0ompletely durable but 3e give our 0ustomer D month 3arranty" "

(. Service i--erentiation

ustomer onsultin"

8e 3ill arrange a 0ustomer 0onsulting program 3hi0h 3ill be tele0ast on some

3ell 7no3n 0hannel" hrough this program 3e 0onsult 3ith our 0ustomer and

as7 some .uestions regarding our produ0t" 8e 3ill try to solve the problems o-

our 0ustomers"

!. Personnel i--erentiation

$ompanies 0an gain strong 0ompetitive advantage through having better trained

people" *ur Grand 3ill have an edge over its 0ompetitors in the personnel

di--erentiation be0ause its personnel have 0ompeten0e to serve its 0ustomers

are -riendly respe0t-ul 3ith its 0ustomers" he personnel per-orman0e is 0redible

be0ause o- their 0ommitment 3ith the 0ustomer"

Positionin" Statements

9Save your moments and en;oy your moments:

9


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8e 3ill also position our produ0t on the basis o- 0ustomer values" Li7e this I- you

3ant to loo7 gorgeous than use Elegant shoes"

Reason

*ur produ0t lies in !


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PR552Internal !a0tors

>E4ternal -a0tors

1. 52ER2) 4)*RS

=uring setting the pri0e 3e have -irst 0onsider internal -a0tors li7e

Nature o- mar7et and demand

>$ompetitive 0osts pri0es and o--ers

2(


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1>*ther environmental elements

2):RE *4 M)R@E )2 EM)2

Ge-ore setting the pri0e 3e have a00ess the nature o- mar7et and demand" 8e

have assessed that 3hi0h type o- mar7et is e4isting" Rather there is pure

0ompetition


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RE)S*2

=uring the past de0ades mar7eters have noted a -undamental shi-t in 0onsumerattitude to3ard pri0e and .uality"


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Product Cuality eadershi$

8e believe in .uality" 8ithin this pri0e 3e 3ill ma7e sure the .uality o- our

produ0t" 8e 3ill not 0ompromise 3ith .uality" *ur produ0t is .uality basedprodu0t" 8e 3ill 0harge -rom our 0ustomers by giving them superior .uality" In

the mar7et 3e are assured to get produ0t .uality leadership"

Reason

Reason is that 3e have mar7eting ob;e0tives o- -irst three years" In this ob;e0tive

3e mention that 3e 3ant to 0apture high mar7et share in -irst three years" So 3e

sele0t the mar7et share leadership ob;e0tive"

8e sele0t the produ0t .uality leadership be0ause 3e are promised to give

.uality satis-a0tion and value to our 0ustomer"

2+


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M)2)


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E552< *2 ME5) 5M52 Dec a! 7e< /ar Apr% /ay $!e $

La$!ch

E%e#a!t Shoes

promoto!

O$t%ets

Spo!sor

sports

3-


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Ex$lanation

A-ter ma7ing the plan o- Elegant shoes 3e 3ill ma7e its A0tion program that ho3

3e 3ill per-orm our a0tivities" In A0tion #rogram 3e 3ill implement our mar7eting

strategies" 8e 3ill assign duties to ea0h employee regarding his spe0iali6ation"

#romotional team 3ill start its 3or7 o- promotion" *ur top management 3illhandle ea0h department" *ur main ead o--i0e 3ill be in !aisalabad our $E*s

o--i0e 3ill be in !aisalabad"

aunchin" ime

8e 3ill laun0h Elegant shoes in the summer season"

Promotion

8e 3ill promote our produ0t be-ore laun0hing and 3e 3ill promote it 3hole the

year"

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S/* )2)3S5S *4 EE


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ivision o- Resources

otal 5nvestment % million

4ixed cost CC la07 PH thousand

o Land ma0hinery H1 la07

o !i4ture maintenan0e building % la07 HH thousand

o Sta-- % la07 thousand

;aria+le cost la07 H thousand

Ra3 material %"H million

Adv" $ost H la07

Labor utility bills others la07 H thousand

3(


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Bud"etin"

Bud"ets

Ex$ected 5ncome Statement


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Milestones

/%e Sto!e Start "ate E!" Date /a!a#er Departme!t

/aret!#

P%a!

comp%eto!

24F-2F2.-. 24F.-F2.-- Aerts!#

ampa#!-

.*F.-F2.-- 22F.-F2.-- Aerts!#

campa#!2

-2F.-F2.-- -.F.2F2.-- O$ts"e frm /aret!#

3*


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Re-erences

Sir $aroo% &amal


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Elegant Shoes Final Project

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