Final Project Marketing

COMPANY PROFILE
MARKETING
3/12/2009
IUIC
ASIM ALI RAJA 2361
Stitch & Style Garments Ltd.
E XECUTIVE SUMMARY
In this report, we have tried to present some information regarding our garment industry. The
idea to start this business was first seem to be like a dream but as we put our efforts we realized
that we can do some better work regarding our project. Each of us invested in the business
according to their resources and we also got some loans from banks.
Our main objective was to come up with some quality outwears and to stand side by side with
other garment manufacturers. To meet this objective we appointed some highly qualified people
from different academic backgrounds and experiences.
Our product line as compared to our competitors was not that much satisfying but we struggled
hard to bring some quality stuff for our consumers to satisfy their demands and needs. To reach
that extent of high quality we have a complete cycle quality control. For distribution we have
regional sale offices in different major cities nationwide. As far as market is concerned, our
target markets are mostly middle class but we are also providing products to the upper class.
As we have to design outfits for the consumers, we have to keep in mind that they belong to
different cultural backgrounds and different geographical sectors.
As we have studied the economic condition of Pakistan very thoroughly, we observed that after
9/11 events our economic conditions were not stable. Surprisingly, we have increased our foreign
reserves.
As our garment industry is linked with the textile industry. Every event related to textile industry,
affects our industry – directly or indirectly, either in good way or bad way.
3
In a very short span of time our sales growth was quite impressive. We also mentioned the sales
forecast for the coming five years. Our industry is providing full rights to its employee according
to Pakistan’s rule and regulations, such as education, safety, health, and a good environment.
We are looking forward to start exports in the future and for this purpose we are analyzing
foreign markets, this will result in creating an image of Stitch & Style Garments Ltd.
4
M I S S I O N S TAT E M E NT
Quality is achievement of accuracy, precision and consistency.

We bring quality to endorse our designed outfits. And we are fully committed
to satisfy the needs and wants of our consumers.
VALU E S
To conduct business as a responsible cooperate citizen and take

constructive interest in supporting education and environmental causes.
5
OBJECTIVES
• To create a brand name and image in the world of fashion keeping in mind the culture and
values in Pakistan.
• To promote the tradition of Pakistan and to bring all sort of upcoming fashion trends to our
consumers.
• To be the part of fashion world.
• To satisfy the needs and wants of our customer, how they want to look, wear, and how they
want to be.
• A reliable manufacturer and supplier of good quality garments, by maintaining cost and
quality, leadership in the national as well as international competitive environment.
6
BAC K G R O U N D
Stitch & Style Garments Ltd. belongs to the group of Iqraians. The group is mainly
consisting of three members who graduated from Iqra University Karachi in 1992 and the group
is in business since 1994. These few years of operational excellence, experience and expertise
have all formed a combined strength to empower the group as a leading name in fashion
garments, synthetic textiles and trendy clothes in Pakistan.
The group employs more than 200 people in the country. The group started its business from
Islamabad. But with the huge success in few years it expanded its business all over the Pakistan
and now it serving in the major cities of Pakistan.
7
MANAG E M E NT TEAM PR O FI LE
Board of Directors
Chairman Shahbaz Azeem
I.C.M.A., M.Sc – Economics (Quaid-e-Azam)
Islamabad
HangTen, Finance Manager (Karachi)
(1995 – 1998)
Ex-CEO Al-Falah Textile Mill, Faisalabad
(1999 – 2002)
Chief Executive Officer (CEO) Maliha Asif
MBA – Executive
Iqra University, Islamabad
Aruj Garments, Sales Manager
(1994 – 1999)
Bonanza Garments, Regional Manager (Lahore)
(2000 – 2002)
Directors Farhan Munsif
MTM (U.S.A.), MBA – Marketing
Iqra University, Islamabad
For Al-Karam, Managing Director
(1994 – 1997)
ICI Limited Assistant Managing Director
(1997 – 2000)
Givenchy, Marketing Executive (Doha – Qatar)
(2000 – 2002)
Linette
MBA – Finance (Pakistan),
MBA – Quality Control (U.K.)
Nike, Public Relation Officer (U.K.)
(1991 – 1998)
ChenOne, Branch Manager (U.A.E.)
(1998 – 2000)
Chancler Textile, Quality Control Manager
(2000 – 2002)
Company Secretary Imran Hameed
LLB, MBA– H.R.M.
Lahore
Kohinoor Textile Mill, Legal Consultant
(1990 – 1995)
Lawrencepur Fabrics, Company Secretary
(1996 – 2000)
8
Management Team
Chief Executive Officer (CEO) Maliha Asif
Chief Financial Officer Shahbaz Azeem
General Manager Plant Mir Moatazid
B.Sc – Textile
Faisalabad
Mehmood Textile Mill, Plant Incharge (Multan)
(1992 – 1998)
Al Farooq Garments, Plant Manager (Lahore)
(1998 – 2002)
General Manager Human Resource Ather Hameed Butt
BA (Hons.), IBA
MBA – Marketing Management
University of Lincolnshire (U.K.)
Adidas, Branch Manager, (U.K.)
(1996 – 1998)
ARY Digital, Assistant H.R. Manager, (U.K.)
(1998 – 2002)
General Manager Marketing Suleman Khan
M. Sc (Operation & IT Management)
Worcester, U.S.A.
InstaPhone, Sales Manager (Islamabad)
(1992 – 1996)
Kohinoor Textile Mill, Marketing Executive
(1997 – 2001)
Head Designers Feruza Amirova
MFD
Central house of Officers, Fashion Design
Department Republic of Uzbekistan
ChenOne, Head Designer
(1996 – 2000)
Samantha Miki
Bachelors in Fashion Design
Santa Marcelina College Brazil
Textilion, Designer
(1998 – 2001)
Auditors S. Zafar Shah Naveed Imran &Co.

Chartered Accountants
3 – B ATS Center
Blue Area, Islamabad
Tel: (092 – 51) 2822785
Legal Advisor Mr. Ali Ahmed Awan

Advocate Supreme Court, Civic Centre
Islamabad
Tel: (092 – 51) 2879149
9
Bankers Habib Bank Ltd.

PICIC Commercial Bank
Location
Main Office Islamabad
2nd Floor, Kulsoom Plaza
Blue Area
Tel: (092 – 51) 2100506-9
Fax: (092 – 51) 2100510
E-mail: stichandstyle_info@yahoo.com
Plant Plot No. # 7, Street No. # 5
I – 9/3, Islamabad
Showrooms Islamabad
Jinnah Super Market
Tel: (092 – 51) 2855644
Lahore
Liberty Market
Tel: (092 – 42) 5870346
Karachi
City Center
Tel: (092 – 21) 5674881
Peshawar
The Mall
Tel: (092 – 91) 5434138
Quetta
Agha Siraj Complex,
Jinnah Road
Tel: (092 – 81) 450180
10
PRODUCTS
In the field of manufacturing, quality of products is important for getting repeat business and
establishing a name in the market place, we sacrifice some what on hourly quantity to keep a
high standard of quality. We strive hard to improve the techniques and achieve diversity with
quality and standard to stay on top of the game now as well as in the future.
For work or leisure, we are manufacturing comfortable and sturdy range of Trousers, Pants and
Denim Jeans etc.
The woman of today has to keep up with the changing world. Stitch & Style Garments Ltd.,
as a connoisseur among Pakistan Garments Manufacturers, has the latest collection of ladies-
wear. We have a wide range of collection of smart and stylish dress, which are specially made for
manly choices.
Our garments are manufactured by qualified staff and treated on highly equipped plant. We
ensure that our quality will satisfy our costumers. To make it sure material is being processed
carefully, tested in a well equipped and the most modern laboratory to monitor the production of
high quality garments. The principle that we follow is:
CHECK KNOW REACT = SUCCESS
We provide our consumers with the best quality and a variety of outwears with all colors to fit
according to their needs.
11
PRODUCT LINE AND CHARACTERISTICS
PRODUCT
ITEMS SEX INFO. COLOURS STYLES SIZES PRICES
Rs.
S,M,L,XL,XX
Shirts Male T - Shirts blue (different shades) round neck L 250 - 350
Female (polyester, cotton) Black v - shape
Maroon half sleeves
green (different shades) full sleeves
White collars
Male Dress Shirts Gray full sleeves 14",15",16"17" 300 - 375
(cotton, silk) Black half sleeves
blue (different shades) collars
White
brown ( different shades)
S,M,L,XL,XX
Male Polo Shirts Red half sleeves L 250 - 325
Female (cotton) black collars
blue (different shades)
Yellow
green (different shades)
S,M,L,XL,XX
Cardigans Male (cotton, woolen) Black round neck L 450 - 800
Female Gray v - shape
Brown open front
blue (different shades) full sleeves
White half sleeves
different color combinations
Pants Male Dress Pants Black straight fitting 24,26,28 400 - 600
(cotton, navy blue plate/plate less 30,32,34,36,39
wrinkle free, Gray
stone wash) Brown
off white
Male Cargo Pants Black six pockets S,M,L 350 - 550
Female (cotton, polyester) Brown eight pockets
Gray
Blue
off white
Male Jeans black (different shades) Dockers 24,26,28 400 - 650
Female blue (different shades) straight fitting 30,32,34,36,38
Brown ball bottom
12
QUALITY CONTROL PROCESS
We are totally committed for quality. We always assure quality to our customer. The checking of
quality takes a whole procedure; like first we check the raw material, which is checked for
variation, stability batch-continuity and hairiness, etc. before stitching starts. After a detailed
inspection, the raw material is sent to the stitching department. The quality controllers in the
stitching department again check the stitched fabric before it gets transferred to the washing
section. In the washing section the fabric is tested for shrinkage and skewing. The material is
rechecked in the stitching section. In the stitching section the team of quality controllers ensures
that the specifications and the quality of the garments are being met. After stitching the garments
are again inspected 100% before being packed. Finally, the garments are packed and a random
inspection is done on the packed shipment.
13
MAR K ETI N G AN D SALES
Our marketing and sales is very wide extended all over Pakistan and different cities in Pakistan
come under the network of our sales.
The sale process involves one segment is the local sale. Two techniques namely regional sales
and our showrooms carry out local sale. Around 250 to 300 customers exist only in Karachi and
approximately 500 customers are in Punjab; this shows the potential of the market.
Following are the key points that are important for making this venture a
success:
• Assurance of consistent quality.
• Surety of on time delivery.
• Competitive rates.
• Cost efficiency.
• Better services to the customer i.e. claim settlement etc.
14
• Better communication development with customers.
MAR K E T ANALY S I S
Pakistan is the fourth largest cotton producer in the world, and is an important player in the
global textile market. Its knitwear industry is the highest value added textile sector in the
country, and is distinguished by the high quality of its raw material and the competitive value of
its end product.
Total knitwear capacity in Pakistan is about 50 million dozens of pieces. There are about 600
knitwear factories of various sizes in Pakistan. Today this industry is a source of direct
employment to the workforce for more than 20,000 knitwear exports is a major foreign-exchange
source for Pakistani economy1.
Before going into market analysis we want to specify that our garments industry is directly
related to the textile industry because we have to deal with them at every moment. In garment
manufacturing sector the demand for garments increasing rapidly within the country as well as in
foreign countries especially for Pakistani garments. In order to meet the demand of our
customers we will try our level best to increase the production.
The existing suppliers/manufacturers of work wear in the country are very
less in number. There are about 70 – 75 establishments all over the country
who are exclusively involved in the manufacturing and exporting of work
wear. Out of these manufacturers/exporters, about 8% are based in Lahore,
34% in Karachi, and 57% in Sialkot. Some other areas like Gujranwala, Kasur,
15
and Faisalabad also have some work wear stitching units. The Pakistani
manufacturers are contributing a share of 4.5% in the total work wear
exports to European Union states2.
In spite of having a very strong textile base and huge market, work wear
segment could not be developed effectively by our apparel industry during
the past years. This is because that the concept of the work wear is relatively
new in the international as well as in the local markets as compared to the
traditional woven and knit-based garments. There is also a lack of awareness
about this sub-sector of clothing in our country.
TARGET MARKET
In Pakistan most people are living below the poverty line and few people have luxurious
facilities provided. The following facts and figures will clarify the whole picture:
Population in % Population in million Rs. / month

Below poverty 40% 8.8 3,000
Poverty 45% 9.9 3,000 - 7,000
Lower Middle Class 8% 1.76 7,000 - 15,000
Middle Class 6% 1.52 15,000 – 50,000
Upper Class 0.90% 0.2 50,000 - 150,000
Rich 0.10% 0.02 150,000
Source: Dawn3
Our main target market is the lower middle class, middle class, and upper class. Our first aim is
to focus on these areas. As far as our prices are concern, we are providing good quality stuff
16
within the resources of above-mentioned categories. We are actually targeting the people of ages
17 to 45 approx. because they are 54 % of our total population (Appendix). As population is not
evenly distributed all over Pakistan, so it is very difficult to analyze that how much people are
living in rural, urban, suburban areas.
(Appendix)
The Pakistan’s population is not equally distributed like some provinces are heavily populated
and some are not that much populated. Here is the population distribution for different cities of
CONSUMER BEHAVIOR
As we are approaching the customers of different backgrounds having different traditional
values, believe, and cultures, therefore, when we design, we keep these factors in mind. As
fashion trend varies from place to place, we have to remain up to date with the upcoming trends
and fashion according to the regions (Punjab, Sindh, N.W.F.P., Balochistan). We also have to
remain in touch about the climatic changes as to where and when supply the summer and winter
clothing.
As in different parts of Pakistan people use to wear “Shalwar Kameez” and they do not like
“Pants and Shirts”. Like in Balochistan majority of people living there normally wear “Shalwar
Kameez” but there are few cities in Balochistan where people usually wear “Pants and Shirts”.
17
While in Punjab , Sindh, and N.W.F.P. mostly people are well educated and the trend of clothing
is a bit different from rural areas. In the cities people wear “Pants and Shirts” and this trend is
now so much in their daily life that without “Pants and Shirts” they do not even feel comfortable.
In Islamabad there would be hardly few people who are still wearing “Shalwar Kameez”,
otherwise, most of the people in Islamabad like to wear casual dresses. Formal dressing is
preferred more in feudal areas of Balochistan, Punjab, N.W.F.P., and even in Sindh.
As the trends are changing rapidly and people in Pakistan are moving towards westernize
culture, so they are moving away from their own culture and values.
THE ECONOMIC REVIEW
Despite a sluggish global economy, Pakistan’s economic performance for the year 2002 – 2003
stands out. The GDP growth at 5.1% compares favorably with global economic growth of around
2%. The growth was not only broad based but has shown signs of robustness under trying
circumstances. Agriculture grew by over 4%; manufacturing at a healthy 7.7% and services by
5.3%
The economy has clearly benefited from the post 9/11 events. The economic indicators prior to
9/11 were quite dismal inflation hovered at over 10%; interest rates neared 20% and the forex
reserves had dropped below $ 1 billion. Additionally, the policy makers’ perseverance a
devaluation based policy rendered any attempts at recovery meaningless. Ironically, the post 9/11
events have laid a strong foundation for a sustainable recovery. The increased home remittances
year after year - of over $ 4 billion last year – have stabilized the resources as well as the balance
18
of payments position. Inflation has been brought down to below 4%. No doubt the appreciation
of the rupee has lowered the imported inflation factor. Forex reserves now exceed $ 11 billion
and the country credit rating stands improved4.
THE GARMENTS INDUSTRY
This sector is distributed in small, medium and large-scale units, most of them, having 50
machines and below. The sector is attracting considerable investment in the organized sector and
now many new units are coming to production stream. The sub-sector is facing multi-
dimensional problems like high value addition in competing countries and in-elasticity of the
sector in shifting the burden of increased or decreased prices of yarn, cotton cloth or other inputs
to the end user. Against all these odds the sub-sector has witnessed substantial growth (7.0%) in
terms of value during the year 2001-2002, by moving to US $ 882 million from US $ 827 million
in the previous year5.
As such the Government is not providing the garments industry with any sort of benefits and
incentives, what we are getting are only the benefits that are limited for the textile industry.
Following are the factors that are effecting directly or indirectly to our industry
• World Trade Organization (WTO) has provided Pakistani spinning industry to explore the
new markets. It has also made it possible to reach the markets that were previously protected
by duties.
• Textile industry in Pakistan is provided with some tax incentives. Especially in case of
spinning mills these incentives have caused the spinning units to outnumber weaving and
knitting mills. There is a gap available and increasing the production of value added goods to
the desired level could fill this gap. These incentives provide a good opportunity of the
19
industry to control its expense and to invest in the value addition activities. This will help
industry to grow and come out of the stagnation.
• The bumper cotton crop of around 12 million bales produced this year and the cotton
imported last year has caused the cotton prices to be lower in the market. Cotton price has hit
the record lows this time. This again provides an opportunity for the spinning industry to buy
cotton a low price and provide quality yarn to its customers.
C O M PE T I T O R ANALY S I S
We have Textilion, Chen One, Soorty, Aruj Garments and along with them there are other units
that are in weaving and knitting business and producing good quality garments. This has resulted
in cutthroat competition in the market.
This industry is highly competitive but the market is expansionary. Locally, there are large
numbers of garment manufacturers and some of the weaving and knitting units that are our main
competitors. However, the market size is large enough to provide room to all the players.
The competitors mentioned above are manufacturing almost on the same product line and they
have good image in the local market as well as in the foreign market. Beside all this facts these
companies are doing good job but they are bit expensive and these garments, which are made by
20
these companies, are mostly not in the approach of ordinary people (middle class) because their
prices are high. Here is the comparison of the prices:
ITEM ChenOne Textitlion Stitch & Style

Rs. Rs. Rs.
Pants 500 – 800 450 – 650 350 – 650
Shirts 400 – 600 300 – 500 250 – 400
Cardigans 800 – 1500 550 – 1000 450 – 800
POT E NT IAL TH R EAT S AN D PR O B LE M S
As we discussed before that as such we have no direct potential threats in this industry, we are
only suffering the conditions due to the textile industry. The only threat we would face in the
garment industry is that, whether the customers will experience a new product in the market
providing them with good quality with reasonable prices. Some of the threats that affects the
textile industry, and also directly or indirectly affecting our industry:
• This problem also has its roots in government policies of charging higher tariff to the
machinery used in the weaving and knitting industry.
• Pakistan also has no textile engineering industry where these machines can be fabricated.
21
• Any shortfall in the cotton crop can result in serious losses and under capacity utilization for
the industry.
• In 1995 Pakistan suffered the imposition of anti-dumping duty on 100% cotton yarn by
Japan, which has continued till today. In the same way imposition of provisional anti-
dumping duty on Grey cloth and bed linen by the European Union countries is expected to
result in reduction in exports of these commodities.
• Other potential threat that might affect the textile and clothing industry is to retain its shares
in the international market after the implementation of WTO. Despite that Pakistan is the
fourth largest exporter of cotton; Pakistan's share in global textiles and clothing
trade is less than 3 per cent. This is not only because of Government
policies as well as industrialist are also responsible for this situation. For
this purpose they have to think and review there polices regarding textile
industries. They should give some subsidies to textile industry that they
these industries can survive in critical situation of WTO. Government
should explore some new markets.
• Asia pacific markets are emerging as new players in the world knitwear
trade. China, Hong Kong, Vietnam, Korea can give tough time in the
coming years, so our local garment manufacturers have to do some better
quality work with innovation.
22
R E S EAR C H AN D FI N D I N GS
DATA COLLECTION
To get some research and findings we distributed a number of questionnaires between people
from different backgrounds. The main purpose of this survey is to know the consumer needs and
demands, although, this method does not fulfill our requirements. But it helped us in many
aspects; like their taste, color combinations, either they like designer clothes or made by them
selves etc. Actually the main purpose of this survey is to get information regarding their
preferences like:
23
Gender
As our Pakistani culture is male dominant, and even according to our survey we got more male
candidates.
44% Male
56% Female
Age Group
Age group is the factor that affects the overall impact of our designers’ thinking.
15%
28%
17 - 19
19 - 21
23%
21 - 23
23 +
34%
Color
In our survey people helped us by giving us such options regarding different color combinations.
24
12% Black
4% White
31%
5%
Blue
5% Gray
Brown
Maroon
22%
21% Others
Quality Conscious or Price Conscious
Quality and price are the factors which consumer always keeps in mind first while shopping.
17%
Quality
17% Price
66% Both
Expense per Month (Wardrobe)
People usually take care of how they look like and that is very much dependent on how much
you spend on your wardrobe.
Rs.500 - Rs.1,000
29% 29%
Rs.1,000 -
Rs.1,500
Rs.1,500 -
Rs.2,000
15% Rs.2,000 & above
27%
Designer Clothes or Self made
25
There is a wide variety of designer clothes available in the market but still some people prefer
designing clothes for themselves.
26%
Designer
48% Self made
Both
26%
This survey has helped us a lot in making our products according to the needs of customers, and
these types of surveys should be done rarely to innovate accordingly. Furthermore, as the world
is becoming too fast and people do not even get time to have lunch with their families so it
would be a difficult task for one to go to a tailor and design their own dresses. So we are trying
our level best to overcome all this possibilities just to make our consumers satisfied in terms of
quality as well as price.
B A LA N C E S H E E T
Rs. Rs.
ASSETS:
Current Assets
Cash 8,000,000
Debtors (A/R) 3,400,000
Bills Receivable (N/R) 2,405,000
Stock in Hands (Inventory) 1,580,500
Investments 15,000,000
Total Current Assets 30,385,500
Fixed Assets
Buildings 12,500,000
Land 5,281,250
Plant & Machinery 4,679,450
Furniture & Fitting 3,500,000
Total Fixed Assets 25,960,700
26
Total Assets 56,346,200
LIABILITIES:
Current Liabilities
Creditors (A/P) 6,000,000
Bills Payable (N/P) 800,000
Total Current Liabilities 6,800,000
Fixed Liabilities
Long-Term Loans 10,000,000
Capital:
Shahbaz 11,500,000
Farhan 9,000,000
Maliha 8,500,000
Linette 8,500,000
Total Capital 37,500,000
Net Income 2,046,200
Total Fixed Liabilities 49546200
Total Liabilities & Capital 56346200
I N C O M E STAT E M E N T
Rs. Rs. Rs.

Income from Sales
Gross Sales 20,000,000
Sales Return (50,000)
Sales Discount (25,000)
(75,000)
Net Sales 19,925,000
Cost of Goods Sold

Opening Stock 5,080,500
Purchases 2,000,000
Purchases Discount (12,000)
Net Purchases 1,988,000
27
Cost of Goods Available for Sale 7,068,500

Closing Stock (580,500)
Cost of Goods Sold -6,488,000
Gross Profit 13,437,000
Operating Expense
Selling Expense 2,500,000
Sales Salaries 300,000
Advertising Expense 45,000
Insurance Expense; Selling 15,000
Store Supplies Expense 200,000
Total Selling Expense 3,060,000
General Expense
Office Salaries 7,000,000
Taxes 200,000
Insurance Expense; General 15,000
Office Supplies Expense 5,000
Miscellaneous General Expense 15,000
Total General Expense 7,235,000
(10,295,000)
Net Profit from Operations 3,142,000
Other Expenses & Incomes

Interest Income 12,000
Interest Expense (6,000)
6,000
Net Income 3,148,000
Sales Tax (35%) 1,101,800
Total Net Income (Excluding Sales Tax) 2,046,200
28
OT H E R I N FO R MAT I O N
• REMUNERATION OF CHIEF EXECUTIVE AND DIRECTORS
Chief Executive Directors

Basic Salary Rs.224,000 Rs.160,000
House Rent Rs.95000 Rs.72,000
Utilities Rs.5,000 Rs.8,000
Total Rs.324,000 Rs.240,000
Number Of Persons 1 2
• WAGES AND SALARIES
Salaries & Benefits (Executives) per month
29
Chief Financial Officer Rs.150,000

General Manager Plant Rs.125,000
General Manager H.R. Rs.125,000
General Manager Marketing Rs.125,000
Head Designer Rs.90,000
No. of
Salaries And Benefits (Non-Executives) Persons per month
Foreman 2 Rs.9,000
Supervisor 5 Rs.7,500
Labor 92 Rs.6,000
Electrician 4 Rs.5,500
Office Boys 1 Rs.4,000
Data Entry Operator 3 Rs.4,001
Security Guard 8 Rs.3,500
Driver 4 Rs.6,500
119 Rs.46,000 Rs.5,474,000
* These salaries and benefits are provided to the non-executives on 12-hour shift basis.
SALE S FO R E CAST
(For the year 2003)
Jan. Feb. March April May June July August Sept. Oct. Nov. Dec.
Rs. Rs. Rs. Rs. Rs. Rs. Rs. Rs. Rs. Rs. Rs. Rs.
Pants 708,124 655,400 652,298 713,254 693,451 726,441 704,655 685,246 684,251 689,565 694,667 790,065
Shirts 560,139 552,246 676,002 692,321 704,556 696,464 696,674 685,497 674,683 564,989 567,687 590,346
Cardigans 952,154 800,554 722,543 100,054 98,000 5,000 1,000 7,562 23,556 234,968 388,724 531,864
2220417 2008200 2050843 1505629 1496007 1427905 1402329 1378305 1382490 1489522 1651078 1912275
30
(For five years, 2003-2007)
31
In 2004 our sale will decrease drastically from Rs.19,925,000 to Rs.10,220,354 because of the
W.T.O. issue. As W.T.O. is affecting third world countries, it will also affect our economy and
garments industry. W.T.O. will open the gates between the developed countries and the
developing countries for trade, this will affect our local market to a great extent.
S O C IAL R E S PO N S I B I LITI E S
32
We always remain conscious of our responsibilities towards the society in which we operate. Our
emphasis remains primarily on education and health, and our funding toward these sectors has
been doubled. We have the citizen foundation under which we have opened a primary school in
our plant locality. The company also supports tertiary level education and provides considerable
funding.
S A F E T Y, H E A L T H A N D E N V I R O N M E N T
Our company maintains a strong commitment to safety, health and environment performance in
all its operations and this applies to the safety of everyone involved in or affected by our
operations. This includes employees, contract partners in the work place, and our customers and
is achieved through its leadership, the dedication of its staff and the application of the highest
professional standard of work. All new employees are given an orientation on security, safety of
man and machinery and fire fighting and also assigned an adviser to continually guide them in
this regard.
FUTURE OUTLOOK
33
• We want to give a brand name to our products like GUCCI, GAP, and Christian Dior etc. for
that we have to struggle hard for which we are fully committed.
• We want to expand our business internationally and planning to export our products in
Middle East countries, the new emerging states of Far East Asia and Hong Kong etc. for
which we are starting our export operation in 2005 INSAHA-ALLAH
• We want to increase of our product line like sports wear, footwears, glasses, fragrances etc.
R E C O M M E N DAT I O N S
34
Stitch & Style Garments Ltd. is a typical Pakistani business. In a short span of time we have
increased our sales very rapidly and this become possible just because of our well-qualified
management. Following are few of the recommendations for Stitch & Style Garments Ltd.
• They have much more capability to increase their quality production or they can increase
their efficiency.
• They need efficient marketing and advertising campaign throughout Pakistan.
• As the WTO threat is coming ahead, they have to deal with WTO policies regarding textile
industry in Pakistan. For this purpose they have to adopt new technologies for mass
customization, e.g., three-dimensional, non contact body measurement and digital printing
will be learnt about and implement fast.
• They need extensive market research for forecast the consumer preference in fashion and
styles and necessary R. & D. to be able to meet such demands in minimum possible time.
• They have ability to face tough competition in cut and sew industry from Far Eastern and
Latin American market.
• They have good and well-established competitors in the market and have to establish
themselves, like they can come with some brand name. As in Pakistan most of the products
lack branding, otherwise, Pakistan is producing high quality raw material as well as products.
CONCLUSION
35
Stitch & Style Garments Ltd. is a good running business at present, if they keep on working
with the same potential they would definitely be one of the best garment manufacturers in
Pakistan as well as create impressive brand image all over. They have better resources to use in a
better way. They are committed to customize their products according to the consumers. As
compared to their competitors they have started a new business very effectively and they are
maintaining and improving their quality.
We would like to end up by saying; that Stitch & Style Garments Ltd. is doing a great job
and good luck with their future plans.
APPE N D I X
Target Market
36
Population of major cities of Pakistan
Karachi 9,339,023
Lahore 5,443,495
Peshawar 982,816
Islamabad 529,180
Quetta 759,941
Market Analysis
Population 145.5 Million

World Ranking 6
Population Density 166 persons/ Sq. Km.
Urban Population 32.52%
< 15 years 43.40%
15-64 years 53.09%
> 65 3.50%
Population Doubling Time 33 years
Sex Ratio (Male : Female) 108.5 : 100
B I B LI O G RAPHY
37
1. http://www.inteletex.com/FrontPageFeatures.asp?Newsld=2097, “Change Management”,
Jawad S. Naqvi, 15/12/2003
2. www.smeda.org.pk/bopp/WorkWear.pdf, 16/12/2003
3. http://www.dawn.com, 06/08/2002, Letters to Editor, 06/12/2003
4. Allwin Engineering, The Annual Report 2003, 03/12/2003
5. http://www.ptj.com.pk/8-2002/art-noor.htm, “Textile industry: Performance during the year
2001 – 2002”, Dr. Noor Ahmed Memon, 27/11/200
38
1
2
3
4

Final Project Marketing

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Final Project Marketing

Uploaded by

Copyright:

Available Formats

COMPANY PROFILE

from different academic backgrounds and experiences.

different cultural backgrounds and different geographical sectors.

Quality is achievement of accuracy, precision and consistency.

To conduct business as a responsible cooperate citizen and take

• To be the part of fashion world.

quality, leadership in the national as well as international competitive environment.

garments, synthetic textiles and trendy clothes in Pakistan.

and now it serving in the major cities of Pakistan.

Auditors S. Zafar Shah Naveed Imran &Co.

Legal Advisor Mr. Ali Ahmed Awan

Bankers Habib Bank Ltd.

Denim Jeans etc.

high quality garments. The principle that we follow is:

CHECK KNOW REACT = SUCCESS

according to their needs.

PRODUCT LINE AND CHARACTERISTICS

QUALITY CONTROL PROCESS

inspection is done on the packed shipment.

MAR K ETI N G AN D SALES

come under the network of our sales.

• Assurance of consistent quality.

• Surety of on time delivery.

• Better services to the customer i.e. claim settlement etc.

• Better communication development with customers.

its end product.

source for Pakistani economy1.

customers we will try our level best to increase the production.

The existing suppliers/manufacturers of work wear in the country are very

who are exclusively involved in the manufacturing and exporting of work

wear. Out of these manufacturers/exporters, about 8% are based in Lahore,

manufacturers are contributing a share of 4.5% in the total work wear

exports to European Union states2.

segment could not be developed effectively by our apparel industry during

new in the international as well as in the local markets as compared to the

traditional woven and knit-based garments. There is also a lack of awareness

about this sub-sector of clothing in our country.

Population in % Population in million Rs. / month

living in rural, urban, suburban areas.

As we are approaching the customers of different backgrounds having different traditional

THE ECONOMIC REVIEW

and the country credit rating stands improved4.

THE GARMENTS INDUSTRY

in the previous year5.

industry to grow and come out of the stagnation.

cotton a low price and provide quality yarn to its customers.

in cutthroat competition in the market.

prices are high. Here is the comparison of the prices:

ITEM ChenOne Textitlion Stitch & Style

POT E NT IAL TH R EAT S AN D PR O B LE M S

textile industry, and also directly or indirectly affecting our industry:

machinery used in the weaving and knitting industry.

result in reduction in exports of these commodities.

these industries can survive in critical situation of WTO. Government

should explore some new markets.

coming years, so our local garment manufacturers have to do some better

quality work with innovation.

Quality Conscious or Price Conscious

Expense per Month (Wardrobe)

you spend on your wardrobe.

Designer Clothes or Self made

designing clothes for themselves.

quality as well as price.