You are on page 1of 30

ChenOne

Project on CHENONE

Submitted to: Tahira Nisar


Submitted by: Group 4 (BBA Afternoon 1st semester)

Muhammad Hashir (group leader)


Muhammad Hamza Arshad
Mahrou Khan
Falak Bilal Khan
Sana Hayat
Sania Sajid

Institute of business administration


University of the Punjab

Date of submission: Feb 17, 2015

ChenOne
Contributions of the Group Member.
All the members participated equally in all the group tasks. All the work was
equally divided amongst the six members. Hamza provided us with the transport
facility and Falak gave us the reference for the visit. Mahrou did the editiing and
Hashir did the typing. Sana and Sania did the research work. The rest was the
combined effort of the group. All the members visited the outlet and attended all
the group meetings.

ChenOne

ChenOne

DEDICATION:

All the group members who worked together to accomplish our project, dedicate this work of ours to our
Parents, they raised us with the affection we cannot pay back. We feel proud that we are able to do such a
work because of the hard work they did for us. They helped us to choose this field so that we could
express ourselves through our profession. We all hope and pray that one day we would make our Parents
proud and we would get a pat on our shoulders with relief expressions and a satisfactory smile on our
parents faces.

(Ameen)

ChenOne

ACKNOWLEDGEMENTS:
In the name of ALLAH the most beneficent and the most merciful
Our first and foremost Praise and thanks to ALLAH Almighty, the one testing us all, at all the
times and making decisions about things beyond our imaginations. The report being submitted
today is a result of a group effort. There are many helping hands behind this, who have guided us
in achieving this aim. Writing this report seemed to be a great experience to us. It added a lot to
our knowledge. I would like to express our heartfelt thanks to our beloved parents who provided
us with all their efforts to help us compile this report. Our special thanks to our teacher, we owe
profound gratitude to Maam Tahira Nisar for stimulating our creative abilities by assigning this
project to us and for her able guidance and useful suggestions, which helped us in completing the
project in time. Mr. Masood Akhtar Bajwa being the Senior General Manager of ChenOne
remained very cooperative and helpful throughout the time to give guidelines and make rational
decisions. We are grateful to him for his kind supervision. Whatever we have learnt from this
project report has put indelible impression on our minds and it is our conviction that this learning
experience will always be a source of help in our practical life and professional career. We would
also like to thank the administration of ChenOne for serving us out in this project. We would like
to thank Miss Aisha Khan from the customer service office, for being kind enough to give us a
view of the whole floor and guiding us about the products. Mr. Suhaib, being the cashier did his
best to provide us with all the needed pamphlets and catalogues for our project.

ChenOne

Abstract summary:We selected ChenOne, a home fashion textile industry,


as a subject of our project as it is a manufacturing as well
as service-providing organization. We visited their head
office and had a meeting with ChenOnes senior general
manager, Mr. Masood Akhter Bajwa, who provided us with
enough information about the external and internal
activities of the organization. On the following pages,
ChenOnes information regarding:

History of organization
Vision, mission, core values
Goals, objectives, strategies, programs, action plan
Scope and nature of organization
Organogram and culture of the organization
Departments and products
The level of the innovation,
Our SWOT analysis and our recommendations

has been mentioned.

ChenOne
EXECUTIVE SUMMARY:
This project report is about Chenone Stores Limited Pakistan. Chenab is
one of Pakistans top fabrications and exporters of worth quality. The
group is one of the largest exporters of home textile products from
Pakistan and catering needs of the clients in almost all the continents.
Chenone is one of the greatest current brands of Chenab. Chenone `s
market section is according to geographical locality. ChenOne targets
;the Middle East, upper middle and exclusive class segment of the
society. Though ChenOne has their own textile unit located in Pakistan
yet they have managed to maintain the international standards. Chenone
offers high prices considering the superb quality of the products and as
they have targeted the elite class no one complains on the high prices.
Chenone deals in all the genders and cater all the age groups. In future
ChenOne goals in expanding their outlets maintain their status as the
largest chain of fashion. Other competing brands like mens garments
(generation), life style, Bed & bath, Ikea, macro, metro and Carrefour
have a solid clientele but ChenOnes products, distribution and
promotional actions have shaped vast brand reliability for which it is
fairly the market leader in Pakistan. With its heavy promotional actions
Chenab group has managed to start a similar project to ChenOne known
as House of Chenab, to serve the mediocre class. ChenOne today has a
status in market which has threated other textile manufacturing
industries. It seems in no more time that ChenOne will earn more fame
and retain its position as a number one fashion and home retailer in
Pakistan.

ChenOne

ChenOne

Table of contents:
Sr.No
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25

Contents
Dedication
Acknowledgement
Abstract Summary
Executive Summary
Introduction
Vision
Mission
Core values
Goals
Objectives
Strategies
Programme
Action plan
Scope of Organization
Organogram/Hierarchy
History
Products
Departments
Culture
Modernization/Updation/Contemporary side
SWOT Analysis
Recommendation
Conclusion
Bibliography/References
Appendix

Page #
I
II
III
IV
1

ChenOne

List of Table:
Sr.No
1
2

List
SWOT Analysis
Modernization

Page#

ChenOne

Name:

ChenOne

Address:

92-93/E-1, Gulberg 3, Lahore

Introduction:ChenOne is the chain of fashion which offers a complete range of clothing and
footwear, bed linen, kitchen accessories and furniture. ChenOne, owned by Chenab
group, was founded by Mian Muhammad Latif and Mian Muhammad Naeem in 1997.
It is located in Pakistan and Middle East. ChenOne is a project of Chenab group
limited and is one of the few amalgamated textile units in Pakistan.

Vision:By linking passion and experience ChenOne wants to redefine the basics of fashion.
The brand differentiates itself as a center of fashion for upper class and wants to
maintain its position in the market. ChenOne wants to nourish and evolve the basic
fashion awareness of the universal market.
ChenOne senior general manager, Mr. Masood Akhter Bajwa, defined their vision
as:To be a competitive and customer focused organization with continuing
commitment to excellence and standards.

Mission:ChenOnes mission is to be the first choice of the customers for luxury and lifestyle
segments of the market. ChenOne wants to earn maximum profit by using the state
of art technology. By its policies and strategies, ChenOne not only wants to improve
the living standard of the customers but also want to give them a new shopping
experience. ChenOne wants to provide an ideal environment to the employees
making them able to utilize their skills efficiently and securing their career planning.

Core values:Being a quality-oriented organization, ChenOne does not compromise on the quality
of its product-line for maintaining its position in the market. ChenOnes belief is
excellence and flawlessness even in the minute specifications. ChenOne has
outstandingly superior quality of their products and service offerings.

ChenOne
ChenOne, targeting the upper class of the society, provides the products and
services at higher prices, not compromising on it, to keep up its tradition. The elite
class has no objection on the high prices as they are provided with superb high
quality and they know ChenOnes products are worth it!!!

Goals:ChenOne considers its customers as the lifeline of the business. It is ChenOnes aim
to put the best efforts not only to observe its customers taste and choice, but also
to fulfill their demands and anticipations in the most delightful manner. It can be
undoubtedly said that ChenOne goes beyond the expectations of the customers to
cherish them and to leave an impression on the society which can be valued and
appreciated for an era. Satisfying the customers by providing the best quality
products and customer services is the main goal of this organization.
Secondly, as a socially responsible organization, ChenOne struggles to fulfill the
societal and traditional commitments towards the society being a loyal, devoted
and reliable corporate citizen.

Objectives:
Volume maximization:
If we talk about annual based objectives in core terms or in financial term Volume
maximization with reasonable profit is the basic objective of ChenOne. Last year
ChenOne launched 11 new stores in various cities. They extend their retail area and
average size is of 8000 square feet. In Karachi they cover 24000 square feet of a
single outlet and they plan to open two more outlets of House of Chenab in
Hyderabad, Quetta, Faisalabad and Wah Cant. In future ChenOne plans an opening
50 new stores worldwide like in Doha, Jordan, Kuwait, and Masqat so that it gains
more recognition at international level which would enhance the value of brand.
They also launched trading with different countries such as Europe Canada and
Dubai and they introduced new ChenOne tower in Multan they also launched new
brand GRAZINO on 24th February, 2015. Opening of new restaurants like La atrium
are for the people in different cities. They diversify the product line by adding
Grocery for their citizens so thats how they become the largest retail chain.
Gaining Customers confidence:
Customer knows everything
Customer is the King of market, to attract and to gain customer loyalty ChenOne
has increased the quality and quantity of product and in this way their sales
increase and they earn more profit. ChenOne launch a prestige club on 28 th

ChenOne
February they give catalogues to the customers which offers much compensation to
the customer and has introduced bundles of offers especially for the occasions. In
mid-May, they introduce Customer appreciation week they give gifts and discount
on some products to the customers. They wish on Anniversaries, Birthday and on
special events. They establish the goals or standards used in controlling and by the
time they make changes in their products and services customer also help them to
maintain or improve standards. Hence proved, Customer loyalty is very important
for the betterment of any organization.
Never underestimate the power of customer service, good or bad.
Effective decision making:
Effective decision making is normally understood to be an important skill for the
business leader. Making good decision can put a business owner on the path toward
long-term victory. ChenOne foundation is of the view point following this decision
making process does not always come naturally. The Senior General Manager
Masood Akhtar Bajwa told us that the virtuous decision require a person to bring a
number of features to bear experience, instinct, aptitude and alertness to changes
in the business environment. Many things that influence how an individual makes
decision which includes emotions, professional risk and rewards preparation through
education, deadline, stress and a host of others.

To Motivate the Employees:


Motivation is the process to initiate guides and maintain goal oriented behavior.
Motivating employees is very important part to run a successful business when
professional and personal needs are satisfied then employees are automatically
motivated ChenOne set goal for employees and do not lose sight of it and
supplement long-term objectives with short-term actions. It has been said to get
something done is to begin
Following are the few of the techniques used by ChenOne
They provide meaningful and challenging work due to this they generally
want to feel a sense of achievement, responsibility and recognition
They set clear target, expectation and measure performance
By giving feedback to employees
In the end Senior General Manger said, Keep your eyes on the price and be
clear on the ultimate objective He told us when faced with choices or options,
you need to choose the one that will most quickly achieve it

Strategies:

ChenOne
ChenOne is doing different task and apply to entire organization in order to
accomplish their strategies
Marketing Mix Strategies:
ChenOne allocates a shopping product. They provide complete range of products
which includes
Cooking utensils footwear, clothes (Gents, Ladies, Kids) Designer jewelry, Cosmetics
and
Watches to the customers. They manufacture comfy clothes because product
quality is the most
significant factor to begin a name in marketplace. Everyone at the frontline is
provided with a
bar code reader to keep a check on Employees for promotions and demotions so
thats how they
evaluate their emloyees because ChenOne strive to offer exceptional customer
service, a
characteristic unique to our chain. To fulfill the demands of customer is the
successful retailing.
ChenOne designed to save customer time and money while facilitating a unique
shopping
experience through well-organized operations and valuable solutions.
Employee work as a unit:
ChenOne provides direction to administrators and the whole association According
to which employee work as a unit. They coordinate their activities and cooperate
with each other to accomplish all objectives and it reduces uncertainty by forcing
managers to look ahead, anticipate change, and consider the impact of change. If
managers of all outlets are working as a unit both micro and macro management
carried out.
Market Targeting:
ChenOne introduced fashion products in leading fashion magzines. ChenOne kiosk
is common attractions in Dubai shopping festivals and it is the most reputed brand
inside and outside Pakistan. ChenOne committed quality they always assure quality
to customer. ChenOne brands have a progression stage by the time they will open
the outlets and target the middle class and modify its products to make them easily
approachable for the middle class too.
Market Positioning:

ChenOne
ChenOne charge high price and give more benefits to the customer according to
customer demand they occupy a clear and distinctive in the minds of the
consumers.
ChenOne is doing different task in order to accomplish their strategies
Brand Equity:
ChenOne planned to set a gliding price to generate revenue. ChenOne deal a
lifestyle and designed product because its lifecycle is short ChenOne gives more
order and furniture like bed and sofas for hotel and further doing some changes in
strategy. Wood quality is
Good thats the reason they charge a high price.
Company carries out research
on opponents price and brand loyalty when it feels extreme need of changing price.
Distribution strategy:
ChenOne has its own logistics and distribution network all over in Pakistan. They
have a computerized system in which order is automatically placed to the
warehouses when the level of portfolio goes down to the optimum level. It reduces
the cost of ordering and reduces paper work also.

Programme:
Outlets of Chenone perform self-function .Chenone is going to open their 4 th outlet
in Multan, it will increase their revenue. It is a competitive era, to new restaurant
are being opened on the same day in Multan. In addition Chenone is planning
associate brands with it i.e. Grazzila, Calcillili, Facis .House of Chenab has 7 stores
they planned, to at grocery items to facilitate lower middle class. On 28 February
Chenone has affiliated with prestige club which offers discounts and arranges
events and fashion shows to their customers. Appreciation week is arranged in the
May for the betterment of the services .Weekly reports are submitted in the
meetings to check the unity of the workers. Employees earns satisfactory wages,
they are also rewarded with pension and insurances. Everyday discussions are
made to look the problems. Training and orientation session including joint sessions,
motivation training, floor or job training are carried out. Free interior ideas are
provided by designers of Chenone when furniture is bought from there stores.
Hotels decorated with Chenone furniture.

Action Plan:
This includes outlining companys aims, forming plans and policies for
accomplishing these aims, and developing plans to integrate and synchronize work
activities.

ChenOne
All the outlets of ChenOne are own operated.
ChenOne is inaugurating its fourth outlet in Multan on 24 th February.
Two restraunts are being opened on the same day in Multan.
Further on the same day it plans to associate more brands with it, which include

Grazzila
Calcillili
Facis

There are 7 stores of the House of Chenab which cater the middle to lower class
families. ChenOne plans to add grocery items to these stores to facilitate the middle
class families.
On 28th February ChenOne the Prestige Club; is being relaunched. This club offers
discounts, organizes events and fashion shows and wish their regular customers on
special events like their birthdays or anniversaries.
In the mid of May, a customer appreciation week is also being arranged.
To ensure that all the managers work as a single unit, weekly meetings are carried
out and reports are submitted.
The employees are paid satisfactory salaries, they are offered with pension and
insurance. Insurance is of two kinds
Health insurance
Group insurance
ChenOne offers both the insurances to its employees.
Every day a Morning Clinic is practiced, prior to opening. It is a short meeting in
which every employee is free to discuss their problems and find solutions to them.
Discussions are made.
Training and Orientation sessions are carried out which include on floor training and
on job training. Joint sessions and motivational training is also provided.
ChenOne offers free interior suggestions by designers when furniture is purchased.
All major hotels use ChenOnes furniture. These include

Prime Minister House


President House
Pearl Continental and
Places in Dubai

ChenOne

SCOPE OF CHENONE:

ChenOne is one of the largest exporters of home textile produces from Pakistan and
providing necessities of the customers in nearly all the zones. The incredible
achievement and acceptance of the idea redirected the maturity of our consumers
on one hand and on the other hand encouraged Chenone to open outlets nationally
and internationally, so nationally in Rahim-yar-khan and Islamabad (1997), Lahore
(gulburg) and Faisalabad , Karachi park tower, Rawalpindi, Peshawar, Abbottabad ,
Multan, Gujarat, Sargodha , Bahawalpur. Plus internationally Chenone its outlets in
Dubai , Abu Dhabi , Ajman, Al ain , KSA (al thiyafa mall Makah and ollaya street
Riyadh) and at the same time during the period outlets in Gujranwala , Hyderabad ,
Kuwait are our near future target. Chenone spreads its outlets all over the Pakistan
and worldwide. In worldwide they aim the Middle East and Europe.in Pakistan their
residence is very potential because their worth of products is respectable and they
ponder the customer desires and request. Chenone has totally 10 local and 7
openings in the Middle East with the annual revenue of Rs 1 billion. Chenab limited
is a manufacturing giant working in over seven countries. It hols thirty million
shares. Chenone is a multinational company. As a multinational company Chenone
has been capable to scanning the market with different sides of clothes, gents,
ladies and kids.

ChenOne
Nature of ChenOne:
ChenOne is a private limited organization.it is a subsidiary of Chenab limited,
formerly Chenab fabrics and processing mills limited.Mian Muhammad Latif chief
executive of Chenab group is the chairman of chenone.it was the first retail group to
start this kind of business in Pakistan. Its primary goal was to provide best quality
service to people.it is both manufacturing as well as Services Company.
Manufacturing:
As far as manufacturing is concerned the State of the art, classic, contemporary,
solid wood and straight line furniture is being manufactured since 2001 in its own
unit located at Khurrianwala, Faisalabad. Furniture Factory is having the vast area of
about 45 acres and providing employment to over 300 skilled workers and
technicians. Furniture Factory is also having all the basic and modern machinery and
substantial raw material and wood stocks at its back up, making the Furniture
Factory capable of making any type of solid or engineered wood furniture, kitchens,
doors, office & educational furniture and flooring. This also enabled ChenOne Retail
Stores to provide Furniture to its customer with similar quality standards and
innovative designs and materials.

Services:
It offers complete range of fashion clothing, fashion accessories, shoes, bed linen,
bath linen, soft furnishing, kitchen accessories and furniture. ChenOne also offers
trendy ladies, gents & kids garments, outstanding home textile products, kitchen
accessories, hand painted crockery, shoes, belts, ladies bags, imported stuff toys,
dashing furniture, unique interior decoration products, dry arrangements and
lingerie.

ChenOne
Organogram:-

Chairman

Mian Muhammad Latif

Deputy Chairman

Mian Muhammad Naeem


Bods (board of directors)

Mian Muhammad Latif,


mian Muhammad Kashif

President
Vice President

Ashfaq,
Mian Rizwan Latif,
Muhammad Javed Iqbal,
Anam-ul-Haq,

Muhammad Kashif Ashfaq


Muhammad Javed Iqbal

CEO (Chief Executing Officer)


Mian Muhammad Naeem
COO (Chief Operating Officer)
Senior General Manager

Mian Rizwan

Mr. Masood

Akhtar Bajwa
Group General Manager:Joint Secretary
Director General Manager

Finance Secretary

Umair Javaid

General Secretary

Muhammad Ashfaq

Regional General Manager


Assistant General Manager
Deputy Manager
Assistant Manager
MTO (Management Training
Officer)

Anam-ul-Haq

ChenOne
The Senior General Manager, Mr. Masood Akhter Bajwa informed us that ChenOne
has a tall organizational structure with the chairman at the top and multiple levels
of management.
Large complex organizations often require a taller hierarchy. ChenOne, being a large
expanded business organization, has the tall organizational structure as shown in
the above organogram, with many managers having many ranks and each has a
small are of control. This limited span of control makes it able to have a close
supervision of employees. Along with some benefits, there are some disadvantages.
One of it is that the communication within the same organization takes too long to
travel through all the levels to the chairman.
But Mr. Masood Akhter Bajwa claimed that they have managed to achieve a mixed
organogram i.e. tall and flat. They have many managers on different ranks but at
the same time they have more than one manager on the same rank. The managers,
sharing same status in a department, share their research and information.
Decisions can be made quicker without the wastage of time and conflicts among the
employees can be resolved with the consent of all the mangers without bringing
each and everything in the chairmans knowledge. In addition to this the first-line
employees have the opportunity to communicate with the top management
employees and discuss their issues.

History:ChenOne, being the pioneer of the fashion outlet, has become an instant success
not only in Pakistan but also has managed to set overseas outlets in United Arab
Emirates and Saudi Arabia.
ChenOne is a division of Chenab group limited. Chenab group is a Pakistani
multinational parent company founded by Mian Muhammad Latif and his father Haji
Muhammad Saleem in 1974. It is one of the largest exporters of home textile
products from Pakistan.
In 1997, ChenOne, formerly known as Chenab Fabrics and Processing Mills limited,
opened its first branch in Jinnah super, Islamabad. In Pakistan, this was the first
store of its kind presenting a large variety of fashion clothing and footwear, bed
linen, kitchen accessories and furniture. The marvelous appreciation on this idea
revealed the maturity of the customers on one hand, and encouraged ChenOne to
open branches nationally and internationally, on the other hand. ChenOne opened
its outlets in Pakistan in different cities mentioned below in chronological order:Islamabad (Opened in 1997)
Rahim Yar Khan (Opened in 1997)
Lahore (Gulberg branch Opened in 1998)
Faisalabad (Opened in 1998 headquarter)

ChenOne
Karachi (Opened in 1999)
Rawalpindi (Opened in 2001)
Peshawar (Opened in 2002)
Abbottabad (Opened in 2004)
Lahore (Defense branch Opened in 2004)
Multan (Opened in 2005)
Sialkot (Opened in 2006)
Gujarat (Opened in 2006)
Sargodha (Opened in 2009)
Bahawalpur (Opened in 2009).

Out of Pakistan, ChenOne stores are located in Abu Dhabi(Marina Mall), Dubai
(Jumeriah), Makah (Al-Thiyaffa Mall), Bahrain, Ajman (New Sanaya), Al-Ain (Bawadi
Mall), Sharjah, and Riyadh (Ollaya Street). ChenOne opened its first overseas outlet
in Ajman in 2000.
To match such a well-off background, ChenOne is rapidly moving towards a rich
future.

Products:ChenOne's new chain of outlets has seven product lines which include home
textiles, leather wear, shoes, garments, crockery, furniture and art. ChenOne offers
fashionable ladies, gents & kids clothing, outstanding home textile products,
kitchen equipment, hand painted cutlery, shoes, belts, ladies bags, imported stuff
toys, dashing furniture and unique interior decoration products.

Textile products:ChenOne is proudly having a complete range combined textile unit of its parent
company, Chenab limited, on its back, equipped with latest technology. ChenOne
has the pride to trade its textile products with a series of famous chain of stores and
significant brands such as Wal-Mart, JC- Penny, IKEA, TARGET, House of Frasiers,
etc. Right from growing super quality cotton, ginning and spinning it into high
quality yarn, weaving it into finest quality fabrics, processing of different quality
fabrics in 100 % cotton and several mixed fusions and stitching and export of top
quality garments, the entire process is handled in their perpendicularly united

ChenOne
divisions. It has a team of skilled engineers, technicians and trained labor force
numbering around 8000. This unit is producing 200,000 meters of fine quality of
fabric, 25,000 units of textile casual garments and over 125,000 pieces of home
textile products of international standard daily.
Furniture:Excellent furniture is being manufactured in chenones own integrated unit situated
at Khurrianwala, Faisalabad since 2001. The factory is equipped with latest
technology and provided with ample raw material and wood stocks making the
factory able to make artistic, innovative, standardized, straight line furniture with
new looks and contemporary designs and materials. ChenOne not only supplies fine
quality furniture to corporate sectors such as President House, Prime Minister
House, Governor House Lahore, Lahore Gymkhana, Army Garrison clubs of Lahore &
Rawalpindi, Baloch Centre Multi-Purpose Hall - Abbottabad, Islamabad Club, Chenab
Club - Faisalabad, Royal Palm Club - Lahore, Defense Raya Club - Lahore, Pakistan
Institute of Fashion & Design, Lahore, etc. but is also proudly providing its services
and products to renowned chain of Hotels like, Hashoo Group, operating Pearl
Continental & Marriott Hotels in Pakistan.
Extending and expanding the business further and farther ChenOne has now
entered in to new level by doing projects overseas, the 1 st project Pearl Continental
Hotel Apartment, Deira Dubai, UAE is fruitfully completed in 2009, it was a 151
Deluxe Hotel apartment project. Right from design to execution ChenOne covered
all areas such as bed room furniture, lobbies, bed linen, bath linen, interior
decorative accessories, carpets & rugs and lamps.
The major elements in the success of ChenOne are high quality of products, stylish
designs, large variety and best customer services. ChenOne is the first fashion store
providing warranty with its product quality.

Departments:ChenOne being the successful and the leading organization of the country has a
very proper division of departments. There is a separate department for every
important sector of the business. And the successful working of the whole
organization is directly related to the efficient working of each department. Almost
every sector of business is given a separate department. All the department are
answerable to the top management. The heads of all the departments are
responsible for the proper functioning of the departments.
Following is the name of
each department:Sales Department
Finance department

ChenOne
Marketing department
HR department
Admin department
Customer service department
Operation department
Supply chain department
Franchise department
Mall management department
Technology department
HIERARCHY OF DEPARTMENTS:
Following is the general organogram of each department:-

Head of
department

manager

employee1

employee2

employee3

ChenOne

Culture:The culture of an organization is defined as the shared values, principles, traditions


ways of doing things that influence the way organizational members act. The
ChenOne is a retail chain of clothing, home textiles, and furniture and luxury
products. The success of the ChenOnes first store promoted further expansion of
this business to the countrys big cities and other diverse areas such as Rahim Yar
Khan, Abbottabad, Bahawalpur and Sahiwal. The future plans of organization are to
retail in Hyderabad and Quetta.
It shows different types of verities in its products by considering all sorts of culture
refer in Pakistan. It is one of those organizations which prompt Pakistani culture and
also contain various varieties of western clothes too. Customer service is included in
the culture of ChenOne. It always strives to provide exceptional customer service.
This is very unique characteristic of this chain. The secret successful retailing is to
give your customers what they want. When there is a fully equipped customer care
desk in the store then people will feel proud to shop here. Helping people makes a
difference. ChenOne should be designed to save customers time and money, while
providing a unique shopping experience through valuable solutions and efficient
operations. It is in the culture of ChenOne to support Shaukat Khanum Memorial
Trust in their collection of zakat and donations. The zakat collection boxes of
Shaukat Khanum Memorial Trust are placed on ChenOne stores all across Pakistan.
ChenOne foundation is working in the country and the corporate social
responsibility is the main aim of it. It Takes the responsibility of welfare of society
and is working on it. Under this foundation a cardiac care unit has been set up in
Toba Tak Singh. Hepatitis center has been associated with Shaukat Khanum hospital.
The organization has a full corporate culture in which the information flows within
the employees and also the customers.
ChenOne is one of the best brands of PAK which is working as a fashion house for
fashion lover. ChenOnes biggest creation or source of fame is their unique and
standard wearing stuff of all kind. For that same concern ChenOne has recently
launched their collection that is purely related to the Holy occasion of Eid-Ul-Fitr.
ChenOne Eid collection 2012 contains the dresses based on Pakistani culture and
tradition. ChenOne has covered the entire traditional feature under the arms of
latest designs and uniqueness. Kurtas for men and long shirts with churidar along
with dupattas for women which has designed neck decorated with beautiful small
beads. It the ritual of the ChenOne that there is a session in the morning everyday
when the store is opened. All the employees gather in this meeting and they
assemble together and start the day with the recitation of The Holy Quran. After
that the important works of the day are set. The employees talk with each other and
the top management and there is a session relating to stress management and

ChenOne
anger management.
As far as the environment of the store is concerned it is very appreciable. The
roofs , floors and walls are neat and clean. The employees are well disciplined.

Modernization:We know that the ChenOne started its business from a single store in 1997 and now
it is having 31 stores in Pakistan and 6 in foreign countries. It evolved gradually to
reach the present level. The ChenOne evolved itself gradually and it recently
opened a 45 acres factory of furniture. This is opened to maximize the production of
the goods.
As the
Business progressed the different modification were made in the business. Such as
many
food restaurants have been opened by the organization. The one objective of
organization is to sustain its position. The organization wants to remain the market
leader.
The annual modernization plans of the
organization include the volume maximization market range expansion and to be
competitive in the prizes. Other important future plan of the organization include
this that it is about to open its stores in Quetta, in Karachi and Mirpur. In Karachi a
very big mall of ChenOne is about to set up in near future. Many different products
have also been included in the ChenOne stores such as many household items,
Italian suiting brands, presia (the grocery brand) and Premier (the household brand).
On Feb.
24th, 2015, Grazzilo will be available on ChenOnes stores which is an Italian brand.
Cacillini shirts will also be available. Facis (Italian men suiting) will also be included
in the list of brands. In the future organization decides to open its stores in China
and a lot of work has already been done on this process. Chenab US limited is the
organization formed under the leadership which aims at starting its business in the
United States of America.
So it is clear that the ChenOne is a very contemporary organization. Because it took
many steps to fulfill the needs of its customers .there is a separate department CSD
(customer service department) which manages all the issues related with
customers.
The organization opened many hotels, food restaurants and coffee shops to
maintain a strong position in the contemporary business world. These steps clearly
depicted the glowing future of ChenOne.

Sr
#

Modernization/updat
ing
steps

Importance of it

benefits

ChenOne
1

Recently a mall has


It is a good shopping place and
This is a very wonderful
been constructed in
provides handsome opportunities
step to cope with the
STRENGTH
WEAKNESSES
OPPORTUNITIES
THREATS
people
to spend
money
changes
of contemporary
Multan
Strong
toStaff
Turnover
their
Online
Marketing:
Negligence
efficiently
business world
Management:
This provides
and theft by
Decision
Many food
The organization has diversified
It is a symbol of the bright
Skilled and
ChenOne with a
the
making is
restaurants and
its business in this way
future of ChenOne
knowledgeable
wider audience.
employees
centralized.
coffee shops have
management
This is a very
International
To some
been set up . La
leading to a wellinexpensive way
Competitors
extent
Atrium is one of
managed
to
expand
the

Unstable
ChenOne
them
business plan.
costs
that
relies
onhelp of thisbusiness.
ERP technology
With
the
technology
It is a step
that
reveals the
Considerable
Emergence of
might
affect
Cotton
the fair sales of products is
contemporary approach of
good will in the
Markets:
More
the profit.
Availability.
assured and the thefts or
company.
market
demand
of

Change in
mismanagements
ChenOne is
of employees
Continuous
products in the
Tastes of
mainly
are
monitored.
market
as
the
Expansion
Customers.
targeting
the
Online
selling
By
this technology
people can
People will
feel
market
is
Focus on brand
At times
working
shop
at their homes and they
comfortable
to shop.
expanding
in
the
progress and
class.
The
Availability
of
enjoy free home delivery and the
fast growing
retailing
youth like
has cash
not on delivery.
good quality
facility
regions
of
the
Plans
Customer
loyalty
much
interest
cotton
to open
new
The
business
will be diversified
The number
of is
customers
world.
in
the
brand.
insufficient
stores
Innovation
in Quetta
in and and number of sales will increase. will be increased
by these
Karachi
expansions.
products
ChenOne
has
The business will be diversified
The goodwill of company
according
to
decided
to
open
new
and
its
scope
will
increase.
will increase.
demands.
china
stores
GreatinPricing

power
Brand is
recognized
internationally
thus the name is
enough to
attract
customers.
Use of Highly
Modernized
technology.

SWOT ANALYSIS:

ChenOne

RECOMMENDATIONS:
It is necessary for the Chenone to elaborate or increase the number of their stores in the market so
that they can have customers to purchase their products it will help them to gernate more revenue
every year which increase their profit and give them a chance achieve their targets.
It will be good for Chenone stores to focus on the middle class. Huge number of our population is
included in middle class so if they provide their products according to the needs and income of
the lower class they will switch to their stores which will directly increase their name and their
sales.
In this age social media is serving humanity in many ways one of the most important factor is
advertisement Chenone should advertise their brand on TV, internet and other servers. People will
get attracted to the advertisement and move to their stores it directly attacks on phycology.
Objectives and targets are set by the company Chenone should look for more suggestions in order
to increase customer interest in their brand they should count customers needs and expectations
if they will generate their products according to customer`s mind they will switch to them and
their profit will be increased.

ChenOne

Conclusion:
ChenOne is running its business magnificently. It has grossed it name in clothing, its
accessories, and home textile products. It is one of the prominent and popular
companies which is still functioning its business activities excellently in Pakistan in
such crucial circumstances.
Today, ChenOne is bearing the status of the largest luxury lifestyle brand in
Pakistan. ChenOne contains nothing but the most stunning stuff for its customers.
ChenOne displays different types of varieties in its products by making an allowance
for all sorts of cultures and traditions practiced in Pakistan. ChenOne is strongly
particular in its innovations and strategic segment, the brand has been slicing and
dicing its own fashion transcriptions which enable ChenOne to attract customers to
its styling and fashion charm, which brings in the touch of creativity, ingenuity,
individuality and uniqueness. In addition to this, ChenOne always struggles to
provide excellent customer services, a distinctive feature unique to this brand.
We would like to conclude by stating:ChenOne takes all the pride as a trend setter in imposing elite lifestyle trends and
continuing with this dedication and commitment it will succeed in out-spreading the
business further and farther, contributing in societal welfare by fulfilling customers
expectations and delivering exceptional customer services.

ChenOne

Bibliography:
123456-

Masood Akhtar Bajwa (Senior General Manager)


Shakeel Ahmed (General Manager)
Ayesha Khan (Customer Manager)
Sohaib Ahmed (Cashier at ChenOne gulberg store)
ChenOne.com.pk
ChenOne home.com.pk
Date Of Visit : 11th feb,2015

ChenOne

You might also like