Comfort Shoes

8/8/2019 Comfort Shoes

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By,

Udhaya Chandran S. BRakesh G. R


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AGENDA

Overview of Indian Footwear Industry Vision Mission Objective STEP Analysis Strategy Organisation Action plan & KPIs Financial Analysis


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Overview of Indian Footwear Industry

India ranks second among footwear producing

countries next to China

Industryis labor intensive

Huge domestic market which is untapped

Opportunityto cater to world markets

Source : Positive Outlook for footwear and leather industry - Highlights of CIIStudy


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Overview of Indian Footwear Industry

40315

537

1475

0

500

1,000

1,500

2,000

1977-78 1987-88 1997-98 2007-08

Export Growth (in Million USD)

92%

7% 1%

Unskilled & semi skilledTechnicalManagerial

Employment Skills required

Source : Positive Outlook for footwear and leather industry - Highlights of CIIStudy


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Vision :

To be the market leader for

Shoe industry in South India .


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Mission :

Delight the customers by

offering the qualityproducts at

affordable cost


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Objective : 50%ofour customers should returnwithin

6 months for an additional purchase

To create and sustain annual profit by 15%

Increase Rangeof Products

To create a strong brand identity in South

India to achieve Market share by 35%


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Location


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Facts about Chennai Gateway of SouthIndia

Educational Hub

1389 schools & 1504

colleges

More than 9 major IT

companies listed in

Fortune 500 companies

has a branch

More than 50% of

total leather export is

from Chennai

Source : Wikipedia Facts about Chennai


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STEP AnalysisPolitical Ranks 4th for ease of doing business

across India#

Chennai was ranked the second fortrading across borders#

#Source Doing business database Apr 2006 (Appendix 111)

Economic

Exports 50% of leather products*

Good Road, ports & rail systems toconnect to major cities

$100 billion economyby2025*

Source - http://www.amritt.com

Social

5th largest cityin terms of population 8.2 Million

Major tourist attraction place(Gatewayof South India)

Source - http://www.citehr.com/

Technological

Low cost of production Cheap Labor Abundant raw material

Source - Positive Outlook forfootwear and leather industry:Highlights CII Study


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Strategy: Collaborationwith schools & SMEs

Premium Coupons & Discounts to customerswho buy

productswithin 6 months

Provide consumerswith technical knowledge on the

proper fit and style of athletic footwearsAccess to special vendor discounts including

Nike, Reebok, Fila, Adidas etc.


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Organisation Structure

Procurement

Executive

Marketing

Executive

SalesExecutives

Storekeeper Cashier

Manager


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SI.No Actions Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

1Get Licence & approach

bank for loans

11

Implemetation plan for 2011

6 Advertising

2Find a right Location

& sign the contract

4 Hiring Staff

Target Setting

9 Opening day of Business

5 Induction & training to Staffs

10

Review Mechanism

Equipments & Office setup3

7 Sign the contract for Dealership

8 Procurement

6. To ad vertise in 2 local new spap er (daily once), 1 local TV channel (daily) & Bu lk SM S (50 00

SMS /week) for May & June

9. Inaguration by famous S outh Indian film star by 28 .06.2011

2. Location to be fou nd in Chennai and lease contract to be signed by 31 .01.201 1

3. All interior design, Office setup & fur nitures to be fur nished by 30 .03.201 1

4. Condu ct In terview & r ecruit 12 Staffs to be hired by 3 0.04.20 11

5. 2 w eek induction training w ith related pro duct inform ation & comp any objectives to staffs by

15 .05.201 1. Performance evaluation through tests (minimum 6 0% to pass) by 30 .05.201 1

1. Get Licence & Loan to be sanctioned for 0 ,12 M io Euro by 1 5.01.20 11

8. Inventory & procurem ent of all items before 1 5.06.20 11

11 . Review planned performan ce(30 00 p airs/mo nth) vs actual every month.

KPI's:

6. From July to D ec, advertise in 2 local new spap er (monthly once), 1 local TV channel (weekly

once) & Bulk SMS (3000 S MS/week)

10 . Set target for sales team to achieve sales target of min.30 00 pairs/mon th by 15 .07 .2011

7. 2 Dealership contract with local manufacturers & 3 with branded to be signed by 30 .05 .2011


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1 Business Alliances

2 Salary review for Employees

3 Sales promotion

5 Market research

4 Launch new products

Review Mechanism8

6Find a second Location &

sign the contract

7 Office & Equipment setup

8. Review planned performance(4200 Pairs /month) vs actual every month& change strategy if it is not within targets

1. Tie up with 2 SMEs to prov ide industrial safety shoes & 10 schools to sell school shoes

& 5 sport clubs to sell shoes by 28.02.2012

2. Salary review for employees based on company performance & targets achieved

with rating scale of 1-5 (1-max & 5-min) by 30.03.2012

3. Special promotional offers for school & college (10% discount) - beginning of academic year inMarch & April

4. Introduce new products like shoe polishes, brushes, wallets & purses by 30.06.2012

5. Conduct Market surveys & research to find a new location in Bangalore

for 2nd shop by 30.08.2012

7. All interior design, Office setup & furnitures to be furnished by 30.11.2012

6. Location to be found in Bangalore and lease contract to be signed by 31.10.2012

KPI's:


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1 Hiring & Induction

3 Salary review for Employees

4 Sales promotion

5 Website development

8 Review Mechanism

2 Inagurate facilities in Bangalore

6 Introduce leather products

7 Online catalogs

2. Open 2nd shop in Bangalore by 15.02.2013

8. Review planned performance(5000 pairs / month) vs actual every month & change strategy ifit is not within targets

1. Hire 10 staffs for new location in Bangalore & induction training for new staffs by 28.02.2013

3. Salary review for employees based on company performance & targets achievedwith rating scale of 1-5 (1-max & 5-min) by 30.03.2013

4. Print 1000 flyers & distribute across Bangalore & Chennai by 30.04.2013

7. Online Product catologues (for online purchase) to be made available by 30.07.2010

KPI's:

5. Website to be launched by 30.04.2012

6. I ntroduce new leather accessories like jackets & bags in both locations by 30.06.2013


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