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INTRODUCTIONINTRODUCTION

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MARKET PLANMARKET PLAN

SITUATION ANALYSISSITUATION ANALYSIS

MARKET SUMMARYMARKET SUMMARY

TARGET MARKETTARGET MARKET

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MARKET DEMOGRAPHICMARKET DEMOGRAPHIC

GEOGRAPHIC FACTORSGEOGRAPHIC FACTORS

DEMOGRAPHIC FACTORSDEMOGRAPHIC FACTORS

BEHAVIOR FACTORSBEHAVIOR FACTORS

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MARKETMARKETCHARACTERISTICCHARACTERISTIC

TRENDS IN INDUSTRY USE PATTERN;TRENDS IN INDUSTRY USE PATTERN;

END USE PATTERNSEND USE PATTERNS BUYING PROCEDURE AND PRCTICESBUYING PROCEDURE AND PRCTICES

SERVICES (AFTER SALES)SERVICES (AFTER SALES)

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GOVERNMENT AND SOCIALGOVERNMENT AND SOCIALREGULATORY CLIMATEREGULATORY CLIMATE

We are strictly following the national asWe are strictly following the national aswell as international rules and regulationswell as international rules and regulations

for using raw material, quality standardsfor using raw material, quality standards

and other business activities. We have aand other business activities. We have a

plan to hire the services of a legal advisorplan to hire the services of a legal advisorfor this purpose.for this purpose.

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TECHNOLOGYTECHNOLOGY

We live in an erra of rapid technological change,We live in an erra of rapid technological change,we will have to look at the developments in thewe will have to look at the developments in theindustry and market, which will make our productsindustry and market, which will make our productsand business obsolete and less competitive.and business obsolete and less competitive.

We were involved in utilizing of older technologyWe were involved in utilizing of older technologyand mostly hand made products were being madeand mostly hand made products were being madeby our company. But when we start ourexport.by our company. But when we start ourexport.

In 2008, we have purchased an Italian modernIn 2008, we have purchased an Italian modern

technology machinery for cutting, sewing andtechnology machinery for cutting, sewing andpolishing of leather, But still we are facing lack ofpolishing of leather, But still we are facing lack offully equipped modern technology and installationfully equipped modern technology and installationof fully automatic machinery for mass production.of fully automatic machinery for mass production.

We have a plan to adopt that latest technology inWe have a plan to adopt that latest technology in

coming three years.coming three years.

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PRODUCT LIFE CYCLEPRODUCT LIFE CYCLE Most of our products are in a Growth position, and movingMost of our products are in a Growth position, and moving

towards maturity, like Charsadda (Bund and Plan) shoes,towards maturity, like Charsadda (Bund and Plan) shoes,charsadda pure leather joggers and Boots and Jet Shoes etccharsadda pure leather joggers and Boots and Jet Shoes etc

Our products has a very fertile market due to its traditional styleOur products has a very fertile market due to its traditional styleand positioning.and positioning.

In the local market it has a very huge demand as well as in theIn the local market it has a very huge demand as well as in theGulf countries, UAE and Saudi Arabia due to large number ofGulf countries, UAE and Saudi Arabia due to large number ofour local community being settled and working there.our local community being settled and working there.

Before the new Italian machinery activation and running, weBefore the new Italian machinery activation and running, wewere facing the inventory turnover problem, which was verywere facing the inventory turnover problem, which was veryslow, most of our products took 10 to 15 days for manufacturingslow, most of our products took 10 to 15 days for manufacturingand designing. Now its time of production become decreased toand designing. Now its time of production become decreased to6 days.6 days.

And we are planning to decrease the time cycle of production byAnd we are planning to decrease the time cycle of production by4 days in near future by fully automatic system. For production4 days in near future by fully automatic system. For productionpurpose, which will be in operation in coming 3 years.purpose, which will be in operation in coming 3 years.

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SWOT ANALYSISSWOT ANALYSIS

Working in a very competitive businessWorking in a very competitive business

environment locally as well as internationallyenvironment locally as well as internationally

We have to face the changing businessWe have to face the changing businessenvironmentenvironment

Cope to do our business smoothly and in anCope to do our business smoothly and in an

effective and efficient mannereffective and efficient manner

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STRENTHSSTRENTHS

Easy availability of raw material i.eEasy availability of raw material i.e

crushed leatheretccrushed leatheretc

Skillful and technically sound labour andSkillful and technically sound labour andmanagersmanagers

Low cost of productionLow cost of production

Strong background of manufacturingStrong background of manufacturing

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WEAKNESSESWEAKNESSES

Older techniques of manufacturingOlder techniques of manufacturing Lack of modern and advance technologyLack of modern and advance technology

Improper training systemImproper training system

Improper trading policies andImproper trading policies andgovernmental facilities towards exportgovernmental facilities towards export

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THREATSTHREATS

Political instabilityPolitical instability

Current unstable peace conditionsCurrent unstable peace conditions

High cost and shortage

ofe

le

ctricityHigh cost and shortage

ofe

le

ctricityCompetitors (Bata,Service)Competitors (Bata,Service)

Inflation and recessionInflation and recession

Rapid change in trends and tastesRapid change in trends and tastes

WeatherWeather

Shortage of raw materialShortage of raw material

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MARKETING STRATEGIESMARKETING STRATEGIES

MISSION STATEMENTMISSION STATEMENT

PROVIDE A GOOD QUALITYPROVIDE A GOOD QUALITY

PENETRATE INTO LOCAL ANDPENETRATE INTO LOCAL ANDINTERNATIONAL MARKETINTERNATIONAL MARKET

MAINTAIN OUR MARKET SHARESMAINTAIN OUR MARKET SHARES

BUILT A GOOD RELATIONSHIP WITHBUILT A GOOD RELATIONSHIP WITHCUSTOMERSCUSTOMERS

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STRATEGIC ALLIANCESSTRATEGIC ALLIANCES

HUSH PUPPIESHUSH PUPPIES

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MARKETING MIXMARKETING MIX

PRICEPRICE

PRODUCTPRODUCTPROMOTIONPROMOTION

PLACEPLACE

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COMPITITORSCOMPITITORS

SERVICESERVICE

BATABATA

ADDIDASADDIDASARMANI ETC.ARMANI ETC.

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CONCLUSIONCONCLUSION

The goal of this plan to understand theThe goal of this plan to understand thestrategies, tactics and programs thatstrategies, tactics and programs that

should be implemented over the product.should be implemented over the product.

From this plan we should easily launch ourFrom this plan we should easily launch our

product locally as well as internationally.product locally as well as internationally.