RESEARCH PROJECT ON SERVIS SHOES INDUSTRY

AN OVER VIEW

S

ervice Group is well known for its consumer products and its contribution to the diversified industrial growth of the country. The group has its headquarters at Lahore, factories located at Gujrat and Muridke. It operates two modern shoe factories. The Gujrat factory was setup in 1964 and Muridke factory commenced production in 1989. The two factories are producing the following products:  All categories of leather footwear and sports shoes.  Canvas shoes of Men, Women and Children.  Rubber Sandals and Sleepers.  Safety shoes and Footwear for defense force.  Bicycle tiers and tubes.  Car tires and tubes.  Motorcycle tires and tubes. The company’s brand “SERVIS” is a house hold name in Paksitan. The company is also the largest exporter of footwear from Pakistan and has maintained its No.1

1
UNIVERSITY OF THE PUNJAB, GUJRANWALA CAMPUS

RESEARCH PROJECT ON SERVIS SHOES INDUSTRY

Position in exports and has won FPCCI trophy for best export performance six times. The factories have a workforce of over 5000 employees. Service footwear are available throughout Pakistan at fixed price through a chain of 258 retail stores and 15 wholesale depots run by Servis Sales Corporation Lahore (Pvt.) Ltd. Its staff provides excellent service to the consumer at these stores. In addition to company’s own retail stores, thousands of shoe dealers/stockiest are selling Service shoes in the country. Service has been a trendsetter in footwear fashion in Paksitan. It introduced colorful joggers for the first time in Pakistan in early eighties. Its cheetah brand shoes are very popular for sports as well as for casual wear. ‘Don Carlos’ brand shoes reflect latest fashion trend in formal and casual wear. Product innovation has been as important part of Company’s Marketing Strategy. New products range is offered twice a year, at the beginning of summer and winter seasons.

2
UNIVERSITY OF THE PUNJAB, GUJRANWALA CAMPUS

RESEARCH PROJECT ON SERVIS SHOES INDUSTRY

BRIEF HISTORY OF THE ORGANIZATION

I

1941, three young friends like CH. Nazar Mohammed,Ch.Mohammad Hussain from Gujrat district and Mr. Mohammad Saeed from Gujranwala District,
n the year fresh college graduates started business art a small scale at Lahore. Within years their business flourished and they were making business in every corner to India at the time of partition. Although the company suffered losses on account of outstanding payments for the supplies made on the other side of border yet the company had to search for new markets. The directors of the company were not discouraged and thy continued their honest efforts and worked with dedication and with the help of ALLAH the business expanded. At this stage they had to search new site for installation for their installation of the factories in Gujrat. In this connection the first step was taken and Hillal Tanneries was built in Gujrat, which started functioning in year 1954. Ten years later the shoe factory i.e. Service Industries Limited, G.T. Road, Gujrat followed by a Textile Mill was also built in Gujrat.

3
UNIVERSITY OF THE PUNJAB, GUJRANWALA CAMPUS

the company had already in Lahore. The company then started to enter in the Export market realizing that the country was in need of Foreign Exchange. The Govt. The exports were made on quality and delivery at the right time basis which increased every year and the same trend continued. Their auto tier and tube unit was also set up in the year 1988. which was contrary to the trade practices at that Time in the country. GUJRANWALA CAMPUS . The company was Since then the company is the again awarded the pride of performance Trophy by the Pakistan Chamber of Commerce and Industries in 1977 and is continuing to get FPCC Export trophy.RESEARCH PROJECT ON SERVIS SHOES INDUSTRY This was in addition to the shoe factory. appreciated the efforts for the first time in 1968 and awarded Services Industries President export Trophy Class-1 in the same year. This organization was then built in most organized and scientific manner opening its own wholesale outlets and their retail shops all over the country enabling the consumers to buy shoes at fixed prices. This was appreciated by the Consumers. 4 UNIVERSITY OF THE PUNJAB. largest exporter of foot wear in Pakistan.

GUJRANWALA CAMPUS .RESEARCH PROJECT ON SERVIS SHOES INDUSTRY SERVICE GROUP OF INDUSTRIES Service group of industries consists of following companies:  Service Industries Ltd.  Dare-Salaam Textile Mills Limited. 5 UNIVERSITY OF THE PUNJAB.  Prestige Industries (Pvt.) Ltd.  Tier and Tube Project Gujrat  RAG Division Muridke.  The Hilal Tanneries Ltd.  Shoe Factory Muridke. (SIL)  Shoe Factory Gujrat.

Mohammad Akram  Mr. Ijaz Butt  Mr. GUJRANWALA CAMPUS (Chairman) (Chief . Ltd.  Service Sales Corporation Lahore Pvt. Zahid Hussain 6 UNIVERSITY OF THE PUNJAB. Ahmed Saeed  Mr.RESEARCH PROJECT ON SERVIS SHOES INDUSTRY  Service Export Corporation (Pvt. Shahid Hussain Executive)  Mr.) Ltd. SERVICE INDUSTRIES PRIVATE LIMITED COMPANY INFORMATION BOARD OF DIRECTORS  Ch.

of NIT) COMPANY SECRETARY  Mr.  United Bank LTD.  Faysal Bank Limited AUDITORS  S.  Union Bank Limited.  Standard Chartered Bank.RESEARCH PROJECT ON SERVIS SHOES INDUSTRY  Mr. Shahid H. Kardar  Mr.  Muslim Commercial Bank LTD.M Masood & Company Chartered Accountants 7 UNIVERSITY OF THE PUNJAB. of NIT) (Rep. GUJRANWALA CAMPUS . Asif Jamil  Mr. Fiaz Ahmed Longi (Rep. Sultan Anwar BANKERS  Habib Bank LTD. Riaz Ahmed  Mr.

T Road Gujrat.5711827 SHARE REGISTRAR Soft Link (Pvt. 8 UNIVERSITY OF THE PUNJAB. Lahore. 2-Main Gulberg.RESEARCH PROJECT ON SERVIS SHOES INDUSTRY REGISTERED ACCOUNTANTS Service House. 1-K (Commercial) model town. Phone No: 5839180-82 Fax No: 5837061 FACTORIES  G.  Muridke-Sheikhupura Road. Lahore-54662 Phone No: 5751990-96 Fax No.) Limited Wings Arcade.05712109. Muridke. 5710593. GUJRANWALA CAMPUS .

and to satisfy its employees through good management. is to Satisfy its customers by providing quality & reasonable priced footwear’s and other products throughout the country. 9 UNIVERSITY OF THE PUNJAB. GUJRANWALA CAMPUS . Mission of Service Industries Limited.RESEARCH PROJECT ON SERVIS SHOES INDUSTRY Source: Company’s Annual Report. COMPANY’S MISSION M ission statement of a company states that how a company sees itself.

are as important as external 10 UNIVERSITY OF THE PUNJAB. GUJRANWALA CAMPUS . concern is meet to the  Our basic customer. satisfy  Our aim is to provide good job opportunities and satisfaction to people.RESEARCH PROJECT ON SERVIS SHOES INDUSTRY COMPANY’S OBJECTIVES  Our products should customer expectations.  We should respect our competitors.  Employees customers.

RESEARCH PROJECT ON SERVIS SHOES INDUSTRY

 Teamwork and cooperation area more important than individual action.

 Never be satisfied with the level of quality, always strive for continuous improvement.
 No compromise on quality.

SERVIS SHOES INDUSTRY
TARGER MARKET
 At the beginning, target market of SIL for footwear was gents of all classes.  But it is also focusing on children and ladies.  So, we can say that target market of SIL for footwear is the whole country.
11
UNIVERSITY OF THE PUNJAB, GUJRANWALA CAMPUS

RESEARCH PROJECT ON SERVIS SHOES INDUSTRY

 Some foreign countries are also target market of SIL for footwear.  Normally, the target market of servis is the middle income and high income people of country.

BRAND DECISION
Branding decision is one of the important decisions. SIL has branded its products by the name of ‘servis’.the company has introduced another brand name of ‘Prestige’ in the year 1985. These two brands are used to differentiate in the target market. ‘Servis’is a high priced brand while ‘prestige’ is low priced brand.

STYLE AND DESIGNS DECISION
Some companies stand out for design distinctiveness. SiL is also one of them because it has its own styles and designs. In SIL the styles and designs are made, with the help of local purchase officers who are responsible for making new designs.

PRICE DECISION
In servis industry Ltd the prices are set independently with partial consideration of BATA. It has only one price throughout the country. Company has some ‘B’
12
UNIVERSITY OF THE PUNJAB, GUJRANWALA CAMPUS

RESEARCH PROJECT ON SERVIS SHOES INDUSTRY

pair shops in the country, which sell the shoes at lower prices. The ‘B’ pair shops only deal in outdated and rejected shoes of the company.

DISTRIBUTION DECISION
There are generally three channels of distribution which are adopted by SSC
 

Producer___________________Buyer Producer_______Retailer_________Buyer

 Producer____Wholeseller____Retailer___Buye r
There are 15 wholesale shops and 258 retail shops of servis throughout the country. Besides these there are thousands private stockiest in country.

ORGANIZATION SETUP

T

o achieve gigantic results, business should be in a complete organized structure. In other words we can say that there should exist a complete coordination between employer and employee both a horizontal and vertical level. More especially we say that a company should be so organized that every

one in the company has a thorough knowledge of who is to do what and who
13
UNIVERSITY OF THE PUNJAB, GUJRANWALA CAMPUS

GUJRANWALA CAMPUS . There should not be any confusion and complication among authority and responsibility. Managing Director Retail Manager Wholesale Manager Export Manager Production Manager Finance Manager Personnel Manager 14 UNIVERSITY OF THE PUNJAB.) Ltd.RESEARCH PROJECT ON SERVIS SHOES INDUSTRY is responsible of what. Just only performs the manufacturing activities at Gujrat and Muridke. which is also a member of Service Group of Industries. Service Industries (Pvt. Service Sales Corporation has its 258 retail outlets in whole of the country for selling activities of service group on industries and every person has complete knowledge about his/her duties and responsibilities. Therefore we can say that service group of industries has strong organization setup which is key element of its success. whereas selling activities are performed through Service sales Corporation.

Manager finance exports Manager Accounts Asstt. Manager Account Assistant Exports Assistant Imports Account Assistant Data Entry Operator Computer Operator UNIVERSITY OF THE PUNJAB. Manager Account Asstt. Finance /Export /Import Deptt. GUJRANWALA CAMPUS 15 Office Assistant .RESEARCH PROJECT ON SERVIS SHOES INDUSTRY DIRECTOR ACCOUNT & FINANCE Account Deptt.

GUJRANWALA CAMPUS .) LTD. List of shoes verities provided by servis are given below 16 UNIVERSITY OF THE PUNJAB.RESEARCH PROJECT ON SERVIS SHOES INDUSTRY SERVIS SHOE INDUSTRY (PVT.

GUJRANWALA CAMPUS .RESEARCH PROJECT ON SERVIS SHOES INDUSTRY SHOES SHOES Liza Liza Don Carlos Don Carlos Toz Toz Skooz Skooz Calza Calza Cheetah Cheetah 17 UNIVERSITY OF THE PUNJAB.

RESEARCH PROJECT ON SERVIS SHOES INDUSTRY Liza shoes are most famous among ladies. 18 UNIVERSITY OF THE PUNJAB. It minimum pries is 250 and maximum price is 750. There are 108 designs in it. GUJRANWALA CAMPUS .

GUJRANWALA CAMPUS .RESEARCH PROJECT ON SERVIS SHOES INDUSTRY 19 UNIVERSITY OF THE PUNJAB.

GUJRANWALA CAMPUS .RESEARCH PROJECT ON SERVIS SHOES INDUSTRY 20 UNIVERSITY OF THE PUNJAB.

RESEARCH PROJECT ON SERVIS SHOES INDUSTRY There are 56 designs in it including Maccassions. GUJRANWALA CAMPUS . Its minimum price is 750 and maximum price is 1700. 21 UNIVERSITY OF THE PUNJAB.

RESEARCH PROJECT ON SERVIS SHOES INDUSTRY 22 UNIVERSITY OF THE PUNJAB. GUJRANWALA CAMPUS .

GUJRANWALA CAMPUS .RESEARCH PROJECT ON SERVIS SHOES INDUSTRY Toz refers to child shoes. Its price is between 150 to 450. In it 2_5 range is called youth range. 7_10 range is called child range and 11_12 range is called boy range. 23 UNIVERSITY OF THE PUNJAB.

GUJRANWALA CAMPUS .RESEARCH PROJECT ON SERVIS SHOES INDUSTRY 24 UNIVERSITY OF THE PUNJAB.

RESEARCH PROJECT ON SERVIS SHOES INDUSTRY 25 UNIVERSITY OF THE PUNJAB. GUJRANWALA CAMPUS .

RESEARCH PROJECT ON SERVIS SHOES INDUSTRY 26 UNIVERSITY OF THE PUNJAB. GUJRANWALA CAMPUS .

RESEARCH PROJECT ON SERVIS SHOES INDUSTRY Skooz refers to school shoes. 27 UNIVERSITY OF THE PUNJAB. normally their new variety come after 14th august each year. GUJRANWALA CAMPUS .

RESEARCH PROJECT ON SERVIS SHOES INDUSTRY Calza is the top article among servis shoes. There are different categories in it like o Calza 26 o Calza +6 o Calza 6 o Calza 7 28 UNIVERSITY OF THE PUNJAB. GUJRANWALA CAMPUS .

GUJRANWALA CAMPUS .RESEARCH PROJECT ON SERVIS SHOES INDUSTRY 29 UNIVERSITY OF THE PUNJAB.

GUJRANWALA CAMPUS . There are 35 designs in it. 30 UNIVERSITY OF THE PUNJAB. Its price is between 700 to 1595.RESEARCH PROJECT ON SERVIS SHOES INDUSTRY Cheetah is also very famous brand of servis.

Others include Milli.RESEARCH PROJECT ON SERVIS SHOES INDUSTRY COMPETITORS On the basis of business size and volume. major competitor of SSC is Bata. Bata started its business in 1984. Bata operates 63 companies in various industries but footwear remains the core business with 60 million pairs sold per year in more than 30 countries. English shoes. Hush Pappies. The Company’s headquarters are officially located in Toronto under the leadership of Thomas J Bata. There are 20 wholesale shops and 414 retail shops of Bata in Pakistan. Starlet. BATA BATA SHOES SHOES Bubble gummers Bubble gummers Power Power Marie Claire Marie Claire North Star North Star 31 UNIVERSITY OF THE PUNJAB. GUJRANWALA CAMPUS . Roots but they are to be considered small scale.

funny and colorful shoes for the 0 to 9 old that assure the healthy growth of a child's foot. GUJRANWALA CAMPUS . Power embodies diversity with ranges in running. Power is sold across 5 continents via Bata retail stores and distributors’ networks. comfortable. training. Bubble gummers offers quality. 32 UNIVERSITY OF THE PUNJAB. football and Outdoor that combine functionality with creativity.RESEARCH PROJECT ON SERVIS SHOES INDUSTRY Bubble gummers are the leading children’s footwear brand in Latin America and have developed an extensive presence in Asia and in Europe. court. basketball. International pro-skaters signature shoes designed to meet the demanding needs of skateboarding are developed under the Power-Skate line.

RESEARCH PROJECT ON SERVIS SHOES INDUSTRY Marie Claire shoes are for women with an active lifestyle who seek contemporary modern styles. 33 UNIVERSITY OF THE PUNJAB. GUJRANWALA CAMPUS . Marie Claire shoe stores successfully opened in Latin America and Asia. Bata Brands is the trademark owner of Marie Claire for shoes worldwide (except in Japan and Korea).

GUJRANWALA CAMPUS .RESEARCH PROJECT ON SERVIS SHOES INDUSTRY 34 UNIVERSITY OF THE PUNJAB.

RESEARCH PROJECT ON SERVIS SHOES INDUSTRY 35 UNIVERSITY OF THE PUNJAB. GUJRANWALA CAMPUS .

COMPANY SERVIS BATA OTHERS PERCANTAGE 5% 6% 89% This is the current scenario of Pakistan’s shoe industry. GUJRANWALA CAMPUS . “Why Servis market share is lower as compare to Bata and how can we increase its share” 36 UNIVERSITY OF THE PUNJAB. This is basis for our research project.RESEARCH PROJECT ON SERVIS SHOES INDUSTRY PRESENT SHARE AND STATUS SSC has got following percentage of market share.

During research we follow following steps: 37 UNIVERSITY OF THE PUNJAB. Our respected teacher assigned us topic “Why local firms are far behind the foreign companies”.RESEARCH PROJECT ON SERVIS SHOES INDUSTRY RESEARCH WORK As per direction of our respected teacher we started our research project by the help of authority letter provided by him. We started our research project with full attention and by the will of Allah we succeeded in achieving our goal. Its main competitor is BATA which is a multinational company. We tried our best to get maximum desired results. During research we followed fully ethical behavior. GUJRANWALA CAMPUS . In this project we are going to discuss the reasons due to which Servis is far behind Bata. Here we also recommend some suggestions for the improvement of Servis shoe industry. Under this topic we selected SERVIS shoe industry which is a local shoe company.

GUJRANWALA CAMPUS .RESEARCH PROJECT ON SERVIS SHOES INDUSTRY REPORT WRITING OBSERVATION DEDUCTION PRILIMENARY DATA COLLECTION DATA ANALYSIS. INTERPRETATION PROBLEM DEFINITOION RESEARCH DESIGN HYPOTHESIS THEORATICAL FRAM WORK 38 UNIVERSITY OF THE PUNJAB.

GUJRANWALA CAMPUS .RESEARCH PROJECT ON SERVIS SHOES INDUSTRY 39 UNIVERSITY OF THE PUNJAB.

During observation we sense what’s the effect of Bata and other shoes companies on the sale volume of Servis Shoes Company (SSC). For this purpose we deeply study the annual report of SSC and we also conducted many unstructured interviews from people and shop managers of both Servis and Bata to know the clear picture of SSC. After this we able to find 40 UNIVERSITY OF THE PUNJAB.RESEARCH PROJECT ON SERVIS SHOES INDUSTRY OBSERVATION Observation is the first step of our research project. GUJRANWALA CAMPUS .

58 1.91 1.RESEARCH PROJECT ON SERVIS SHOES INDUSTRY four different types of problems that is facing by the SSC. YEARS 1999 2000 2001 2002 2003 NET PROFIT(%) 1. These are as follow  Already existing problem  Situation requiring improvement  Conceptual problems  Empirical answers ALREADY EXISTING PROBLEM We observe that management and outlets of Servis shoe industry is facing problem of decreasing number of customers day by day.34 41 UNIVERSITY OF THE PUNJAB. GUJRANWALA CAMPUS .84 0.55 2. Company’s annual report also shows that company net profit ratio is decreasing as compare to previous years.

5 2 1. GUJRANWALA CAMPUS . COMPANY SERVIS BATA OTHERS PERCANTAGE 5% 6% 89% Here the purpose of our research studies to find out the ways to increase the market share of SSC.5 1 0.5 0 1999 2000 2001 NET PROFIT 2002 2003 SITUATION REQUIRING IMPROVEMENT We also observe that servis market share as compare to Bata and other shoe manufacturers are low. This is the situation that management wants to improve. People are not very much interested to invest in servis. 42 UNIVERSITY OF THE PUNJAB.RESEARCH PROJECT ON SERVIS SHOES INDUSTRY 3. Newspapers also show that servis share value is less than Bata.5 3 2.

EMPIRICAL ANSWERS Servis current market share is 5% and company wants to improve it. 43 UNIVERSITY OF THE PUNJAB. We are going to conduct research on servis and at the end our research report will depict what strategies the company should adopt to increase its marker share. GUJRANWALA CAMPUS .RESEARCH PROJECT ON SERVIS SHOES INDUSTRY CONCEPTUAL PROBLEMS During interviewing with people we observe that there is wrong concept among people that “Servis always charge very huge price even more than its quality” this is the wrong concept which company wants to solve.

Shop managers of both Servis and Bata also told us about articles and prices of shoes with which they are dealing.RESEARCH PROJECT ON SERVIS SHOES INDUSTRY PRELIMINARY DATA COLLECTION As the preliminary data gathering is concerned. GUJRANWALA CAMPUS . firstly we visited the Servis and Bata outlets frequently and then Servis head office and collected some information about the Company which we already discussed above. The details of which is as follow: SERVIS SHOES RATES AND DESIGNS 44 UNIVERSITY OF THE PUNJAB.

RESEARCH PROJECT ON SERVIS SHOES INDUSTRY Category SPORTS LADIES MUCCASION CHILDREN SANDALS(GENTS) DESIGNS PRICE(MAX) PRICE(MIN) PRICE(AVG) 35 108 56 115 41 1595 750 1700 450 1095 700 250 750 150 325 1100 500 1250 200 445 LEATHER CHAPELS Category GENTS PVCLADIES PVCGENTS DESIGNS 54 4 7 PRICE(MAX) 550 76 105 PRICE(MIN) 150 55 69 PRICE(AVG) 300 65 90 BATA SHOES RATES AND DESIGNS Category SPORTS LADIES MUCCASION CHILDREN SANDALS(GENTS) DESIGNS PRICE(MAX) PRICE(MIN) PRICE(AVG) 14 110 20 200 19 1150 750 1000 350 475 250 155 400 150 300 550 290 550 280 350 45 UNIVERSITY OF THE PUNJAB. GUJRANWALA CAMPUS .

GUJRANWALA CAMPUS . After due verification. First questionnaire consists upon general questions about shoe industry through which we able to find independent. 46 UNIVERSITY OF THE PUNJAB.RESEARCH PROJECT ON SERVIS SHOES INDUSTRY LEATHER CHAPELS Category GENTS PVCLADIES PVCGENTS DESIGNS 33 10 7 PRICE(MAX) 450 89 109 PRICE(MIN) 139 59 99 PRICE(AVG) 275 75 105 We also get a lot of information from inter net. we have come to know that Servis shoe industry has some problems like declining customer ratio etc. moderating and intervening variables involved in real problem. After collecting necessary data we developed two short questionnaires. The purpose of two questionnaires is to check Internal consistency and to derive real factors involving contributing in problem. Second questionnaire only consists upon questions relating to Servis Company and we use it just for data analysis.

GUJRANWALA CAMPUS .RESEARCH PROJECT ON SERVIS SHOES INDUSTRY 47 UNIVERSITY OF THE PUNJAB.

e. Bata and other shoe manufacturers. It is extremely important to define the research problem carefully because it is the only thing.RESEARCH PROJECT ON SERVIS SHOES INDUSTRY PROBLEM DEFINITION A formal research process should not start until a problem is identified Problem means the difference between the actual and desired state. The management of the Servis observed that they are facing the crises of declining customer ratio due to their competitor i. which tells the purpose of research and also tells how to design the research. RESEARCH OBJECTIVE 48 UNIVERSITY OF THE PUNJAB. GUJRANWALA CAMPUS . After studying the material and the going through the documents and sales record we found that it is true that the customer ratio is decreasing gradually from last couple of years.

RESEARCH PROJECT ON SERVIS SHOES INDUSTRY Following are the objectives of our study  To find out the customers’ behavior about the Company  To find how can we increase the number of customers  To find whether the quality of products is improved or not  To know the opinion of customers about prices. GUJRANWALA CAMPUS . competitors and advertisement of the Company products. 49 UNIVERSITY OF THE PUNJAB. quality. attitude of salesmen. complains response. designs.  To know whether the customers are satisfied with the products or not  To know whether the price matches the quality of products or not etc.

GUJRANWALA CAMPUS .RESEARCH PROJECT ON SERVIS SHOES INDUSTRY 50 UNIVERSITY OF THE PUNJAB.

The values can differ at varies time for the same object or person. In this project we find following different types of variables.  Dependent variable  Independent variable 51 UNIVERSITY OF THE PUNJAB. VARIABLES A variable is any thing that can take on differing or varying values. In short words we can say theoretical framework identified and labeled the variables clearly. GUJRANWALA CAMPUS . A theoretical framework is a conceptual model how this theory can make the relationship among the several factors that have been identified as important to the problem. The identification of key variables is very important in every research study. or the same time different objects or persons.RESEARCH PROJECT ON SERVIS SHOES INDUSTRY THEORETICAL FRAMEWORK A theoretical framework discusses the interrelationship among the variables that are deemed to be integral to the dynamic of the situation being investigated.

there is an increase or decrease in the dependent variable also. Dependent variable is the main variable that lends itself as a variable issue for investigation. GUJRANWALA CAMPUS . and with the each unit of increase in the independent variable. Through the analysis of the dependent variable it is possible to find answer of the solution to the problem. That is. In this study the dependent variable is “Declining market share of Servis due to competitors” it depends upon certain other variables. In this study there are many independent variables. Some of which are as follows  Price  Quality  Access To Outlets 52 UNIVERSITY OF THE PUNJAB. when the independent variable is present the dependent variable is also present. either in positive or negative way.RESEARCH PROJECT ON SERVIS SHOES INDUSTRY  Moderating variable  Intervening variable DEPENDENT VARIABLE A dependent variable is the variable of primary interest to the researcher. INDEPENDENT VARIABLE An independent variable is one that influences dependent variables.

RESEARCH PROJECT ON SERVIS SHOES INDUSTRY  Advertisement  Special incentives  Discount  Attitude of salesmen  Fashion  Attractive Designs MODERATING VARIABLE The moderating variable is one that has strong contingent effect on the independent variable and dependent variable relationship. In this topic. GUJRANWALA CAMPUS . the moderating variable are  Complains Response  Comfort ability  Cut Price Sales  On line Purchase 53 UNIVERSITY OF THE PUNJAB. The moderating variable modifies the originally expected relationship between the independent and dependent variables.

GUJRANWALA CAMPUS .RESEARCH PROJECT ON SERVIS SHOES INDUSTRY INTERACTION OF VARIABLES INTERVENING VARIABLE PRICE QUALITY & ACCESS TO OUTLETS Desire to promote local industry ADVERTISMENT & SPECIAL INCENTIVES DISCOUNT & ATTITUDE OF SALESMEN FASHION REQUIREMENT & CUSTOMER RATIO DEPENDENT VARIABLE INDEPENDENT VARIABLES MODERATING VARIABLES COMPALAINS RESPONSE COMFORTABILITY 54 UNIVERSITY OF THE PUNJAB.

RESEARCH PROJECT ON SERVIS SHOES INDUSTRY CUT PRICE SALES ON LINE PURCHAS E 55 UNIVERSITY OF THE PUNJAB. GUJRANWALA CAMPUS .

GUJRANWALA CAMPUS . Hypothesis is logically conjectured relationship between two or more variables expressing the form of testable statements. By testing the hypothesis and confirming the conjectured relationship. 56 UNIVERSITY OF THE PUNJAB. it is expressed as that the solution can be found to correct the problem encountered.RESEARCH PROJECT ON SERVIS SHOES INDUSTRY GENERATION OF HYPOTHESIS A formal statement/proposition is generated which may be approved or disapproved. Here we develop these Hypotheses between dependent and independent variables Ho: There is no relationship between Price and Customer Ratio HA: The Price affects the Customer ratio Ho: There is no relationship between the Quality of shoes and Customer ratio HA: Better the Quality more the Customer ratio Ho: There is no relationship between Easy Access and Customer ratio HA: People will go to the nearer shoe shop.

57 UNIVERSITY OF THE PUNJAB.RESEARCH PROJECT ON SERVIS SHOES INDUSTRY Ho: Advertisement does not Affect the Customer ratio HA: More the Advertisement more the Customer ratio Ho: Special incentives do not attract the people towards Company HA: Special incentives attract the people very much Ho: Discount does not play role to increase customer ratio. Ho : HA : Attractive designs are not necessary to rise customer ratio. There is relationship between salesmen attitude and Customer There is no relationship between salesmen attitude and Customer Ho : HA : Shoes according to fashion are not necessary to increase sale. HA : ratio. GUJRANWALA CAMPUS . HA: Discount attracts the people very much. Designs attract are necessary to rise customer ratio. Fashion plays vital role to increase sale volume. Ho : ratio.

GUJRANWALA CAMPUS .RESEARCH PROJECT ON SERVIS SHOES INDUSTRY 58 UNIVERSITY OF THE PUNJAB.

Type of investigation 59 UNIVERSITY OF THE PUNJAB. In research design we decide about following things:  Purpose of study  Type of investigation  Study setting (environment)  Unit of analysis  Time horizon  Data collection methods  Sampling design  Measurement of measures Purpose of Study The purpose of our study is to describe the factors and variables and their effects and the result there of: the nature of the study is Descriptive. GUJRANWALA CAMPUS .RESEARCH PROJECT ON SERVIS SHOES INDUSTRY RESEARCH DESIGN “Research design is a plan and structure of investigation to obtain answers to research questions. so descriptive research methods use in this study. It is overall scheme and program of research of research which includes an outline of what the investigator will do from developing hypothesis to final analysis of data”.

i.RESEARCH PROJECT ON SERVIS SHOES INDUSTRY While research project we conducted two types of investigation:  Causal Study  Non Causal Study Causal Study Here we are able to find what is the effect of independent and moderating variables as discussed above on dependent variable. We also fill questioners from customers at outlets not at their houses because we are focusing on non contrived environment. We conducted our project in non contrived environment as we visited outlets and company head office at normal working hours. We also able to know what factors are strongly involved in decreasing sale volume of SSC as compare to Bata.e. GUJRANWALA CAMPUS . Unit of analysis 60 UNIVERSITY OF THE PUNJAB. What is the effect of fix pricing on servis sale volumes. Non Causal Study During study we are also able to know the relationship among different variables as discussed above. We also meet different customers at Servis outlets and collected information from them in natural and normal environment. Study Setting (Environment) Study setting means environment under which we conduct research study.

This study is also called one shot study. GUJRANWALA CAMPUS . Time horizon Our research project is based upon Cross-Sectional study. During our survey on Servis and Bata outlets we also met individual managers for colleting information about customers’ demands. We met individual customers and collected information from them about SSC. As we collected information over a period of three and half months. Data Collection Methods In our research study we collected data from following two sources: Primary Sources  PERSONAL OBSERVATION  COMPANY ANNUAL REPORT  MEETING WITH OUTLETS MANAGERS 61 UNIVERSITY OF THE PUNJAB.RESEARCH PROJECT ON SERVIS SHOES INDUSTRY As per nature of our project our unit of analysis is individuals.

We made two questionnaires for this survey. which have no pre-existing answers in which the respondent will have to answer but these are asked and respondent gives answer in his own words.OPEN ENDED QUESTIONS Open-ended questions mean such a questions. It is also one of the most critical stages in survey research process.RESEARCH PROJECT ON SERVIS SHOES INDUSTRY Secondary Sources  PERSONAL INTERVIEWS  TALKING WITH MANAGEMENT  QUESTIONNAIRE QUESTIONNAIRE DESIGN One of the most important methods for the purpose of data collection is questionnaire design. GUJRANWALA CAMPUS . one is use for general public and other is use for only Servis shoes customers. B. CLOSE ENDED QUESTIONS In close-ended questions the answers are pre-existing and respondent give answers in the categories available. A questionnaire is a formalized set of questions for obtaining the required information from the respondents. There are two types of the questions in our questionnaires. A research survey is only as good as the questions it asks. A. 62 UNIVERSITY OF THE PUNJAB.

63 UNIVERSITY OF THE PUNJAB.  Wording of questions is crystal clear and easily understandable for all respondents.RESEARCH PROJECT ON SERVIS SHOES INDUSTRY In this research both the open-ended questions and the close-ended questions were asked for collecting the information needed.  No question was recall dependent question in our questionnaire.  All the questions are single barred not double barred. GUJRANWALA CAMPUS . FEATURES OF OUR QUESTIONNAIRES Following is the important features of our questionnaires:  Our research questionnaire is self administered questionnaire and we filled all questions from respondents in our present.  No question was loaded question which hurt the feelings of respondents.

GUJRANWALA CAMPUS . From the very start unstructured interviews were conducted from the customers and local shops mangers of SSC and 64 UNIVERSITY OF THE PUNJAB. UNSTRUCTURED INTERVIEWS In kind of unstructured interviews. There are mainly two types of interviews as well: A. Unstructured Interviews STRUCTURED INTERVIEWS A structured interview means that in which the persons are carefully selected for interview and a structured questionnaire is prepared to record the response from the respondents.RESEARCH PROJECT ON SERVIS SHOES INDUSTRY INTERVIEWS DESIGN For this research study the data have also been collected through interviews. there is not any kind of interviews prepared and no specific persons are selected for the interview. Structured Interviews B. In order to conduct this research study both kind of interviews have been used for collecting information.

These are situated in following places  G. There are four registered outlets. two cut price shops and one wholesale depot of Servis in Gujranwala. SAMPLE SIZE The sample size for this research study was 300 respondents. SAMPLING SAMPLE DESIGN When researcher prepares research design he should mention the sampling design. Respondents have been surveyed and investigated from each and every marketing area. 65 UNIVERSITY OF THE PUNJAB.RESEARCH PROJECT ON SERVIS SHOES INDUSTRY then we visited company head office in Lahore and conducted some structured interviews of different staff members in order to collect some additional information. Approximately 94% people give response of our questionnaires. The target markets for our research study are Gujranwala city. GUJRANWALA CAMPUS .T Road Gujranwala  Satellite Town Gujranwala  Urdu Bazar Gujranwala  College Road Gujranwala  Saad Nagri Bazar Gujranwala We selected all the markets randomly to collect the required information from the respondents.

 G. Following are the different techniques adopted to draw samples from population in this project. A sampling technique where every member of population have known and equal chances of selection. A. There are different types of probability sampling but we choose among them area sampling as per the requirements of our project. Non-probability Sampling PROBABILITY SAMPLING A sampling design which is based upon the concept of random selection.RESEARCH PROJECT ON SERVIS SHOES INDUSTRY SAMPLING METHODS Sampling is the technique for drawing the samples from the population for statistical analysis in an integral part of the research process. We collect information from following areas of Gujranwala city. Probability Sampling B. AREA SAMPLING For the searching of our variable of interest we fill our questionnaire from those area where Servis shops are situated. GUJRANWALA CAMPUS .T Road Gujranwala  Satellite Town Gujranwala 66 UNIVERSITY OF THE PUNJAB.

Under this head we select Quota sampling for selection of variables of interest. For the purpose of measurement.RESEARCH PROJECT ON SERVIS SHOES INDUSTRY  Urdu Bazar Gujranwala  College Road Gujranwala  Saad Nagri Bazar Gujranwala  People colony Gujranwala  Gujranwala Cant NON-PROBABILITY SAMPLING In non_prabability sampling there is not equal chance of selection of each element of population. QUOTA SAMPLING There are 4 registered outlets and 2 cut price shops of Servis in our city and we fill 25 questionnaires from each shop for better searching of factors contributing in the problem. SCALE A scale is a tool or mechanism by which individuals are distinguished on the variables of interest to this study. GUJRANWALA CAMPUS . all the variables must be first operationally defined. MEASUREMENT OF MEASURES Measurement of the variables in the theoretical is an integral part of research. Following are different types of scales: 67 UNIVERSITY OF THE PUNJAB.

GUJRANWALA CAMPUS . we can easily compare two things by their interval or distance. standard deviation and variance. range. In this scale the data is categorized into two mutually exclusive and collectively exhaustive groups. Nominal scale gives basic information about variables. b) ORDINAL SCALE An ordinal scale is not only categorized the variables in such a way that it not only denotes qualitative difference among the various categories but it also rank order the preference in some meaningful way. percentile ranking etc. The preference would be ranked and numbered. It measures central tendency. By using the interval scale.RESEARCH PROJECT ON SERVIS SHOES INDUSTRY a) b) c) d) Nominal Scale Ordinal Scale Interval Scale Ratio Scale a) NOMINAL SCALE A nominal scale is one that allows a researcher to assign numbers to certain categories or groups. c) INTERVAL SCALE Interval scale allows us to perform certain arithmetical operations on the data and information collected from the respondents. and measure of dispersion. d) RATIO SCALE 68 UNIVERSITY OF THE PUNJAB. In ordinal scale we use median. mean.

Range.. The measure of central tendency of the ratio scale could be either the arithmetic mean or the geometric mean and the measure of dispersion could be either the standard deviation or variance or the coefficient of the variance. Mathematical and statistical Analysis Types of Scale Nominal scale Ordinal scale Internal scale Arithmetic operations on interval between numbers Numerical operation Counting Rank ordering Descriptive Statistics Frequency in category %age………. GUJRANWALA CAMPUS Test of Significance Chi-Square Rank order Correlation T. variance and coefficient of Ratio scale Arithmetic operations on actual quantities variation Arithmetic mean.test T. standard deviation 69 UNIVERSITY OF THE PUNJAB. Geometric mean.Mode Median.RESEARCH PROJECT ON SERVIS SHOES INDUSTRY Ratio scale starts form zero.test . Percentile Ranking Mean . Ratio scale has absolute rather than relative measures.test Z. Coefficient of variance.test Z. Standard Deviation.

GUJRANWALA CAMPUS . the nominal scale has been used and we used percentages to see the response of respondents.RESEARCH PROJECT ON SERVIS SHOES INDUSTRY In this study. 70 UNIVERSITY OF THE PUNJAB.

After that we have analyzed the data by using statistical tools i. correlation and proper graphical presentation of data has been applied.RESEARCH PROJECT ON SERVIS SHOES INDUSTRY DATA ANALYSIS We have collected scientific data from general people. GUJRANWALA CAMPUS . DATA ANALYSIS TECHNIQUE We use following techniques for data analysis  AVERAGES  PERCENTAGES  CHARTS AND GRAPHS  CORRELATION 71 UNIVERSITY OF THE PUNJAB. averages.e. percentages. outlets managers by personnel interviews and questionnaires and also the literary survey (annual report) of SSC.

RESEARCH PROJECT ON SERVIS SHOES INDUSTRY ANALYSIS OF DATA COLLECTED THROUGH QUESTIONAIRE Question 1: “Which company shoes do you like to wear mostly? SCHEDULE Views Servis Bata Hush Pappies Others 28% 30% 5% 37% GRAPHICAL PRESENTATION 72 UNIVERSITY OF THE PUNJAB. GUJRANWALA CAMPUS .

Question 2: SCHEDULE Response Always Sometime 42% 58% 73 UNIVERSITY OF THE PUNJAB. 30% wear Bata’s shoes and remaining 42% people wear the shoes of local companies. GUJRANWALA CAMPUS “Do you like Servis shoes?” .RESEARCH PROJECT ON SERVIS SHOES INDUSTRY 40% 35% 30% 25% 20% 15% 10% 5% 0% 28% 30% 5% 37% Servis Bata Hush pappies Others INTERPRETATION The field study about our research project shows that 28% of the respondents use the shoes of Servis Company. This is the current market status of Gujranwala city and our purpose of study to find the ways to increase the market share of SSC.

Question 3: “On which basis do you prefer Servis shoes?” SCHEDULE Basis of preference Quality Brand Design Percentage 40% 20% 26% 74 UNIVERSITY OF THE PUNJAB. GUJRANWALA CAMPUS .RESEARCH PROJECT ON SERVIS SHOES INDUSTRY GRAPHICAL PRESENTATION 58% 60% 50% 40% 30% 20% 10% 0% Always Sometime 42% INTERPRETATION After analyzing the data it has been found that among the Servis customers 42% are those who always prefer the Servis shoes and 58% are those who only purchase Servis shoes at special occasions and not the regular user of Servis products.

Question 4: "How much you satisfy with servis fix price policy?” SCHEDULE Views Strongly satisfy Satisfy Percentage 8% 18% 75 UNIVERSITY OF THE PUNJAB. 20% people give preference to its products due to its good image and very few people like 14% consider that high price means high quality and buy Servis shoes due to price factor. GUJRANWALA CAMPUS . it has been found that 40% people purchase Servis shoes due to its better quality.RESEARCH PROJECT ON SERVIS SHOES INDUSTRY Price 14% GRAPHICAL PRESENTATION 40% 30% 20% 10% 0% 40% 26% 20% 14% Quality Brand Design Price INTERPRETATION After taking the response from respondents. 26% people buy shoes due to better designs.

RESEARCH PROJECT ON SERVIS SHOES INDUSTRY Neither satisfy nor dissatisfy Dissatisfy Strongly dissatisfy 23% 36% 15% 40% 30% 20% 10% 0% strongly satisfy satisfy Neither satisfy nor dissatisfy Dissatisfy Strongly dissatisfy INTERPRETATION The research shows that 26% customers of SSC are satisfy with its fix price policy. 23% people are those who neither satisfy nor dissatisfy with fix price policy 51% customers are against the fix price policy of SSC. GUJRANWALA CAMPUS . Question 5: "How much you agree with servis shoes quality?” SCHEDULE Views Strongly agree Agree Neither Agree nor Percentage 31% 37% 17% 76 UNIVERSITY OF THE PUNJAB.

RESEARCH PROJECT ON SERVIS SHOES INDUSTRY

disagree Disagree Strongly disagree 15% 0%

40% 30% 20% 10% 0%
strongly agree agree neither agree not disagree diagree strongly disagree

INTERPRETATION:
The research study has revealed that 68% people are agree with the quality of shoes which are provided by the SSC. 17% people are those who neither agree nor disagree with its quality. Only 15% people are dissatisfied with Servis shoes quality.

Question 6: “Does the quality of servis shoes match with its price?” SCHEDULE
Views Always Sometime Never
77
UNIVERSITY OF THE PUNJAB, GUJRANWALA CAMPUS

RESEARCH PROJECT ON SERVIS SHOES INDUSTRY

Percentage

27%

51%

22%

GRAPHICAL PRESENTATION

60% 50% 40% 30% 20% 10% 0% Always 27%

51%

22%

Sometime

Never

INTERPRETATION
Through our survey from general people we found that 27% people are those who say that servis shoes price is always up to its quality, 51% customers say that sometime shoes do not fulfill our expectations and only 22% respondents say that company always charge more than its price. Question 7: “Does servis always fulfills the seasonal requirements?” SCHEDULE:
Response Yes No
78
UNIVERSITY OF THE PUNJAB, GUJRANWALA CAMPUS

RESEARCH PROJECT ON SERVIS SHOES INDUSTRY

Percentage

63%

37%

GRAPHICAL PRESENTATION

70% 60% 50% 40% 30% 20% 10% 0%

63%

37%

Yes

No

INTERPRETATION:
We found that 63% people agree that company always fulfills the seasonal requirements and only 43% are those who oppose it.

Question 8: “Do you think that Servis shoes designs as compare to other shoes are?” SCHEDULE
Views Percentage
79
UNIVERSITY OF THE PUNJAB, GUJRANWALA CAMPUS

48% consider better and only 33% people say that its designs are relative bad as compare to others.RESEARCH PROJECT ON SERVIS SHOES INDUSTRY Very Good Good Relative Bad 19% 48% 33% GRAPHICAL PRESENTATION 50% 40% 30% 20% 10% 0% Very Good Good Relative Bad INTERPRETATION: Our survey reveals that 19% people consider Servis shoes designs best as compare to others. Question 9: “Do you feel comfortable while wearing Servis shoes?” SCHEDULE Views Always Percentage 46% 80 UNIVERSITY OF THE PUNJAB. GUJRANWALA CAMPUS .

Question 10:”Do you think that advertisement of Servis shoes always attracts you?” SCHEDULE Views Yes 59% 81 UNIVERSITY OF THE PUNJAB.RESEARCH PROJECT ON SERVIS SHOES INDUSTRY Sometime Never 41% 13% GRAPHICAL PRESENTATION 50% 40% 30% 20% 10% 0% Always Some time Never Always Some time Never INTERPRETATION The results show that 46% agree on the fact that they always feel comfort ability while wearing Servis shoes. 41% people say that they feel comfort ability sometime not always but 13% people say that they never feel easy while wearing Servis shoes. GUJRANWALA CAMPUS .

Question 11: “Do you think that Servis shoes are mostly available for?” SCHEDULE Views Children Women Percentage 26% 20% 82 UNIVERSITY OF THE PUNJAB.RESEARCH PROJECT ON SERVIS SHOES INDUSTRY No 41% GRAPHICAL PRESENTATION 60% 50% 40% 30% 20% 10% 0% Yes No INTERPRETATION The above analysis shows that 59 % people say that Servis advertisements always attract them but only 41% people say that company advertisements are not always attractive. GUJRANWALA CAMPUS .

More than 50% customers of Servis are men.RESEARCH PROJECT ON SERVIS SHOES INDUSTRY Men GRAPHICAL PRESENTATION 60% 54% 50% 40% 30% 20% 10% 0% W om en hi ld M en re n 54% 26% 20% INTERPRETATION The answer shows that mostly users of Servis products are men and there is little charm for women and children in Servis. GUJRANWALA CAMPUS . Question 12: SCHEDULE C “The attitude of Servis outlets employees is?” Views Very Good 26% 83 UNIVERSITY OF THE PUNJAB. women are 20% and children are 26%.

GUJRANWALA CAMPUS . Question 13: “Does servis shoes stockiest give attention to your complains?” SCHEDULE Views Always 10% 84 UNIVERSITY OF THE PUNJAB.RESEARCH PROJECT ON SERVIS SHOES INDUSTRY Good Satisfactory Bad GRAPHICAL PRESENTATION 40% 35% 30% 25% 20% 15% 10% 5% 0% Very Good Good Satisfactory Bad 39% 33% 2% INTERPRETATION From the above data we analyze that mostly people say that attitude of Servis outlets employees is good and they are satisfy from them but only 2% people say that their attitude is not good.

42% say that only once their complains are considered and 38% are those who say that mostly their complains are considered. Question 14: “Are Servis shoes outlets offering you reasonable discount on purchase?” SCHEDULE 85 UNIVERSITY OF THE PUNJAB. GUJRANWALA CAMPUS .RESEARCH PROJECT ON SERVIS SHOES INDUSTRY Sometime For once ignored 28% 42% 20% GRAPHICAL PRESENTATION 50% 40% 30% 20% 10% 10% 0% Always Sometime For once Ignored 28% 42% 20% INTERPRETATION The field study about our research project shows that 20% of the respondents say that shops employees always ignore their complains.

GUJRANWALA CAMPUS di . Question 15:”All designs of servis shoes are available you at any time?” SCHEDULE Views 86 UNIVERSITY OF THE PUNJAB. 34% say that mostly discount is offered and only 4% say that there is always discount on purchase of Servis shoes. we see that 62% people say that there is no discount on Servis shoes. out look of fan is very important as deemed by 44 % and 30% consider it as important but 26 % regarded it normal.RESEARCH PROJECT ON SERVIS SHOES INDUSTRY Views Always Sometime No Discount GRAPHICAL PRESENTATION Percentage 4% 34% 62% 70% 60% 50% 40% 30% 20% 10% 0% lw ay s A 62% 34% 4% sc ou nt ti m e e N o So m INTERPRETATION After collecting the data.

GUJRANWALA CAMPUS . Question 16: ”Do you have easy excess to Servis shoes outlets?” SCHEDULE Views 87 UNIVERSITY OF THE PUNJAB.RESEARCH PROJECT ON SERVIS SHOES INDUSTRY Yes No 59% 41% GRAPHICAL PRESENTATION 59% 60% 50% 40% 30% 20% 10% 0% Yes No 41% INTERPRETATION The above analysis shows that 59% people say that at any time they are available all designs of Servis shoes and 41% say that mostly they are not available all the designs at any time.

RESEARCH PROJECT ON SERVIS SHOES INDUSTRY Yes No 73% 27% GRAPHICAL PRESENTATION 80% 70% 60% 50% 40% 30% 20% 10% 0% Yes Yes No No INTERPRETATION The above analysis shows that 73% people have easy excess to Servis outlets and 27% people have not easy excess to Servis outlets. GUJRANWALA CAMPUS . Question 17:”Are Servis shoes outlets offer you cut price sale facility at special occasions?” SCHEDULE Views 88 UNIVERSITY OF THE PUNJAB.

89 UNIVERSITY OF THE PUNJAB.RESEARCH PROJECT ON SERVIS SHOES INDUSTRY Yes No 32% 68% GRAPHICAL PRESENTATION 70% 60% 50% 40% 30% 20% 10% 0% Yes No INTERPRETATION The above analysis shows that 68 % people say that Servis company does not offer cut price sale facility at special occasions and 32% people say that company offer that at special occasions. GUJRANWALA CAMPUS .

GUJRANWALA CAMPUS .RESEARCH PROJECT ON SERVIS SHOES INDUSTRY FINDINGS AND CONCLUSION 90 UNIVERSITY OF THE PUNJAB.

GUJRANWALA CAMPUS . Star shoes etc. 91 UNIVERSITY OF THE PUNJAB. SSC returns the complained shoes within three weeks which is lengthy period that creates the bad image of company in the mind of customers. There are 52% women in our total population and there are few designs in shoes for ladies and due to this there is little charm for ladies in Servis. This is also a main reason for declining number of customers of Servis. analysis is made and it has been found that the main factors that are causing the decline in market share of Servis as following:  Most of the customers are not willing with Servis high fix price policy and due to which they mostly purchase shoes of local and chines companies like English shoes.RESEARCH PROJECT ON SERVIS SHOES INDUSTRY After collecting the data. Mili shoes. Mostly SSC does not provide discount on purchasing and due to this reason its sale volume is decreasing.     Servis prices are high as compare to Bata due to which people prefer Bata shoes because both companies’ shoes have mostly same quality.

 As compare to local and chines companies shoes Servis designs are not very attractive due to which people do not prefer it mostly. 92 UNIVERSITY OF THE PUNJAB.  There are 414 outlets of Bata in Pakistan but servis has 258 due to less number of outlets some people feel difficulty to reach to shops of SSC. This is also main reason for declining number of customers of Servis. GUJRANWALA CAMPUS .RESEARCH PROJECT ON SERVIS SHOES INDUSTRY  At special occasions local shoes companies provide “cut price sale” facility but SSC does not do so.

GUJRANWALA CAMPUS .RESEARCH PROJECT ON SERVIS SHOES INDUSTRY 93 UNIVERSITY OF THE PUNJAB.

94 UNIVERSITY OF THE PUNJAB.  The distribution network of company is strong.  SSC has its own outlets throughout the country.RESEARCH PROJECT ON SERVIS SHOES INDUSTRY STRENGTHS  It is largest shoes manufacturing company in Pakistan.  Less verity for ladies.  Quality of shoes is very well.  Good image of company in the mind of customers. GUJRANWALA CAMPUS . WEAKNESSES  High price products as perceived by the customers.  No discount policy.

 Company can open its outlets in other countries. THREATS  SSC has threat from its domestic rivals like Bata.  Inflation is also a fearful threat for SSC.  Company can produce low price products in order to capture the lower class that can increase its sale.RESEARCH PROJECT ON SERVIS SHOES INDUSTRY OPPORTUNITIES  There is room for SSC to open more outlets in country.  Due to WTO more foreign companies can enter in country and can become competitors of SSC. GUJRANWALA CAMPUS . 95 UNIVERSITY OF THE PUNJAB.

RESEARCH PROJECT ON SERVIS SHOES INDUSTRY 96 UNIVERSITY OF THE PUNJAB. GUJRANWALA CAMPUS .

Separate outlets for ladies Varity 97 UNIVERSITY OF THE PUNJAB. GUJRANWALA CAMPUS . Following are some of the suggestions and recommendations to increase the work life and sale volume of SSC. Prices should be reduced Servis shoes designs are better as compare to Bata but its as compare to Bata if Servis does a little deduction in its prices then it can prices are high easily capture the customer of Bata and can earn more profit by increasing sale volume. As Servis is offering 20% discount on online purchasing.RESEARCH PROJECT ON SERVIS SHOES INDUSTRY SUGGESTIONS There are always loopholes present in the working of organization. companies cannot achieve their estimated targets. Discount and special incentives Discount is an important tool to get the loyalty of customers. otherwise it could be the model organization on the universe because the man is the part of burning fuel of the organization who normally makes many mistakes due to their there mismanagement and mishandling of resources. such a discount policy should also be provided on direct purchasing because maximum population of our country has little idea about online business.

Al_Marjan.  Establishment of new outlets There are only 258 registered outlets of Servis in Pakistan. 98 UNIVERSITY OF THE PUNJAB. Innovation in designs As compare to local and chines shoes Servis designs are not very well. Frequent meetings with distributors Company should do frequent meetings with distributors in order to get knowledge about their problems and customers demands and needs.RESEARCH PROJECT ON SERVIS SHOES INDUSTRY There is little charm of Servis among ladies. It would be appropriate to give the authority of this settlement to shops managers because customer’s satisfaction enhances the corporate image. Company can get maximum attention of females if company open separate outlets only for ladies with maximum Varity. In this way Servis can also get competitive edge on Bata because Bata also has not Separate shops for ladies. Early settlement of claims SSC settles its shoe claims in three weeks which is a lengthy period. Opening shops in big plazas Servis should open its shops in big plazas like pace. GUJRANWALA CAMPUS . Citi Center etc because here the company can sell its expensive range easily. SSC should make its designs as per the requirements of general public. Company should open more outlets for the convenience of customers.

Regular market surveys Regular market surveys and targeted researches of different brands should be undertaken.1 in respective time period should be given gifts like motorcycle etc. a sort of competition should be started like the dealers who give the maximum sales within minimum outstanding and is practically No. These surveys can not only help the designers in new product designing but can also be invaluable for to the planning department for prediction of future sale. especially of articles with high sales. Rawalpindi. 99 UNIVERSITY OF THE PUNJAB.RESEARCH PROJECT ON SERVIS SHOES INDUSTRY Establishment of sales promotion institutions Servis Company should open sale promotion offices in big cities like Lahore. Exhibitions Arrange events and exhibitions for the public. Gujranwala. Sargoda. Multan. these institutions will help to promote the sale volume of SSC. which tells the feature of Servis Company and give them gifts. Karachi. Cut price sales At special occasions like Eids company should conduct cut price sales in order to attract maximum customers. GUJRANWALA CAMPUS . Faisalabad etc. Encouragement of dealers To encourage the dealers.

RESEARCH PROJECT ON SERVIS SHOES INDUSTRY 100 UNIVERSITY OF THE PUNJAB. GUJRANWALA CAMPUS .

are given as under: Class Notes provided by Prof. Zikmund”  Research Methods For Business by “Uma Sakaran”  Servis and Bata’s Annual reports.  Business Research Methods by “ William G. we also have consulted some books about our practical research for completion of project in effective manner. Naveed Iqbal sb. besides our practical research.  Field surveys through which data has been collected from different types of questionnaires and different areas of Gujranwala city. which has been consulted and the data has been derived from.RESEARCH PROJECT ON SERVIS SHOES INDUSTRY BIBLIOGRAPHY During the research process. A list of all references. GUJRANWALA CAMPUS . 101 UNIVERSITY OF THE PUNJAB.

RESEARCH PROJECT ON SERVIS SHOES INDUSTRY 102 UNIVERSITY OF THE PUNJAB. GUJRANWALA CAMPUS .

com 103 UNIVERSITY OF THE PUNJAB.com www. GUJRANWALA CAMPUS .Bata.RESEARCH PROJECT ON SERVIS SHOES INDUSTRY www.Google.Servis.com.pk www.

Sign up to vote on this title
UsefulNot useful