Mid-term 2021 of Strategic Management

Student Name: Muhammad Ameer Hamza

Student ID: 041516130

Question No. 1

Vision Statement for Outfitters

“To be the leading apparel brand in the industry for its latest western style apparel and fashion
trends.”

Justification

This vision statement justifies the focus of the brand on fashion, new trends, innovation, quality
and valuable offerings to its young customers. Hence, the vision statement is written by focusing
on the main characters of the brand and the future of the brand in the apparel industry.

Main Characters of the Vision Statement

The main characters of the vision statement show the objective of the business to bring latest and
fashionable change in the wardrobe of the customers and youth of Pakistan. Furthermore, it
focuses on where the brand sees itself in the apparel industry. Thus, the vision statement includes
the present as well as the future objective to be a leading and preferable brand in the apparel
industry. Overall, the main characters of the vision statement include the objective of the brand,
the main target and the value proposition of the brand.

Question No. 2

Mission Statement for Outfitters

“Customer, being our main focus, the brand offers quality apparel and western fashion trends to
youth through latest technology and distribution channels.”

Justification

The mission statement incorporates the two main targets of the brand that is the customers and
the quality offerings of fashion trends. Hence, the mission statement shows the USP of the brand.
As it offers western apparel and a range of other accessories at affordable ranges.
Main Characters of the Mission Statement

The main characters of the mission statement are the customers of the brand, the offerings of the
brand and the use of technology for efficient and sustainable operations. The brand uses various
online facilities along with walk-in store options for its customers. Thus, the mission statement
incorporates the main identity of the brand in the Pakistani apparel industry as a brand with
western fashion trends and quality. To provide a platform for the youth of Pakistan to avail the
latest trends of western fashion style.

Question No. 3

Internal Analysis of Outfitters

For the internal analysis of the brand, following strengths and weaknesses are analyzed regarding
the brand:

Strengths

 Stores: In 17 years, the brand was able to open around 120+ stores in nearly 20 cities of
Pakistan. This expansion rate of the brand shows the customer preference and the brand’s
success as a western apparel brand in Pakistan. Being an affordable brand with latest
fashion trends helped the brand earn higher profits and expand to more cities. Hence, the
brand has a strong USP.
 Customer Base: The main focus of the brand is “Youth”. The brand acknowledged the
fact that youth is fantasized by the latest trends of fashion, music and technology. Hence,
the brand used this proposition and targeted the youngsters towards its latest fashion
trends clothing line.
 Brand Image: Over the 17 years, the brand was able to create a quality, innovative and
trustworthy and valuable brand in terms of its offering. The brand offered wide range of
clothing choices and accessories with high quality designs and fabrics. These features of
the brand helped it to develop a strong brand image and preference among the young
customers of the brand.
 Prices: In comparison to other leading apparel brands in the industry, such as Levis,
Denizen, etc. Outfitters offers latest fashion choices to its customers at relatively lower
 prices. Furthermore, the discounts and sales offered by the brand further reduce the prices
and provide price competition for other brands.

Weaknesses

 Location: Despite the fact, the brand is open in nearly 120+ locations, smaller cities
might face issues of lesser stock and product line as compare to the stores in the large
cities of Pakistan, such as Islamabad, Rawalpindi, Karachi, Lahore, etc. The stores of
Outfitters in smaller cities have less range of product line and accessories. Hence, the
brand should utilize the lack of competition in smaller cities and offer the same product
line or range.
 Marketing: The brand has used lesser marketing channels to position the brand.
Customers came to know about the brand through word-of-mouth or through online
search engines. Hence, the brand should utilize online marketing opportunities, such as
giveaways, fashion creators collaborations and sale ads to increase its customer
interaction.

Question No. 4

External Analysis of Outfitters

For the external analysis of the brand, following opportunities and threats are analyzed regarding
the brand:

Opportunities

 Social Media Accounts: The brand should use its social media accounts to increase
customer interactions and to gain customer insights regarding their preferences towards a
product line. It can help the brand to link its ideas for latest fashion trends with the needs
and preferences of the customers.
 Expansion into Smaller Cities: With lesser competition in smaller cities, the brand can
introduce wide range of product line to attract customers. However, this should be done
through customer interaction and preference. It will help the brand to gauge potential
customers in smaller cities of Pakistan as well, which have lesser opportunities of high
quality apparel options for the people.
  Collaborations: The brand can collaborate with the young artists and social media
content creators and launch a product line. It will help the brand to gain new marketing
channels and reach out to the youth of the Pakistan through the internet. As, youth plays
an active and major part in internet utilization in Pakistan.
 Sustainable and Socially Responsible Brand: The brand can collaborate with the
youngsters of Pakistan and create a club under the brand to promote social causes and
responsible industrial operations to promote sustainable operations. It can also be
achieved through online interaction with customers. Such opportunities will help the
brand to gain loyalty and trust among its customers regarding its operations.

Threats

 Changing Government Policies: Changing Government tenures, changes in monetary

and fiscal policies, affects the brands ability to maintain its operational costs. With the
fluctuating taxes, interest rates, price levels, the brand has to change its costs and prices
for smooth functioning of the brand. At times, these changes affects the brand’s mission
to provide affordable range of clothes.
 Lesser Disposable Income of Customers: Increasing level of inflation, price levels and
unstable market conditions also effects the disposable income of the customers. Due to
which, the customer preference to spend in such luxuries would be less and more focused
towards sustainable spending. These conditions can affect the sales of the business.
 Alternative Products: Outfitters can face the threats of new entrants with alternative
products that can shift its customer base towards the new brand. With increasing
opportunities of new entrants and customer shifting behavior, it can be a threat for the
brand to retain its customers.

Question No. 5

Recommendations for Outfitters

Based on the internal and external analysis of the brand, following recommendations are
provided for the brand:

 Outfitters should focus on increasing customer interaction through its social media
accounts. It can use various online marketing tools such as giveaways, weekend polls for
 customer preference, and games in which customer guesses the new product line of the
brand and content creator collaborations. It will the brand to develop new strategies to
manage and retain its customers. Furthermore, ads regarding seasonal sales on Instagram
and Facebook can also help the brand to increase traffic towards the pages and accounts
of the brand.
 The brand can also build a Western Fashion Style Club/Community under the banner
“Outfitters” on social media such as Facebook. In this club, the brand can gain customer
preferences and insights for the next product line. It will help the brand to develop the
concept of giving importance to the needs and preferences of the customer in the
Pakistani Apparel Industry. The brand can name the community as “Outheaders”. The
brand can use this opportunity to give special customer discounts based on number of
increased customer interaction in the community.
 The brand can also use this community to build a socially responsible company through
its customers as well as employees by working collectively towards social causes such as
hunger, education, climatic changes, etc.
The brand is known, among its competitors, for its quality, affordability, accessibility and
customer preference. However, the brand should now focus on utilizing opportunities to
developing and retaining strong customer base through new strategies of customer service. The
brand should focus on creating a legacy out of the brand after the enormous expansion success
by building a deeper connection with its customers. Based on this concept and the internal and
external analysis, the above recommendation for the brand were placed.

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