Registration Number : MSC -19-53-1245

Student Name : Parami Kajal

Module Title : Developing Strategic Marketing Plans

Study Centre : Strategy College - Sri Lanka

By submitting this assignment, I confirm that I understand and abide by the Strategy’s plagiarism
and collusion regulation

Msc-19-53-1245 Page 1
Table of Contents
1 Introduction .................................................................................................................................... 3
1.1 Stakeholder Analysis .............................................................................................................. 4
1.1.1 Associates/employees: - .................................................................................................. 5
1.1.2 Government:- .................................................................................................................. 6
1.1.3 Media:- ............................................................................................................................ 6
1.2 Porter’s Five Forces ................................................................................................................ 7
1.3 SWOT Analysis .................................................................... Error! Bookmark not defined.
2 Macro Environment Analysis......................................................................................................... 9
2.1 SWOT ANALYSIS ................................................................................................................ 9
3 Micro Environment Analysis ....................................................................................................... 10
3.1 Critical Success Factors ........................................................................................................ 10
3.2 Key Issues ............................................................................................................................. 10
3.3 Competitor Analysis ............................................................................................................. 11
3.3.1 Competitor Capability Analysis .................................................................................... 11
3.4 Corporate Objectives ............................................................................................................ 12
3.4.1 Financial Objectives ...................................................................................................... 12
3.4.2 Marketing Objectives .................................................................................................... 12
1 Vision & Mission ......................................................................................................................... 13
1.1 Components of Mission ........................................................................................................ 13
2 Segmentation ................................................................................................................................ 14
2.1 Customer Profiling ................................................................................................................ 14
2.2 GE Matrix ............................................................................................................................. 15
2.3 Targeting ............................................................................................................................... 15
2.4 Positioning ............................................................................................................................ 16
2.5 Perceptual Mapping .............................................................................................................. 17
3 Resource Based View................................................................................................................... 17
3.1 Value Chain .......................................................................................................................... 18
3.1.1 Infrastructure ................................................................................................................. 18
3.1.2 HRM ............................................................................................................................. 18
3.1.3 Technological Development ......................................................................................... 18
3.1.4 Procurement .................................................................................................................. 18
3.2 Ansoff’s Matrix ..................................................................................................................... 19
4 Tactical Marketing Mix................................................................................................................ 20
5 McKinsy’s 7s ............................................................................................................................... 22
6 Critical Success Factors ............................................................................................................... 27
7 Control and Forecast .................................................................................................................... 23
7.1 Metrics .................................................................................................................................. 23
7.2 Balance Scorecard ................................................................................................................. 24
8 Strategic Options .......................................................................................................................... 26
8.1 Porter’s Generic Strategy ...................................................................................................... 26
9 Recommendations ........................................................................ Error! Bookmark not defined.

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List of Tables

Table 1 Porters Five Forces .................................................................................................................... 7

Table 2 SWOT Analysis ......................................................................................................................... 9

Table 3 CSF .......................................................................................................................................... 10

Table 4 Key Issues ................................................................................................................................ 10

Table 5 Competitior Analysis ............................................................................................................... 11

Table 6 Capability Analysis .................................................................................................................. 11

Table 7 Perspective Analysis ................................................................................................................ 13

Table 8 Segmentation ........................................................................................................................... 14

Table 9 GE Matrix ................................................................................................................................ 15

Table 10 Brand Perceptual Map............................................................ Error! Bookmark not defined.

Table 11 Strategic Competive Advantages ........................................................................................... 17

Table 12 Value Chain ........................................................................................................................... 18

Table 13 Ansoff's Matrix ...................................................................................................................... 19

Table 14 7Ps.......................................................................................................................................... 20

Table 15 McKinsy’s 7S ........................................................................................................................ 22

Table 16 BSC ........................................................................................................................................ 24

Table 17 Generic Strategy .................................................................................................................... 26

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1 Introduction

‘Odel’ is a household name in the apparel and accessories market, attracting unprecedented footfalls,
both local and foreign customers on weekdays and weekends. Softlogic Holdings PLC along with its
subsidiary, Softlogic Retail (Pvt) Ltd, acquired Odel PLC in 2014. Softlogic Holdings PLC is one of
Sri Lanka’s rapidly growing conglomerates generating revenues of over USD300Mn across its
operating sectors -- Retail, ICT, Healthcare Services, Financial Services, Automobile and Leisure.
Softlogic’s apparel cluster possesses the largest international branded apparel and fashion accessory
portfolio in Sri Lanka. These branded items complement Odel’s product range giving the shopper a
unique experience.

The Odel brand has grown and is now expected to reach greater heights with Group synergies coming
together. Odel’s stakeholder network has widened to over 800 employees, over 1,000 suppliers and 200
plus factories locally and globally supply Odel with the diverse range of products.

We believe in and work consistently towards ensuring that the merchandise, ambiance and management
quality and innovation are not only effective, but also evolving. This ethos continues to be the driving
force behind our success. The Company revolves around a simple, yet winning philosophy: a relentless
search for the highest quality products and services, together with superior customer service that ensures
consumer satisfaction and loyalty.

Odel stands out as the retailer of choice following the synergies stemming from being part of Softlogic.

1.1 Stakeholder Analysis

Stakeholder analysis is the fitting technique to get-together information as a prologue to arranging in

strategy and target setting stage. We can for the most part show three purposes behind for what reason
does the stakeholder analysis examination important to an association.

Overviews are a cost proficient approach to expand the contribution from an extensive number of
people. Guarantee that you are making the right inquiry to discover the data you need, and that
respondents are political. Reviews are an absence of hazard, ease beginning stage and are best caught
up with systems for discourse, inventiveness and assent building.

One-on-one gatherings are a most ideal approach to create individual connections while accumulate
data. It's basic to set desires with donor on how the information will be utilized and the scope of other
individuals to be counseled, so nobody is disappointed if the majority of their realities are not mirror.
All ensure the data accumulation is accessible to the fundamental basic leadership gathering.

Multi-partner ODEL conveys together extraordinary stakeholder in an unbiased gathering, and is

persuasive instruments for sharing data, building assent and prior guarantees to the finished result. As
the Roman rationalist Seneca said around 2000 years prior, "the best thoughts are basic property".
Regularly yearly tradition grants time for plan or system extension workshops. A free facilitator will
create a soothe part and procedure for positive commitment.

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1.1.1 Associates/employees: -

Representatives and their agent bunches are keen on data about the changelessness and benefit of their
proprietor. They are additionally worried on the data which enables them to survey the ability of the
association to give compensation, retirement benefits and the other necessity of a representative. ODEL
acknowledge as obvious that representatives are the most critical drivers of the development for their
association. They have certain methodology between the representatives which is 5Ps'. For example,
Individuals, Pride, Enthusiasm, Procedure and Execution.

ODEL puts stock in join preparing and advancement into the Organization's normal work foundation.
In view of this, ODEL gives severe workshops and direction programs for the staffs, both locally and
abroad.

At ODEL, they delight in supporting and preparing their workers to achieve the top by giving the
required preparing. By help inward staffing, ODEL has expanded consciousness of their business
culture and esteem.

1.1.1.1 Supplier:-

Provider can be an individual or an association who disseminate the organization crude material or
necessity stuffs. The intention of a provider towards an association is to supply to the association where
he can work for long time just as where he can increase most extreme benefit.

When we investigate ODEL, ODEL has chosen every single item in exceptionally new pattern elegant
route to its clients. As it is The Colombo gem dealers is one of imperative provider for ODEL. There
started a mechanical line created in association among ODEL and Colombo diamond setters store for
the design forward ladies. Otara inspired structure accumulations highlighted in vogue goldsmiths
utilizing a merger of hued pearls and precious stones all set in white gold. Otara inspired the structure
gathering included in vogue gem dealers utilizing a converge of hued pearls and jewels in all set in
white gold. Akram Cassim, President of Colombo Gem specialists Stores, referenced on the possibility
of assemble an 'Otara' gem dealers accumulation, "Otara has been an incredible wellspring of impact
and motivation to the style cognizant individuals in Sri Lanka.

1.1.1.2 Competitors:-

The firm in a specific industry creates the comparable item or administration is known as a contender
to another firm which is in a similar industry. The present of the more contenders can lessen the cost of
item. Be that as it may, the overwhelming challenge is the thing which can lead the market in a solid
way. When we investigate the ODEL, ODEL pursues the estimating technique. In any case, there are a
few firms which are having a similar advancement as ODEL has itself. Romafour is a genuine case for
the overwhelming contender of dress piece of ODEL's portfolio.

PR is a designer store which offers the best in high design progressive garments like ODEL. They are
following a similar valuing promoting system which ODEL pursues. They keep up their method for
promoting style which catches the piece of the overall industry so as to be an effective firm in a similar

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industry. So as to pull in the clients from this substantial challenge ODEL need to actualize some new
inventive attire style which does not exist yet to the market.

1.1.1.3 Investors: -

Investor is an individual or a foundation who claims the offer of an association. The goal for most
association is to convey a development come back to investors. This is accomplished by creating
developing benefits and acknowledging them in real money. The money would then be able to be
utilized for reinvestment in the business, reimbursement of financing or conveyance to investors.
Common investors have incomplete expert over in open exchanged business past voting in favor of the
Top managerial staff. Investors who purchased extraordinary rates of an association must have extra
administrative prerequisites, for example, generally revealing the measure of their property. Investors
who are additionally organization insiders are have to uncover the document in open at whatever point
they wish to raise or diminish their possessions.

Each legitimate application among the 22,548 got for offers of ODEL at the organization's record-
setting essential Open Offer is to be designated shares, with the littlest speculators being satisfied and
greater financial specialists getting assignments in extent to their very own applications, the
organization has exposed.

ODEL has apportion the Initial public offering offer of 1.2million for representatives it has an alternate
highlights in that retail and non retail speculator criteria were dispensed independently so as to evade
little financial specialists being crowed out by extensive speculators and to support more extensive offer
proprietorship.

1.1.2 Government:-

The focal and neighborhood government executes as a premise of legist apportion to frame laws and
legist proportions are constrained and forced by the network or overall population to have legitimate
consideration for their worries. They are the general population who have the expert to control the
association so as to secure the buyers against the phony item.

1.1.3 Media:-

Media assumes a noteworthy job in the capacity of an association. The connection between an
association and the media must keep up in a decent way. Normally TVs, papers, radio, diaries,
magazines, articles, web, publications are the single direction road from the organization to client.
ODEL has a decent association with media agents, for example, " The Island, Sunday Island, Lakbima
News, Daily FT, LB News" so as to have support for the association. The reason for press relationship
isn't to issue official statements. It is to impact and educate the intended interest group. While it is to a
great extent of a strategic sort practically speaking, great media relationship can add to long haul goals,
for example,

 Improving organization or brand picture

 Higher and better media profile
 Changing demeanors of target audients

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  Expanding market share
 Improving association with the network

1.2 Porter’s Five Forces

Table 1 Porters Five Forces

Five Forces Impact Description

High Medium Low
Bargaining Power of - The intensity of ODEL in the commercial center
Suppliers and the substantial amounts it buys from the
providers and the providers are not prepared to lose
the chance to supply to such a ground-breaking
seller.

- There are more than 1000 providers and 200 or

more industrial facilities locally and all inclusive
supply Odel with the mind boggling scope of items
which give Odel the influence and Choices

- Odel has their own assembling offices

Bargaining power of - The level of advancing toward different
Buyers alternatives is high where there are part
increasingly popular wear stores in the island, for
example, Hameedias, Crocodile, Levis, Roma Four
and Place of design who offers comparable item
with no or little contrast and are likewise situated
in a few spots
Threat of substitution - As expressed prior clients have numerous choices
to pick.

- However the preferred standpoint which ODEL

has is the notoriety that they have picked up by
offering quality merchandise, where this has made
ODEL to flourish in the commercial center yet
other design chain advertise has the ability to
circulate global brands like Gucci, Prada, Armani
yet their objective market right now is unique.
Threat of new entrance - The retail industry is required to encounter a
development in the Sri Lankan economy, on
account of the impact of web based life and the
finish of common war. Consequently this
development may draw in global organizations and

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 brands to such Marks and Spencer to enter the
market.

Threat of inter rivalry - The principle players in this industry are

Hameedias, Crocodile, Levis, Roma Four, Place of
design, Fashion bug, Marvelousness and so forth..,
where some of them showcases claim brands and
surely understood brands, for example, Levis,
Reebok, Adidas. Some of them just market surely
understood brands where they are the approved
wholesalers in the island for those brands who have
fabricated their image picture in the market. Every
one of these contenders offer comparative item
with practically zero contrast to clients.
Subsequently this has made a value war in the
business.

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2 Macro Environment Analysis

2.1 SWOT ANALYSIS

Table 2 SWOT Analysis

Strengths Weaknesses
 A wide range of products  Premium Pricing
 Unique Identity for all brands within the  Women’s clothing line is mainly focused of
store high fashion.
 It has an organized business structure  20% Ladies clothing line fabric bought in
 It offers quality clothing local markets.
 Large number of outlets  Taxation Hurdles
 Strong financial performance
 High brand recall
 Recognised advertising throughout the
years.
 Effective Supply chain
 Well trained and motivated sales / backend
employees

Opportunity
 Focus on expansion to improve profitability.
 E-commerce as a platform
 Enhancement of Loyalty program
 Changing mentalities of Sri Lankan
customers
 Celebrity Endorsements
Threats
 Evolving fashion trends
 E-commerce allows new entrants
 Intense competition
 Exchange rate fluctuation
 Increased Competition

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3 Micro Environment Analysis

3.1 Critical Success Factors

Table 3 CSF

3.2 Key Issues

Table 4 Key Issues

Key Issues Evidence

Inventory management Inventory management in a big scale department store is a

major problem. Having the right amount of inventory is
in all brands is an impossible task .

Choosing Right Mix
Retail business is all about having the right mix of
everything. But this cannot be achieved no matter the
actions taken. Since this can only be done on analysing
the past and predicting the future. As this is not achieved
100% accurately. This has led to being a key issue.

Access to Capital Retail business constantly needs to be evolving, and for

that capital is a must. With the changing exchanges rates
and increases interest rates. Access to capital has become
a key issue.

Customer Loyalty Keeping customers delighted throughout is a hefty task.

As you need to cater to the rapidly increasing fashion
trends. This has led to customer loyalty being a key issue.

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3.3 Competitor Analysis

Competitive factors can be analyzed and evaluated based on the below given criteria’s, against
ODEL’s competitors.

Table 5 Competitor Analysis

Sources ODEL NOLIMIT THILAKA-

WARDNE

A perceived advantage H M H

Low cost operations L H H

Global Skills H L M

Superior Competencies H M M

Superior Assets H L M

A Legal Advantage H L L

Superior Contacts or H L L
Relationships
Scale Advantage M M H

Offensive Advantage M H M

3.3.1 Competitor Capability Analysis

Table 6 Capability Analysis

Factors ODEL NOLIMT THILAKAWARDNE

Established Brand Image -2 -1 0 +1 +2 -2 -1 0 +1 +2 -2 -1 0 +1 +2
Product Quality -2 -1 0 +1 +2 -2 -1 0 +1 +2 -2 -1 0 +1 +2
Pricing Strategies -2 -1 0 +1 +2 -2 -1 0 +1 +2 -2 -1 0 +1 +2
Higher Product Margins -2 -1 0 +1 +2 -2 -1 0 +1 +2 -2 -1 0 +1 +2
Staying Power -2 -1 0 +1 +2 -2 -1 0 +1 +2 -2 -1 0 +1 +2
Technological Breadth -2 -1 0 +1 +2 -2 -1 0 +1 +2 -2 -1 0 +1 +2
Final Score 9 3 5
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 As per the analysis done ODEL has a
high competitive advantage in many
factors;

Superior product, brand equity,

globalization, assets, and business
contacts. Compared with its
competitor’s.

Evaluating above factors ODEL PLC holds the 1st position as per their capabilities, ODEL can
leverage its core competencies and lead the market with its established brand image, product
quality, high product margins and technological strength. However, it is also visible that the
other two competitors have expertise on pricing strategies, and ODEL will have to come up
with a strategy to cater to that clientele.

3.4 Corporate Objectives

3.4.1 Financial Objectives

 Increase yearly profits by 15% to 20% mid of 2020

 Increment the Arrival on capital business and profit for value by 15% mid of 2020
 Increment the net benefit and gross overall revenue by 12% end of 2020
 Lift yearly profits for deals 15% to 20% mid of 2020

3.4.2 Marketing Objectives

 Increment range of products and services by 10% by 2025

 Dispatch 10 new experience focuses by 2020 of the arrangement
 Dispatch new administrations to improve the market share by 5% by end of the third year
 Increment the magnificent client evaluations bi-monthly of the primary year
 Lessen the appropriation costs by 6% first quarter of the Arrangement
 Improve the brand value among every one of the bases of clients about ODEL 2020 of the
arrangement
 Develop normal profit for deals by 25% by end of 2020

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 Strategic Marketing Plan

1 Vision & Mission

Vision – Our vision is to inspire the world

Mission – Our mission is to provide a complete Mind, Body and Soul experience as the premier fashion
and lifestyle retailer promoting sustainable and unparalleled levels of retail experience

1.1 Components of Mission

ODEL's image ethos 'MIND, BODY and SOUL' is a sensory encounter for the two customers and
laborers. ODEL's qualities and mission are instilled in the hearts everything being equal and they thus
endeavor to reproduce this mystical shopping knowledge in the stores. Each store is painstakingly
picked, as area is one of the key factors in the basic leadership process when outlets are being set up.
With Ward Place ODEL being its lead store and the focal center point of movement, the remainder of
the twenty -five stores are dispersed in vital areas over the Island to allow the same number of Sri
Lankans to encounter ODEL. The organization needed to settle on a key choice a couple of years back
and choose whether it will be the Harrods or Imprints and Spencer of Sri Lanka as far as its dispersion
and merchandise advertising. ODEL settled on a cognizant choice to utilize a Center point and talked
model of extension where it moved toward becoming Harrods to the prosperous customers in the core
of Colombo with its banner ship store and work the spoke model with its other urban outlets achieving
the mass rich shopper. The ODEL shopping knowledge has no parallels in the nearby business and can
be a tactile brand picture alone. The relaxed air, the laid-back music, lighting, well-disposed
administration and courtesies gave in the ODEL shopping background still can't seem to be tested in
the retail space. This tangible improvement is the things that helps out to the unmistakable merchandise
offering available. This mix is the mystery in ODEL's immense accomplishment as it offers its
customers a favorable climate to shop in. Customers need to be seen here and hold a high respect for
the shopping knowledge at ODEL instead of some other retail space in the city.

In implementing the marketing plan marketing, this tool is highly insightful for Odel to stick in to
the right path delivering exceptional results.it will help all the business functions to deliver the
projected objectives collectively.

Table 7 Perspective Analysis

Change management So as to accomplish the ideal objectives, set by the promoting plan all
text divisions ought to be coordinated towards changing their work place
rehearses. This incorporates the ODEL staff and the field deals compel
and in-office staff at the workplace.
Cultural text ODEL’s associates have been and will be adaptable, versatile to changes
creative and prepared to get difficulties. A staff with these kinds of
characteristics have been the foundation of organization and will be
gigantically useful in accomplishing define objectives and ODEL have
over fifteen years' experience individuals ready.

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 Leadership context Since the current administration style was the higher administration being
in charge of the Ultimate official conclusions. This should be changed into
to a greater extent a level initiative culture so that with the new advertising
arrangement coming set up there ought to be a few work force from
various standards in charge of doled out obligations.
Strategic context ODEL key reasoning is and will dependably be developing as a creative
cargo sending organization. ODEL needs to be separate from the
conventional organizations offering quality administration.

2 Segmentation

As dissected in the review, simultaneously ODEL is utilizing a tall association structure which is a
boundary to convey an alternate, one of a kind administration strategy by actualizing new merchendises,
focused costs to a client as their desire. Despite the fact that the proposed divisional association structure
has disservices, for example, Duplication of focal and divisional capacities, Fracture and non-
collaboration, Threat of loss of focal control, it will separate associations client with snappy lasting
arrangement. With the adequacy of adaptability, proprietor ship of procedure, and a lot more points of
interest of divisional association structure.

2.1 Customer Profiling

Table 8 Segmentation

Sub Brands

Love SL Mango Embark

Segments

Nationality Foreign Local Foreign/Local

Geographical

Europe/UK/US/Canada/East
Region Urban/Sub-urban Sri Lanka & Overseas
Asia

Age 20-60 15-35 5-30

Demographical

Gender Male & Female Female Male & Female

Middle & Lower

Income Level Upper & Middle Class Upper Class
Middle Class

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 Psychological Life Style Travel enthusiastic Fashionistas Social Sensitive

Personality Introverts Quality Seekers Animal Lovers

Loyalty Low High High

Behavioral

Frequency Low Mid High

2.2 GE Matrix

Through GE grid more data on business arranging and asset allotment could be deciphered. The
GE/mckinsey grid resembles the BCG development share network in that it maps key specialty units
on a cross section and the SBU's situation in the business. Progressively appropriate investigation for
"ODEL" than BCG Lattice is the "GE Framework" as it conquers the hindrances in the BCG Grid.

Table 9 GE Matrix

BUSINESS STRENGTHS

HIGH MID LOW

HIGH
MARKET ATTRACTIVNESS

MID
LOW

2.3 Targeting

ODEL's strategy to progress and its enchantment in reliably reclassifying its picture and remaining side
by side with the turning of seasons and patterns, Upheld by a vivacious group of more than 900 people,
supervisory group with vital prescience and lucidity. Various outside excursions to ODEL – The pride
of Sri Lanka's retailing scene public exhibitions and shopping capitals impact and shape the motivation
in the merchandise offering and advancements that ODEL details every year. With inventive battles
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each year, advancing distinctive classes and its private brands inside the primary ODEL umbrella, there
is dependably fervor blending in the stores. ODEL's publicizing efforts are the benchmark of nearby
retailers and have been a significant after among the youths in Colombo. For an example, ODEL's
Christmas marketing campaign is highly anticipated and is the main store that goes full scale to
embellish in the soul of Christmas. Every year, crowds of customers visit the lead store in Ward Spot
to get a look at what ODEL's topic is for the greatest shopping season.

It is suggested that ODEL executes a separated methodology in Merchandises and particularly clothing
lines given the way that they are diverse business portions in the business yet at the same time ODEL
doesn't adjust their principle merchendise for all fragments. Thus, the clients are not all around cooked
with the merchendises where it makes gap in the diversity of customers reach out to ODEL, for example,
economic clientele extend where rivalry is high. However, this is done purposefully in order to position
ODEL in an upper market.

2.4 Positioning

Since ODEL has diverse merchendises to offer to various markets it is imperative to take into account
an alternate promoting blend to mix all division effectively. The fundamental thought here is to isolate
few center advertising instruments, for example, sort of merchandise/esteem included highlights,
separated cost/scene of experience/advancements/so as to limit mindfulness and call all divisions
successfully.

At present ODEL is situated at Medium cost and high market share of the overall industry. Generally,
the industry’s top players are scattered across different price points

For ODEL to be a superior brand in the Retail market through conveying high administration
brilliance. Consequently, situating is performed by considering the administration and advantages of
the merchendise offering and cost.

Right now, ODEL stays in with the second spot in terms of price point which conveys moderate esteem
included with various administration at a generally minimal effort in the market with high share of the
overall industry. Toward the culmination of three years, ODEL expects to be among the main players
in Retail industry in Sri Lanka

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2.5 Perceptual Mapping

Table 10 Perceptual Mapping

3 Resource Based View

Table 10 Strategic Competitive Advantages

VRIO-FRAMEWORK
Resources/Capabilities SCA/CA
Non- Non-
Value Rare
Imitable Substitutable
Leadership SCA

Procurement Management SCA

Supply Chain Management CA

Product Range CA

Human Capital SCA

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3.1 Value Chain

Table 11 Value Chain

Firm Infrastructure
Human Resource Management
Technology Development
Procurement
Inbound Outbound Marketing and
Operations Services
Logistics Logistics Sales

3.1.1 Infrastructure

ODEL accomplishment to turn into a market chief in a brief span outline is its framework which the
association has made to help the every component of the esteem chain

3.1.2 HRM

ODEL has a committed human asset supervisory group to satisfy the hole of the human asset needs and
full fill the ability holes of the staff to position them self as a market head

In current situation asset will be for the most part requirement for new item advancement and client
care.

3.1.3 Technological Development

Inward innovation improvement is vital to continue the market position as far as creating up and coming
age of specialized tools. Investment in research and advancement in innovation will accentuation more
towards the future development

3.1.4 Procurement

Inventory network the board is vital part to help the progressing plan of action, the accompanying
frameworks set up is imperative for ODEL to continue advertise authority in the Telco division

3.1.4.1 Inbound

Inbound calculated is imperative for routine based operational exercises, Legitimate co-appointment
and the board of coordination will support the staff and the utilitarian offices to accomplish the targets

3.1.4.2 Operations

This will be the upgrades inbound coordination from the providers

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3.1.4.3 Outbound

Out bound coordination will be better as far as association with outsider merchants

3.1.4.4 Sales & Marketing

This would be the help of 4P's and communicational exercises , ODEL has a committed deals and
advertising group to full fill this capacity inside the association , deals group is partitioned to focus on
the B2B and B2C target clients , while promoting group full fills the showcasing exercises to accomplish
the advertising goals

3.1.4.5 Services

This would be one of the crucial parts of supporting the clients; ODEL has started 24×7 client hot line
to help the clients, aside from this ODEL has made an online emotionally supportive network too

3.2 Ansoff’s Matrix

Table 12 Ansoff's Matrix

Product Development:

ODEL is trying to strike a merger with real estate companies to offer more products and services to its
clients both B2B and B2C, especially in the retail outlets and related services. This merger will put
ODEL in the domain of apparel and real estate industries against its current profile of retail company.
The move will help ODEL to bag contracts from clients in various countries.

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Market Development:

ODEL has bagged new deals from companies in the Asia-Pacific and Europe. ODEL will now provide
its services in areas of outsourcing related to enterprise, business intelligence and engineering services
in these markets. ODEL has entered into explore the Qatar market efficiently

4 Tactical Marketing Mix

Table 13 7Ps

7P Present State
Since the vast majority of the post-war, a large portion of the clients are
"Chinese", we have to do item customization as far as their adaptable language,
for example, item broacher, client support, branch outlet marking.

ODEL needs to position their esteem added administrations to hold and separate
Product
from contenders, Client administration will likewise be an indispensable esteem
included item where a client will assess against the contender administration

Arrangement of an item improvement group is essential to create new items for

recently distinguished sections
Formation of new conveyance channel is imperative, since the item request has
expanded changing another full fletched dispersion framework is critical

– Opening of new business outlets

Place
– Organization with retail outlets to give administrations

– Designate Local wholesalers to stock and sell results of ODEL

– Strengthen association with channel accomplices

Since of vacationer entries is yet to be created in a high scale, cost ought to be
at aggressive in a worldwide scale.
Price
For whatever length of time that new items like portable garments doesn't agree
rivalry value skimming system could be connected
Actualizing a coordinated correspondence blend is critical for the
accomplishment of ODEL accomplishing its showcasing objective

Limited time exercises at outlets, for example, marketing

Promotion
Deals Advancement can be utilized in the entrance methodology, while
Publicizing of ATL and BTL can be utilized to make high mindfulness in the
new market distinguished

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 Direct Showcasing can be distinguished to target new section (Ex: Send an
immediate mailer to corporate administrators on versatile dress innovation)
Staff is the key quality of ODEL, Concentrating on conveying high client
administration is vital

Advancing a culture of administration inside the firm is vital

People
Process ODEL Procedure framework is vital in conveying a quality
administration , frameworks like CRM is essential in everyday client exchange

Client administration frameworks (CSS), SAP ERP are its foundation procedure
foundation inside ODEL
ODEL Procedure framework is vital in conveying a quality administration ,
frameworks like CRM is essential in everyday client exchange
Process
Client administration frameworks (CSS), SAP ERP are its foundation procedure
foundation inside ODEL
Physical proof must be given greater need, since ODEL is intending to extend
its quality in Sri Lanka , Marking of stores , Branch workplaces and retail
locations

Likewise ODEL needs to guarantee the picture depicted by the association ought
Physical
to in steady for the new item advancement
Evidence
Assessment and control for a field-tested strategy is imperative to amend and
make restorative activity, ODEL could utilize Key execution pointers (KPI's)
and assess the accomplishments against the KPI's set at first, this would give an
unmistakable perspective on the general accomplishment the promoting plan

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5 McKinsy’s 7s

Table 14 McKinsy’s 7S

Area of ODEL
Focus/7S’ Current Level Ideal Standard
Strategy The required abilities ought to be created in adjustment to the new procedures to guarantee
its viability and worker maintenance.

Structure Empower affiliation data sharing sessions It is important to Odel to consider changing
and real thing the assistant delegate layers its current structure of flat structure to
with the cultivated staff. matrix structure as there are no cross
functional links happening in the current
structure. This has been identified even in
the Marketing audit as well.

Systems It is crucial to ODEL to consider changing its
present structure of level structure to arrange
structure as there are no cross helpful
associations happening in the present
structure. This has been perceived even in the
Displaying survey too.
Shared Empower affiliation data sharing sessions
Values and real thing the assistant delegate layers
with the cultivated staff.
It is essential to provide trainings for those
who engage with new marketing planning
implementation to ensure its effectiveness
Encourage organization knowledge sharing
sessions and groom the secondary employee
layers with the experienced staff.

Style Practice the Open-gateway the
administrators' style while changing
affiliation's approach to achieve the new
promoting use
Staff Preparing and improvement for the staff
should be jumped out at make an elevating
aura towards the use of the advancing
arrangement and Individual execution saw
and redressed. Duty given for each staff part
in his/her reliable zone.
Practice the Open-door management style
while changing our procedures to achieve
the new marketing implementation.
Training and development for the staff
should be taken place to create a positive
attitude towards the implementation of the
marketing plan and Individual performance
recognized and rewarded. Accountability
given for every staff member in his/her
responsible area.

Skills The required capacities should be made in The required skills should be developed in
acclimation to the new methods to ensure its adaptation to the new strategies to ensure its
reasonability and laborer support. effectiveness and employee retention.

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6 Control and Forecast

Strategic evaluation is the last stage in the key administration. The motivation behind this procedure is
to assess the real execution of an association to do the correlation with the longing result. Since the key
administration forms were improperly utilized, operational supervisors must think about it. With the
goal that they can address the representative action. Assessing and controlling is the real component of
the vital administration to distinguish the shortcomings in past executed key planes and subsequently
invigorated the whole procedure to start once more. And all methodologies are the subject to future
alteration since outer and interior elements are consistently evolving.

6.1 Metrics

Strategic:

 Mission
 Objectives
 Strategies
 Policies
 Program
 Budgets
 Procedures
 Performance

Structure:

 Chain of command

Culture:

 Beliefs
 Expectation Values

Resources:

 Assets
 Skills
 Competencies
 Knowledge

External Environment

 General forces
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  Industry analysis
 Strategy Formulation
 Strategy Implementation
 Evaluation and Control
 Environmental Scanning
 Reason for existence
 What results to accomplish by when
 Plan to achieve the mission & objectives
 Broad guidelines for decision making
 Activities needed to accomplish a plan
 Cost of the programs
 Sequence of steps needed to do the job
 Actual results

6.2 Balance Scorecard

Table 15 BSC

BSC Key objective Measurement Y1 Y2 Y3 Initiatives

Taken
Target Target Target
Increase GP Profit before tax 20% 20% 22% High level of
Increase revenue Balance sheets 15% 18% 20% shareholders and
another
Maintaining budgets Cost per unit 20% 22% 25% important
and costs stakeholder by
Increase Return on ROCE 20% 24% 24%
Capital Employed Interpreting
Increase ROI ROI 20% 20% 22% increased
financial
Increasing Capital Statement 35% 37% 40% stability
Shareholder Value
through product
development
strategies.
Customer Traffic Analyzing through 20% 20% 22%
statistical info
Fun Experience Customer surveys 25% 29% 32% Higher level of
Competitive Price Competitor 20% 22% 18%
analysis and Making
pricing index customer service
Responsive Customer Customer 20% 20% 22% representatives
Service satisfaction reachable
surveys,
questionnaires, Have responsive
counter reports initiatives such
Frequent Reliable Questionnaires 46% 45% 48% as customer

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 birthday wishes
and discounts
Fast Turnaround Through value 35% 37% 40% High level of
chain analysis sustainability of

Improved Internal 22% 24% 26% the SBU through

Accessibility communications strong efficiency
and trainings. processes and
standards.
Excellence in product Rise it up with 25% 30% 32%
delivery benchmarked rival
Ensure knowledge No of knowledge 6 6 7 To ensure that
sharing & training of sharing & training employees are
the staff sessions per year empowered and
Motivated and Personal BSC% >75% >79% >85% enjoy working to
effective work force the company to
Continuously No of new 4 2 3
introducing new programs due to Employee
programs to the release Training
market programs
Provide
inspirational
leadership

Create
performance
driven culture

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7 Strategic Options

7.1 Porter’s Generic Strategy

Table 16 Generic Strategy

Cost Leadership Differentiation

Cost Focus Focused Differentiation

With a committed purchasing group working simultaneously with the visual merchandise team, ODEL
guarantees their items experience a stringent quality test before it shows up on the garments racks at
any outlet. Women's, men's and child's garments are pattern and season driven taking into account both
nearby and universal containers. Despite, ODEL's market share of customers being the local
shopaholics, each foreign traveller has ODEL on his/her itinerary

ODEL does things another way and has no hesitations about separating itself from the rest – this can be
clearly ascribed to their prosperity as they guarantee an abnormal state of brand affiliation, picture and
quality. ODEL partners and bands together with other high gauge brands and administrations that
supplement their image picture. ODEL's purchasers soupurchasers’he best propurchasers’s’world over
and guarantee pieces of clothing are in vogue, solid and supplement the tropical climate of the nation.
The accomplished visual marketing group has guaranteed that ODEL's shopping knowledge is
casual,easy and pleasant. Alluring presentations guarantee customers get the opportunity to check the
shopping floors effectively and find what they need – quick. Visual merchandising, one of ODEL's key
drivers in advancement likewise guarantees customers to purchase on motivation and shop for
supplementing things in a similar floor. For instance, the recently renovated Women wing will
guarantee that a customer can without much of a stretch get a top and locate the ideal base to combine
it with.

ODEL is continually offering important administration that their particular clients spend and they are
the most ease Retail supplier in Sri Lanka.

Offering prevalent quality and a one of a kind shopping background doesn't come at a deal! ODEL
keeps up its value focuses and guarantees a specific standard on estimating. Quality positively

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accompanies a sticker price and ODEL has guaranteed that customers get their money’s worth. ODEL
as of late propelled its very own loyalty card, offering unique benefits and rewards plans for ODEL
cardholders. Increasing the value of the shopping knowledge, ODEL has likewise opened its ways to
related dealers, for example, Colombo Gems Stores, Alankara, Spa Ceylon, Dilmah Tea and a large
group of restaurants that involve the smaller than expected sustenance court to frequent in the wake of
a difficult day of shopping. Each related shipper fit into the general shopping knowledge splendidly and
develops alongside the ODEL brand and the prevalence it has made in the realm of style. Ordinarily,
the separation system is bound to produce higher benefits than minimal effort technique. In any case,
separation procedure usage may include higher speculation than minimal effort technique. Aggressive
extension is a critical factor while thinking about focused methodologies. The prescribed option relies
upon the aggressive degree in this circumstance. Thinking about the two choices and there are
advantages and disadvantages of each, most perfect ought to be to have summit of both contrasting
from the fragment of the market ODEL Retail should center their procedure in the market where
individuals and cost center in the market where use is only for stock. At the same time ODEL should
take a gander at vital unions as a corporative procedure to increase upper hand by working with different
associations.

Nevertheless the association ought to make all the more promoting activities in offering separated and
cost centered administration and items to the clients as they have remarkable abilities, for example,
Brand Mindfulness, Worldwide specialized help which they have officially won in market likewise can
support to them to improve separated and cost center to have the vast piece of the overall industry.

8 Conclusion

8.1 Critical Success Factors

As we move down the social dimensions the methodology of the advertiser should be redone to the
objective market, since when we move down the quantity of individuals in that dimension descends just
as the detail of their inclinations increments.

It is beyond the realm of imagination to expect to evaluate the effect of a customer's separate social
foundation on promoting systems as a rule, on the grounds that the particular components of the
showcasing blend, i.e., 1.product, 2. place, 3. cost and 4. advancement methodologies, are for the most
part pretty much influenced by culture.

Estimating, which is the primary component of the showcasing blend, alludes to choices about the
genuine item value the purchaser needs to pay and considers creation costs, just as the customer's
eagerness to pay, which may particularly be influenced by his or her social foundation. The ability to
pay speaks to the valuation of items. Since purchasers picked up amid the procedure of which items
they ought to favor of and which they ought not, the way of life impacts the valuation for specific items
just as the ability to pay. Then again, choices concerning valuing cooperate with the financial
advancement of a nation. Consequently, social foundation may fill in as a determinant of the objective
market and evaluating component.

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With regards to dissemination approach (place), culture may likewise be imperative to separate between
a few target markets, regardless of whether the attributes of the way of life don't directly affect choices
concerning item appropriation. In any case, extraordinary societies must be viewed as while conveying
items since customers from various societies have diverse purchasing propensities as far as leaning
toward hypermarkets, general stores or worker markets. For instance, in Sri Lanka alcohol is precluded
to be sold close to any religious spot because of the solid religious following in Sri Lanka. The
inclinations for various retail configurations may halfway be because of the monetary advancement of
the individual social region. In this manner, social foundation must be considered while circulating
items, yet the contrasts between societies that are of enthusiasm for choices on appropriation strategy
are recognizable, which makes it simpler to think about these distinctions in item dissemination.

The third component of the showcasing blend, item improvement, is considerably more influenced by
the purchaser s' social foundation. As the outcome's item credits are seen to realize and the qualities
which ought to be fulfilled vary as per the shopper s' social foundation, culture must be considered in
the advancement of items. Something else, items are not as per what the buyers anticipate that the items
should be. Additionally, items which are favored in certain utilization circumstances, for example,
religious functions shift as a result of culture.

The fourth component of the showcasing blend is the advancement of correspondence methodologies
(advancement) which comprehensively comprises of Coordinated Promoting Correspondence (IMC)
apparatuses, for example, publicizing, advancement, individual selling, direct advertising and so forth
. On the off chance that an organization needs to impart that its item is especially proper to certain use
circumstances, it isn't attractive to just watch utilization designs, it is likewise important to become
more acquainted with the explanations behind culture – explicit utilization propensities. Consequently,
so as to persuade buyers regarding the propriety of specific items, it is of real significance to know the
reasons why customers favor a few items over the others. As a rule, IMC system must think about
contrasts in dialects (for example the interpretation of maxims and distinctive implications of words in
a similar language, however extraordinary societies), contrasts in framework (for example dispersion
of TV and the overall web) and lawful parameters (for example similar promoting). Contrasts in culture
and their effect on the advancement of correspondence systems is our fundamental intrigue. The
interdependency between culture – explicit purchasing intentions and the advancement of
correspondence techniques is because of the principle components of culture (1. images, 2. legends, 3.
ceremonies, 4. values). These culture – explicit components frequently are utilized in a few pieces of
the correspondence procedure all in all. For instance, direct promoting likely is influenced by culture,
since culture impacts individuals' identity and thus affects distinctive habits, for example, the style of
welcome and the relational separation kept. As publicizing assumes a noteworthy job in an
organization's correspondence technique and is influenced by a wide range of social components,
promoting particularly needs to think about cross – social contrasts. Be that as it may, this limited time
methodology was not effective as it was not socially worthy.

On the off chance that a promoting procedure can impact the conduct of a potential client in way that
makes potential client in to a genuine client (makes him purchase) the showcasing technique can be
made a decision to be a triumph. To do that successfully it is required to comprehend what influences
individuals to carry on in the way they do. Particularly their purchasing conduct. Numerous
examinations have demonstrated the conduct of an individual is for the most part affected by that people
culture and the social qualities that individual holds dear. As indicated by this examination plainly the

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interest for some distinguished items are made by the impact of social angles relating to Sri Lankan
culture. Further it very well may be expressed that an effective showcasing procedure embraced in Sri
Lanka needs to address and concede the social assorted variety and uniqueness angles in the Sri Lankan
culture to impact the Sri Lankan client buy those items or utilize those administrations in a proceeding
with way.

8.2 Recommendations

There are various portfolio models that are utilized to recognize the present position of specialty units
or items. This position will be the aftereffect of the association's present assets and can be viewed as an
indication of the abilities and resources of the association. They mirror the association's present
execution and recognize qualities on which the advertising system can be constructed, or shortcomings
that the Procedure is required to survive.

ODEL is hoping to abuse the becoming new and expanding portable communication in the post war
area with a repositioned and re-evaluated item utilizing different Showcasing blend procedure of Item
reposition and special methodology

Clients and Corporate clients will be focused on will be focused similarly as with extra accentuation on
new association which will separate ODEL from its rivals

Clients will keep on accepting redid backing and individual bundles, yet the focal point of things to
come business will move towards forcefully to recently distinguished sections and geological markets

Hole investigation is a device utilized by showcasing supervisors to choose methodologies and

strategies. This is finished by making two primary inquiries, where are we now? What's more, where
would we like to be? The contrast between the two is the Hole.

Since the hole shows of LKR 30 Million, it is essential to investigate procedures to close the hole, at
first ODEL ought to underscore on creating proper Advertising blend technique to over come the
reconsidered figure

Pushing ahead ODEL investigate key procedures for development, new item advancement to close the
general hole

There are various portfolio models that are utilized to distinguish the present position of specialty units
or items. This position will be the aftereffect of the association's present assets and can be viewed as a
manifestation of the abilities and resources of the association. They mirror the association's present
execution and recognize qualities on which the showcasing system can be constructed, or shortcomings
that the Methodology is required to survive.

ODEL is hoping to misuse the becoming new and expanding versatile communication in the post war
area with a repositioned and re estimated item utilizing different Advertising blend system of Item
reposition and special technique

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Clients and Corporate clients will be focused on will be focused likewise with extra accentuation on
new association which will separate ODEL from its rivals

Clients will keep on accepting redid backing and individual bundles, however the focal point of things
to come business will move towards forcefully to recently distinguished portions and geological
markets

Pushing ahead ODEL investigate key procedures for development, new item improvement to close the
general hole

ODEL as an association needs to comprehend that the advertising condition is dynamic which will
continually change and fast adjustment to such changes is imperative to prevail in business and position
ODEL as an innovator in the market,

Showcasing review is recognized as a basic piece of a proficient promoting arranging process. It is an

imperative procedure that isn't just completed at the asking yet additionally at ordinary interims amid
the real showcasing arranging process. An advertising review has a great deal of impact upon the
showcasing arranging process through the different outside and inner components.

Represented procedure undertaking a showcasing review is appeared in the accompanying outline

ODEL every year selects a statistical surveying reviewer from an outer on once per year premise so as
to lead the Advertising Review for the outside and inner Markets of the media transmission industry.
Through the statistical surveying key open doors and dangers affecting on the ODEL will be recognized
to make key activities.

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