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.... 9 Regular driver ............................................................... 14 Buyers Bargaining Power: High............................. 5 Executive Summary .............................................................................................................................................................................. 27 6pp................. 9 Medicated driver (older) .................................................................................................................................................................................................................................................................................................................. 15 Competitor Analysis............................................................... 14 Threat of new Entrants: High .................................. 7 Industry report .................................................... 14 Porters Model: .......................................................................................................................................... 13 Industry Analysis............................................................................................................................................................................................................................................................................................................................................................... 11 Economic ................................................................................................................................................................................................................................................................. 10 Political ......................................................................................................................................................................................... 12 Technological .................................................................................................... 14 Threat of Substitutes: low .......................................................................................... 8 Innovation ............................................................................ 15 Overall Rivalry: High .... c   p pp p p Contents ACKNOWLEDGEMENT ............................................................................... 9 Pest Analysis .................................................................. 16 Dominant Force of the industry ............................................................................................................................................................................................................................................................................................................................................. 11 Social ............................................................................................................................................................................................................................... 6 G  ................................................................ 7 Our Product Description .......................................................................... 9 Professional driver ............................................ 27 WHICH Force will become the most dominant? ...................................................................................................................... 14 Suppliers Bargaining Power: Medium ...............

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............................................ 34 ........................ 38 STP ................................. 33 Growth potential ................................................................. 29 SWOT analysis ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... 28 Key Success Factors: .................... 32 Positioning.................................................................................................................................................................. 31 Segmentation ............................................................................................................. 31 Market size ........................................................................................................................................................................... 31 Targeting ........... 28 Gap Identification .................................................................... 34 ù  ............................................................................. c   p pp p p Concentration index: ........................................................................................................................................................................................................

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.................................................................................................................................................................................................................................................................................................... 34 Marketing mix .. 37 Levels of packaging ............................................................................................................................................................................................................................................................. 37 p p p p p .................. 36 Positioning.......................................................................................... 35 Sale and distribution strategy: ................................................... 35 Advertising strategy & Promotional Strategies ........................................................ 36 Packaging ............................................................................................................................ 37 Package life cycle ......................................................................................................................................................................... 35 PRICING STRATEGY ..................................

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Political environment has significant impacts on businesses in countries like Pakistan where government is not stable.9 %(2004). and higher utilities bills and higher wage rates etc. Changing governments normally leads to change in strategies e. According to news published in Jang on 13th November Currently PPP government has not providing any relief to businessmen and it is even highly taxing them. The availability of the raw material is not much difficult but there is need to exploit the new resources to increase the growth rate of 1. c   p pp p p Political p The political environment has not been very favorable for footwear industry. Their undercover policy to cut short electricity and gas supply in Punjab as compared to Sindh gives us clue to use alternative source of energy for production.6 in 2010 but so high then the previous year͛s value of 2. new tax system.5% to the attractive figures.g. Economic condition of Pakistan is miserable. It also reduces the buying power of consumers. p . In our case same roles apply. Economic p The issue of inflation and de valuation of currency has been a main concern facing the industry. All these factors lead towards higher product costs which will lead to higher prices and lower value for consumers.3 has jumped to 13. spending on businesses. The instability in prices of raw material such as chemicals and soles as well as high excise and import duties on these is causing thoughtful problem for the industry. This also puts entrepreneur in our country under enormous pressure because they had to survive in 24% inflation rate and scarce supply of energy. The foreign investment in the particular sector is very slow. higher transportation costs. We need to watch environment carefully and keep margin to deal with any change. Inflation rate is 24% which adds on to expensive raw material supply. Inflation. as compared to year 2009 of 20. The political decisions about the energy are affecting a lot the industry especially in the manufacturing capacity area. In these circumstances we need to be able to cop with the continuously changing environment by making flexible strategies and contingency plans.

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value and low price products/services because the soul purpose of entrepreneur is to serve humanity by fulfilling their needs and providing quality to life. Moreover the EIU expects real GDP growth to slow noticeably in 2009 from 6% to4. but it will remain at more than 5% of GDP for the next 2 years. Government is not even giving any sort of subsides to any industry and even taxes are being applied on them.7% which demands a creative solution to handle these huge masses of people. Government investment will be constrained.our literacy rate among men and female is 50. This is an indicator of suppressed business situation. c   p pp p p Loan rate is currently 14% which disheartens businesses to get loan as it makes this option too risky. august 23). the government fiscal deficit will narrow significantly after 2010. Social Population growthrate = 2% The stander of living in Pakistan is increasing day by day people are very conscious about there dressings and their looks with this comfort and style is also their demand to full fill the norms of society. Lives are not safe due to which frustration and aggression is being developing among people.foreign investment is also going down.6% respectively which shows that awareness is increasing in society. Recently flood has eroded millions of peoples life so businesses have social responsibility to keep in mind those people and serve them by giving quality .1%. before slowly picking up again over the next 5 years. Social concerns are relatively more delicate to handle . Population is huge and scattered so entrepreneurs have an opportunity to get profit from them as well as serve them. And media is also playing an important role in changing the cultural values and have enormous impact on minds of pubic. CPI is growing at 13% which shows miserable picture of our society. The society of Pakistan is dynamic and therefore ever-changing. p p . Threat of terrorism is too high. Today masses are spread around cities in suburbs and in nearby areas. as a result. By getting proper knowledge of the demographic and psychographic trends one can plan better strategies to ensure higher returns. Population is growing at 1. Another aspect is the diversity issue. and its patterns are changing transforming from time to time. Pakistan͛s exports for the last year were ½ to that of imports (financial times.5% and 27. As a result.

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    trademark is considered one of the most powerful in the world and has 900 Licensees spread out though 140 countries. attention to detail can make all the difference when it comes to sartorial success. classically designed and elegantly styled. the urbanî  male demands quality craftsmanship and incomparable leather quality for his shoes As all the best dressed people will tell you.p urbanî  shoe is worn by those who approach life with intensity and passion.. The urbanî  is   î. Sophisticated. the urbanî  shoe takes the man from indoor to outdoor. confident. urbanî  shoe is the ultimate finish on any ensemble. knowledgeable and powerful.

The urbanî  is   î.    î  î . and has GMP of international standards to meet customer satisfaction with strong and consistent Marketing follow-up    trademark is considered one of the most powerful in the world and has 900 Licensees spread out though 140 countries.

Company focus solely on fashion but works on comfort. They are expensive shoes durability and comfort. ë   Urban sole have casual shoes variety.    î  î . p . and has GMP of international standards to meet customer satisfaction with strong and consistent Marketing follow-up ë  Price of shoes starts from Rs 1000 and above.they have got limited models of shoes.

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ë. c   p pp p p ë   Ê  Entitles to an exiting line-up of promotional offers and privileges that have been specially designed to suit urban life style. Enjoy expressing sense of style through Urbansole range of trendy shoes that are comfortable enough to wear every day.

The company's products are exported primarily to Germany. presentation.To strive for excellence and global recognition by continuous improvement. To emerge as a growth oriented concern ensuring optimum return and value addition to its shareholders to ensure cost consciousness in decision-making and operations without compromising the commitment to quality. Italy. France and UK. diversity. and has been the largest exporter of footwear from Pakistan for the last 10 years. They make one or two big outlets in every city. It has annual revenue of USD 80 million. Mission Statement To be a result oriented and profitable Company by consistently improving market share. The company employs more than 5. dedication and growth.000 people in its facilities located in Gujarat and Muridke. These big outlets contain their latest variety.  Have numerous outlets in local market. innovation. Urbansole sells value to their customers through comfort and casual style. Servis Gndustries Limited:p SIL is a public limited company listed on the stock exchanges of Pakistan. reliability and customer acceptance. p . availability. tyres& tubes and allied products. It is the largest manufacturer of footwear and tyres& tubes for two-wheelers. £ision Statement To be a market leader providing quality footwear. quality.

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Evolving an effective leadership by creating a highly professional and motivated management team fully equipped to meet any challenge. targeted advertising on the localized cable network. SC is located in a trendy malls and busy product markets that receive abundant walk-through traffic. magazines and Hoardings. To keep abreast with modern technology and designs to optimize production and enhance brand image to attain international recognition for the Company's products. To set up highly ethical business standards and be a good corporate citizen. c   p pp p p To create an efficient resource management and conducive business environment.They are focusing on differentiation strategy because the marketing objective is to become quality leader ëâ Servis shoe pricing is designed to be competitive to the other fashion shoe retailers. contributing towards the development of the national economy and assisting charitable causes to adopt appropriate safety rules and environment friendly policies. Currently there are 15 super market Servis stores where along with other brands soul collection is displayed as a separate brand.  Part of SC marketing strategy is based on location and distribution. ëâ Location. This location costs a premium and is not directly linked to the marketing budget as rent has been categorized under general overhead. The management believes in smart strategic moves. p . â Distribution is made through personal outlets of Servis shoe located in the town in different parts. thus they are utilizing the network of Servis mega stores. It has helped in reducing the distribution cost as well as the rental cost.

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End products are shoes of various colors and designs. China. Prime has measurement standards of all kind of products at 0%. Prime has a long history behind it. Milled. They mostly produce formal wear. handbags and other leather products. Prime launch its season with catalog twice a year for . c   p pp p p PRGME NLGN GNTRODUCTGON: Prime Tanning Industries (Pvt) Ltd. India. Prime is famous for making cow and buffalo leather for shoes. Quality Control standards in Prime are outstanding and has the system of checking quality at every process ë u  Prime produces its different products in cow and buffalo leather from the material available in domestic market. Europe and many other countries. It also imports raw material from other countries. Prime has big range of cow and buffalo articles like Analine. Now next generation established its name in making complete finished Leather and they are one of the biggest suppliers of finished leather all over Pakistan. wholesale and working with some big brands in local market. Pull Up and Burnish articles available in any color and type required by the customer. It also has a big network in local market with many retail outlets. Hong Kong and many other countries. Nubuck. Firdous was the biggest tannery all over Asia and at that time was exporting raw hide and wet blue leather. TNNERY: Prime Tannery has 16 acres of area equipped with all modern machines. Prime is working with all the prestigious brands all over the world and has offices all over Europe. It has a production capacity of 2000 pairs per day and exporting shoes all over America. It has the Capacity of 2 million sqft per month. depending on customer͛s requirement. Before 1989 it was known for Firdous Tannery. Prime has a shoe factory with a name    . established in 1989 with a mission to produce finest quality leather.

 p . Summer season mostly focus on colors and fashion.  and . Winter season usually focus on classic articles.

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Prime Naalain focuses on quality and robustness. c   p pp p p ë  Charge high price fore its formal shoes. Their brand has an image of long lasting shoes with high quality and latest designs. Basically company exports its high quality shoes. ë     Prime Naalain don͛t advertise on electronic media. ë.

In 1992 the EPCOT set up a composite shoe manufacturing unit targeted to the European market soon to dominate world market. It also make shoes for Zara. EPCOT Private Limited formerly known as (East Pakistan Chrome Tannery) is the largest manufacturer and exporter of both of finished leather and leather shoes in Pakistan. In 1985 an in house finishing department was organized thus laying the foundation of a company.  Prime naalain has various outlets in local market but these outlets are located in posh areas and this people with high income group can access it. Epcot shoes have classic look. Since 1947 the company has grown 10 fold with sales touching 3 billion Pak Rupees and as a result has become the undisputed market leader. They shine like crystal and have a look of a high quality brand shop. EPCOT SHOES GNTRODUCTGON: Epcot shoes were founded in 1945. p . There outlets have an elegant look. The company was originally founded by Mr. Boss and many other brands. 4PǯS OF MRKETGNG ë   Company produces many high quality shoes. Muhammad Usman. The founding purpose of the company was to export goat napa to the American and European market under the brand name ͞EPCOT͟. They focus on style and quality. Chairman of Ayesha group of Industries in 1947. In 1978 company established its own dying unit.

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Generally EPCOT shoes are positioned as high quality formal wear shoes with high prices. ë. c   p pp p p ë â Pricing is designed to be competitive to the other fashion shoe retailers. ë     Company advertises its shoes in the local and international market. This brand is for people of high income group.

Outlets are neat and clean with trained staff. Elegant shoes mainly focus on quality and comfort Whole plan has been imported from Italy and Italy is famous for its high quality shoes. They give wide variety of formal wear and some casual shoes. Company has strived hard to develop R&D department and continuously brought innovative products for their clients. It͛s one of the biggest exporters of leather shoes in Pakistan and has been associated with the leather industry since 1948. m Company outlets are mostly in upper class and middle class markets. Elegant (Pvt) Limited was established in 1994 to manufacture footwear for global market.  ELEGNT SHOES GNTRODUCTGON: Company started its journey from Lahore and has serviced the world global footwear industry for more than 15 years. Company export shoes and also play in local market 4PǯS OF MRKETGNG ë  Company claims to have economic shoes and price of different ranges ë. Outlets are bright and vibrant.

p . retailing and exports of its shoes.  Company is involved in whole sale. Outlets are formal and subtle tones are used to provide comforting atmosphere. Staff is trained and wide range of products could bee seen in any outlet. Company has its own outlets through out the country and also sells its products to other retailers.

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c   p pp p p ë   Company produces the finest shoes in the market. They use different materials for their shoes and produce TPR. PU and PVC soles. They focus on compatibility and durability with latest designs. p p .  ë     Company focuses on its exports and promotes its brand as quality conscious with comfort. They have both formal wear and casual wear shoes. They claim that they only use pure leather in their product and don͛t compromise on qualityHigh focus on quality and having quality check from various international companies has promoted this brand as one of the best Pakistan͛s export brand.

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following factors are found to be imperial implications for the success of business with the help of five forces analysis. Strength and weakness tell us about the competitive edge of any company. These can only be evaluated when we know about the KSFs of the industry. • Efficient service • Well-trained employees. For the footwear industry the main KSFs are • successful product designs • Supply chain is the core competency • Inventory turn • Fashionable designs. c   p pp p p Key Success Factors: p Confectionary business largely depends on the effectiveness of distribution network: however. • Research & Development • Out look of the outlets • Customer Awareness • Product availability • Price and Quality p p .

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