final project of marketing management

8/2/2019 Final Project of Marketing Management

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Marketing Management

Project on Product level Planning

Project on Stitch & Style Garments Ltd Islamabad Pakistan

Submitted to,

Sir, Awais Mufti

SUBMITTED BY

Kamran ijaz, Ihsan ullah, Faheem khan

MBA

2nd SEMESTER

INSTITUTE OF MANAGEMNET SCIENCES HAYATABAD

PESHAWAR


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ContentsMarketing Management .........................................................................................................2

Project on Product level Planning ..............................................................................................2Submitted to,............................................................................................................................... 2

MBA ...............................................................................................................................................2Contents ...........................................................................................................................................3V A L U E S ....................................................................................................................................6

Board of Directors .......................................................................................................................8Shahbaz Azeem ...........................................................................................................................8Maliha Asif .................................................................................................................................8Farhan Munsif .............................................................................................................................8Linette .........................................................................................................................................8Imran Hameed .............................................................................................................................8Management Team ......................................................................................................................9Shahbaz Azeem ...........................................................................................................................9Mir Moatazid ...............................................................................................................................9Ather Hameed Butt .....................................................................................................................9Feruza Amirova ..........................................................................................................................9Department Republic of Uzbekistan ...........................................................................................9ChenOne, Head Designer ...........................................................................................................9Samantha Miki ............................................................................................................................9

Auditors .......................................................................................................................................9Legal Advisor ..............................................................................................................................9Bankers ......................................................................................................................................10Location .....................................................................................................................................10

P R O D U C T S ...........................................................................................................................10......................................................................................................................................................10T H E E C O N O M I C R E V I E W ........................................................................................17

ITEM .....................................................................................................................................19Cardigans ..............................................................................................................................19

Gender .......................................................................................................................................20Age Group .................................................................................................................................21

Color ..........................................................................................................................................21..............................................................................................................................................21

B A L A N C E S H E E T ...........................................................................................................23I N C O M E S T A T E M E N T ................................................................................................24


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E X E C U T I V E S U M M A R Y

In this report, we have tried to present some information regarding our garment industry. The

idea to start this business was first seem to be like a dream but as we put our efforts we realized

that we can do some better work regarding our project. Each of us invested in the business

according to their resources and we also got some loans from banks.

Our main objective was to come up with some quality outwears and to stand side by side with

other garment manufacturers. To meet this objective we appointed some highly qualified

people from different academic backgrounds and experiences.

Our product line as compared to our competitors was not that much satisfying but we struggled

hard to bring some quality stuff for our consumers to satisfy their demands and needs. To reach

that extent of high quality we have a complete cycle quality control. For distribution we have

regional sale offices in different major cities nationwide. As far as market is concerned, our

target markets are mostly middle class but we are also providing products to the upper class.

As we have to design outfits for the consumers, we have to keep in mind that they belong to

different cultural backgrounds and different geographical sectors.

As we have studied the economic condition of Pakistan very thoroughly, we observed that after

9/11 events our economic conditions were not stable. Surprisingly, we have increased our

foreign reserves.

As our garment industry is linked with the textile industry. Every event related to textile

industry, affects our industry directly or indirectly, either in good way or bad way.

In a very short span of time our sales growth was quite impressive. We also mentioned the

sales forecast for the coming five years. Our industry is providing full rights to its employee


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according to Pakistans rule and regulations, such as education, safety, health, and a good

environment.

We are looking forward to start exports in the future and for this purpose we are analyzing

foreign markets, this will result in creating an image ofStitch & Style Garments Ltd.


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M I S S I O N S T A T E M E N T

Quality is achievement of accuracy, precision and consistency.We bring quality to endorse our designed outfits. And we are fully committed

to satisfy the needs and wants of our consumers.

V A L U E S

To conduct business as a responsible cooperate citizen and takeconstructive interest in supporting education and environmental causes.

O B J E C T I V E S

To create a brand name and image in the world of fashion keeping in mind the culture and

values in Pakistan.


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To promote the tradition of Pakistan and to bring all sort of upcoming fashion trends to our

consumers.

To be the part of fashion world.

To satisfy the needs and wants of our customer, how they want to look, wear, and how they

want to be.

A reliable manufacturer and supplier of good quality garments, by maintaining cost and

quality, leadership in the national as well as international competitive environment.

B A C K G R O U N D

Stitch & Style Garments Ltd. belongs to the group of Iqraians. The group is mainly

consisting of three members who graduated from Iqra University Karachi in 1992 and the

group is in business since 1994. These few years of operational excellence, experience and


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expertise have all formed a combined strength to empower the group as a leading name in

fashion garments, synthetic textiles and trendy clothes in Pakistan.

The group employs more than 200 people in the country. The group started its business from

Islamabad. But with the huge success in few years it expanded its business all over the Pakistan

and now it serving in the major cities of Pakistan.

M A N A G E M E N T T E A M P R O F I L E

Board of Directors

Chairman Shahbaz AzeemI.C.M.A., M.Sc Economics (Quaid-e-Azam)Islamabad

HangTen, Finance Manager (Karachi)

(1995 1998)

Ex-CEO Al-Falah Textile Mill, Faisalabad

(1999 2002)

Chief Executive Officer (CEO) Maliha AsifMBA ExecutiveIqra University, Islamabad

Aruj Garments, Sales Manager(1994 1999)

Bonanza Garments, Regional Manager (Lahore)

(2000 2002)

Directors Farhan MunsifMTM (U.S.A.), MBA MarketingIqra University, Islamabad

For Al-Karam, Managing Director

(1994 1997)

ICI Limited Assistant Managing Director

(1997 2000)

Givenchy, Marketing Executive (Doha Qatar)

(2000 2002)

LinetteMBA Finance (Pakistan),MBA Quality Control (U.K.)

Nike, Public Relation Officer (U.K.)

(1991 1998)

ChenOne, Branch Manager (U.A.E.)

(1998 2000)

Chancler Textile, Quality Control Manager

(2000 2002)

Company Secretary Imran Hameed

LLB, MBA H.R.M.Lahore


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Kohinoor Textile Mill, Legal Consultant

(1990 1995)

Lawrencepur Fabrics, Company Secretary

(1996 2000)

Management TeamChief Executive Officer (CEO) Maliha Asif

Chief Financial Officer Shahbaz Azeem

General Manager Plant Mir MoatazidB.Sc TextileFaisalabad

Mehmood Textile Mill, Plant Incharge (Multan)

(1992 1998)

Al Farooq Garments, Plant Manager (Lahore)

(1998 2002)

General Manager Human Resource Ather Hameed Butt

BA (Hons.), IBAMBA Marketing ManagementUniversity of Lincolnshire (U.K.)

Adidas, Branch Manager, (U.K.)

(1996 1998)

ARY Digital, Assistant H.R. Manager, (U.K.)

(1998 2002)

General Manager Marketing Suleman KhanM. Sc (Operation & IT Management)Worcester, U.S.A.

InstaPhone, Sales Manager (Islamabad)

(1992 1996)

Kohinoor Textile Mill, Marketing Executive

(1997 2001)

Head Designers Feruza AmirovaMFDCentral house of Officers, Fashion DesignDepartment Republic of UzbekistanChenOne, Head Designer(1996 2000)

Samantha MikiBachelors in Fashion DesignSanta Marcelina College Brazil

Textilion, Designer(1998 2001)

Auditors S. Zafar Shah Naveed Imran &Co.Chartered Accountants3 B ATS CenterBlue Area, IslamabadTel: (092 51) 2822785

Legal Advisor Mr. Ali Ahmed AwanAdvocate Supreme Court, Civic CentreIslamabadTel: (092 51) 2879149


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Bankers Habib Bank Ltd.PICIC Commercial Bank

Location

Main Office Islamabad

2nd Floor, Kulsoom PlazaBlue AreaTel: (092 51) 2100506-9Fax: (092 51) 2100510E-mail: [email protected]

Plant Plot No. # 7, Street No. # 5I 9/3, Islamabad

Showrooms IslamabadJinnah Super MarketTel: (092 51) 2855644

Lahore

Liberty MarketTel: (092 42) 5870346

KarachiCity CenterTel: (092 21) 5674881

PeshawarThe MallTel: (092 91) 5434138

QuettaAgha Siraj Complex,Jinnah RoadTel: (092 81) 450180

P R O D U C T S

In the field of manufacturing, quality of products is important for getting repeat business and

establishing a name in the market place, we sacrifice some what on hourly quantity to keep a

high standard of quality. We strive hard to improve the techniques and achieve diversity with

quality and standard to stay on top of the game now as well as in the future.

For work or leisure, we are manufacturing comfortable and sturdy range of Trousers, Pants and

Denim Jeans etc.

The woman of today has to keep up with the changing world. Stitch & Style Garments

Ltd., as a connoisseur among Pakistan Garments Manufacturers, has the latest collection of
mailto:[email protected]:[email protected]


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ladies-wear. We have a wide range of collection of smart and stylish dress, which are specially

made for manly choices.

Our garments are manufactured by qualified staff and treated on highly equipped plant. We

ensure that our quality will satisfy our costumers. To make it sure material is being processed

carefully, tested in a well equipped and the most modern laboratory to monitor the production

of high quality garments. The principle that we follow is:

CHECK KNOW REACT = SUCCESS

We provide our consumers with the best quality and a variety of outwears with all colors to fit

according to their needs.

PRODUCT LINE AND CHARACTERISTICS

ITEMS SEX

PRODUCT

INFO. COLOURS STYLES SIZES PRICES

Rs.

Shirts Male T - Shirts blue (different shades) round neck S,M,L,XL,XXL 250 - 350

Female (polyester, cotton) Black v - shape

Maroon half sleevesgreen (different shades) full sleeves

White collars

Male Dress Shirts Gray full sleeves 14",15",16"17" 300 - 375

(cotton, silk) Black half sleeves

blue (different shades) collars

White

brown ( different shades)

Male Polo Shirts Red half sleevesS,M,L,XL,XXL 250 - 325

Female (cotton) black collars

blue (different shades)

Yellowgreen (different shades)


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Cardigans Male (cotton, woolen) Black round neck S,M,L,XL,XXL 450 - 800

Female Gray v - shape

Brown open front

blue (different shades) full sleeves

White half sleeves

different color combinations

Pants Male Dress Pants Black straight fitting 24,26,28 400 - 600

(cotton, navy blue plate/plate less 30,32,34,36,39

wrinkle free, Gray

stone wash) Brown

off white

Male Cargo Pants Black six pockets S,M,L 350 - 550

Female (cotton, polyester) Brown eight pockets

Gray

Blue

off white

Male Jeans black (different shades) Dockers 24,26,28 400 - 650Female blue (different shades) straight fitting 30,32,34,36,38

Brown ball bottom

QUALITY CONTROL PROCESS

We are totally committed for quality. We always assure quality to our customer. The checking

of quality takes a whole procedure; like first we check the raw material, which is checked for

variation, stability batch-continuity and hairiness, etc. before stitching starts. After a detailed

inspection, the raw material is sent to the stitching department. The quality controllers in the

stitching department again check the stitched fabric before it gets transferred to the washing

section. In the washing section the fabric is tested for shrinkage and skewing. The material is

rechecked in the stitching section. In the stitching section the team of quality controllers

ensures that the specifications and the quality of the garments are being met. After stitching the

garments are again inspected 100% before being packed. Finally, the garments are packed and

a random inspection is done on the packed shipment.


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M A R K E T I N G A N D S A L ES

Our marketing and sales is very wide extended all over Pakistan and different cities in Pakistan

come under the network of our sales.

The sale process involves one segment is the local sale. Two techniques namely regional sales

and our showrooms carry out local sale. Around 250 to 300 customers exist only in Karachi

and approximately 500 customers are in Punjab; this shows the potential of the market.

Following are the key points that are important for making this venture a success:

Assurance of consistent quality.

Surety of on time delivery.

Competitive rates.

Cost efficiency.

Better services to the customer i.e. claim settlement etc.

Better communication development with customers.


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M A R K E T A N A L Y S I S

Pakistan is the fourth largest cotton producer in the world, and is an important player in the

global textile market. Its knitwear industry is the highest value added textile sector in the

country, and is distinguished by the high quality of its raw material and the competitive value

of its end product.

Total knitwear capacity in Pakistan is about 50 million dozens of pieces. There are about 600

knitwear factories of various sizes in Pakistan. Today this industry is a source of direct

employment to the workforce for more than 20,000 knitwear exports is a major foreign-

exchange source for Pakistani economy1.

Before going into market analysis we want to specify that our garments industry is directly

related to the textile industry because we have to deal with them at every moment. In garment

manufacturing sector the demand for garments increasing rapidly within the country as well as

in foreign countries especially for Pakistani garments. In order to meet the demand of our

customers we will try our level best to increase the production.

The existing suppliers/manufacturers of work wear in the country are very less in number.

There are about 70 75 establishments all over the country who are exclusively involved in the

manufacturing and exporting of work wear. Out of these manufacturers/exporters, about 8% are

based in Lahore, 34% in Karachi, and 57% in Sialkot. Some other areas like Gujranwala,

Kasur, and Faisalabad also have some work wear stitching units. The Pakistani manufacturers

are contributing a share of 4.5% in the total work wear exports to European Union states2.

In spite of having a very strong textile base and huge market, work wear segment could not be

developed effectively by our apparel industry during the past years. This is because that the


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concept of the work wear is relatively new in the international as well as in the local markets as

compared to the traditional woven and knit-based garments. There is also a lack of awareness

about this sub-sector of clothing in our country.

TARGET MARKET

In Pakistan most people are living below the poverty line and few people have luxurious

facilities provided. The following facts and figures will clarify the whole picture:

Source: Dawn3

Our main target market is the lower middle class, middle class, and upper class. Our first aim is

to focus on these areas. As far as our prices are concern, we are providing good quality stuff

within the resources of above-mentioned categories. We are actually targeting the people of

ages 17 to 45 approx. because they are 54 % of our total population (Appendix). As population

is not evenly distributed all over Pakistan, so it is very difficult to analyze that how much

people are living in rural, urban, suburban areas.

Population in % Population in million Rs. / month

Below poverty 40% 8.8 3,000

Poverty 45% 9.9 3,000 - 7,000

Lower Middle Class 8% 1.76 7,000 - 15,000

Middle Class 6% 1.52 15,000 50,000

Upper Class 0.90% 0.2 50,000 - 150,000

Rich 0.10% 0.02 150,000


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(Appendix)

The Pakistans population is not equally distributed like some provinces are heavily populated

and some are not that much populated. Here is the population distribution for different cities of

CONSUMER BEHAVIOR

As we are approaching the customers of different backgrounds having different traditional

values, believe, and cultures, therefore, when we design, we keep these factors in mind. As

fashion trend varies from place to place, we have to remain up to date with the upcoming trends

and fashion according to the regions (Punjab, Sindh, N.W.F.P., Balochistan). We also have to

remain in touch about the climatic changes as to where and when supply the summer and

winter clothing.

As in different parts of Pakistan people use to wear Shalwar Kameez and they do not like

Pants and Shirts. Like in Balochistan majority of people living there normally wear Shalwar

Kameez but there are few cities in Balochistan where people usually wear Pants and Shirts.

While in Punjab , Sindh, and N.W.F.P. mostly people are well educated and the trend of

clothing is a bit different from rural areas. In the cities people wear Pants and Shirts and this

trend is now so much in their daily life that without Pants and Shirts they do not even feel

comfortable. In Islamabad there would be hardly few people who are still wearing Shalwar

Kameez, otherwise, most of the people in Islamabad like to wear casual dresses. Formal

dressing is preferred more in feudal areas of Balochistan, Punjab, N.W.F.P., and even in Sindh.


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As the trends are changing rapidly and people in Pakistan are moving towards westernize

culture, so they are moving away from their own culture and values.

T H E E C O N O M I C R E V I E W

Despite a sluggish global economy, Pakistans economic performance for the year 2002 2003

stands out. The GDP growth at 5.1% compares favorably with global economic growth of

around 2%. The growth was not only broad based but has shown signs of robustness under

trying circumstances. Agriculture grew by over 4%; manufacturing at a healthy 7.7% and

services by 5.3%

The economy has clearly benefited from the post 9/11 events. The economic indicators prior to

9/11 were quite dismal inflation hovered at over 10%; interest rates neared 20% and the forex

reserves had dropped below $ 1 billion. Additionally, the policy makers perseverance a

devaluation based policy rendered any attempts at recovery meaningless. Ironically, the post

9/11 events have laid a strong foundation for a sustainable recovery. The increased home

remittances year after year - of over $ 4 billion last year have stabilized the resources as well

as the balance of payments position. Inflation has been brought down to below 4%. No doubt

the appreciation of the rupee has lowered the imported inflation factor. Forex reserves now

exceed $ 11 billion and the country credit rating stands improved4.

THE GARMENTS INDUSTRY

This sector is distributed in small, medium and large-scale units, most of them, having 50

machines and below. The sector is attracting considerable investment in the organized sector

and now many new units are coming to production stream. The sub-sector is facing multi-

dimensional problems like high value addition in competing countries and in-elasticity of the

sector in shifting the burden of increased or decreased prices of yarn, cotton cloth or other

inputs to the end user. Against all these odds the sub-sector has witnessed substantial growth


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(7.0%) in terms of value during the year 2001-2002, by moving to US $ 882 million from US $

827 million in the previous year5.

As such the Government is not providing the garments industry with any sort of benefits and

incentives, what we are getting are only the benefits that are limited for the textile industry.

Following are the factors that are effecting directly or indirectly to our industry

World Trade Organization (WTO) has provided Pakistani spinning industry to explore the

new markets. It has also made it possible to reach the markets that were previously

protected by duties.

Textile industry in Pakistan is provided with some tax incentives. Especially in case of

spinning mills these incentives have caused the spinning units to outnumber weaving and

knitting mills. There is a gap available and increasing the production of value added goods

to the desired level could fill this gap. These incentives provide a good opportunity of the

industry to control its expense and to invest in the value addition activities. This will help

industry to grow and come out of the stagnation.

The bumper cotton crop of around 12 million bales produced this year and the cotton

imported last year has caused the cotton prices to be lower in the market. Cotton price has

hit the record lows this time. This again provides an opportunity for the spinning industry to

buy cotton a low price and provide quality yarn to its customers.

C O M P E T I T O R A N A L Y S I S

We have Textilion, Chen One, Soorty, Aruj Garments and along with them there are other units

that are in weaving and knitting business and producing good quality garments. This has

resulted in cutthroat competition in the market.

This industry is highly competitive but the market is expansionary. Locally, there are large

numbers of garment manufacturers and some of the weaving and knitting units that are our

main competitors. However, the market size is large enough to provide room to all the players.


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The competitors mentioned above are manufacturing almost on the same product line and they

have good image in the local market as well as in the foreign market. Beside all this facts these

companies are doing good job but they are bit expensive and these garments, which are made

by these companies, are mostly not in the approach of ordinary people (middle class) because

their prices are high. Here is the comparison of the prices:

ITEM ChenOne Textitlion Stitch & Style

Rs. Rs. Rs.

Pants 500 800 450 650 350 650

Shirts 400 600 300 500 250 400

Cardigans 800 1500 550 1000 450 800

P O T E N T I A L T H R E A T S A N D P R O B L E M S

As we discussed before that as such we have no direct potential threats in this industry, we are

only suffering the conditions due to the textile industry. The only threat we would face in the

garment industry is that, whether the customers will experience a new product in the market

providing them with good quality with reasonable prices. Some of the threats that affects the

textile industry, and also directly or indirectly affecting our industry:

This problem also has its roots in government policies of charging higher tariff to the

machinery used in the weaving and knitting industry.

Pakistan also has no textile engineering industry where these machines can be fabricated.

Any shortfall in the cotton crop can result in serious losses and under capacity utilization

for the industry.

In 1995 Pakistan suffered the imposition of anti-dumping duty on 100% cotton yarn by

Japan, which has continued till today. In the same way imposition of provisional anti-


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dumping duty on Grey cloth and bed linen by the European Union countries is expected to

result in reduction in exports of these commodities.

Other potential threat that might affect the textile and clothing industry is to retain its shares

in the international market after the implementation of WTO. Despite that Pakistan is the

fourth largest exporter of cotton; Pakistan's share in global textiles and clothing trade is less

than 3 per cent. This is not only because of Government policies as well as industrialist are

also responsible for this situation. For this purpose they have to think and review there

polices regarding textile industries. They should give some subsidies to textile industry that

they these industries can survive in critical situation of WTO. Government should explore

some new markets.

Asia pacific markets are emerging as new players in the world knitwear trade. China,Hong

Kong, Vietnam, Korea can give tough time in the coming years, so our local garment

manufacturers have to do some better quality work with innovation.

R E S E A R C H A N D F I N D I N G S

DATA COLLECTION

To get some research and findings we distributed a number of questionnaires between people

from different backgrounds. The main purpose of this survey is to know the consumer needs

and demands, although, this method does not fulfill our requirements. But it helped us in many

aspects; like their taste, color combinations, either they like designer clothes or made by them

selves etc. Actually the main purpose of this survey is to get information regarding their

preferences like:

Gender

As our Pakistani culture is male dominant, and even according to our survey we got more male

candidates.


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56%

44% Male

Female

Age Group

Age group is the factor that affects the overall impact of our designers thinking.

15%

23%

34%

28%17 - 19

19 - 21

21 - 23

23 +

Color

In our survey people helped us by giving us such options regarding different colorcombinations.

31%

21%22%

5%

5%

4%

12% Black

White

Blue

Gray

Brown

Maroon

Others

Quality Conscious or Price Conscious

Quality and price are the factors which consumer always keeps in mind first while shopping.


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66%

17%

17%

Quality

Price

Both

Expense per Month (Wardrobe)

People usually take care of how they look like and that is very much dependent on how much

you spend on your wardrobe.

29%

27%15%

29%

Rs.500 - Rs.1,000

Rs.1,000 -

Rs.1,500

Rs.1,500 -

Rs.2,000

Rs.2,000 & above

Designer Clothes or Self made

There is a wide variety of designer clothes available in the market but still some people prefer

designing clothes for themselves.

48%

26%

26%

Designer

Self made

Both

This survey has helped us a lot in making our products according to the needs of customers,

and these types of surveys should be done rarely to innovate accordingly. Furthermore, as the


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world is becoming too fast and people do not even get time to have lunch with their families so

it would be a difficult task for one to go to a tailor and design their own dresses. So we are

trying our level best to overcome all this possibilities just to make our consumers satisfied in

terms of quality as well as price.

B A L A N C E S H E E T

Rs. Rs.

ASSETS:

Current Assets

Cash 8,000,000

Debtors (A/R) 3,400,000Bills Receivable (N/R) 2,405,000

Stock in Hands (Inventory) 1,580,500

Investments 15,000,000

Total Current Assets 30,385,500

Fixed Assets

Buildings 12,500,000

Land 5,281,250

Plant & Machinery 4,679,450

Furniture & Fitting 3,500,000

Total Fixed Assets 25,960,700

Total Assets 56,346,200

LIABILITIES:

Current Liabilities

Creditors (A/P) 6,000,000

Bills Payable (N/P) 800,000

Total Current Liabilities 6,800,000

Fixed Liabilities

Long-Term Loans 10,000,000

Capital:Shahbaz 11,500,000

Farhan 9,000,000

Maliha 8,500,000

Linette 8,500,000

Total Capital 37,500,000

Net Income 2,046,200

Total Fixed Liabilities 49546200

Total Liabilities & Capital 56346200


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I N C O M E S T A T E M E N T

Rs. Rs. Rs.

Income from Sales

Gross Sales 20,000,000

Sales Return (50,000)

Sales Discount (25,000)

(75,000)

Net Sales 19,925,000

Cost of Goods Sold

Opening Stock 5,080,500

Purchases 2,000,000

Purchases Discount (12,000)

Net Purchases 1,988,000

Cost of Goods Available for Sale 7,068,500

Closing Stock (580,500)

Cost of Goods Sold -6,488,000

Gross Profit 13,437,000

Operating Expense

Selling Expense 2,500,000Sales Salaries 300,000

Advertising Expense 45,000

Insurance Expense; Selling 15,000

Store Supplies Expense 200,000

Total Selling Expense 3,060,000

General Expense

Office Salaries 7,000,000

Taxes 200,000

Insurance Expense; General 15,000

Office Supplies Expense 5,000

Miscellaneous General Expense 15,000

Total General Expense 7,235,000

(10,295,000)

Net Profit from Operations 3,142,000

Other Expenses & Incomes

Interest Income 12,000

Interest Expense (6,000)

6,000


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Net Income 3,148,000

Sales Tax (35%) 1,101,800

Total Net Income (Excluding Sales Tax) 2,046,200

O T H E R I N F O R M A T I O N

REMUNERATION OF CHIEF EXECUTIVE AND DIRECTORS

Chief Executive Directors

Basic Salary Rs.224,000 Rs.160,000

House Rent Rs.95000 Rs.72,000

Utilities Rs.5,000 Rs.8,000

Total Rs.324,000 Rs.240,000

Number Of Persons 1 2

WAGES AND SALARIES

Salaries & Benefits (Executives) per month

Chief Financial Officer Rs.150,000

General Manager Plant Rs.125,000

General Manager H.R. Rs.125,000

General Manager Marketing Rs.125,000

Head Designer Rs.90,000

Salaries And Benefits (Non-Executives)

No. ofPersons per month

Foreman 2 Rs.9,000

Supervisor 5 Rs.7,500

Labor 92 Rs.6,000

Electrician 4 Rs.5,500

Office Boys 1 Rs.4,000Data Entry Operator 3 Rs.4,001

Security Guard 8 Rs.3,500

Driver 4 Rs.6,500

119 Rs.46,000 Rs.5,474,000

* These salaries and benefits are provided to the non-executives on 12-hour shift basis.

S A L E S F O R E C A S T

(For the year 2003)


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Jan. Feb. March April May June July August Sept. Oct. Nov. Dec.

Rs. Rs. Rs. Rs. Rs. Rs. Rs. Rs. Rs. Rs. Rs. Rs.

Pants 708,124 655,400 652,298 713,254 693,451 726,441 704,655 685,246 684,251 689,565 694,667 790,065

Shirts 560,139 552,246 676,002 692,321 704,556 696,464 696,674 685,497 674,683 564,989 567,687 590,346

Cardigans 952,154 800,554 722,543 100,054 98,000 5,000 1,000 7,562 23,556 234,968 388,724 531,864

222041720082002050843 15056291496007 142790514023291378305 138249014895221651078 1912275

(For five years, 2003-2007)


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In 2004 our sale will decrease drastically from Rs.19,925,000 to Rs.10,220,354 because of the

W.T.O. issue. As W.T.O. is affecting third world countries, it will also affect our economy and

garments industry. W.T.O. will open the gates between the developed countries and the

developing countries for trade, this will affect our local market to a great extent

S O C I A L R E S P O N S I B I L I T I E S

We always remain conscious of our responsibilities towards the society in which we operate.

Our emphasis remains primarily on education and health, and our funding toward these sectors

has been doubled. We have the citizen foundation under which we have opened a primary

school in our plant locality. The company also supports tertiary level education and provides

considerable funding.


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S A F E T Y, H E A L T H A N D E N V I R O N M E N T

Our company maintains a strong commitment to safety, health and environment performance in

all its operations and this applies to the safety of everyone involved in or affected by our

operations. This includes employees, contract partners in the work place, and our customers

and is achieved through its leadership, the dedication of its staff and the application of the

highest professional standard of work. All new employees are given an orientation on security,

safety of man and machinery and fire fighting and also assigned an adviser to continually guide

them in this regard.

F U T U R E O U T L O O K

We want to give a brand name to our products like GUCCI, GAP, and Christian Dior etc.

for that we have to struggle hard for which we are fully committed.

We want to expand our business internationally and planning to export our products in

Middle East countries, the new emerging states of Far East Asia and Hong Kong etc. for

which we are starting our export operation in 2005INSAHA-ALLAH

We want to increase of our product line like sports wear, footwears, glasses, fragrances etc.

R E C O M M E N D A T I O N S

Stitch & Style Garments Ltd. is a typical Pakistani business. In a short span of time we

have increased our sales very rapidly and this become possible just because of our well-

qualified management. Following are few of the recommendations forStitch & Style

Garments Ltd.

They have much more capability to increase their quality production or they can increase

their efficiency.

They need efficient marketing and advertising campaign throughout Pakistan.


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As the WTO threat is coming ahead, they have to deal with WTO policies regarding textile

industry in Pakistan. For this purpose they have to adopt new technologies for mass

customization, e.g., three-dimensional, non contact body measurement and digital printing

will be learnt about and implement fast.

They need extensive market research for forecast the consumer preference in fashion and

styles and necessary R. & D. to be able to meet such demands in minimum possible time.

They have ability to face tough competition in cut and sew industry from Far Eastern and

Latin American market.

They have good and well-established competitors in the market and have to establish

themselves, like they can come with some brand name. As in Pakistan most of the products

lack branding, otherwise, Pakistan is producing high quality raw material as well as

products.

C O N C L U S I O N

Stitch & Style Garments Ltd. is a good running business at present, if they keep on

working with the same potential they would definitely be one of the best garment

manufacturers in Pakistan as well as create impressive brand image all over. They have better

resources to use in a better way. They are committed to customize their products according to

the consumers. As compared to their competitors they have started a new business very

effectively and they are maintaining and improving their quality.

We would like to end up by saying; thatStitch & Style Garments Ltd. is doing a great job

and good luck with their future plans.

A P P E N D I X


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Target Market

Population of major cities of Pakistan

Karachi 9,339,023

Lahore 5,443,495

Peshawar 982,816

Islamabad 529,180

Quetta 759,941

Market Analysis

Population 145.5 Million

World Ranking 6

Population Density 166 persons/ Sq. Km.

Urban Population 32.52%

< 15 years 43.40%

15-64 years 53.09%

> 65 3.50%

Population Doubling Time 33 years

Sex Ratio (Male : Female) 108.5 : 100


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final project of marketing management

Documents