ChenOne is runing its shops in 16 locations all over Pakistan. It ‘s the market leader in its class. In really short span of clip it has occupied a typical topographic point in heads of the consumers. It does n’t hold any perfect rival in its diversified field but the menace of competition arises in single classs. It is known for its quality merchandises all over for which it charges high monetary values. It has its ain logistics which give an border in the distribution. It has occupied strong place in the market due to its effectual and efficient placement, merchandise scheme, pricing, and distribution and communicating schemes.
Vision:
“ To be a competitory and client focused organisation with go oning committedness to excellence and criterions. ”
Mission Statement:
To be the concern house of first pick for clients.
To be a change leader.
To bring forth advanced, relevant and cost effectual merchandises.
Puting and keeping high criterions.
To gain net incomes by accomplishing optimal degree of production by utilizing province of the art
engineerings.
To supply ideal working conditions to employees and to take attention in their calling
planning and honor them harmonizing to their accomplishment and duty.
To run into societal and cultural duties towards the society being a loyal and painstaking corporate citizens.
Company Introduction:
Chenab Group:
It is one of Pakistan ‘s taking fabric group and one of the largest exporters of place fabric merchandises from Pakistan. Chenab ‘s processing unit is considered one of the best in the state with a complete processing scope. It was established in 1974 by Mian M. Latif the Chairman, subsequently joined by Mian Javed Iqbal and Mian M. Naeem.
Chen One:
It is a concatenation of manner shops owned byA Chenab group. Its chief merchandises that it offers include Home Textile, Garments, Foot Wear and Furniture. Its fabric merchandises non merely carry through local demand but are besides exported to several other states. Large sum of domestically produced superior quality cloths and garments by Chenab Groups and its providers provided the foundation for immense retail and export concern.
Current Marketing Situation:
Presently ChenOne is basking a castle within the heads of its mark market that support it keep a typical castle among its rivals. ChenOne is the market leader in its class dice to its superior quality, a good developed trade name name, selling attempts that hit its mark section justly and continuously altering the merchandise designs and characteristics to run into the demands and demands of its valuable dynamic clients. This all has helped ChenOne to derive a differentiated image in the market that has it a prestige symbol.
Market Description:
ChenOne was the first shop of its sort in Pakistan offering the complete scope of Fashion vesture & A ; pes wear, Bed Linen, Kitchen Accessories and Furniture. ChenOne targets upper center and elect category. Its market consists of people who demands best quality and voguish life style and they have the purchasing power to pay little more to hold these superior quality merchandises.
In garments Chenab group provides most of the merchandises but other merchandises like kitchen accoutrements and footwear are by and large imported to do certain that they deliver their clients the best merchandise.
ChenOne is the exclusive distributor of “ PrettyFit ” in Pakistan. Prettyfit offers a complete aggregation of Footwear and Handbags for ladies.
Most of the kitchen accoutrements are besides imported. For illustration in kitchen dishware they offer limited but particular interior decorator merchandises which are non available in other shops.
In furniture Chen One provides the latest designs and tendencies in its merchandises that create a distinguished topographic point for it in this class. The local craftsmen and providers provide low priced merchandises but quality of merchandises is really inexpensive, designs are either wholly out-of-date or merely follows market tendencies which have been there for a sometime. But ChenOne offers latest designs sing both local and international tendencies.
Top manner interior decorators by and large have a few mercantile establishments in Karachi and Lahore, unlike ChenOne which operates in 16 metropoliss and still spread outing through which they desire to aim their possible clients countrywide. ChenOne has its ain Designing squads that constitute of originative heads from the taking manner institutes. They have besides contracts with taking Planing Teams within and outside the state so that they can maintain their distinguished image in future as good.
Product Review:
ChenOne place their merchandises in three chief classs
Home
Garments
PrettyFit
Home:
In place class they have Furniture, Accessories and Bed linen.
Furniture and Bed linen is made in Pakistan. In Accessories they offer kitchen and place accoutrements. Most of these accoutrements are imported but some of them are locally produced. These local Home accoutrements are largely the 1s which reflect local cultural and tendencies.
Garments:
Garments have three classs
Work force ‘s wear
Childs wear
Ladies wear
In garments they provide a complete scope from formal to semi formal and insouciant vesture and accoutrements.
Besides ready to have on garments for ladies ChenOne has besides introduced its lawn “ PARSA ” . Most of the Garments and Fabrics are supplied by the Chenab group but Men ‘s suits, ties, belts etc are a few merchandises which are imported. No via media is made on quality of imported merchandises and it ‘s made certain that the clients get best value for their money.
PrettyFit:
Prettyfit is originated from Singapore, started its operation in 1994. In a really short span of clip PrettyFit established a strong bridgehead as quality shoe retail merchants.
Prettyfit offers a complete aggregation of merriment, insouciant, semi-formal and formal footwear for the ladies. PrettyFit mercantile establishments are in more than 20 states around the universe. It ‘s a pride of ChenOne that the 100 % leather merchandises of this renowned, voguish and fashionable trade name are available in Pakistan entirely at its shops. PrettyFit provides alone manners which are non available anyplace else in Pakistan.
Channelss and Logistics Review:
As stated earlier ChenOne is a subordinate of Chenab group. ChenOne was created so that their fabrics and garments can straight make the consumer. Most of the merchandises are supplied by Chenab group and merely those merchandises which ca n’t be produced at the finest quality in the state are imported.
ChenOne has its ain logistics section. As they have 16 shops runing in different parts of the state they need a really fast and efficient logistics system to carry through their demands. Their logistic system makes certainly that their every merchandise reaches its finish on clip.
They have developed a really efficient system for screening out the demand of single shops and full make fulling the automatically generated order as the shop reaches a specified sum of single merchandise ‘s stock. It is made certain that the clip between bring forthing the orders and presenting the merchandises do n’t transcend four twenty-four hours clip period. The chief stock is kept at Faisalabad from where the supplies are made to all shops countrywide. Faisalabad is set as the Centre for stock because 13 of the shops are in Faisalabad and it is economic to put Centre at that place.
Furniture is the most hard merchandise in footings of transit which takes tonss of infinite and requires attention for transit. For furniture orders they have a maximal clip period of 7 yearss for presenting merchandises after order is posted. All the imports are foremost transported to Faisalabad and from at that place supplied to their shops.
COMPETTIVE Analysis:
ChenOne is one of its sorts of shops in Pakistan. It provides full scope of vesture and place merchandises and accoutrements. It does n’t hold any rival in its concern class. ChenOne do n’t bask monopoly in market. It has merchandise, category wise rivals in the state.
Following are its rivals in several merchandise classs:
Trade name
Product Category
Monetary value Scope
Intensity
Habbit
Furniture
Moderate High-High
Red
Interwood
Furniture
Moderate High-High
Black
Cross Roads
Casual Clothing
Moderate High-High
Red
Outfitters
Casual Clothing
Moderate High-High
Red
Fifth Avenue
Casual Clothing
Moderate High-High
Blue
Shirt & A ; Tie
Formal Clothing
Moderate High-High
Red
Dinners
Formal Clothing
Moderate High-High
Blue
Work force ‘s Shop
Formal Clothing
High
Red
Stone Age
Casual Clothing
Moderate High-High
Red
Cotton & A ; Cotton
Formal Clothing
Moderate High-High
Red
Cambridge
Formal Clothing
Moderate High-High
Blue
Bonanza
Formal Clothing
Moderate High-High
Blue
Oxford
Formal Clothing
Moderate High-High
Blue
Ideas
Clothing
Moderate High-High
Red
Bareeze
Fabric
Moderate High-High
Red
V9
Fabric
Moderate High-High
Red
Funk Asia
Womans Dressing
Moderate High-High
Blue
Stylo
Foot Wear
Low-Moderate High
Black
Soul
Foot Wear
Moderate High-High
Red
Borjan
Foot Wear
Low-Moderate High
Blue
Red: Head to Head Competition Black: Moderate Competition Blue: Partial Competition
In the Furniture Category Habbit and Interwood are the trade names that are a serious menace to the ChenOne ‘s Business in this class. They are viing caput to caput in the about same mark market with about same merchandise lines.
In Formal Clothing, Cotton & A ; Cotton and Shirt & A ; Tie are the trade names that give tough clip to ChenOne ‘s merchandises in this class.
In Casual Clothing, Cross Road, Outfitters, Stone Age are ferocious for ChenOne. Specially Cross Road and Outfitters are in the top list as they are located in same country as is ChenOne and in Multan, Lahore and Rawalpindi they are in same place.
In Formal Clothing, Bareeze, Ideas, Cotton n Cotton, Shirt & A ; Tie give caput to caput competition.
Soul is the biggest menace for their trade name PrettyFit as they are aiming same markets with about same monetary values and quality.
Despite all the completion that prevails in the market, ChenOne has kept its market topographic point secure and retained its clients every bit good as generated new 1s by lodging to the sensed quality of merchandises, their life and alone designs.
STRENGTHS, WEAKNESSES, OPPURTUNITIES & A ; THREAT Analysiss:
Strengths:
One Shop Solution: ChenOne provides one shop solution to its targeted clients by offering a broad scope of merchandise line which can be divided into three different classs: place, pes wear and garments. ChenOne is known for its merchandise assortment in both house clasp and personal wear.
Superior quality: ChenOne is known for its merchandise quality where each single point is high on quality. The quality squad at ChenOne personally views each merchandise and the defected points are instantly taken out of the stock.
Distribution Network: ChenOne has its ain distribution web where it does n’t necessitate to trust on other mediators and hence add value to the value and supply concatenation.
Established mark market: ChenOne has a defined mark market and it ‘s loyal to its metameric market. It targets the niche section of the market which is flush and knows the value of good quality.
Brand Name: It has strong trade name consciousness in the heads of the consumers and its presence is strongly felt in the market. A subordinate of Chenab Group adds to its trade name strength.
High accent on personalization: Its niche mark market is high on personalization and merchandise quality and can afford to pay premium monetary values for a one shop solution for the purchase of assorted points. Each point is carefully analyzed and based on its maximal personalization and superior quality, is so placed in the shop.
Strong word of mouth promotion: The mark market of ChenOne is such that they would state others about a good trade name from which they themselves are satisfied. Hence ChenOne is really high on word of mouth promotion. Catchy and voguish tagline: The tagline of ChenOne is altering life styles which show both the strength and the power of the trade name to be able to alter and act upon the life style of its consumers. This tagline is besides hype and catchy which shows juvenility of the shop in the eyes of its mark consumers.
Strong direction: Bing under the Chenab group ChenOne is high on direction where the employees are focused on supplying high value and superior quality to the clients.
Low turnover rate employee: the turnover rate of ChenOne is really low as compared to the remainder of the rivals in the market. Therefore company basking high internal satisfaction degree.
Technological border: Being associated with Chenab group it ‘s extremely focused on engineering where uninterrupted alteration is the name of the game. Through technological promotion ChenOne stays a measure in front of its rivals.
Elegant and originative designs and manners: Apart from first-class quality and uniqueness the trade name is besides known for the elegancy and creativity in the merchandises it keeps in the shop.
Handiness: The clients of ChenOne are eased by the easy handiness where the merchandises are available at their sole mercantile establishments.
Failings:
Targeting selling niche: ChenOne is weak in the affair of diversifying itself in other market sections. Its uninterrupted focal point on the market niche is doing it ignore the other market sections which might be more profitable merely by the sheer size of it.
High monetary values: High monetary values are a failing of ChenOne since the rising prices and instability of Pakistani market are robbing the consumers of their buying powers. With an addition in monetary values in all the trade goods people would prefer to purchase less expensive material as they would hold done otherwise.
Outdoor advertizement sometimes use amative entreaties: Pakistani market is such that the advertizements should be done with a really careful analysis since it could ache the trade name image in the heads of the consumers. Harmonizing to recent researches some of the advertizements by ChenOne were amative in nature and therefore created a negative image in the head of the consumers.
Inactive mark market: ChenOne is focused merely on aiming its market niche where it has dived into a dead market.
Opportunities:
International Market: ChenOne has an chance to come in into undiscovered International markets whereby making an international presence of its shops in the heads of international consumers. This would non merely increase the market portion but besides create an international trade name image and would increase its net incomes and merchandise desirableness.
National Market: ChenOne has an chance to open new shops within Karachi and other metropoliss of Pakistan for easier handiness to its consumers, doing more national presence, increasing wider consumer portion, net incomes and a opportunity to be in front of the competition.
New Sections: Other than researching into new parts, states and metropoliss it should besides diversify itself by come ining into new sections other than its niche section it has been concentrating on. This would non merely increase net incomes but make the shops more known and make more trade name consciousness.
Discounts: Pakistani markets are really monetary value witting and therefore changing the monetary values is a certain manner to acquire client attending. It should supply price reductions after a certain clip period so that people are encouraged to shop more and purchase more. This would pull new possible clients.
Menaces:
Competition offering variegation and high quality: Other shops like habitt, thoughts etc are besides extremely focused on high quality and variegation and if ChenOne does n’t do strategic programs to diversify itself this menace would go a serious issue in the close hereafter.
Direct/ Indirect competition: ChenOne, because of its variegation, has a batch of competition both direct and indirect. This has led to a batch of unwanted competition where it has to maintain check on obvious and concealed competition.
Related unrelated variegation: ChenOne has diversified its merchandise line and has included a batch of related and unrelated variegation which in its ain ego is a major menace.
International market variegation: Diversification is of import and critical for shops like ChenOne to turn, nevertheless if this variegation is n’t monitored closely and managed likely it could present a menace in the possible market.
Political instability: Pakistan is politically instable all over its history. Strikes, terrorist act and the jurisprudence and order state of affairs has created mayhem in the market for the retail shops like ChenOne.
High rising prices: Because of high rising prices there is a important lessening in the purchasing power of the consumers. The rising prices has besides affected the production costs. Therefore adding a terrible menace to the profitableness.
OBJECTIVES & A ; ISSUES:
Freshman Aims:
For the following twelvemonth the shop ‘s aim is to increase its gross revenues by opening a figure of new mercantile establishments for easier handiness to its clients. ChenOne plans on opening new shops in assorted metropoliss where it was non working earlier on and to open up 2 more mercantile establishments in Karachi so that clients can shop with convenience.
Sophomore Aims:
The aim of the company in the 2nd twelvemonth is to further spread out their shops and to unwrap into the market portion it has antecedently ignored. It ‘s working on gap of new shops under a new trade name name which would aim the center and lower in-between category so as to increase their market portion and derive more clients. It besides plans on opening more shops abroad so that it additions more international acknowledgment which would heighten the value of the trade name.
Issues:
Harmonizing to the aims of the company the major issues faced by the shop is the funding to back up its enlargement programs both at national and international degree and to make more trade name consciousness to the people who antecedently did non had entree to it. This would necessitate heavy advertisement and trade name promotional activities on the behalf of the shop. It would besides necessitate heavy research so as to analyse and aim the market in the best possible manner. High quality and merchandise distinction would besides be an issue for the trade name since it would be depriving in so many new markets.
Selling Scheme:
The selling scheme is based on the placement of merchandise on the footing of distinction on superior quality. It targets upper center and elect category who have the buying power to pay more for the quality merchandises.
Placement:
The ChenOne placement of its merchandises is based on merchandise distinction. It differentiates its merchandises on the footing of quality. It is supplying a superior quality of merchandises at differentiable monetary values.
Merchandise Scheme:
ChenOne offers replacing offers for its vesture merchandises but does non hold such offers for kitchen accoutrements. The replacing offer is valid to clients conditioned you follow the policies and instructions provided with the merchandise but it does non entertain replacing claim if the mistake is at client side.
Pricing Scheme:
ChenOne is aiming to the upper center and elect category. Its market consists of people who demands best quality and voguish life style and have the purchasing power to pay more for its merchandises. ChenOne monetary value high for its merchandises but it is justified for the quality it provides to its clients.
Distribution Scheme:
ChenOne has its ain logistics and distribution web all over Pakistan. It ‘s one of the strengths over its rivals. Having its ain distribution and logistics web provides ChenOne a great chance to hold a rigorous control over the bringing system. They have a computerized system in which order is automatically placed to the warehouse when stock list degree goes down to the optimal degree. It reduces the costs of telling and reduces paper work besides.
Marketing Communications Scheme:
ChenOne usage assorted selling channels to pass on its selling messages to the targeted clients. The major channels in Pakistan are
Billboards
Newspapers
Manner Magazines
Internationally it has its ain manner magazine & A ; has plans to present such activities locally every bit good.
ACTION PROGRAMS:
ChenOne has seasonal action programs for its merchandises. It has different action programs for different seasons like winters, summers, Ramadan and Eid seasons. It offers different gross revenues publicity during theses seasons. It has gross revenues price reductions offers for off season merchandises at the terminal of each season.
In winters it introduce new merchandises and sell the off season merchandises at discounted monetary values, frailty versa is done for the other seasons.
Budgets:
The selling budget for the ChenOne is 5 % to 6 % of its gross gross revenues. The other figures were non clearly disclosed by the ChenOne ‘s director due to the policy limitation.
BCG Matrix:
Cash Cattles
Ladies Foot Wear
PrettyFit
Home Furniture
Question
Marks ( ? )
Crockery
Cash Cattles
Home Fabric
Garments
Dogs
Work force ‘s Foot Wear
Hierarchal Chart:
Inquirer
What are your merchandises ( SBUs ) ?
Which market section do you aim?
What is your market place, how much profitable?
Your mission “ altering life style ” and its aims?
Who are your rivals & A ; their merchandises?
What makes you different from others that is what your competitory advantage is?
Who are your providers and distributers?
What are your strengths & A ; future chances?
Effectss of cultural alteration, menace or chances? how do you cover with them?
What are your Channelss of selling?
What departments your company hold?
Can you delight supply organisational chart?
What is your selling budget? Can you supply your gross revenues & A ; gross figures?
What are your Future Plans, New market Development & A ; New merchandises?
How your direction controls over the full organisation?
Your marks that you achieved so far?
Best and worst SBUs? In regard to BCG matrix what are your star merchandises & A ; hard currency cattles & A ; which SBU you traveling to discontinue in close hereafter?
Beginnings:
Hamood ur Rehman
General Manager, South
ChenOne, Park Towers, Clifton
Karachi
021-35876653
www.chenone.com.pk/
www.fashioncentral.pk/pakistani/designers/181-chen-one/
www.chenabgroup.com
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hypertext transfer protocol: //commerceplus.blogspot.com/2010/07/internship-report-on-chenone.html
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