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INTRODUCTION
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MARKET PLAN

 SITUATION ANALYSIS
 MARKET SUMMARY
 TARGET MARKET
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MARKET DEMOGRAPHIC

 GEOGRAPHIC FACTORS
 DEMOGRAPHIC FACTORS
 BEHAVIOR FACTORS
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MARKET
CHARACTERISTIC

 TRENDS IN INDUSTRY USE PATTERN;

 END USE PATTERNS
 BUYING PROCEDURE AND PRCTICES
 SERVICES (AFTER SALES)
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GOVERNMENT AND SOCIAL

REGULATORY CLIMATE
 We are strictly following the national as
well as international rules and regulations
for using raw material, quality standards
and other business activities. We have a
plan to hire the services of a legal advisor
for this purpose.
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TECHNOLOGY
 We live in an erra of rapid technological change,
we will have to look at the developments in the
industry and market, which will make our products
and business obsolete and less competitive.
 We were involved in utilizing of older technology
and mostly hand made products were being made
by our company. But when we start our export.
 In 2008, we have purchased an Italian modern
technology machinery for cutting, sewing and
polishing of leather, But still we are facing lack of
fully equipped modern technology and installation
of fully automatic machinery for mass production.
 We have a plan to adopt that latest technology in
coming three years.
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PRODUCT LIFE CYCLE

 Most of our products are in a Growth position, and moving
towards maturity, like Charsadda (Bund and Plan) shoes,
charsadda pure leather joggers and Boots and Jet Shoes etc
 Our products has a very fertile market due to its traditional style
and positioning.
 In the local market it has a very huge demand as well as in the
Gulf countries, UAE and Saudi Arabia due to large number of
our local community being settled and working there.
 Before the new Italian machinery activation and running, we
were facing the inventory turnover problem, which was very
slow, most of our products took 10 to 15 days for manufacturing
and designing. Now its time of production become decreased to
6 days.
 And we are planning to decrease the time cycle of production by
4 days in near future by fully automatic system. For production
purpose, which will be in operation in coming 3 years.
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SWOT ANALYSIS

 Working in a very competitive business

 environment locally as well as internationally

 We have to face the changing business

environment

 Cope to do our business smoothly and in an

effective and efficient manner
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STRENTHS
 Easy availability of raw material i.e
crushed leather etc
 Skillful and technically sound labour and
managers
 Low cost of production
 Strong background of manufacturing
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WEAKNESSES

 Older techniques of manufacturing

 Lack of modern and advance technology
 Improper training system
 Improper trading policies and
governmental facilities towards export
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OPPORTUNITIES

 Vast and expanded market locally as well

as internationally
 Acceptance of domestic culture as well as
love for culture products
 Capacity of innovation and change
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THREATS
 Political instability
 Current unstable peace conditions
 High cost and shortage of electricity
 Competitors (Bata,Service)
 Inflation and recession
 Rapid change in trends and tastes
 Weather
 Shortage of raw material
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MARKETING STRATEGIES
 MISSION STATEMENT
 PROVIDE A GOOD QUALITY
 PENETRATE INTO LOCAL AND
INTERNATIONAL MARKET
 MAINTAIN OUR MARKET SHARES
 BUILT A GOOD RELATIONSHIP WITH
CUSTOMERS
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STRATEGIC ALLIANCES

 HUSH PUPPIES
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CORE STRATEGIES

 BUILDING A STRONG RELATIONSHIP

WITH OUR SUPPLIERS PARTNERS,
STRATREGIC ALLIES, DISTRIBUTORS
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MARKETING MIX

PRICE
PRODUCT
PROMOTION
PLACE
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COMPITITORS

 SERVICE
 BATA
 ADDIDAS
 ARMANI ETC….
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CONCLUSION

 The goal of this plan to understand the

strategies, tactics and programs that
should be implemented over the product.
From this plan we should easily launch our
product locally as well as internationally.