2. Acknowledgment
First of all I thank ALLAH Almighty, who gave me power, wisdom and ability
to complete the task which was assigned to me.
I are also grateful to our Course Instructor Sir. Nasir, who gave me an
opportunity to explore and polish my skills.
3. Dedication
“I dedicate my work & efforts first of all to Almighty Allah and His beloved
Prophet (P.B.U.H) and my Parents with dedication, love and gratitude without
whom caring support it would not have been possible”
4. Introduction
Stylo is not a new brand it is an old brand of fashion. Stylo does not
need any kind of introduction whenever someone talks about fashion
and classy footwear, Stylo is one of the brands that come in my mind.
Stylo started in 1974 by Mr. Azhar Siddiqui with the amount of Rs. 175
at anarkali by setting up single rented outlet in Lahore. Until 2003, it
had only four shops; and then with an aggressive expansion plan from
2004 onwards, the brand achieved a presence in 52 cities and boasts 87
retail outlets. And gradually increasing outlets in all over Pakistan and it
becomes one of that brands that define fashion. Now Stylo Shoes is one
of the largest women footwear selling network of Pakistan and the
major ladies shoes.
5. Introduction
Sharjeel Hasan, Marketing Manager of Stylo, has given the brand a new
direction by shifting the focus from the product to the consumer.
Previously, the brand was lacking emotional appeal and relevance.
Stylo applies a customer-centric approach as it realizes the importance
of a long lasting relations with its customers. Stylo make sure that their
customers get the footwear they desire.
9. Mission & Vision
Mission:
The mission of Stylo shoes brand is to make fashionable footwear
that satisfies their customer needs.
Vision:
The vision of Stylo is touching the international market.
10. Objectives
The objectives of Stylo are business objectives, which are as follow:
1)
To maximize profit.
2)
To increase market share.
3)
To increase their growth.
4)
To become market leader.
12. Competitive rivalry
1)
In The Ladies Footwear Industry, The Level of Rivalry is high. There are Several
Competitors such as METRO, ECS, BORJAN and STARLET. The Competition
Between These Companies is so intense because they are dealing with SHORTLIFE CYCLE Products.
2)
Target market is almost same for all competitors that results in almost same
strategies so, competitors in this industry do not face hard time reading each
other’s (competitors) intentions accurately.
3)
The Growth the Ladies Footwear Industry has experienced over the past few years
is beginning to Stabilize. This Forces Firms to differentiate using
Marketing, Advertising, Fashion and Technology to steal market share away from
their Competitors.
Competitive Rivalry for STYLO is high.
13. Bargaining power of supplier
1)
Too many suppliers are there in market. The suppliers are spread
specifically in the city of Lahore and Karachi. The suppliers are
quite large in number as compared to the buyers who order them.
This large ratio of suppliers leaves the choice on buyers. The buyers
have the complete power to work with as many suppliers as they
want and to reject the suppliers when their orders are made.
Bargaining Power of supplier is low.
14. Bargaining power of customer
1)
Products are homogenous. Shoes in ladies fashion industry are not
much different in terms of design and quality as almost all the firms
have same designer. Buyers are very strong as they have too many
options available without any switching cost involved. If they face any
issues regarding price, quality etc. they would easily switch to other
brands as they can find the same designs with a slight difference
Bargaining power of customer is high.
15. Threat of new entrants
1)
Established or growing market as companies exhibit solid earnings
and revenue figures which means industry is showing signs that it is
in its growth stage.
2)
No technicality involved. Supply chain is very easy to manage in this
industry as not much technology is involved in manufacturing of the
shoes and as a matter of fact outsourcing lowers the risk of failure in
production.
3)
New entrants need to differentiate by spending on
advertising, customer services and to some extent product
differentiation keeping the current situation of industry.
Threat of new entrants is high.
16. Threat of substitute
1)
Machine made shoes are substitute products as handmade
shoes are being produced currently in the market.
2)
Life of fashion shoes is very short i.e. fashion trends change at
a fast pace which makes it difficult for the substitutes to follow
rapid changes, so threat of substitute is pretty low
Threats of Substitute are low.
18. Strengths
1)
Strong Brand name.
2)
Versatility and innovation.
3)
Strong management.
4)
More than 1000 employees.
5)
Online trade.
6)
Pakistan’s largest fashion retailor.
7)
Largest network of 87 outlets in 52 cities around the country.
20. Opportunities
1)
Expansion in whole Pakistan.
2)
Expansion in international markets.
3)
Company can also target males.
4)
To capture the accessory market collectively.
23. BCG Matrix
Stylo is the Pakistan’s largest fashion retailor and it has 87 outlets in 52
cities of Pakistan. In BCG matrix Stylo is at star with high market share
with relatively high growth in market. Among all the firms in market of
ladies shoe there are three major competitors, which are:
1)
Stylo
2)
Metro
3)
ECS
Between all these three, Stylo has captured the maximum in the market
share, Metro has captured second highest market share among the
most famous brand and then ECS has also captured good market
share.
24. Products
Stylo is Pakistani girls and women most favourite choice.
It is a shopping product.
As the name depicts its main job is to grab fashionistas attention through its magical styles.
25. Products
Main purpose of stylo is to provide stylish, trendy and durable
shoes.
It includes:
1) Ladies shoes
2) Kids footwear
3) Ladies Accessorise (Hand bags, jewellery)
4) Casual fabric named „FABRIZIO‟
26. Ladies Shoes
Shoes:
It offers a wide range of shoes from formal, casual, bridal, flat, and party wear.
From high heels to flat slippers its all articles are comfortable, durable and up to dated.
Formal Shoes:
They are the best with finest embellishments and detailed designing.
Party shoes:
Its party shoes include stapler’s heels, ankle high with zips, sandals, coat shoes and many more.
Casual shoes:
Stylo had not only become first choice of ladies for their formal and party footwear’s but casual
shoes by stylo have also received great appreciation from consumers.
Casual variety includes flurry softies, flat pumps, strap less shoes, chapels and many more.
27. Ladies Shoes
Bridal shoes:
Its Bridal collection includes shoes with fine embellishments and rich
stone work with fancy heels.
28. LADIES BAGS
They provide an up to date fashion bags, clutches in different styles and
colours both for women and girls.
They include formal, casual, party and bridal bags, clutches.
29. JEWELLERY
Its jewellery collections also varies from casual, formal to bridal.
Stones used in bridal jewellery are imported from different places.
30. Kids Footwear
Along with a vast range of ladies shoes it offers an eye catching range of
kid shoes too, according to taste of teens and kids.
31. Fabrizio
Stylo also has started work in casual fabric but it is in its introductory
stage. It is just launched in 3 cities.
32. Services
They also offer after sales services.
Defected shoes can be repaired or changed.
Misplacement of stones from jewellery, shoes or clutches can be repaired/
placed.
They also offer warranty of shoes and accessories.
Shoe or bag after
Stylo also make sure that their customers could get the best service
possible and for their convenience, contact information is given on their
site. purchased can be changed within a week.
34. Place
Stylo was started in 1975 with a small space in Anarkali Lahore. Until 2003, it was having only
4 shops, then with an aggressive expansion plan from 2004 onwards up till now there are total
87 outlets present in 52 different cities.
35. Places
Their outlets are present in different cities, some are
following:
Lahore, Gujranwala, Gujrat, Hyderabad, Islamabad, Jhelum,
Rawalpindi, Karachi, Multan, Faisalabad, Peshawar, Sialkot,
Sargodha, Abbottabad, Bahawalpur, Bhawalnagar, Burewala,
Chistiyaan, D.G Khan, Gojra, Joharabad, Khanewal, Mandi
Bahauddin, Mian Chanu, Mirpur Azad
Kashmir, Okara, Pakpattan, Rahim Yar
Khan, Sahiwal, Sheikhupura, Sukkur, Vehari, Wah
Cantt, etc.
36. Distribution of products:
1)
Stylo distribute its product directly from manufacturers to outlets
(direct distribution).
2)
Distribution is extensive.
3)
And it adds franchises attempting to control distribution channels.
4)
Shoes and accessories sections are placed separately, bags are
placed in a separate window and jewellery is placed at a corner stall.
37. My Recommendations
1)
Stylo should also target male population of the country.
Because boys have also become stylish and fashion
oriented. So, Stylo should manufacture shoes for male
population as well.
2)
They should also manufacture orthopedic shoes for sugar
patients.
3)
They should enhance their promotional activities.
4)
They should also focus more on public relation.
