Final project on stylo shoes
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Date
2018
Journal Title
Journal ISSN
Volume Title
Publisher
UMT.Lahore
Abstract
An executive summary, or management summary, is a short document or section of adocument, produced for business purposes, that summarizes a longer report or proposal or a group of related reports in such a way that readers can rapidly become acquainted with alarge body of material without having to read it all. This action-based research study aims to explore the factors which are affecting the sales improvement of STYLO SHOES. The comprehensive analysis of the industry as well as of the company is performed during this project. We conducted this research to identify the
actual problem PONS is facing so that a clear insight can be provided too precisely, and we will be able to deliverfeasible recommendations. A detailed audit is conducted by Macro environment and Microenvironment analysis with the help of various strategic marketing tools. Primary and secondary sources for data collection were usedin the research. All the
stakeholders of the fashion footwear industry were involved in this project with the help of nterviews and questionnaire. This project will help Stylo to solve their current marketing challenge, awareness of customer preferences stylo shoes, improvement in their marketing campaigns, innovative and reative advertisement ideas and the gap identification.
Hence, the industry can be stated as favourable and optimistic for existing players and new
entrants. To grow and sustain in the industry we did in-depth research on the critical success
factors of consumers and customers. Almost success factors were highlighted for the
wholeindustry those were a brand name, sales team, packaging & competitive price.
Moreover, the research also focused on identifying the consumer preferences and perceptions
over a couple of benchmarking activities. We determined the direct and indirect competitors
of Stylo Shoes and comparatively analyzed with direct competition companies which are
developing or marketing similar type of products to themarket population. By examining the
marketing strategies and core competencies of the competitors, we established a way forward
and discovered the gap.
We have examined all aspects which are affecting the company with the help of investigative
tools, i.e.TOWS analysis. According to the study conducted Stylo lies on Limited expansion
and harvest strategy position. Thus, Stylo has to protect or maintain their existing market
position and have to invest wisely in those segments which are profitable for the company.
By reviewing the strategic alignment of Stylo, our findings were that Stylo lacks in product
quality and differentiation. So we have extensively defined what should the company do to
overcome these lacking and how should they do it, when should the company execute.