General view of the market

Al-Haram enterprise was established in 1984 in Multan in order to export traditional hand-made
embroidered scarves. They are the market Market leaders, manufacturer and wholesalers of
women’s fashion scarves and shawls with embroidery and printed designs. They are also the
distributor of scarves, shawls and other modern textiles all around Pakistan, with Al haram shops
across the countries major cities. They have their outlets in Dubai and Jeddah for export to all
African and Arab regions. One of the main and biggest manufacturers, as well as suppliers of the
famous luxury product, Cashmere (Pashmina) shawls. In western countries Cashmere shawls are
in high demand. Currently there is active distribution of cashmere shawls in certain parts of
Europe, such as France.

PESLT Analysis

Technology

Technology plays a vital role in manufacturing of the products. The ease of online shopping will
enable customers to order the cashmere shawls at their convenience. Existing and new customers
are able to reach the product with much more ease

Political

The recent Brexit issue may have affect Al-Hateem Enterprse. Political Environment is the state,
government and its institutions and legislations and the public and private stakeholders who
operate and interact with or influence the system. Brexit has caused a turmoil within business
environments and financial markets. Cashmere unaccepted in many parts of the world

Economical

Brexit causing the pound to fluctuate. Products being exported from Pakistan may become very
high in price due to charges. Reaching a much bigger market

Social

High demand for Cashmere shawls in western countries. A diverse country which would enable
the product to be accepted by many different people (a big target market)

Environment

Consumers are more aware of environmental factors within the UK, the making of Cashmere
shawls is not environmentally friendly, and therefore the product can be declined
Legal

Cashmere is banned in many countries. Law regarding the material must be analysed beforehand.
Furthermore, Tax policies of UK must also be considered

SWOT analysis

A SWOT analysis organizes top strengths, weaknesses, opportunities, and threats into an
organized list

Strengths

• Reputation of the brand and Cashmere products within western countries

• Well established distribution system
• Luxury product which is high in demand
• Difficult to replicate
Weaknesses

Al-Haram is new in the UK market. Cashmere products are very expensive but it is also banned
in some areas. Authenticity of product will be required with each purchase making it difficult to
enter the online market.

Threats

The following are the threats which Al-Haram enterprise can work to efficient operate in the
market;

• Indian Cashmere shawls, a big competition

• Similar products in market for a lower price

• Fake products/replicas damaging the business and its authenticity

Opportunities

The following are the opportunities which Al-Haram enterprise can exploit tp further penetrate in
the UK market.

Expansion to new and much wider market in the UK

Access to other European markets

Franchises across the globe

Online shopping
Porter five force model

Porter's Five Forces is a model that identifies and analyzes five competitive forces that shape
every industry and helps determine an industry's weaknesses and strengths.

Threat from new entrants

The level of threat is moderate because of evolving technology and changes that emerges as a
result of technology adoption. Al-Haram Enterprise keeps on changing by following the trends
and upgraded technology.

Bargaining power of buyers

buyers have high bargaining power is high because there are already so many substitutes
available in the market. Al-Haram Enterprise cannot charge high price from their customers and
have to maintain their pricing strategy according to the demands of the customer. As so many
substitutes are available in the market therefore the buyer can influence Al-Haram Enterprise to
set price of their services accordingly.

Threat of substitute products

Al-Haram Enterprise is facing threat from the rivals which are offering the same products and
services.

Competitive rivalry

An intense level of competition pushes the Al-Haram Enterprise to offer flexible and affordable
prices to their customers. Branded and domestic companies are the direct competitors of Al-
Haram enterprise.

Bargaining power of supplier

The company is highly dependent on the suppliers for its success. It is essential for Al-Haram
Enterprise to maintain good relationships with the suppliers to retain broadcasting rights for
original and any subsequent content

General view of the market

• There are different types of shawls which are used in Pakistan these include; Kashmiri
shawl, Multani shawl and shahtoosh shawl.
 • In Pakistani market, both hand made and branded shawls are available.

• A shahtoosh shawl can sell for anywhere between Rs 300,000 to Rs 1,500,000 depending
on its quality and embroidery. On the other hand, rich designs, unique softness and
comforting warmth, Pashmina is also known as the diamond fabric and the soft gold of
high Asia.

• The traditional and classic Pashmina shawls with Kashmiri embroidery are always in
great demand. A kalamkari shawl, which is technically is a faux-toosh, is all the rage
these days. The price of kalamkari shawl is around 300,000 rupees.

General view of the market

The current government is taking steps to improve the ease of doing business in Pakistan. In
Pakistani market, both handmade and branded shawls are available. There are different types of
shawls which are used in Pakistan these include; Kashmiri shawl, Multani shawl and shahtoosh
shawl. A shahtoosh shawl can sell for anywhere between Rs 300,000 to Rs 1,500,000 depending
on its quality and embroidery. On the other hand, rich designs, unique softness and comforting
warmth, Pashmina is also known as the diamond fabric and the soft gold of high Asia. The
traditional and classic Pashmina shawls with Kashmiri embroidery are always in great demand.
A kalamkari shawl, which is technically is a faux-toosh, is all the rage these days. The price of
kalamkari shawl is around 300,000 rupees.

Propose Target market

Behavioral segmentation

Behavioral segmentation is defined as the process of dividing the total market into smaller
homogeneous groups. The shawls can be worn shawls can be worn gracefully on formal
occasions. Furthermore, old people Old people hurriedly wrapped shawl around head and
shoulders. The more formal and the stylish are now wearing shawls on top of sleeveless shirts,
paired with formal trousers and heels, not mention trendy accessories.

Demographics segmentation

Demographic segmentation is market segmentation according to age, race, religion, gender,

family size, ethnicity, income, and education. Different quality of kashmiri shawls will be
marketed to satisfy customer needs. The shawls will be specially designed for Middle and high
income customers will be targeted. Kashimiri shawls will be developed for both the genders.

Psychographic segmentation
Psychographic segmentation is a method used to group prospective, current or previous
customers by their shared personality traits, beliefs, values, attitudes, interests, and lifestyles and
other factors. Kashmiri shawls of Al-Enterprise will target the customer who wants to follow
latest trends. The shawls will be designed fpr customers who like to follow basic traditions.
Furthermore, the demand of shawls is increasing in the foreign countries therefore International
customers who are taking interest in foreign culture and traditions will also be targeted.