Topic :

ADIL AMIN CHOHAN

12015056-092

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.

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

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

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.

Organizational Structure

Mazhar Hussain Siddiqui [Director]

Rizwan Ali Qureshi [Manager Systems]

Azhar Rehman [IT Manager]

Imran Farooq [Finance Manager]

Hafiz Muhammad Bilal [Audit Manager]

Logo:

Slogan:

Wear your style

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.

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.

Porters five forces model

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 SHORT-LIFE 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 others (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.

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.

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.

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 offact 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

Threat of substitute
1)

Machine made shoes are substitute products as

handmade shoes are beingproduced 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.

SWOT Analysis

Strengths

1)

Strong Brand name.

2)

Versatility and innovation.

3)

Strong management.

4)

More than 1000 employees.

5)

Online trade.

6)

Pakistans largest fashion retailor.

7)

Largest network of 87 outlets in 52 cities around the

country.

Weaknesses

1) No

international presence.

2) Less

effective pricing strategy.

3) Designs

are easily copied by local

manufacturers.

Opportunities

1) Expansion

in whole Pakistan.

2) Expansion

in international markets.

3) Company
4) To

can also target males.

capture the accessory market collectively.

Threats

1) Bad

economy.

2) Political

instability.

3) Intense

competition.

4) Constantly

changing fashion.

BCG Matrix

BCG Matrix
Stylo is the Pakistans 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

Products

Stylo is Pakistani girls and women most favourite choice.

It is a shopping product.

the name depicts its main job is to grab fashionistas attention through its magica

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

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 staplers 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

Ladies Shoes

Bridal shoes:

Its Bridal collection includes shoes with fine

embellishments and rich stone work with fancy heels.

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.

JEWELLERY
Its jewellery collections also varies from casual, formal to bridal.
Stones used in bridal jewellery are imported from different
places.

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.

Fabrizio
Stylo also has started work in casual fabric but it is in its
introductory stage. It is just launched in 3 cities.

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.

Services

Place

started in 1975 with a small space in Anarkali Lahore. Until 2003, it was having
then with an aggressive expansion plan from 2004 onwards up till now there are
s present in 52 different cities.

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,

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.

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.

End