History of BorjanIn 1986 The Company named as Prestige was only the seller of ladies and gent footwear. Prestige Company launches its outlets in the major cities of Pakistan on the 1st march 1986 with the head officein Lahore . In the beginning two years the response was devastating and the customer’s feed back, regarding the product quality and the services was more than expectation and strengthens their belief in their policies. By keeping all this in mind the company name was changed from Prestige to Borjan Private limited. Borjan is the manufacturer of Gents and Ladies foot wear and other lather products. Borjan Manufacture shoes and other products in their own manufacturing units . Borjan established itself as a world-class manufacturer of private label and branded footwear with the aim to provide exceptional shoes at affordable price. It is here that innovation and technology come together withskilled hands and an old fashioned work ethic

 

About The Company

Borjan Private limited is world-class manufacturer of private label and branded footwear with the aim to providegents and ladies footwear and accessories at affordable price.Borjan is a commitment to luxury & style, Borjan is one of Pakistan’s best selling fashion footwear chains and isrenowned for its great ambience, stylized fashionable product and exceptional customer services with

48 outletsin 36 cities of Pakistan. Borjan offer a wide range of fashionable footwear for both genders. Borjan puts a lot of effort in the field of product development. The number of launches in sole designs is the highest in Pakistan.Borjan aspires to become a leading organization not only in Pakistan but also its neighboring nations so that our  brands & utility products become the first choice of its consumers to make them look & feel smart.Borjan have a theory about shoes, the more you buy them, the less you have, for you have innumerable outfitsand each requires that you have the perfect pair of shoes to complete your look. Borjan is one f the many shoestores that have opened innumerable outlets all over Pakistan and have made a name for themselves owing totheir high quality and exquisitely designed footwear!Borjan spread its network of outlets in all over the Pakistan about more than 48 outlets in about 36 beautifulcities of Pakistan and nearly Borjan is going to establish its business in Gulf and in Middle East.

Mission Statement We promise customer care and peace of Mind.

Vision of Borjan

Borjan aspires to become a leading organization not only in Pakistan but also its neighboring nations so that our  brands & utility products become the first choice of our consumers to make them look and feel smart. Borjan aims to be true to its Positioning line of ‘ Fashion Forward’ and we not only aim to provide the very latest inFashion but also provide the best possible shopping experience, excellent customer care services and peace mind to our consumers . We intend to continue to provide the most modern and comfortable footwear to our of consumer

 Borjan ValuesTo Prioritize and look after our Customer.To do the best with honesty.To care for our own people.To give back to the society.To build relationship with customers, vendors and employees.To enhance that respect factor amongst us.Business Innovation

Customer Benefit which they provide Facility of Credit Card.

Surprise gift for Customer on special occasions

Free After Sales Services.

Keeping informed the target customers.

Summer and winter Sales up to 50 %

 

Firm’s Objectives and Goals: Overall objective is to build profitable customer

relationship.

To prioritize and look after their customer.

To lower the costs of production.

To improve their profits.

Profits can be improved by increasing sales so their objective is to increase the sales.

The main objective is Fashion Forward

 

Business Analysis

Company Profile Basic Information

Company Name:Borjan (Pvt.) Limited

Business Type:Manufacturer 

Product/Service(We Sell):We are manufacturer of Gents& Ladies Shoes with Leather shoe upper.We offer shoe with comfort

Number of Employees:1000 - 1500 People

Trade & Market Over All Pakistan and Middle East

Total Annual Sales Volume:US$5 Million - US$10 Million Market Share Borjan over all in Pakistan cover  Round about 49% of market share

Out lets Borjan has about more than 49 out lets in Pakistan and 5 outlets on Dubai

 

Gather historic information:The marketing team gathers historical information and on the basis of it develops a 6 month plan. The objective of itis to prepare a month by month total rupee-purchasing schedule for Borjan.Perform qualitative analysis:Borjan’s top management believes that the buying process is 90% analytical and 10% intuitive. They gather dataabout the customer buying patterns and the overall situation of the market. The recent economic instability has put ahalt into their aggressive buying behavior but nevertheless they still anticipate the market to bounce back. They perform their analysis by taking into account the following components: Customer profile analysis:Who are the best customers of the Borjan and what their buying behavior are.Who are the minor customers of the Borjan and what should they buy from them?Department analysis:To effectively forecast the sales and purchase the right product, Soul has divided their 9 outlets into 3 department’si.e. bridal shoes, casual shoes and accessories (bags, socks, pouches etc). This enables an easy to understand store- by-store analysis.Key department trends: Borjan keep a constant track on the trends in the market. They are on the look out of what is hot in the market and what His competitors are doing. This enables Borjan to forecast future trends and bring abut a better

product in themarket. They also analyze what department is performing better in its own competition.A case in point:12 “A major shoe retailer in Pakistan suffered huge losses just because of vendor issues. A closer analysis revealed thattheir number one supplier last season did not do any favors to them. Although they shipped 98% of what they booked, further analysis indicated that deliveries coupled with styling and fitting problems. This resulted in poor in-season sell through, creating the need for heavy markdowns. Due to poor supplier performance, they ended with agross margin of 10% below the store average.”

Advertising review:Borjan believes that increase traffic flow results in higher sales. To this end, advertising and promotions are used toimprove traffic levels at their outlets. The buying and advertising departments work closely to gather to ensure thecompany’s investment in this area results in strong performance.

Visual Presentation Analysis:The marketing team at Borjan believes that people usually respond best to visual stimuli, so product presentation isthe major driver of sales.

Inventory management:

Inventory management is a key area in the overall profitability of the outlets and the company as a whole. Borjan believes that it takes approximately 1000 rupees in extra sales to recover the 100 lost due to theft.

Distribution Network:The Distribution strategy used by Borjan is that once the goods are received at the depot from the vendors, they arethen dispatched to each every outlets according to the assortment plan.For distribution purpose Borjan divide its each and every outlet according to its locality.

Shop Management:Each Shop is managed and run by one manager. Each shop managers then reports to the Retail Network Coordinator (RNC) who then reports to the Retail Operations Manager. The ROM reports directly to the GM and keeps the other departments about the sales progress. So far they have managed to develop as a team. However as they grow, theywould need to have Area Managers who would then manage their respective areas

Product Life Cycle:

Introduction: In this criterion Borjan introduce products. At that time the products that are at introductionstage are as follow:Ora Collection New Lather ProductsGrowth Stage: In this stage products sales starts climbing quickly. presently the sales of sky walk is veryhigh and the sales volume is quickly climbingMaturity Stage:In this stage sale of product become constant as now in the case of Glam Collection and matila.And women hand bags. Their sale is constant.Decline: In this stage the sale decline as happened in case of Belts Wallets and Digger

Market Segmentation:  Borjanhas divided the market into the following segment.1 . G e o g r a p h i c a l l y2 . D e m o g r a p h i c a l l y

3 . P s y c h o l o g i c a l l yGeographic:By doing geographic segmentation Borjan’s plan was to capture the most footfall market areas. By doing a verydeep analysis the Borjan opened its franchises and outlets

Demographics:Males and Females (house wives, working professionals, college/school students etc)Age range 13 – 60 years.Socio-Economic class, A, B and B+.Income should be that they buy 6 to 7 shoe pairs per year People who have stylish living and high style thinking.Psycho graphicallyVariety seeking customer  No brand loyaltyIts fun shoppingFashion conscious.Tend to eat out at least once a week, typically more.

Live the motto "fashion over function."Are always aware of the different fashion trends.Subscribe to, or at least read, several women's magazines that are fashion orientated.

Market Positioning Their positioning statement is to Male, female and youngsters who want to wear fashionable and luxury footfall,at affordable prices. Target Customers are teenager youngsters business class that want premium price, Quality,After Sales service durability, Customer confidence. Positioning is very easy for them because they do not haveany competitors in the market. That competes them by providing luxury and fashionable and quality footwear.Borjan’s goodwill and long run success makes it easy for them to position their products in the market withoutmaking any extra hard work.

Services Provide by the Borjan Borjan is providing service to the customer’s i.e.:•

Outlets service•Online service•Facility of Credit Card.•Surprise gift for Customer on special occasions•Free After Sales Services.•Keeping informed the target customers.•Summer and winter Sales up to 50 %

 

PEST AnalysisPolitical factors:Borjan has established a reputable image in the eyes of the country and government, so they do not face any political pressures.Economical factors: Borjan has never faced the challenges brought down by inflation or increasing taxes.Social: 

Changing trends and population growth will have a positive impact on Borjan’s sales.Technological:Borjan have got one of the best in-class -equipment from foreign countries. Borjan have their ownManufacturing units and quality assurance lab, which monitors their entire manufacturing process.Environmental:Althoughthe Borjan has to manufacture footwear from modified lather which was already processed from other factories so in this way Borjan hasn’t effect the environment by microbiological, chemicalor physical contamination in environmen

 

Recommendation and SuggestionsBorjan should reduce little more prices to compete the several private Brands.Borjan should introduce online shopping.Borjan should spent some more on promotion and advertisement.Borjan should try to improve its service.B

orjan should try to introduce some new products.

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