International Journal of Research e-ISSN: 2348-6848 p-ISSN: 2348-795X Available at https://journals.pen2print.org/index.php/ijr/ Volume 06 Issue 04
April 2019
Knowledge Hub of Fashion: Chen One Textile Industry Pakistan Sobia Naseem , Muhammad Mohsin , Shazia Salamat 1 Institute for Optimization and Decision Analytics, Liaoning Technical University [email protected] 1 Department of Business Administration, Liaoning Technical University, China [email protected] 1Department of Business Administration, Liaoning Technical University, China [email protected]
Abstract fashion industry in their growth and updating according to latest fashion. This study based on a chain store of Pakistan which based on latest fashion industry. Chenone Introduction limited has today 10 local and 7 outlets in the In 1997, ChenOne opened its first branch in Middle East with an annual turnover of RS ten billion. Chenab limited is a manufacturing giant Jinnah Super, Islamabad. This was the first store operating in over seven countries. Chenab limited of its kind in Pakistan offering the complete range the company holds thirty million share. Chenab is of Fashion clothing & foot wear, Bed Linen, one of Pakistan’s leading manufactures and exporters of quality home textile products of Kitchen Accessories and Furniture. The quality home textile products and garments. tremendous success and acceptance of the idea Chenab’s one of the most popular brand is Chen reflected the maturity of our customers on one one. They segment Chen one’s market according hand, and on the other hand, prompted ChenOne to geographical location. Chen one target the Middle East upper middle and elite class segment to open branches nationally & internationally, so of the population. Though Chen one’s cloth is nationally in Rahim Yar Khan & Islamabad produced in Pakistan. Chenab Pakistan (1997), Lahore (Gulberg) and Faisalabad (1998), maintains the international standard. Chen one cannot provide a better price is affordable by Karachi Park Tower (1999), Rawalpindi (2001), elite class. The cloth is available in three Peshawar(2002), Abbottabad and Lahore different sizes. In future Chen one sells its outlets (defence) in 2004, Multan (2005), Sialkot & to third party. Other competing brands like men’s garments (generation), life style, Bed & bath, Gujrat in 2006, Karachi Tariq Road (2007) , Ikea, macro, metro and Carrefour have a strong Sargodha & Bahawalpur in 2009, Diplomatic consumer base but Chen one’s product features Enclave Islamabad (2011). Plus Internationally distribution and promotional activities have created huge brand loyalty for which it is still the ChenOne opened its branches in Dubai market leader in Pakistan Chenab with its heavy (Jumeriah), Abu Dhabi (Marina Mall),Ajman promotional activities has been able to penetrate (New Sanaya), Al-Ain (Bawadi Mall) ,KSA (Al- the market. But the other producers in the Thiyafa Mall Makkah and Ollaya Street Riyyadh) industry are posing a threat towards Chenab’s market share. This study will provide a help to and simultaneously during this period. Outlets in
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Gujranwala, Hyderabad, Kuwait and Musqat are To provide ideal working conditions to our near future destinations. With the target of employees and to take care in their career opening 50 stores in Pakistan by 2015-2018, planning and reward them according to ChenOne will maintain its status of being the their skill and responsibility. largest chain of stores in Pakistan. To meet social and cultural obligations towards the society being a patriotic and VISION conscientious corporate citizen (Papulova ChenOne Vision 2011 despite obvious 2014) and (Darbi 2012). cultural and business challenges, ChenOne has experienced success The ChenOne Stores 1 because of its ability to transfer the ChenOne stores ,are complete family fashion company’s unique culture and effective store, which are catering to many consumers in retailing concepts. ChenOne has realized Pakistan and in international markets and to the potential growth worldwide; by 2011 position Pakistan as a fashion producing country. ChenOne would open several branches in I existing and international markets Chenone wants to be more competitive n a short span of seven years, ChenOne, with its and by offering standards products to its outlets in twelve cities of Pakistan (Karachi, customers & clients (Kantabutra and Lahore, Rahim Yar Khan, Faisalabad, Avery 2010). Rawalpindi, Islamabad, Peshawar, Abbotababd, Multan, Sialkot and Gujrat) has already acquired MISSION STATEMENT the position of Pakistan's leading fashion brand. ChenOne stores are located in Pakistan in the To be the business house of first choice following places: for customers. 1) Islamabad (Opened in 1997) To be a change leader. 2) Rahim Yar Khan (Opened in 1997)
To produce innovative, relevant and cost 3) Lahore (Gulberg branch) (Opened in 1998) 4) Faisalabad (Opened in 1998) effective products. 5) Karachi (Opened in 1999) Setting and maintaining high standards. 6) Rawalpindi (Opened in 2001) 7) Peshawar (Opened in 2002) To earn profits by achieving optimum
level of production by using state of the 1 https://en.wikipedia.org/wiki/ChenOne, art technologies. https://en.wikipedia.org/wiki/Mian_Muhammad_Latif, https://en.wikipedia.org/wiki/Chenab_Group
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8) Abbottabad (Opened in 2004) capital is Rs.1950 million comprising Rs.1150 9) Lahore (Defence branch) (Opened in 2004) million for ordinary shares and Rs.800 million 10) Multan (Opened in 2005) 11) Sialkot (Opened in 2006) against preference shares. The both of these 12) Gujrat (Opened in 2006) shares are listed on the Karachi Stock Exchange. 13) Karachi (Tariq Road) (2008) Its annual turn over at present is more than 7 14) Bhurban (Opened in 2008) billion. Chenab today is capable of processing 15) Sargodha (Opened in 2009) and converting into made ups and garments more 16) Bahawalpur (Opened in 2009) than 85 million meters of fabric per annum.
Divisions of Operations Outside of Pakistan, ChenOne has stores in the following places: Spinning 1) Abu Dhabi 2) Dubai (Jumeriah) Modernization efforts have brought major 3) Makkah changes to the Pakistan textile industry. At 4) Bahrain Chenab Ltd. (Spinning Division) equipment has 5) Ajman been streamlined and many operations have been 6) Sharjah fully automated with computers. Machine speeds 7) Riyadh (Olaya Road near to Kingdom Tower) have greatly increased (Koeppel and Holland 2017). COMPANY PROFILE At the mills the opening of cotton bales is fully Chenab is regarded as one of the leading automated. Lint from several bales is mixed and manufacturers and exporters of quality home blended together to provide a uniform blend of textiles products and apparels worldwide. fiber properties. To ensure that the new high- Operational since 1975, Chenab is a vertically speed automated feeding equipment performs at integrated unit, equipped with the latest and peak efficiency and that fiber properties are sophisticated machinery. Housing one of the consistent, the bales are grouped for production/feeding according to fiber properties largest textile processing facilities in the country, (Jia, Yao et al. 2014). Chenab can meet varied requirements of its customers in any part of the world with in-house Machinery Details & Capacity facilities of growing highest grade cotton, ginning Chenab Spins finest quality yarns in counts of 10, and spinning it into high quality yarn, weaving it 16, 20, 22, 24, 30, 40, 60 & 80 in carded as well into quality fabrics in 100% cotton and various as combed versions. The spinning facility spread mixed blends and stitching and export of top over 520,000 Square feet houses 19,000 spindles with an approximate production capacity of quality made ups & apparels. Its existing paid up
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million Kg’s of yarn every year (De Barr 1959) for woven and knitted fabrics (Paulitz, Sigmund and (Allen and Henshaw 1970). et al. 2017). The Processing unit of Chenab is further sub divided into following categories: Weaving Preparation Weaving is the oldest method of making yarn into Quality Lab fabric. While modern methods are more complex Dyeing and much faster, the basic principle of interlacing Printing yarns remains unchanged. On the loom, Design Studio and Engraving lengthwise yarns called the warp form the Finishing selection of the fabric. They usually require a higher degree of twist than the filling yarns that Preparation are interlaced widthwise. Customized fabric operation is the first crucial Traditionally, cloth was woven by a wooden step towards the guaranteed final quality of all shuttle that moved horizontally back and forth finishing processes. Different fabrics are quality across the loom, interlacing the filling yarn with controlled before they go to singeing, bleaching the horizontally, lengthwise warp yarn. Modern and mercerizing lines. Hi-tech equipment mills use high-speed shuttle less weaving controlled by sophisticated systems ensures total machines that perform at incredible rates and reliability and consistently optimal operations. produce an endless variety of fabrics (McLean, Harlizius-Klück et al. 2017). Machinery Details & Capacity dying
Machinery Details & Capacity Equipped with environment friendly Singeing, continuous bleaching, chainless Chenab weaving units are equipped with 120 air mercerizing and wider washing ranges jet looms of 75, 110 and 134 inches with a compliments the back processes production capacity of 36 million square meters mandatory for quality dyeing and printing per year, along with 376 auto looms capable of of up to 200,000 meters a day. producing 15 million square meters per year. Quality Lab Latest 134” wide computerized sizing machine with 4 meter head stock and cone weft insertion A state of the art testing lab equipped with the reinforces the weaving process. latest precision testing instruments assures that Processing specific customer standards are met (şi Protecţia and Raluca). Chenab’s highly qualified and Chenab Ltd. offers a complete range of experienced technicians are able to cope with processing facilities with highly qualified and ever-increasing quality standards and changing experienced staff. It provides our customers customer requirements. Their work starts from global services and competitive advantage to the receipt of raw materials up to the time the meet requirements with adoptability & flexibility
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final finished products have passed through In a world of ever increasing design complexity, inspection/testing at all stages. The Company has when customers are demanding ever high quality also proven its commitment to quality by levels with shorter lead times, Chenab Ltd. has achieving distinct certifications and awards. invested in a pre print department totally based on digital technology. In is the combination of many Dyeing years of experience in designing and engraving skills coupled with computer aided design Computerized control systems manage all the systems, wax-jet and laser engraving process, dyeing lines ensuring color consistency and and a sampling and coloration system based on quality. The massive continuous dying lines and ink jet technology. more versatile jiggers and pad steam units allow Chenab to dye fabrics in the widest imaginable We are pleased that customers and their designers colors and the most impressive range of dye feel comfortable while communicating design stuffs. Products dyed at Chenab ensure and coloration details via these technologies. The continuity, fastness and uniformity (Awasthi, digital loop has recently been completed by the Dalal et al.). use of spectrometer color recipe procedures can be generated and forwarded to automatic Machinery Details & Capacity dying computerized print-paste dispensing system. The Continuous thermo soles, pad steams and on going developing and training in peoples skills universal jigger are installed. when creative talent and computer literacy have been combined to enable Chenab Ltd. to treat Printing previously impossible to print design styles as the norm. The use of a variety of computer software The rotary printing lines at Chenab process the programs has enabled the in house development colors and designs of a thousand patterns around system to meet the individual customer needs the clock. Meters and meters of the fabric are whilst remain cost effective (Burton 2005). printed with speed, accuracy and consistently high quality, experience, skills, capacity and Machinery Details & Capacity dying professionalism of the Chenab team. CAD, Plotter HP 2500 CP Scanner "Scan jet Machinery Details & Capacity dying 6100c", Re-production Camera Danagraf , Step & Repeat , Contact Camera, Film Developer & Rotary printing machines ranging from 12 to 24 Processor , Complete Engraving Set-Up ,Strok colors and widths from 72" to 120". Ager, Wax jet 4305 Engraving, Hydro extractor. Steamer and Heast Systems are installed for perfect printing. Finishing
Design Studio and Engraving Finishing must be adapted to the kind of fiber used in the fabric and most important of all, to its
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intended purpose. Apart from its appearance, one process, form automated pre cut fabric inspection can tell the quality of a fabric by the pleasant way to the final product. Garber Fabric cutting it feels to touch and the technical properties that technology and Computer Aided Design is ensure it suits the use to which it will ultimately applied to all pattern making, cloth utilization and be put. Stringent laboratory testing and a full marking cutting edges. complement of advanced technologies allow Chenab to offer a multitude of pre-treatment and Made Ups finishing options to meet every specific Made-ups Home textiles are fast becoming our requirement. forte, across the globe. Out bed linen, duvet Machinery Details & Capacity dying covers, comforters, bed spread, table lines, curtains and related accessories can now be Calendars up to 3.2 meters width, 120”wide compared to the best in the world and are stentors, sanforising, raising, peaching and available in the most sophisticated departmental embrising machines completes the finishing stores abroad. Our soft furnishings sector arsenal at finishing department of Chenab Ltd includes sophisticated Eton 270 stations fully computerized Unit Production System. Stitching Computerized quilting machines, with automatic Garment Stitching filling of polyester into quilted articles. It is also Made Ups capable of handling unlimited design options catering to single line, cording, and twin line- Garment Stitching emboss patterns. The facility is capable of The garment unit is a totally fresh concept I creating countless patterns both for dimension improved working conditions with full air and profile. The system has been custom conditioning and ergonomically designed designed for the production of Polyester ‘Ball’ or workplace layouts. The concept of Unit ‘Cluster’ fiber. Production System was adopted for product This result in custom made filling for greater manufacture. This allows continuous online plumpness without increasing weight of product. management, supervision and monitoring thus Chenab is one of the first companies in Pakistan reducing response time to any shortcoming that to acquire new technology for the production of may occur. high grade, thermal bonding polyester wadding Latest quality control procedures are up to 3.80 meters width with a production implemented throughout the manufacturing capacity up to 700 tons per year.
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Production Operations
Spinning Weaving Stitching Designing /Engraving Mixing Warping Cutting Best Image Systems Blow Room Sizing Stitching Pixel Art Carding Drawing In Section Embroidery Wax Jet Combing Weaving Section Polyester Fiber Sheet Laser Exposure Drawing Quilting Roving Polyester Fiber Ball Ring
Processing
Bleaching Printing Dyeing Finishing Solomatic Bleach Reactive Printing Reactive Dyeing Batching Cold Pad Batch Bleach Pigment Printing Pigment Dyeing Finishing
Relax 'Washing Resist Printing VAT Dyeing Calendaring Singening/Desizing Digital Printing Disperse Dyeing Sanforizing
Scouring Ageing ULTRA Soft Mercerizing Curing Micro Sanding
Raising
Peaching
Power Generation Water Technology the Netherlands provided a Chenab has set up a 12.6 MW natural gas based tailor-made solution to Chenab Limited that has a power generation facility, with heat exchanger Capacity of 350 M3/Hr and treat the separation of and waste heat steam boilers for its operations. Physical, Chemical & Biological particulars from Water Treatment the waste water. Chenab Limited is utilizing an average of 300 cubic meters per hour. This plant An integrated approach involving type of process is to maintain PH Level, removal of pollution, choice of treatment process (chemical emulsion type or chemical particles and removal or biological), selection of additives, mode of of biological sludge. Before Drain of this waste sludge dewatering and disposal results in the best water into municipal drainage we ensure that technological and economical solution. NIJHUIS water is now according to National
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Environmental Quality Standard (NEQ Standard). machinery manufacturers of Germany, Japan, Re-cycling of waste water is the near future plan Italy, Switzerland, Austria and the UK and are of of the company diversified make. Chenab is part of the Chenab Group ("Group"), Management Information System which began its business iin 1975 under the name Chenone has a strong management information of "Chenab Textiles Industries" Faisalabad as a system which enables its management force to fabrics processing unit. The Sponsors belong to a make effective and timely decisions. As Chenone well respected family hailing from Toba Tek has taken every step to make its MIS most Singh, who have been engaged in the growing & modern and sophisticated system. The customer ginning business since the inception of Pakistan. relationship management, e-commerce, online order tracking system and video conferencing has The Group Sponsors and directors have assumed helped in executive decision support system and senior management responsibilities, maintaining speedup customer response time. There is a hands-on approach along with strategy and networking of computer in each department as policy formulation. They are ably supported by a result it has made the MIS speedier, efficient and team of experienced professionals in the field of cheaper. The use of computers at each level export marketing, designing, finance and enables the company to create a paper less accounts and production control. The Group has a environment. team of 165 professional employees, which Hand scanning machines are installed at entry include Chartered Accountants, MBAs, B.Scs, gates. Entry and exit of employees is monitor Textile Engineers, Cost Accountants, etc. The through this system. The payroll system is also sponsors recognize the significance of a good linked with this system. workforce and have conscientiously worked A team of highly qualified I.T professionals is towards creating a wide base of middle working with Chenone and a number of soft management and motivated and skilled labor wares and packages have been developed by force. The professional team has implemented them for automation of the systems. effective policies and procedures for streamlining Total Quality Management and monitoring the operations of the group Chenone has business dealings with reputed companies. businesses around the world and manages Production Facilities: products and brands in foreign markets with a The Company's production facilities have been variety of different consumption patterns and sourced from the world's renowned textile cultural backgrounds as well as different
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technical requirements and legal provisions. For which are major assets for controlling all local this reason, quality at each and every step of and international market. production is the first and foremost concern at Chenone has been expanding its export sales Chenone . through a network of franchise outlets and selling A state of the art testing lab equipped with the agents, direct marketing and strategic alliances. latest precision testing instruments assures that Sales through Franchised Outlets specific customer standards are met. In Chenone The Company's franchised "ChenOne" outlets highly qualified and experienced technicians are have been a great success. This initiative has been able to cope with quality standards and changing very helpful in encouraging ChenOnes plans to customer requirements. They are inspecting expand the number of franchised outlets in /testing their production process from the time Pakistan and in other regional markets. The raw materials are brought to the factories till the Company is also planning to set up "store-in- time the final finished products have passed stores" outlets in major departmental stores in the through all inspection/testing stages (Siregar, EU, USA and other countries. The Chenone se Nasution et al. 2017). The Chenone s some freat most important achievement was the training of features are that there is no forced labor ,no child manpower, implementation of sophisticated floor labor , no discrimination by race, color or gender, and supply chain management systems and equal opportunity employer, good & safe customer services. working environment, custom compliance, Direct Marketing remuneration and fringe benefits as per local The Chenone s management has taken initiatives laws, electronic attendance, hand-scanning, a by making direct sales to leading chain stores maximum of a 56 hour working week, proper operating in the UAE and other Gulf countries health and safety, drug interdiction etc. through a Sharjah and has also established The Chenab includes strict security measures at strategic market alliances in the following its all stages of production, packing and markets: transportation. By scanning containers for Australia, weapons, explosives at packing and loading The EU, stages etc The USA. Marketing strategy The Cheone s Marketing strategy is to bring The company plans to create similar strategic creativity and innovations in fashions & design alliances in the Central Asian and African markets for the marketing of its own brands.
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So they have made quite successful direct product’s have satisfied consumers and has contacts with leading chain stores operating in created brand image among its consumers. these markets. It is expected that franchised and Cheones Marketing mix strategies direct sales volumes would increase substantially Product in future, not only in local markets but in Chen one is dealing in shopping products and overseas markets as well. specialty products. The chenone s product mix of Market Targeting; 2011 is Footwear and cloths of Gents / Ladies / ChenOne is targeting Upper & elite Class. So kids with complete range of Cooking utensils, Chenone should offer low priced products in cosmetics New Born Gift Sets and of Designers future to target the upper middle and middle Jewelry Watches. class, which will give more popularity to the There are manufacturing comfortable clothes business and would make them more strong with good quality which has established Cheone s financially Chen one target the Middle East and name in the market. Chen one has a latest Pakistan. Chen one targets the people 3month to collection of woman wear; footwear and 45 ages. bags.Cheone ensures that their products quality Market segmentation; will satisfy the customer wants and needs. Chen one is doing Niche marketing because they Fashion products by ChenOne are featured in have divided their market into different segments leading fashion magazines of Pakistan. The of cloth in which heir segments are men cloth, ChenOne kiosks are popular attractions in the ladies cloths, infant cloth, girl’s cloth, kid’s Dubai Shopping Festival and it is a reputed and cloths, boy’s cloths shirts etc. as well known brand inside and outside Pakistan. Urban Rich chen one totally committed for quality. Urban and Sub Urban Upper Middle and Chen one’s brands have a growth stage because Middle Class in future they will open the outlets at different Rural Poor places and target the middle class. Market segment Products Category Market positioning; Apparel & Accessories, Accessories, Chen one is charging high price for their Handbags Retail, Neckwear, Clothing – products as it is giving more benefits to General, Clothing & Accessories Retail business. Men, Clothing & Accessories Retail Chen one has designed its products according to Women, Pants Retail the customer wants and demands. Chen one
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T-Shirts Retail, Footwear, Shoes Retail, Chen one gives order and makes furniture like Family & Community, Children & Child beds and sofas for hotels. Wood’s quality is good Care, Boys' Clothing & Furnishings that’s the reason they charge high price. They Retail, Children's & Infants' Wear Retail, also carry out research on competitor’s price and Girls' Wearing Apparel, Home & Garden, brand loyalty when it feels extreme necessity of Accessories – General, Linens Retaial, changing price. Bedroom & Linens, Bed Spreads, MANUFACTURING IMPROVEMENTS – Bedding, Linens Retail, Furniture, New material handling system (Switch Track)-- Furniture Dealers Retail, Housewares, Introduction of full and semi automated sewing Kitchen Accessories, Interior Decoration, for small parts-- A revamp of our current pressing Interior Decorating Accessories, Shopping facility with the introduction of vacuum pressing & Specialty Stores, Apparel & tables-- CAD for pattern making, cloth utilization Accessories, Handbags Retail, Men's and cut makers-- Automatic fabric spreading Clothing & Furnishings Retail, Neckwear, machines-- Introduction of 'Servo Cutters' to Pants Retail, Shoes Retail, T-Shirts Retail, increase accuracy of cutting-- Cutting - Computer Women's Apparel Retail, Stores – Aided Manufacture (CAM)-- Pocket Setting for General, Department Stores, Garments Shirts-- Belt loop attach for casual trousers-- Stores, Home Stores Digital employees efficiency control system-- Brand Equity Statistical quality control checks-- Eton 2002 Chenone is different from there competitors with fully computerized unit production system-- 600 the help of continuous R & D Investment, Skillful machines with various functions such as lock advertising and excellent trade and consumer stitch, safety stitch, chain stitch, hem stitching, service, So ChenOne is maintaining & improving pin pleat, pin tuck, zig zag, button hole, button its brand image by perceiving quality & sewing, auto stud, chain stitch and blind . functionality positive association. As leading Place companies based there growth on enquiring and Chen one using a indirect channel of supply. building there brand portfolios like ChenOne. Chen one extends its outlets all over the Pakistan Price and world wide. In world wide they target the Chen one has set a skimming price technique to Middle East and Europe. In Pakistan there place generate revenue. Chen one is dealing in life is very potential because there quality product is style and designed products because its life cycle good and they consider the customer wants and is short due this reason they charge a high price. demands. They introduce the seasonal clothes
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which prints are very unique and latest thast’s the family from Karachi visited ChenOne in Lahore reason there place is good. Chen one maintain the and won a Toyota Corolla car. international and national standards and keep in The facility to buy such a wide range of products mind to culture that’s the reason there place day under one roof compels a person to say that by day increase. ChenOne is a store for the whole family.Superior Chen one is associated with honorable places. quality and attractive prices will encourage the President House people, accustomed to 'foreign products' to switch Holiday Inn, Islamabad over to ChenOne without compromising quality. PSL (Pakistan Services Limited) Chen one earns a $1.3 million profit on $24.5 Prime Minister House million in revenues. Chenone offers a free home Best Western Hotel, Islamabad delivery and offer special discount. Royal Palm Golf & Country Club, Lahore. Following are the key points to increase sale:- governor House, Lahore Assurance of consistent quality Islamabad Club Surety of on time delivery Pakistan Steel, Karachi Competitive rates Sindh Club Karachi Cost efficiency Serena Hotels Better service to the customer Artillery center, Attock Better communication development with Pakistan Military Academy, Kakul customer Promotion Customer Service: Chen one is promoting its products by organizing Customer Service ChenOne always Strive to fashions shows in Pakistan and in aboard. They provide exceptional customer service, a are promoting it on fashion magazines and they characteristic unique to their chain. The secret of are also printing out there own fashion magazines successful retailing is to give your customers as well. They are conducting seminars and what they want. People at that time would feel exhibitions are regarding latest fashion and their proud by shopping at ChenOne, with a fully lasts products. There has been a scheme at equipped customer care desk. Helping people ChenOne stores whereby buyers making make a difference ChenOne should be designed purchases for over Rs 2,000 are given a coupon to save customer’s time and money, while for the lucky draw. Under the same scheme a providing a unique shopping experience, through efficient operations and valuable solutions.
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ChenOne should make its return and exchange Elimination of privileges to regional policy highly acceptable for its customers. competitors in coming years Annual Sale Targets: Annual Sale Targets Annual Chenone threats are: growth of 15 to 20 percent Lack of quality cotton availability and Other Business: Other Business Restaurants High cost of procurement. ChenOne Malls Non-Tariff barriers Slogan Levy of anti dumping duty by buyer's Changing lifestyle countries. SWOT ANALYSIS OF CHENONE Increased marketing costs Chenone’s strengths are: Chenone financial Department One of the largest vertically integrated Preparation of monthly financial units of the country leading to low cost statements and presentation to the operations management of the company. Experienced and competent management Preparation of financial projections of the following a carefully strategized business company regarding BMR and expansion plan programmes. Focus on brand development and retail Preparation of budgeted cash flow of the network company on weekly basis and its Diversified customer base and monitoring geographical distribution Arrangement of finance required by the Continuous BMR and expansion company to meet its working capital Substantial goodwill in the market requirement form banks and other Chenone weaknesses are: financial institutions. Centralized decision making is being used Arrangement of funds required for Partially dependent on yarn and cotton expansion and new projects of the procurement company from banks and other feasible Chenone opportunities are: sources. Free trade regime will allow the company Negotiate with banks regarding their rate to sell its products on high margin after of mark up, fees, charges expenses and imposition of compliance on regional other terms and conditions. competitor Completion of all legal formalities as required by the financial institutes in
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connection with grant of loans like country and the people and solve their difficulties of the people who are suffering. execution of agreements, filing of charge documents with SECP, marking of lien of ChenOne establishes foundation by name banks in revenue record in respect of ChenOne Foundation to fulfill its corporate social role. properties mortgaged with them. Renewal of financial limits from the ChenOne Foundation: banks on annual basis and seek Cheone is running a foundation (Chen one modifications if required. foundation) which is a Non-profit organization. It Arrange the meetings between high ups of is registered under societies Registration Act the financial institutions and management 1860. of the company on various financial This foundation is working for the neglected issues. classes of the society, especially women, in the Corporate Sector of Chen one Fields of health , Education, Micro Finance , Chenone has taken high class living & lifestyle a Natural Resource Management and other step forward by its business developments Development sectors, Chenone Foundation is services. The business development department is working as Umbrella Organization & presently aimed at the corporate sector, which includes the running following projects hospitality industry, i.e hotels, prestigious clubs, Cardiac Care Unit ( CCU) restaurants, civil & armed forces guest houses, Clinical Lab government & private institutions and local & Liver Clinic & General Hospital multinational companies. This department is offering a range of variety in bed linen, curtains, Objectives of Foundation: table linen, furniture, bath & kitchen accessories and other home apparels. This sector has taken Build Hospitals, Dispensaries and Health charge of a network of business throughout the Centers, Financial help of poor and needy country & provided its services & products to patients. top-notch institutions nationwide Provide Opportunities to unemployed peoples to get Mechanical and Technical Education. Affiliation with National and International Institutes so students get higher Chenone Social Responsibilities education free of cost. The Chen one s social responsibility is Do efforts to increase awareness of economical, legal & ethical towards the society. importance of education so needy and poor ChenOne, as a corporate Organization has the peoples live a useful life. duty and responsibility to share worry of the
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Develop centers which could provide They are fulfilling their desire for technical skills to Women to flourish the feeling virtuous as well as for looking cottage industry and income sources for good. women. They just want making people feel To work and build resource center for good about spending money and want development of Human resources and to be associated with beauty of both Poverty elevation. object and behavior. Guide the people especially women to get So, customers can express their financial support from Government. “goodness” publicly and Chenone will Increase the awareness in public towards be rewarded with loyalty. environment and its safety measures. Establish credit fund to provide micro Conclusion finance to needy people. The textile industry of Pakistan has a wide range Transfer National and International to attract internationally or nationally customer. research about Livestock and Agriculture Pakistan is the 4th largest country to produce fine to farmers and arrange their trainings. cloths. Chen one is at a piece which is not Promote savings and motivate Peoples to affordable to most of the people in the country. manage themselves. Designer clothes are an uprising in Pakistan as a Provide help and guidance through greater portion of the population, both male and different institutes working on National female, are now more style conscious. As a and International level. multinational company chen one has been able to Establish libraries and provide the books skimming the market with different size of cloths, and other materials. gents, ladies and kids, international standard and Provide assistance to government during high quality design, as a product. Chen one has National disasters. been highly successful over the years. Overall with its marketing activities Chen one has been Chenone other Social Responsibilities successful brand.
Flood Campaign Research shows that Pakistani customers are highly attracted to this sort of offers like discount, It is ChenOne’s desire to create campaign that gifts and loyalty brand. That’s the reason Chen allow consumers to badge their goodness one in future will target the upper middle and credentials: middle class. They are doing charity work with the Competitors believe that giving is the new receiving. Competition Current Individual Competitors Shoes (Marie Claire, etc) In terms of Prices
Available online: https://journals.pen2print.org/index.php/ijr/ P a g e | 399 International Journal of Research e-ISSN: 2348-6848 p-ISSN: 2348-795X Available at https://journals.pen2print.org/index.php/ijr/ Volume 06 Issue 04
April 2019
Men’s Garments (Amir Adnan, etc) Excellent References styles & regional presence Ladies Garments [1]. Allen, L. and D. Henshaw (1970). "19— (Generation, etc) More cultural & society focus SELF-TWIST SPINNING: PROTOTYPE designs Bed Linen (Life Style, Bed & bath etc) DEVELOPMENT." Journal of the Textile Better prices Furniture (Several new stores) Institute 61(6): 260-268. Better prices with quality International Players [2]. Awasthi, M. A., et al. "Dye Industry (Ikea, Macro etc) Expected Competitors Wastewater Treatment by Coagulation Process." International Players (Ikea, Macro, Metro, Carrefour etc) [3]. Burton, R. (2005). "Creativity, method and process in digital fabric printing: a 21st This has a resulted in cutthroat competition in the century paintbrush." Digital Creativity 16(04): market. This industry is highly competitive but 217-230. the market is expansionary. Locally, there are [4]. Darbi, W. P. K. (2012). "Of mission and large members of garment manufactures and vision statements and their potential impact on some of the wearing and knitting units that are employee behaviour and attitudes: The case of a our main competitors. However, the market size public but profit-oriented tertiary institution." is large enough to provide room to all the players. International Journal of Business and Social The competitors mentioned above are Science 3(14). manufacturing almost on the same product line [5]. De Barr, A. (1959). "16—END- and they have good image in the local as well as BREAKAGES IN RING SPINNING." Journal of in the foreign market. beside all this facts the the Textile Institute Transactions 50(3): T284- companies are doing good job but they are bit T293. expensive and these garments, which are made by [6]. Jia, J., et al. (2014). "Melt spinning of these companies, are mostly approach of ordinary continuous fibers by cold air attenuation I: people because their price are high. experimental studies." Textile Research Journal 84(6): 593-603. Recommendation [7]. Kantabutra, S. and G. C. Avery (2010). Chen one needs to increase the outlets all over the "The power of vision: statements that resonate." world and also Pakistan. Chen one should target Journal of business strategy 31(1): 37-45. the middle class. Chen one should increase their promotion through advertising, TV and internet [8]. Koeppel, A. and C. Holland (2017). Product more emphasis has to be placed on "Progress and trends in artificial silk spinning: a promoting the product and increasing the brand systematic review." ACS Biomaterials Science & awareness and brand recall rather than trying to Engineering 3(3): 226-237. modify a product this is already doing quite well [9]. McLean, A., et al. (2017). Introduction: as per expectation, objectives and targets set by Weaving Codes, Coding Weaves, Taylor & the company. Long term suggestions are such that Francis. we feel Chen one should look more ideas as are available abroad.
Available online: https://journals.pen2print.org/index.php/ijr/ P a g e | 400 International Journal of Research e-ISSN: 2348-6848 p-ISSN: 2348-795X Available at https://journals.pen2print.org/index.php/ijr/ Volume 06 Issue 04
April 2019
[10]. Papulova, Z. (2014). "The significance of vision and mission development for enterprises in Slovak Republic." Journal of Economics, Business and management 2(1): 12-16. [11]. Paulitz, J., et al. (2017). "Lyocell fibers for textile processing derived from organically grown hemp." Procedia Engineering 200: 260- 268. [12]. şi Protecţia, I. A. and B. Raluca "Studies and researches for the implementation of quality assurance systems in the textile industry." [13]. Siregar, I., et al. (2017). Effect of Total Quality Management on the Quality and Productivity of Human Resources. IOP Conference Series: Materials Science and Engineering, IOP Publishing.
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