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LAYOUT
Introduction Vision, Mission, Objectives, Aims Product Line Machines & Plants Bed & Bath Production Capacity & Export Analysis Marketing Strategies Competitors SWOT Analysis Diversification STP Marketing Research

INTRODUCTION
Established in 1973 as sole proprietorship 1976 as partnership 1982 as a Private Limited Company Manufactures and Exports mens, ladies and kids wear They are the main exporters to Wal-Mart (60%), Sears (20%) and Others (20%) Main units are Towels, Bedding and Garments The processes they undergo are spinning, weaving, dyeing, bleaching, mercerizing, curing and finishing

VISION
To provide quality products to customers and explore new markets to promote/expand sales of the company through good governance and foster a sound and dynamic team, so as to achieve optimum prices of products of the company for sustainable and equitable growth and prosperity of the company.

MISSION
To sustain as a market leader and premier manufacturer of home textile quality products with a firm commitment to provide better workplace environment to workers and to company with EMS standards.

OBJECTIVES
Maximizing Profits Enhancing and Innovating Sharing active role in the growth of National Economy Increasing market penetration in Global markets Dominate export sales volume Investing in yarn production

AIMS
Improving Pakistans export performance Product acceptance into key markets Efficient use of raw materials Value added products New development in weaving and processing sector to get better quality and higher productivity.

PRODUCT LINE
Terry towels Kitchen linen Aprons Curtains Comforters Quilt covers Bed in a bag Hand towel Bath robe Duvet covers Knitted bed sheets Knitted garments

MACHINES & PLANTS

Osthof singeing and desizing machine Kuester continuous mercerizing machine Beta calendaring machine Mac systems CST ink jet graving Compaction machine Soft set machine Computerized comforter quilting machine Waste water treatment plant Wadding machine

BED & BATH

Established in 1999 in Karachi Has 14 branches nationwide including Karachi, Hyderabad, Lahore, Sialkot, Faisalabad, Islamabad Leader in exclusive, high quality, modern designs and good service

PRODUCTION CAPACITY
Towels- 150,000 lbs. Per day Quilt covers- 10,000 sets per day Bed spreads- 1,000 sets per day Shower curtains- 6,000 pieces per day Aprons- 6,000 per day Table covers- 8,000 pieces per day Bed sets- 15,000 sets per day Comforters- 8,000 sets per day Lined curtains- 3,000 pairs per day Kitchen towels- 60,000 pieces per day Jersey bed sets- 12,000 sets per day

EXPORT ANALYSIS
1998-1999 $62 million 1999-2000 $70 million 2000-2001 $72 million 2001-2002 $75 million 2002-2003 $85 million 2003-2004 $100 million 2004 -200 $125 million 2006-2007 $135 million 2007-2008 $150 million 2008-2009 $155 million

MARKETING STRATEGIES
COST LEADERSHIP
Offer relatively standardized products (towels, garments and bedding items) Provide customers with prices less than those of competitor goods Minimum level of differentiation ( quality) Scope of business activities is broader

PLC
Maturity stage: Competition with similar goods Objective is to defend market share with maximum profits

COMPETITORS
AL KARAM TEXTILE MILLS ( 55% exports)

FEROZE TEXTILE MILLS ( 60% exports)

SWOT ANALYSIS
STRENGTHS
o o o o o Experienced labour and technical workforce Modern and high tech machines Friendly and coordinated environment Authority delegation to managers Large scale manufacturer- expansion ease

WEAKNESS
o Purchase of yarn

OPPORTUNITIES
o Cotton is the main cash crop of Pakistan therefore opportunity to expand their portfolio into their sectors of Textile

THREATS
o India, China and Bangladesh are major threats for overall Textile Industry as their Government policies are stronger

DIVERSIFICATION
-USA -UK -GERMANY -AUSTRALIA -NETHERLANDS -FRANCE -SOUTH AFRICA -IRELAND -UAE -SPAIN -BRAZIL

DIFFERENTIATION
Different and Unique in designs, styles and quality Team of highly skilled fashion designers and artists Best quality among competitors

STP
SEGMENTATION: Income TARGET: Upper Middle and Elite Class POSITIONING: Beliefs and Values (Quality) USP: Quality locally and Price Internationally

MARKETING RESEARCH
Own research team Visit Foreign countries after every 3 months Different team for every unit

Trade shows in foreign countries Frankfurt (Germany) Pamphlets and Brochures are distributed Sampling abroad Exhibitions local and International

CONCLUSION
Over three decades ago, Afroze Textiles emerged and started to grow...gaining more strength, yielding more output, inspiring more lives, until they reached the top in their field. Yet even at this stage, the nature of growth continues to stimulate their genes. So they move on..and on...