Abdul Qayoom

B18107002
Strategic Management
BBA VI

CASE STUDY
Opening Paragraph:
 

Recently, Sana Safinaz got here below a typhoon for his or her garden photoshoot in
Maasai, Kenya , Garden marketing campaigns filming in the Maasai Mara National
Park of Kenya and later changed into a lambasted by the aid of many people on
account that it was culturall Affirmative of the Maasaihumans and showcased the
Maasai human beings as 'props' of elegant, adorned-in-garden Pakistani styles. While
those objections aren't without substance, the criticisms levied onto their marketing
campaign require a much greater complicated articulation. It is, in fact, now no longer
cultural appropriation this is at play here, however truly an exercising in racism and
colorism this is a consultant of the enormous phenomenon of anti-black racism in
Pakistan, and, with the aid of using the extension, South Asian groups each at
domestic and abroad.. In calling the campaign a culture appropriation simply shows an
absence of every language and knowledge in our colleges to engage in discussions
about race. This isn't the primary time Sana Safinaz has been criticized for its negative
preference for campaigns. In 2012, the logo changed into criticized for ‘poverty chic’
marketing campaign that set up comparable visuals, encumbered with difficult
magnificence and electricity dynamics, among glammed-up fashions and educate
coolies. This beyond precedent, coupled with their latest innovative disaster, offers us
adequate grounds to finish that the logo has now no longer been capable of striking
the proper stability amongexerting innovative license, and preserving sociocultural
sensitivity.

Fashion labels, like everything else perform their function within a certain cultural
context. Sana Safinaz must remember itself not being an exception. As with any
cultural context there are always flaws and mistakes to be found. One of the main
faults of our Pakistani situation is that we're afflicted with an issue with dark skin. It's
unfortunate is that we've developed an obsession with mild skin or, as I would
certainty, say the term, whiteness. I'll no longer repeat myself when I declare that this
particular context is a direct indication that our organizations are anti-black.. This
statement isn't intended to irritate individuals, however alternatively assault on a
collective attitude that we – take delivery of it or now no longer – are all privy to
darkish is undesirable, and mild is superior. And, this risky dichotomy is precisely
what the Sana Safinaz marketing campaign emphasisesthru through its photographs
The pictures simply portray an electric racial dynamic that sets the stage for a
distinction between Pakistani living (to the extent that garden is a reflection of ours) in
addition to Maasai lifestyle... This sore-thumb assessment emerges from and feeds
into racial electricity dynamics, and I will explain how. In the marketing campaign
photos, smiles are clean and cultures are relatively depicted. One can without
difficulty become aware of the Pakistani fashions redecorating critical garden prints as
break free the Maasai guys who, wearing their attire, shape the backdrop of the photos
It is not being attempted at appropriating any cultural motif or symbols to another.
Maasai lifestyle isn't being advertised as such. Maasai lifestyle isn't promoted in the
same way as Pakistani, or South Asian. No factor of the Maasailifestyle is being co-
opted with the aid of using the Pakistani lifestyle.

Company background:
Sana and Safinaz are in a quite outstanding function and they’re each quite
outstanding themselves, thinking about the location Pakistan style is in those days. Let
me explain. 27 years into the commercial enterprise, having skilled each high and
lows, they may be simply as excited through style, nowadays, as they had been after
they began out. That is pretty improbable in case you reflect on consideration on the
overcrowded market designers stand and compete in nowadays. This is a time when
the maximum of them are bored, disgruntled, or struggling. It is a time when
reputation and fortune are favoring the industrial favorites in place of the innovative
experts. But having cracked the code for business achievement in addition to
innovative excellence - nearly a dozen Lux Style Awards take a seat down on their
table as a testimony to their excellence - it's far no surprise that Sana and Safinaz are
nonetheless excited through style. Our meeting is at Sana Safinaz studio on Mai
Kolachistreet in Karachi; it's a door made of wood which opens up to a magical world
for girls. The duo is ready to release its first Muzlinseries of the 12 months and their
ubiquitous luxurious garden is proper across the nook too. They're all pumped up for
fashion this week and are celebrating their inclusion of their names inside the top 50
CEOS in the nation. That is pretty a fulfillment in a male-ruled company world. The
glass ceiling has been damaged and the ceiling, not to mention the worst.. But it’s now
no longer simply the achievements that lead them to be so inspirational, it’s their
attitude. "We simply love what we do," says Sana Hashwani, as she sits down with a
cup of black coffee. Everyday we're faced with many new goals and a myriad of new
and challenging situations, as well as many possibilities we're embarking on. And, as
you can imagine that everything is exciting to your. "It's that commercial venture of
favour that keeps with the company," Safinaz Muneer continues.. They each flip as
much as paintings of their very own designs, every day, and are actually - even at their
age - their very own great models. Safinaz laughs after I point out that; she says she
has to shop for her very own designs after which waits for all time for the essential
grasp sahib to discover the time to tailor them"We got here in as very younger girls,"
smiles Sana, "installation a commercial business , and we laid the direction for it.. We
are older now however by some means we stay the using force; the disruption comes
from us and that makes matters exciting due to the fact we’re usually seeking out the
brand new thing. And the dynamic in our organization isn'tsimply hers and mines
however the heaps of younger those who are tremendously dynamic. This is the reason
Sana Safinaz today has an entirely younger and more energetic." This reputation of
the significance of evolution to continue to progress; Sana and Safinaz are aware of
the fact that Alternatives are great and it is what makes their logo just the same as it
was many years ago. "Our finger is usually at the buzzer," Safinaz says. Safinaz.
"We've grown out of certain stages. When we first started off, we were the brand-new
kids on the block. There have included Shamaeel, Rizwan, and Faiza. We've outgrown
these three. Then, alternate came here , and Karma, HSY, and Maria B. got here on
the scene. We're in the first period of designers who were in favor and we've
surpassed the 1/3 age. We broke down into particular avenues and tiers which is the
reason we continued to perform our job." Do you think they have an established
succession plan I'm curious. "Of path we do," says Sana. "We have top-notch
resources, a top-notch CEO, a top notch style head Mohsin (Ali Tawasuli) is the
person who is the one who passes on our stuff. The 3 are seated together and we
consider Mohsin due to the kid's characteristic. How can a girl such as Sasha and
Zuwair (Safinaz along with Sana's youngest daughters) be able to believe that a 50-
month-old? They won’t. They’re going to believe Mohsin. And after him, we
canbyskip the baton to some other character and we comprehend that succession plans
are a key issue of paintings. Making it right into an expert commercial enterprise is the
key." Their function is professionally very strong. With around 30 shops national and
a logo that ranks withinside the pinnacle 3 in phrases of equipped to put on withinside
the country, Sana Safinaz now no longer best command admire and reputation
however they hold proving themselves worthy of it. In an enterprise of veterans that
like to trip at the coattails of beyondlaurels, Sana Safinaz is the trailblazer. They took
the idea of a fashion dressmaker garden to some other level. I still remember the first
handful of luxurious collections that took the girls across the country and caused a
flurry of excitement at shows and sales. There could be stampedes, fascinated by the
smartly packaged garden clothing that got here with thrilling good luggage of
embroidered add-ons, lace inserts, buttons, and detailing that allowed girls to play
with. Sana and Safinazbrought the idea of a garden as formalwear, introducing
chiffon, silk, and internet dupattas to get dressed it up. And it didn’t forestall there.
When the garden began out getting pricey, they brought the lighter version - Muzlin -
for a more youthful girl who didn’t always need to get dressed up every day put on.

Vi sion: The goal for Sana Safinaz is the Fashion that is innovative and uses quality.
They believe in quality as the primary ingredient for success. 

Mission: The mission of the organization is to capture this Retail fashion & Bridal
Market. 

Specific area of interest:

Following SWOT analysis:
Strengths:
Sana Safinaz wowed Lahore with their recent showing at the PFDC Sunsilk Fashion
Week, where their luxe collection featuring vibrant pops of colors and bold patterns
against a monochrome background was the stuff that runway The city was barely able
to recover from the stunning assault of fashion-forward style that the team returned to
the city this time to open a first store. Its new location is in DHA region. dreams are
made of. (We’re still drooling over that super-Haute, flamingo dress)..

Weakness:
Gul Ahmed is a sprawling fabric conglomerate however isn't always without its
truthful percentage of weaknesses. It has exhibited over-reliance in the processing
segment. While the organization is financially sturdy it has now no longer maintained
its liquidity role very well. Its greatest weaknesses are that their designs can be easily
copied, and that they are aiming for superior and elite quality. Additionally, their costs
are more expensive than a small number of competitors. Their rivals are Khaadi Also
Ideas has now released a line of youngsters apparels however they're identified greater
than khadi and that they nonetheless lack in selling it and developing recognition
about

Opportunities:
An effective outlook on fabric enterprise is said in Pakistan’s Textile Policy favoring
the boom of the house fabric sector. The call for for cotton yarn and cloth from China
is developing exponentially enterprise appears organized for consolidation with the
phasing out of small manufacturers because of strength shortfall and growing entry fee
differential. The company also can input into joint ventures with overseas clothing
makers or domestic fabric retailers/wholesalers.

Threats:
SanaSafinaz the choice of African lifestyles as subordinate props to shoots is exactly
the reason I'm not buying their gardens this time. This isn't always the primary time
this emblem determined to suitable a collection of folks that are regularly referred to
as disadvantaged.

Following PESTLE analysis:

Politics:

Social media may also be created for humans to be greater carefully connected,
however, it might now no longer be an overstatement to indicate that nowadays it is
only a device for humans to proportion their outrage with the world. The maximum
latest case is of a brand new marketing campaign released through Sana Safinaz, in
which the fashions being surrounded by natives of the Maasai tribe in Africa has
generated quite a few backlashes on social media

Economics:

An over-decade antique Pakistani ladies' apparel logo Sana Safinaz has introduced to
the Indian marketplace trendy style for ladies from throughout the border through
tying up with home material store OCM. Presenting semi-stitched merchandise for
Indian ladies, the famous logo will show off their 2015 silk series comprising of six
designs in various color variations. "We are thrilled to associate with OCM as our
exceptional distributor, associate, and marketer in India - we can no...

Social:

Sana Safinaz Cares' is a corporate, social duty initiative delivered via way of means of
the logo on the way to assist the network and its humans sustainably and effectively.
Over the path of this initiative we might awareness of various social troubles so we
can enhance the lives of others. Plan on tackling critical social issues, which quite a
few humans are affected by, and desire to offer a ray of desire for them. We’ve been
given some plans withinside the pipeline for the approaching year, so make certain
you appear out for those.

Legal:

In This Terms And Conditions Of Use ("Terms And Conditions"), "We", "Our" And
"Us" Refers To Sana Safinaz (SanaSafinaz.Com). Use Of This Website Constitutes
Your Acceptance Of These Terms And Conditions, As May Be Amended From Time
To Time. If You Do Not Agree To These Terms And Conditions, Please Do Not Use
This Website. We Reserve The Right, At Any Time, To Modify, Alter Or Update
These Terms And Conditions Of Use, And You Agree To Be Bound By Such
Modifications, Alterations Or Updates. All Materials, Including Illustrations,
Photographs, Products, Images, Artwork, Designs, Texts, Graphics, Logos, Button
Icons, Images, Audio Clips And Software (Collectively "Content") Appearing On
This Website Are Owned Or Controlled By SanaSafinaz.Com And Are Protected By
Worldwide Trademark And Copyright Laws. The Content Of The Website, And The
Website As A Whole, Are Intended Solely For Your Personal, Non-business Use Of
The Website. You May Not Download Content From This Website, Or Otherwise
Modify, Obscure Or Delete Any Copyright Or Other Property Notices On The
Website. No Right, Title OrInterest In Any Materials And Software.

Following the BCG growth matrix:

Dogs:

The products of events like bless Friday products. They are having less market share
and less produce.

Question marks or problem child:

The unstitched fabric which has more in production but less in demand

Stars product:

Readymade wear items are more popular and are more in demand.

Cash cows:

Exported items and makeup items to other countries.

Following portal five model:

Rivalry among competing brands:

The market competition is growing extremely competitive. The companies are

competing one another by virtue of the price, the quality they provide in customer
service, as well as different strategies. The main rivals of Sana Safina include
Sapphire, Nishat, AlKaram and Generation. Each of these brands, and s Safina has
built a favorable reputation in the marketplace. The pricing strategy can be described
as a strategy that draws customers to the brand.Sana Safina sells its items at the right
price and at the right time using the most sensible strategies for advancement. The sale
price of these brands is nearly the same, however Generation is a bit more expensive
than other brands. This could be due to the fact that the fabric is not made at home. If
one brand offers a sale, other brands follow in the same manner and also offer
sales. First to offer sale is usually Alkaram then followed by Sapphire, Khaadi, Nishat
and Generation each.

Potential Entry of New Competitors

The market for apparel is saturated , and the top brands such as Sana Safina and its
competitors Sapphire, Nishat and others are able to hold a significant share of the
market. The threat of a new entry is always present. However, it is often overlooked
because a the company is faced with numerous obstacles and competitions on the
market. Existing companies are huge to enter the market. However huge capital and
significant initial investment is needed as well as the cost of labor and rent are
extremely expensive. Technology is also costly due to the rising cost of
dollars. Building your own manufacturing facility like Sana Safina is quite expensive
and requires a lot of research and money.

Potentially, substitute products are developed

Existing brands already provide customers with a diverse range of products related to
clothes and beauty. One of the most significant dangers from a substitute item or
services is the its perceived value and performance of the product in
advancement. Sana Safina already provides its customers high-quality fabric at less
expensive prices, but there's the possibility that a different product may take over the
role in the place of Sana Safina in the industry or market. This could happen if the
substitute product offers the same or higher quality for the same or lower
price. Additionally, the increasing quantity of substitute products can be a danger for
existing brands. Price elasticity of products is affected by substitutes, and when new
substitutes are introduced into the market, demand is affected by the current product.

Power of Customers

The bargaining power of buyers is growing every day, and the same is true for Sana
Safina clients. The consumer wants more quality and better service with a reasonable
price. The purchasing power of the customer is an enormous force that determines the
initial strategy of sana Safina since there are a lot of other brands that offer similar
products with the same prices. Customers are able to switch brands in the event that
they feel they lack influence, particularly when consumers are purchasing many
products. The brand's loyalty in this moment does not exist.

It appears that the prices are not that appear to be quite. Consumers are usually
conscious of the production costs and profit margin.

Bargaining Power of Suppliers

The power of bargaining for suppliers is growing as they put an obstacle to import of
textile raw materials which can be reduced by as much as 70%, which means that
local suppliers gain an advantage by providing raw materials at a price that is
expensive. In the instance of Sana Safina the bargaining power is not present with
regard to fabric as it owns its own manufacturing facility for fabric. It is only available
the time that Sana Safina is sourcing the accessories , as it needs to source the
accessories from or China or Thailand in which case there are plenty of suppliers to
select from.

internal assessment:

Following in Sana Safinaz impressed Lahore with their latest show in their recent
show at the PFDC Sunsilk Fashion Week which showcased their stunning collection
featured vibrant pops of patterns and vibrant colors against a the backdrop of
monochrome. It was the stuff runway fantasies are constructed out of. (We're still in
awe of that super-hot, flamingo dress). The city was barely able to recover from the
dazzling assault of fashion-forward style that the team returned to the city this time to
open a first store. Its new location is in DHA region.

Gul Ahmed is a sprawling fabric conglomerate however isn't always without its
truthful percentage of weaknesses. It has exhibited over-reliance on the processing
segment. While the organization is financially sturdy it has now no longer maintained
its liquidity role very well Its greatest weaknesses are that their designs could be
copied without difficulty and that they are aiming for greater and more elite splendor,
and their prices are higher than those of a few their rivals like Khaadi. Also, Ideas is
now launching an assortment of kids' apparel however they're recognized more than
Khaadi, and still have a problem selling it and gaining recognition.

Environmental analysis:

Under An optimistic outlook for the fabric business is described by the Pakistani
Textile Policy favoring the boom of the home fabric sector. The demand cotton cloth
and yarn from China is increasing exponentially. Enterprise is geared towards
consolidation, with the gradual elimination of small-scale manufacturers due to the
shortfall in strength. and a growing differential in enter fee. The company also can
input into joint ventures with overseas clothing makers or domestic fabric
retailers/wholesalers. SanaSafinaz the choice of African lifestyles as subordinate props
for shoots is exactly why I'm not shopping for their gardens this time! This isn't the
first occasion that this emblem was chosen to be appropriate for a set of people who
are often called disadvantaged.

External Factors Evaluation:

Opportunities

1.) The annual growth rate of the population is increasing by 

2%. 

2.) The textile and garment industry has a high proportion of

the total production of the economy of Pakistan. 0.09

3.) The power of spending grew to 11101050 pkr millions in 2019, up from 10659937
pkr million in 2018

4.) Youth make up 32 percent of Pakistan (Follow the trends). 0.06

5.) In the online-commerce market there are a lot of customers. The number is
estimated to be 65.1 million. 0.04

6) Explorenewlocalmarkets.

7.) There is a rise in fashion sensibilities among the Pakistani population.

Pakistan. 0.04

8.) Expanding international expansion to emerging marketplaces e.g the middle

east. 0.05

THREATS;

1.The growth rate of gdp in Pakistan has increased to 4.85 as compared to 4.92. 

2. The rate of unemployment increased to 4.45 percent from 4.08%..

3.The rate of inflation increased up to 11.12 percent after 6.74%.

4. Energy crisis affects manufacturing in the Production sector.

5) The gst tax for retail and manufacturing is 17%, even when the disease is in its
pandemic.

6) The fluctuation of currency and exchange rates can cause problems.

7) The rising cost of raw materials.

8) Uncertainty in the environment ( government, political and health)

Evaluation

In the above matrix, we have examined the opportunities

The opportunity for sana-safinazis the fact that the growth rate of population in
Pakistan has increased by 2%. This provides the brand with an opportunity to appeal
to the new-born of the customers, which include mothers. Another opportunity that is
the Garment and Textile sector, which is a large portion of manufacturing total in the
economy of Pakistan, this chance could be tapped by producing more diverse types of
garment product lines , or by creating technological advancements in the textile
industry. The higher spending power grew to 11101050 pkr million by 2019 from
10659937 pkr million the year 2018. This means that when the purchasing power
increases, more purchases will be made and this will lead to more revenues for Sana
Safina. Sana Safina is able to penetrate the market with aggressive marketing to draw
more customers people to the brand. Furthermore, the young people comprise 32% of
the population of Pakistan which means that there's a large segment of the population
who are aware of brands and informed of trends and want to look stylish and are
turning to the brands they trust to purchase clothes and accessories. This offers Sana
Safina an opportunity to enhance brand recognition and increase the excitement
through advertisements and campaigns that draw more people towards the
company. One of the most exciting possibilities is that, as the world is becoming an
international village and the brand has the potential to expand into more emerging
markets than it currently is in. This gives Sana Safina an edge over competitors as
well as international reputation.

Following Competitive analysis:

The competitive advantage of Sana safinaz is product differentiation. Sana Safinaz's

style concept is to be always in tune with fashion trends from around the world. and
be to the pulse changing fashions, be it in their lawns, prets weddings, accessories, or
pret. The brand is targeting the upper-middle class. Sana safinaz launches different
collections for every season. Their fashion forwardness in cuts, color, and use of
fabric makes them a forerunner in the industry Sana Safinaz's lifestyle umbrella
extends to include an additional furnishings and residential interiors department,
which also offers customers top-quality services for interior design.. A modern
furnishings showroom was opened to Sana Safinaz's sophisticated clients in the year
1999 in Karachi. Include a comment or question area on every page of the product. It
is important to clearly display the hyperlink to FAQ page. A dedicated area to capture
e-mail addresses, with incentives highlighted. Include a comment or question area on
every page of the product. It is important to clearly display the link to the FAQ page.
Clearly display link to FAQ. A dedicated area to capture email addresses, with
incentives highlighted.

Specific problem:
 

Strengths:
Sana Safinaz wowed Lahore with their recent showing at the PFDC Sunsilk Fashion
Week, where their luxe collection featuring vibrant pops of colors and bold patterns
against a monochrome background was the stuff that runway dreams are made of.
(We’re still drooling over that super-Haute, flamingo dress). Barely had the city
recovered from that dazzling onslaught of glamorous fashion that the team was back
in the city, this time to launch its new store in the DHA area.

 
 

Weakness:
Gul Ahmed is a sprawling fabric conglomerate however isn't always without its
truthful percentage of weaknesses. It has exhibited over-reliance on the processing
segment. While the organization is financially sturdy it has now no longer maintained
its liquidity role very well. Its greatest weaknesses are that their designs can be copied
without difficulty and that they are aiming for superior and elite quality. Additionally,
their prices are higher than those of a few their rivals like Khaadi.Also Ideas has now
released a line of youngsters apparels however they're identified greater than khadi
and that they nonetheless lack in selling it and developing recognition about

Opportunities:
An effective outlook on fabric enterprise is said in Pakistan’s Textile Policy favoring
the boom of the house fabric sector. The demand cloth and cotton yarn from China is
increasing exponentially. Enterprise appears to be geared up for consolidation through
the elimination of smaller manufacturers due to the shortfall in strength. and is
growing, enter and growing fee differential. The company also can input into joint
ventures with overseas clothing makers or domestic fabric retailers/wholesalers.

Threats:
 SanaSafinaz the utilization of African life as subservient props to shoots is exactly the
reason why I'm not purchasing their gardens this time! It's not the only occasion when
this symbol has been used to be appropriate for a group of people that are commonly
described as being disadvantaged.

Alternative
 Awaiting Confirmation: Purchase was received by the customer but was not
confirmed because the SMS verification code wasn't entered. Orders can be cancelled
when the following conditions are met If the customer has confirmed their order by
the use of SMS or by calling. The contact details and shipping details are verified in
this state. Processing: The money for the order hasn't yet received. This is applicable
to the payments made online. Processing at Warehouse Processing at Warehouse
utilized when the order data is transmitted to the warehouse in order to determine
whether the products are available for purchase. ordered. The order may be changed
by our team based what is available the items. Orders cannot be cancelled in this
condition. Pending Order: When an order is delayed because of insufficient stocks. In
this case the order is altered by our team , and the items that are available will be
shipped out. The process can take between 4 and five days of work. Complete The
order is completed by the warehouse team and the package is delivered by the carrier.
If this is the case the tracked number can be issued. The customer is able to check
tracker on the website. Orders cannot be cancelled in this situation.

Conclusion:
"Recently, Sana Safinaz released its new series. This changed into stimulated with the
aid of using the colors and conventional models of Africa," commenced the fashion
dressmaker duo, in a sequence of Instagram posts. "The group at Sana
Safinaztravelled to Kenya to enjoy the way of life and lives of the Masai humans first
hand. We additionally organized a shoot to assist the brand new series and hired
nearby humans. We are pleased with the paintings we did with the Masai, specifically
the ladies, and stand with the aid of using it." The garb emblem similarly declared that
they apprehend moral tourism. "Avenues selling accountable tourism exist that inspire
and assist nearby projects," the group said. "Widows in conventional Masai way of
life aren't allowed to re-marry and can not personal property. Tourist pushed
employment offers those ladies a possibility to earn a living." Sana Safinaz
additionally said that the budget furnished with the aid of using them could pass in the
direction of the construction of a faculty thus, selling education. "We have labored
difficult to construct a fine recognition withinside the enterprise and we're lucky to
have our difficult paintings recognized. We aren't infallible and neither are we
strangers to controversy... We need to categorically kingdom that at no factor did we
intend to offend anyone," the emblem added. In conclusion, the garb massive said,
"We do apologize deeply for any offense we've got caused, notwithstanding this in no
way is our intention. We have in the end additionally eliminated any offending pics
from our social media."