Marketing Report of Gul Ahmed Textile Mill
Dissertation
(Marketing)29May 2008
Marketing Plan for Gul Ahmed Textile Mills Private (ltd)
Table of contents
Executive Summary 5
Statement of Purpose 9
Methodology 10
Delimitation 11
2. The Analyses 11
Gul Ahmed Textile Performance (History) 11
Corporate Profile - Major Companies 12
Corporate Profile - Business Activities 12
Textiles 12
Power 12
Management 12
Quality Policy 13
Social Policy 13
Environmental Policy 14
Health and Safety Policy 14
Sales review 14
2.2 The Macro Environment (Pest) 15
History 15
Economy & Production 18
Economic Policy 18
Foreign Trade 19
Wages & Inflation 20
Direct Investments 21
Climate 22
Legal requirements 22
Important requirements and Documentation 22
Labeling and Marking Requirements 23
Use of Chemicals 26
Product Characteristics: 27
Bed Linen 27
Curtains 28
Import Quotas 28
Import and Export Licenses 29
Rates of Duty on Household textiles in Denmark 29
Price Structure of Garments in Denmark 30
2.3 The Demand 31
Imports of Denmark Total 35
2.4 The Supply /Competition 36
Form of competition 36
Key Competitors 36
Inside Pakistan 36
Outside Pakistan 36
Lakhani Textile 37
Vision 37
LUCKY TEX 40
100 Years Vision: 40
Mission 41
Competitors outside Pakistan 42
Effect of increase in the oil prices 44
2.5 Distribution 44
3 Overall Evaluations 46
3.1 SWOT-analyses 46
Conclusion: 49
4. Company Objectives 49
4.1. Financial objectives 49
4.2 Marketing Objectives in general 50
Sales 50
Target Group Selection 51
Positioning 51
General Strategy 51
5- Marketing Mix Strategies 51
Product Strategy 52
Pricing Strategy 52
Distribution Strategy 53
Promotional Strategy 53
6-Action Program 54
7 Time Schedule for Key Marketing Activities 55
Quarter 1 56
Quarter 2 56
Quarter 3 57
Quarter 4 57
8 Risks 58
Prerequisites for Plan 58
Worst case scenario 58
9 Follow Up 59
Conclusion 59
Bibliography 61
Executive Summary
Gul Ahmed textile is one of the leading textile companies of Pakistan they are producing and exporting
(Marketing)29May 2008
Marketing Plan for Gul Ahmed Textile Mills Private (ltd)
Table of contents
Executive Summary 5
Statement of Purpose 9
Methodology 10
Delimitation 11
2. The Analyses 11
Gul Ahmed Textile Performance (History) 11
Corporate Profile - Major Companies 12
Corporate Profile - Business Activities 12
Textiles 12
Power 12
Management 12
Quality Policy 13
Social Policy 13
Environmental Policy 14
Health and Safety Policy 14
Sales review 14
2.2 The Macro Environment (Pest) 15
History 15
Economy & Production 18
Economic Policy 18
Foreign Trade 19
Wages & Inflation 20
Direct Investments 21
Climate 22
Legal requirements 22
Important requirements and Documentation 22
Labeling and Marking Requirements 23
Use of Chemicals 26
Product Characteristics: 27
Bed Linen 27
Curtains 28
Import Quotas 28
Import and Export Licenses 29
Rates of Duty on Household textiles in Denmark 29
Price Structure of Garments in Denmark 30
2.3 The Demand 31
Imports of Denmark Total 35
2.4 The Supply /Competition 36
Form of competition 36
Key Competitors 36
Inside Pakistan 36
Outside Pakistan 36
Lakhani Textile 37
Vision 37
LUCKY TEX 40
100 Years Vision: 40
Mission 41
Competitors outside Pakistan 42
Effect of increase in the oil prices 44
2.5 Distribution 44
3 Overall Evaluations 46
3.1 SWOT-analyses 46
Conclusion: 49
4. Company Objectives 49
4.1. Financial objectives 49
4.2 Marketing Objectives in general 50
Sales 50
Target Group Selection 51
Positioning 51
General Strategy 51
5- Marketing Mix Strategies 51
Product Strategy 52
Pricing Strategy 52
Distribution Strategy 53
Promotional Strategy 53
6-Action Program 54
7 Time Schedule for Key Marketing Activities 55
Quarter 1 56
Quarter 2 56
Quarter 3 57
Quarter 4 57
8 Risks 58
Prerequisites for Plan 58
Worst case scenario 58
9 Follow Up 59
Conclusion 59
Bibliography 61
Executive Summary
Gul Ahmed textile is one of the leading textile companies of Pakistan they are producing and exporting