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Nothing else to describe over here complete information in folder...

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IQRA UNIVERSITY INTERNATIONAL BUSINESS PROJECT

Name of the Company

Khaadi

Date of submission

2nd September

Instructors Name

Sir ArsalanAhmed, Sir Farooq Tahir and Dr. Sara Khurram

Course Name

Group Members Angelo Shamrock Wilson

International Business Registration No. 39569

Contribution ● 1-Introduction ● 8-Effects of Covid-19 ● Table of Content ● Compilation ● Formatting

Ayusha Cecilia Iqbal

37701

● 1-Introduction ● 5-Effect of culture on Strategic Management ● Acknowledgement ● Executive Summary

Mariam Faiz

40729

● 2-Organization Predisposition ● Analysis ● 11-Conclusion

Maira Khan

37686

10- Global Marketing Strategy

Fatima Irfan

118214

11- Conclusion

Suraksha

42834

3-SWOT Analysis

Muhammad Ishaque Shaikh

41769

7-Economical Integration

Zobia Bilal

40761

6-International Political Environment

Waheed Akhtar

37673

4-Corporate Culture, Cultural Environment

Celest Pearl Randolph

41136

9-Strategic Analysis on the basis of Porter’s Model 2

Acknowledgements First of all, we would like to thank the Almighty God for His help and Grace in successfully completing our project. Secondly, our group members would like to thank our facilitators Dr.Sara Khuram, Sir Farooq Tahir and Sir Arsalan Ahmed giving us this opportunity to work on this report. We are grateful to our teachers who believed in us, their continuous support in every problem that occurred while writing this report. They encouraged us to think critically and something out of the box. Their cooperation was truly an inspiring experience for us. This project has also helped us in doing lots of research work and we came to know about various kind of things which were new to us.

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Executive Summary The purpose of this project is to launch a Pakistani company internationally, it also enabled us to better understand the requirements of international business. The company which we planned to taken internationally is ‘Khaadi’ and is going to be launched in USA. Khaadi first opened its doors in 1998 in Karachi, offered a variety in Eastern clothing which included loose as well as ready to wear. Shamoon Sultan, the director and originator, had the aim of resuscitating the antiquated specialty of the handloom and advocating the customary medium in a contemporary manner. Khaadi, which signifies "hand-woven", has remained consistent with its name and keeps on creating a combination of styles to supplementing the Pakistani culture while still using hand-woven textures on select items. Our report includes various characteristics of Khaadi, mainly it includes the cultural, political, legal, financial and economic environment etc.

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Table of Contents Content

Page Number

Introduction……………………………………………………..…………………………….06 Organizational Predisposition………………………………………………………………...07 SWOT Analysis……………………………………………………………………................08 Corporate Culture On Strategic Management………………………………………………..09 Effect of Culture On Strategic Management………………….……………………………...11 International Political Environment…………………………………………………………..13 Economic Integration…………………………………………………………………………14 The Effect of Covid-19 On IB………………………………..................................................16 Strategic Analysis on the basis of Porter’s Diamond Model…………………………………17 Global Marketing Strategy (Product, Price, Place and Promotion) ………………………….20 Analysis……………………………………………………………………………………….22 Conclusion…………………………………………………………………………………….24 References…………………………………………………………………………………….25

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1. INTRODUCTION: Weaving Dreams: In 1998, founder and Chief Executive Officer, Shamoon Sultan, set out to revive the ancient craft of the handloom. What began as a single store start-up in Karachi, Pakistan has quickly transformed into a robust brand with international presence. Khaadi was built on drive and passion and that same energy is passed on to all new talent joining our team. Khaadi is an Urdu word which means ‘hand-woven’. Weaving, an intricate process requiring patience and attention to detail, creates fabric whose characteristics are dependent on the threads and the method in which those threads are woven. The same ideology is not only applied to all Khaadi products, but also to the institution we are continuously building. Our success today can be attributed to the collaborative efforts of our team and the individuality each employee brings to the organization. Where Are We Now: Khaadi is now a household name in Pakistan, with 52 stores at almost every notable location and in all major malls across the country. We employ over 1,500 people in Pakistan. Today, we can proudly say Khaadi was a game changer in the fast fashion retailing landscape in Pakistan. By investing in the overall retail experience, we ensure our customers have access to the latest fashion trends and receive the best service possible while shopping in our stores. We are also the first Pakistani fashion retail brand to establish a successful international presence with stores in the United Arab Emirates and United Kingdom. Our online store has made it possible for customers around the world to order Khaadi products with the click of a button. And this is just the beginning. Collabaration with Tommy Hilfiger: Tommy Hilfiger was founded in 1985 and deals with men’s, women’s and kids’ sportswear, denim, accessories, and footwear. The brand in accumulation is licensed for a range of products, including fragrances, eyewear, watches and home furnishings. What We Ought to Do: We plan to launch our brand Khaadi in the United States of America to bring forward a new market to the company. The reason being that there are tons of Pakistanis residing in the United States, it is the market which has been left untapped and doing so will fill in the gap of eastern clothing in the country. This will take place in collaboration with Tommy Hilfiger, to target a wider range of customers who prefer western clothing. The strategy here is to entertain not just 6

the customers demanding eastern clothing but also the customers who prefer western clothing and make it work side by side.

2. ORGANIZATIONAL PREDISPOSITION: While Khaadi has been remarkably successful in Pakistan and after opening up its operations and outlets in multiple countries like Dubai and UK, it has now decided to launch itself physically in the United States of America where it had kept its operations only online for a few years until now. “Khaadi” being a pure Pakistani brand with its vibrant colors, appealing truck art patterns and prints, which build up an imagery in the eyes of its consumers. And which most definitely depicts the true elements and emotions of the Pakistani culture, which also justify what “Khaadi” is famous for. It is a pretty difficult task for a manager to use the strategic orientation tool for selecting or for introducing a strategy and also to develop a concept to enter the international market for earning profits and sustaining itself in the business field for a long time. The manager has to identify that what strategy will match with the firm’s own capacity to enter into the foreign market. Considering entering up in a new market is a very risky decision to make and it is rather more a matter of competition for us in case of USA. Even though the demand which lead us to opening up a physical store is quite high but there are several factors that managers keep in mind before entering a market like USA. When a company understands that domestic market and foreign market are different from each other and the effect of foreign business is more profitable than its orientation towards international business it may shift to multi domestic market strategy. The managers are thinking of using the Polycentric approach while introducing “Khaadi” to the international market. As we have analyzed in the research conducted by our team that we need to cater to the local or domestic demands of the market. We all are planning on using up American marketing experts so that we can understand the market in depth and extract as much information about the market which can enable us to make prompt and strategic decisions with ease. Also Khaadi experts have come up with another plan which will be taken simultaneously along with other steps and that is the collaboration with the US based designer brand “Tommy Hilfiger”. This step will give us an edge and an advantage to have easy access into the consumer market, that to in a better manner because we will be introducing a western clothing line with the help of “Tommy Hilfiger”. Our clothing line will be inspired by the modern day American Woman and Man. Moreover, the clothing line will be available throughout the year and round the clock online. As we were quite aware of the cultural aspects of Pakistani Americans living there, we emphasized on giving them a taste of both Western and Eastern from their very own Pakistani brand “Khaadi”.

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We have targeted Houston Texas as the target market for our first flagship store because it is densely populated with Pakistani American families. Our major goal after catering to needs in Houston is to target places like Florida and Dallas which are second in number regarding the Pakistani American population. By hiring up the American locals who will look after marketing and operation processes will also accommodate us to the utmost and as a result they will lead us into building up a better brand image and customer base. They have a better understanding of the American market where as it is quite different for us to handle it. The use of foreign experts is quite essential for us as they are the torch bearers for “Khaadi” in this new potential market. We are looking forward to a great experience while exploring this new endeavor of ours and we have specified this very thing and accepted the fact that this collaboration of where Western Meets Eastern will be an all-time favorite fusion. Shamoon Sultan has already anticipated this very fact that this will be the best collaboration ever and will surely be the first milestone which will be put in place by Khaddi and for other Pakistani brands to follow up. Shamoon Sultan is looking forward to a great response and high hopes of opening up several retail outlets all over US within the next 15 years.

3. SWOT ANALYSIS: Strengths ● Khaadi would then get a chance to sell their products in America. ● If they are collaborating with Tommy Hilfiger with his reference, they can get many customers. ● The two brands together can create their stores in more advanced forms. ● When their teams will be working together they will come to know about which lie outside of their training and education. ● Tommy Hilfiger has been very recognized brand Khaadi can get a big advantage by collaborating with it .it can merge its ideas and designs with western brand to create more like a fusion thing ● Khaadi is not only Pakistan fashion industry but through their loyalty and repeated sales they are getting significantly high customer retailing. ● According to company representatives, Khaadi provide a very unique designing which differ from its competitors. ● Khaadi has a very customer centric return policy which counts as a positive factor which is good for our customers and brand image. ● Khaadi believes that employees are the important part of our success they believed that success can only be achieved when our employees are satisfied. Hence, they provide all monetary and non-monetary benefits to their employees. ● Strong supply chain (forward and backward) has enabled khaadi to reach their current prime. ● Fabric quality Weakness ● A rising challenge for the company as a specific gender oriented brand (females) due to success in the female lines. this limits the organization’s audience reach. 8

● They have weak clothing line for men. ● Khaadi’s male line of clothing this requires a significant investment to cater male proportion of the population. It has to combat the perception that is formed in the mind of the consumers and address demands of male member of the target market. ● Understanding is the major weakness when collaborating with another brand because now you are not independent to work on the Ideas. ● You would have to accept some new rules and regulations of your collaborating brand. ● Designing western clothes for an eastern brand can be pretty difficult. Opportunities ● Collaboration with Tommy Hilfiger is an itself a big opportunity ● Khaadi can be an international brand. ● Pakistani and people living there can buy eastern wearing from it instead of waiting to buy it from Pakistan. ● By collaborating Khaadi can expand their product line and Business ● Collaboration can make Business problems easy because now they have to think mutually ● They can have opportunity to grow their Business circle together. ● Collaboration provides opportunity to find AND engage new customers around the world ● New product line in new categories as well as new market is under discussion as Khaadi’s brand name involves a huge potential for Khaadi. ● There are huge demands in men’s wear and that’s an inviting opportunity for Khaadi. If Khaadi rebrand itself as a brand for male and female both rather than being perceived as a female specific brand ● Statistics shows that demand for apparel industry has constantly risen this is clear indication for the high amount of sales that Khaadi can achieve if it is determined to seize this opportunity. Threats ● A large numbers of competitors as there are so many brands who provides a good quality ● External factors like political, environmental, and economic can affect Khaadi’s growth.

4. COOPERATE CULTURE OF KHAADI: Khaadi has strong work force or labor and their employees are very enthusiastic with full of energy, the reson behind this is very interesting that their employees are average of 28 years as far as their age is concerned with huge number of 1350 representing 18 nationalities and khaadi is also focused on making leaders. Support Area: The card provides an amazing platform for women who have a passion for work and do not want to compromise family life. We offer services such as day-to-day day care, and referral services to help us achieve this. Female employees also enjoy the help of short working days, and take an hour ahead of time. Release Your Home: 9

He is the master of your work in Cardinal. Departments exist because we need teams to work in one place; however, we fully support employees who want to change routes and take risks. All our staff needs to keep adding to their set of skills and be able to maximize their progress.

Benefits of Doing: Card provides great benefits including:           

Pockets of the market's leading salary Discount on Khaadi products Perk Car or Car Permit Select and drop female employees Benefits of Travel Medical Provider Fund Annual Increase / Bonus Paid Leave Short term working time for female employees Above all we offer a wonderful culture where people thrive and make their own personal fulfillment.

Signal Care: In Khaadi, we share a vision and work tirelessly to achieve our goals. When you are part of a Qadi team, you are seen as a recommended employee who helps to achieve the goals of the organization. Our employees are considered leaders; they play their part in helping us achieve the goals we have set for ourselves. Internal employment is always preferred, and we support our employees to reach their full potential by continuing to teach, train. Access to the Mobile Phone: Cardinal believes in creating a purposeful and lasting career for you; all you need is to bring driving and dedication. They are proud of the opportunities for sustainable growth we provide to employees, both personally and personally. If you have a drive to test your true potential, we will provide you with the tools and opportunities to do so, both within Pakistan and internationally and through job allocation.

CULTURAL ENVIRONMENT: Join the Demission: Every day in Khaddi is a great day; an opportunity for self-improvement. We are young and strong, but take the time to develop art and craftsmanship. While we love success we celebrate 10

our failure again, because it also gives us room to grow. They offer employees free of charge to check and download, and aim to increase and improve each year. For us the most loving and dedicated staff; it makes the Card a Cardinal today, and will be in the future Ideal for Dreamer-Executors: For some of us, the whole world is a kaleidoscope scratch and a boat that can make our mark to improve. Cards encourage and nurture Dreamers. We describe Dreamers as people who look for opportunities, look at the world differently, and interpret their experiences in visions. Dreaming dreamers not only want to see the creation they desire, they dream, and they are determined to make the dream better. Release Money: As a fashion brand, Cardinals understands the importance of a women-dominated group. Their understanding and expertise make a huge impact on our minds and products, and allow our team, as well as our products and ideas, to move around smoothly. And while enjoying and receiving energy benefits and appreciating other female partners who bring to work, we want to benefit them equally, by providing strong support for women who want to continue their careers without compromising family life by carefully considering employment policies and services. Tommy Hilfiger’s Cultural Environment: The cultural environment at tommy is laid back as they encourage and respect their employees which further results in satisfactory experience for the employees. Making sales and greeting customers is what Tommy focuses on. Making sure customers find what they need.

5. EFFECTS OF CULTURE ON STRTEGIC MANAGEMENT Every organization have a different set of believes, norms, employee engagement activities and social interaction which add up in the making of an organization’s culture. Similarly, every culture has various effects on the strategic management. In contract to this, Khaadi also have the following elements which have an impact on its culture as well as its strategic management. ● Job Attendance: Job attendance plays an important role at Khaadi, consistency in attendance of employee boost the morale, enhances productivity and consequently educe absenteeism. ● Ethics: In the culture of Khaadi ethics has always been the key element for their cause of victory among their competitors. The employees working here are enthusiastic, obey the rules generated by the management, have effective communication and mutual respect for each other and for their customers too. Such ethical behavior at Khaadi has always increased the output productivity. 11

● Punctuality: Every employee working at Khaadi is punctual which help them to be relibe and trustworthy towards their work as a result they are able to finish their given task in time and it also helps the management to increase it’s efficient and productiveness. ● Flexibility at Workplace: Khaadi’s working environment is quite flexible, employees get adapted to it with great ease. One of the employee’s review about flexibility at workplace is that; the flexibility at work arises when the management is transparent, communicate with their employee and cater their opinion in every decision making process. Hence so is Khaadi too, which always keep in view the value and the work activities of its employees. ● Multiple Benefits for the Workers: Compensating and giving incentives to the employees is always been one of the best qualities of Khaadi. Khaadi understands their employee’s psychology and appreciate them with various social benefits. One of Khaadi’s employee stated that the staff is ...