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Acknowledgement

It gives us great pleasure in acknowledging the various support extended towards us by


various individuals for the successful completion of this project. Firstly, we would like to
express our gratitude towards our college Little Angels College Of Management for
providing, we students of BBIS with the opportunity of preparing this project in turn
enhancing our knowledge in the related subject. Secondly, we would like to thank our course
instructor Mr. Indra Shrestha for every possible help and guidance. Also we would like to
thank the entire team of XpressNepal for their valuable time and information. Last but not
the least we would like to appreciate the various helping hands extended towards us by our
friends and families.

Group Members

1.1 Introduction of the Industry


Business is also known as an enterprise or a firm, is an organization involved in
the trade of goods, services, or both to consumers. Businesses are prevalent
in capitalist economies, where most of them are privately owned and provide goods and
services to customers in exchange of other goods, services, or money. Businesses may also
be not-for-profit or state-owned. A business owned by multiple individuals may be referred to
as a company.
The etymology of "business" stems from the idea of being busy, and implies socially valuable
and rewarding work. A business can mean a particular organization or a more generalized
usage refers to an entire market sector.

1.2 Introduction of the Company


I have always wanted to run my own business. So the opportunity to
observe a startup from the inside was an opportunity too good for me to
pass. It is not every day that one gets to see the challenges and
opportunities facing a new company. And the fact I could contribute
something to the startup was an added reason for doing my internship
there. Express Group Private Limited is a partnership firm. Xpressnepal is
under the Express Group Private Limited. It is a new apparel store that
caters to the young and middle aged adults in the Kathmandu area.
Xpressnepal is located in Rising Mall, Durbar Marg. It deals in clothing,
perfumes and cosmetics. The firm also takes concern about the needs of
the customers. For this, regular feedback is encouraged. This firm focuses
on providing branded and quality products.
It is a relatively small company and was very recently founded. It is a B2B
and B2C company and sells its products to other businesses (online sites,
other firms) and the final consumers. It aims to become a niche business
delivering branded and authentic products.

1.3 Organizations Mission, Objectives and Goals


The vision, mission and the objectives of the firm are as follows :

Vision
o Increase relationship.
Mission
o To offer quality products, name brand western wear in an
assortment of sizes and styles to accommodate all varying
body sizes and shapes and products as per the demand.
o Increase profits by positive means with increasing number

of the customers.
Objectives
o To serve with best behavior
o To reduce employes turnover
o Better profit and customer as well as increasing.
Goals
o To be the leading company in Clothing and Cosmetics

1.4 Products and Services


The various products offered by Xpressnepal are:

Clothing brands

Express
Hollywood Milano
Gas
Everis
Navagarde

Cosmetics

Loreal Paris
Revlon
Physicians Formula
Maybelline Newyork
NYX
NYC
Covergirl
Bath and body works: body mists and lotions

Perfumes

1.5 Major Markets and Customers


The companys target customers are middle class and upper class. The
target customer must be broken into two distinct groups, the end user and
the reseller. The targeted end user is between the ages of 16-65. The
wholesale customers for wholesale distribution will be resellers who
recognize the needs of the customers. The term reseller is used because
they will not be limited to retailers.

2.1 Micro Environmental Analysis


Micro environment factors are those factors that are close to a business and that
have a direct impact on its business operations and success and those factors of
XpressNepal are:

Customers: The customers can be broken down into two distinct groups:
end users and the resellers. The wholesale customers for wholesale
distribution will be resellers who recognize the needs of the customers. We
have used the term resellers because they will not be limited to retailers.

The wholesale customers are the online ecommerce sites.


Staff: There are five staffs working in the store. The manager is
responsible for the day to day operation of the store. He is responsible to
motivate the staffs, act as liaison and carry out the research on the needs
of the customers.. The sales girls are responsible to handle the customers
and help them with the products. A separate staff is responsible for

warehouse management and delivery of goods .


Suppliers: Suppliers provide XpressNepal with the material they

need to carry the business activities. And Suppliers of XpressNepal


are mainly from the china and India, as it imports goods mainly from

those countries.
Media: It uses social networking sites such as Facebook and Twitter
as an Advertisement Media, and it has been really successful in

maintaining customer relation through such medias


Shareholders: Shareholders are the partners of the firm. Being a
partnership firm, the decision making authority is vested among the five
partners. The owners are responsible for making key decisions related to
investment and finance and make decisions pertain to buying, store

management, promotional endeavours etc.


Competitors: UFO, Zara and United Colors Of Benetton are the main
competitors of XpressNepal. And there is an intense competition between
these.And it marketing strategy based on its competitors.

2.2 Macro Environmental Analysis


It consist of those forces that operate outside the organization. They are out of
the control of the management . Macro Environmental factors of XpressNepal
are:(PESTLE)

Political : Political factors refers to the stability of the political


environment and attitudes of the political parties in supporting the
Business. Political support has not been up to the mark for the
Entrepreneurs for carrying ou their Business effectively. Various Strikes
and Movements has relatively affected the development of this sector.
And tax regulations has not been supporting too.

Economical: Because of the inflation the price of the goods have tend
to rise in the recent years. And the cost of production ie; fuel, energy
has also increased which has led to intense competition . The import
and export policy and various commercial policies should be
formulated for this type of business.

Socio-Cultural: Products of all age group are available but also it mainly
attracts the age group of 15-30 years. And it mainly targets the Middle
and High class family. And with the increment in population of children,
goods related to that of children are also increased.

Technological : Company has been adapting various technologies


available in the market. From Using CCTV camera to Barcodes to
identify the products and use of Databases has really helped
XpressNepal to move along.

Legal: Legal factors are entwined with political factors. But Political
factors refers to attitudes and approaches where as legal factors are
those which have become laws and regulations. And regulations
related to with that of tax on imports and Exports and on productions
have relatively affected the XpressNepals Structure.

Environmental: As it is related to Clothing, Cosmetics and Perfumes it


doesnot have to worry about Waste Disposal and recycling procedures
because it sells those Unsold Items on Sale.

2.3 Industry Analysis


Though it is newly established company , it has been really successful in
maintaining its position in the market. It has made its name in the market as one
of the leading Company in clothing and Cosmetics . company has various
strength such as quality and branded products flexible organization in terms of
working conditions and operational responsibilities, quick decision making
capability due to its small size .

2.4 Market Analysis


The Nepalese market is not a simple one. The replication and duplication of the
goods has made it very difficult to the suppliers and customers as well. A quick
market analysis also reveals that the company has various opportunities. The
first opportunity is the vast market that it is catering to. The market size is
tremendous and it is only growing. This means that there are lots of potential
business opportunities just waiting to be captured. Also, the company is
targeting the other segments by introducing newer products.

2.5 Competitors Analysis


Some of the threats and challenges the company faces are intense competition
and the business environment here in Nepal. The intense price competition is
one of the major threats. Moreover, there is lack of legal provisions in Nepal. The
tax policy and customs rate is too high which automatically increases the prices
of products. And UFO, Zara and United Colors of Benetton are the main
competitors of XpressNepal. And along with the XpressNepal other competitors
have often found it difficult to tackle Such problems.

2.6 Customers Analysis


The company also has the advantage of being located in the Durbar Marg area
which meets the needs of the target customers. Moreover, the ability of the
company to recognize the needs of the customers due to the investment in
research adds to the strength. The company has also been providing the free
delivery services to its customers which have given it some comparative
advantage as well. And The companys target customers are middle class and
upper class. The target customer must be broken into two distinct groups, the
end user and the reseller. The targeted end user is between the ages of 16-65.

2.7 Marketing Strategy


Marketing Strategy is the goal of increasing sales and achieving a
sustainable competitive advantage. Marketing strategy includes all basic and
long-term activities in the field of marketing that deal with the analysis of the
strategic initial situation of a company and the formulation, evaluation and
selection of market-oriented strategies and therefore contribute to the goals of
the company and its marketing objectives. And XpressNepal has gained
Competitive advantage mainly through the customer satisfaction, customers
feedback and needs are taken into accounts company has also been providing
the free delivery services to its customers which have given it some comparative
advantage as well.

2.8 Pricing strategy


The pricing technique used by most retailers is cost-plus pricing. This involves
adding a markup amount (or percentage) to the retailer's cost. Another common
technique is suggested retail pricing. This simply involves charging the amount
suggested by the manufacturer and usually printed on the product by the
manufacturer. However, this is not a simple task. For the pricing of the products,
I had to visit the competitors to know about their pricing as well.

2.9 Promotion
Advertising and promotion management includes the advertising perspective,
segmentation and targeting, media planning, ad planning, creative strategy and
process, creative execution art and copy, use of media, communication mix,
creating ads for print and electronic media, information gathering etc. Apart from
that, I developed ideas and the whole marketing plan for a product or a service.
My responsibility was all about promotion of products and services, developing
different ads, creating ideas, selecting right media and right vehicle for the
promotion. My task here included finding the potential retailers, running various
promotional campaign, extending relationships with the e-commerce sites like
sastodeal, onlinekinmel, urbangirl, coming up with the new advertisement ideas,
designing posters and flyers for NYX

SWOT ANALYSIS
Strenghts
Flexible organization
Quick decision making
Quality products
Advertisement and promotion
Group cohesiveness

Opportunities

Large market to get in


Increase product base
Products as per the demand

Weaknesses
Small size
Somewhat limited infrastructure
Inventory management
Decision making
Location

Threats
Business environment in Nepal
Fierce Competition
Price Competition
Trade embargoes and rent

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