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8/6/2019 Mashhal Handicrafts
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BUSINESS PLAN
F- 09 -118 MR. ARIF MASHWANI
F- 09 -149 MR. AFTAB H MALIK
SP-09-126 MR. ADEEL ANJUM
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Introduction Mashhal Handicrafts is a Startup Organization
The Purpose to Build an Organisation is to target ignoredmarket of Pakistan
Mashhal Handicrafts is Striving to Develop its Network of Supplies
Mashhal Handicrafts is Dealing in :-
o Textile Handicrafts
o Clay, Metal & Jewellery
o Hand Knitted Carpets
o Stone Crafts
o Glass, Ceramic
o Pottery
o Costume Dolls
o Shell & Bone Products
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Slogan
Premier Craftsmanship will change yourview of beauty
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Mission Statement
Our mission is to provide a sense of belongingness topersonal aesthetics by providing the premier products
of true craftsmanship .With a strict adherence to thismaxim, success will be ensured; Our products willexceed the expectation of the customers.
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History & Current Status
Mashhal Handicrafts is Business Outlet of SSO
Idea to Run a very Specialised type Business is not new at all
to SSO
Target Market is Beyond Pakistan
Signature is Totally Customized to Serve the Whole Likings &
Standards.
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Markets & Products Mashhal Handicrafts possess a research on handicrafts and
decorative market in Pakistan & abroad in :-
o House Hold Formation
o Occasional Professional Men
o Professional Women
o Baby Boomers
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Goals & Objectives
The main objectives include:o Providing a measurable increase in financial status of the
IDPs at remote locations
o Enabling health and educational facilities at their placeswith quality and dignity
o Providing a platform from where such folk can generate
and raise their voice to the whole society and worldo Helping the societies and governments in bridging the
gap between IDPs and developing a problem resolving
mechanism
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Marketing Plan
A Brief Overview
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Salients of Marketing Plan
Target Market
Product/Service Strategy
Pricing Strategy
Distribution Strategy
Advertising and Promotion
Sales Strategy
Sales and Marketing Forecasts
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Goals - Marketing Plan
Handicrafts being age old business but still offers lot
of space to grow
Creation of strong supplier buyer relationship
Products quality & variety offers market share
Logical development of business
Getting job done through people of great skill &
strong desire to excel through economy of scales
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Creating New Market SpaceMashhal Handicrafts
NewNewMarketMarketSpaceSpace
Quality IssuesQuality IssuesDebtsDebtsMarketing IssuesMarketing Issues
EliminateEliminate
Quality Envmnt Quality Envmnt Sales & MarketingSales & MarketingTraining & Development Training & Development
CreateCreate
BrandBrand LoyalityLoyalityCustomer RelationshipCustomer Relationship
RaiseRaise
Wastes in ProductionWastes in ProductionLoss of ClientsLoss of Clients
ReduceReduce
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Major Players
Firm Area of operations
Universal Creation National
Al Hassan Group International
KAAF Enterprises National
Mark House International
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Economics
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SWOT Analysis
STRENGTHS
Abundant and cheap labor hence can compete on
price
Low capital investment and high ratio of value
addition
Aesthetic and functional qualities
Hand made and hence has few competitors
Variety of products which are unique Exporters willing to handle small orders
Increasing emphasis on product development and
design up gradation
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WEAKNESSES
Inconsistent quality and Inadequate market
study and marketing strategy
Lack of adequate infrastructure andcommunication facilities
Capacity to handle limited orders.
Untimely delivery schedule
Unawareness of international standards by
many players in the market
SWOT Analysis
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OPPORTUNITIES
Rising appreciation for handicrafts by consumerismthe developed countries
Widespread novelty seeking
Large discretionary income at disposal of consumer
from developed countries
Growth in search made by retail chains in major
importing countries for suitable products and reliable
suppliers Opportune for agencies to promote marketing
activities
Use of e-commerce indirect marketing
SWOT Analysis
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THREATS Tough Competition
New entrants can easily share the business
Handicraft export is very exacting and competitive and
demands high quality Decline in Pakistan share in international handicrafts markets
due to:
o Better quality products produced by competitors from
Europe, South Africa, South Asia, etco Better terms of trade by competing countries Consistent
quality and increasing focus on R&D by competing
countries
o Better packaging and Stricter international standards
SWOT Analysis
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Operational Plan
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Sales Forecast
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Sales In $ 2009 2010 2011 2012
Textile Handicrafts 6000 7100 8500 11000
Clay, Metal & Jewelry 8500 9400 10200 13000
Wood work 12000 15000 16000 17500
Stone craft 4000 4200 4800 5600
Glass, Ceramics 3000 3600 4000 5100
Camel & Snake Skin 4000 5000 5300 6100
Pottery 2500 3000 3600 4200
Hand knitted carpets 7000 8200 8800 9200
Costume dolls 3600 4000 4200 4900
Shell & bone products 2000 2500 2600 3500
Sales Forecast
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Sales Forecast
Gross Margin 2009 2010 2011 2012
Sales ($) 52600 62200 68000 80100
Direct cost of Goods($) 25774 29856 35360 38448
Other Costs($) 0 0 0 0
Total Costs of Goods Sold($) 25774 29856 35360 38448
Gross Margin($) 26826 23656 32640 41652
Gross Margin % 51 38 48 52
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Management & Organisation
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Key Assumptions
Capacity Utilization Assumptions
Starting Capacity Utilization 50 %
Annual Growth Rate in Capacity Utilization 10 %
Maximum Capacity Utilization for the Project 90 %
Debt 50 %
Equity 50 %
Interest on Long term Loan 14 %
Debt tenure (Years) 5
No. of installments per year 12
Amortization (years) 5
Income tax rate 20 %
Financial Projections
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No. of working days in a month 25
Working days in a year 300
Sales per annum (60 pairs per day) @ 100% 18000
Key Assumptions
Product Mix
Imported 20 %
Branded 10 %
Non-Branded 70 %
Cash Flow Related Assumptions
Sales 100% cash based
Creditors 60
Inventory 45
Cash in Bank 45
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THANK YOU !THANK YOU !