Report On XpressNepal
Report On XpressNepal
AcknowledgementIt 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 IndustryBusiness is also known as
anenterpriseor afirm, is anorganizationinvolved in
thetradeofgoods,services, or both to consumers.Businesses are
prevalent incapitalisteconomies, where most of them areprivately
ownedand provide goods and services tocustomersin exchange of other
goods, services, or money. Businesses may also
benot-for-profitorstate-owned. A business owned by multiple
individuals may be referred to as acompany.Theetymologyof
"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 entiremarket
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 newapparel 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 GoalsThe vision,
mission and the objectives of the firm are as follows : Vision
Increase relationship. Mission 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. Increase profits by positive means with increasing
number of the customers. Objectives To serve with best behavior To
reduce employes turnover Better profit and customer as well as
increasing. Goals To be the leading company in Clothing and
Cosmetics
1.4 Products and ServicesThe various products offered by
Xpressnepal are:Clothing brands Express Hollywood Milano Gas Everis
NavagardeCosmetics Loreal Paris Revlon Physicians Formula
Maybelline Newyork NYX NYC Covergirl Bath and body works: body
mists and lotionsPerfumes
1.5 Major Markets and CustomersThe 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 AnalysisMicro 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 AnalysisIt 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 AnalysisThough 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 AnalysisThe 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 AnalysisSome 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 AnalysisThe 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 StrategyMarketing Strategy is the goal of
increasing sales and achieving a sustainablecompetitive 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 strategyThe 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 PromotionAdvertising 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 ANALYSISStrenghtsWeaknesses
Flexible organizationQuick decision makingQuality
productsAdvertisement and promotionGroup cohesivenessSmall
sizeSomewhat limited infrastructureInventory managementDecision
makingLocation
OpportunitiesThreats
Large market to get inIncrease product baseProducts as per the
demandBusiness environment in NepalFierce CompetitionPrice
Competition Trade embargoes and rent
