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Strategic Management in Fashion Brand ODEL

  1. TASK 01
  2. What is your understanding proper management and discuss its stages? Analyse the contexts of corporate and business, business and useful level strategy.
  3. Different authors have identified proper management as followed:
  4. Basic stages of tactical management:
  1. Environmental scanning:-
  2. Strategic formulation:-
  3. Strategic implementation:-
  4. Evaluation and control:-
  5. Structure:
  6. Culture:
  7. Resources:
  8. Internal
  9. Societal Environment
  10. Task Environment
  11. Strategy Formulation
  12. Strategy Implementation
  13. Evaluation and Control
  14. Environmental Scanning
  15. External
  16. Importance of strategy management:
  17. The stages of the tactical management:
  18. Basic financial planning (stage. 1):-
  19. Forecast centered planning (phase. 2):-
  20. Externally driven planning (phase. 3):-
  21. Strategic management (phase. 4):-
  22. Levels of tactical management:
  23. Corporate level strategy:-
  24. Business level strategy:-
  25. Operational strategy:-
  26. TASK-2
  27. Carry out a stakeholder examination for ODEL and describe the value of transporting of out a stakeholder evaluation at tactical level
  28. Stakeholders
  29. stakeholders
  30. Example of interest
  31. Stakeholder Analysis
  32. E. g. :-
  33. Internal stakeholders:
  34. Employees:-
  35. Directors:-
  36. Investor:-
  37. Connected stakeholders:
  38. Supplier:-
  39. Competitors :-
  40. Share holders:-
  41. External stakeholders:
  42. Financial general population:-
  43. Government:-
  44. Media:-
  45. Scanning the External environment
  46. Analysis of societal Environment
  47. Selection of Strategic Factors
  48. TASK-3
  49. Conduct an environmental audit for ODEL
  50. Strengths:-
  51. strong brand image:-
  52. Good reputation among customers:-
  53. Quality and Impressive products and services:-
  54. Good marketing strategy:-
  55. Weakness:-
  56. No retailers in rural areas:
  57. No proper communication between administration and labors:
  58. comparatively less differentiated fashion collection :
  59. Opportunity:-
  60. Political lobby:-
  61. Positive changes in consumer behaviors:-
  62. Customer repository and smart cards
  63. Fast Fashion:
  64. Threats:-
  65. Inflation of currency rate:-
  66. Changes in prices and option of recycleables:-
  67. Changes in customer preferences and needs:-
  68. Environmental uncertainty:-
  69. Changes in competitive surroundings:-
  70. TASK-4
  71. What is the proper placement of ODEL by using following framework?
  72. 4. 1
  73. PESTEL
  74. Political
  75. Legal economical
  76. Environmental Social
  77. Technical
  78. Organization
  79. Political factors:

I conduct this research work to give a clear picture of proper management and the the best fashion brand ODEL. The corporate world is in the process of change technology and globalization. Strategic management takes a panoramic view of this changing corporate surfaces and attempts showing what size and small organizations can become more effective and useful not only in today's world, but also in 2mro as well.

And also this research gives the data about the primary fashion brand ODEL. How did it produce a fashion revolution in Srilanka? So how exactly does it lead in fashionable brand and understand the latest fashion from style runways in its contributions. Its success lies in implementing


What is your understanding proper management and discuss its stages? Analyse the contexts of corporate and business, business and useful level strategy.

Initially proper management was mainly use in large companies to use multiple trades. Rising risk of mistake, costly faults and even economic ruin are triggering today's perfect professionals in all establishment to take strategic management serious concern in order to stay their company competitive in a rising unstable environment. (Frery 2006)

Different authors have identified proper management as followed:

The strategic management is employed to present to "strategic formulation, implementation and evaluation with strategic planning referring only the strategy formulation" (Pearce & Robinson 2000) the intention of the strategic management is to develop and produce new and various opportunities for future.

As Mr. Potter relates that, "Strategy is the path of a business over the permanent which achieves edge in a changing environment through its configuration of resources and competences with the rewarding stakeholder expectations. This in turn led to organizational development activities as reorganizing, new definitions of assignments, jobs and etc". (Potter 1996)

And and yes it can be carried in "the tactical management is the fact that set of managerial decision and action that can determine the long term performance of any corporation. It includes environment scanning (both external and internal). proper formulation (strategic or long range planning), proper implementation and analysis and control. As this definition indicates, strategic management targets integrating management, marketing, money, and development/ operations, research and development and computer information system to attain organizational success. (Hoskisson, Hitt &Wan 1999)

The analysis of tactical management therefore emphasizes the monitoring and evaluating of external opportunities and hazards in light of any corporation's advantages and weaknesses. Tactical management as a field of review comes with the integrative concerns of business insurance policy with a heavier environmental and tactical emphasis. Therefore strategic management has tended to displace business policy as the most well-liked name of the field. " (Hoskisson, Hitt &Wan 1999)

The proper management is a core area for a business in order to explore the issues which lead to success or failure. Strategic management has been thought as "that set of decisions and actions which lead to the development of an effective strategy or ways of help achieve commercial objectives. " (Luffman, Lea, Sanderson and Kenny 1996)

Basic stages of tactical management:

The tactical management process consists of four basic periods. Environmental scanning, Strategic formulation, proper implementation, and analysis and control;

Environmental scanning:-

Before an organization can commence strategy formulation, it must scan the environment to recognize possible opportunities and hazards and as well the durability and weaknesses. Environmental scanning is the monitoring, assessing and disseminating of information from the internal and the external surroundings to key people within the organization. A organization utilize this solution to avoid strategic wonder and ensure its permanent health. Research has found an optimistic marriage between environmental scanning and profit

(Thomas, Clark & Gioia 1993)

Strategic formulation:-

This is the extension of the long range strategies for the effective management of environmental opportunities and dangers as well as the organization durability and weakness. It consist of defining the organization mission, identify possible objective, rising strategies the setting insurance policies. Strategy formulation concern include deciding what new business to enter in, what businesses to reject, how to allocate resources, whether to expand procedures or identify, whether to go into international market segments, whether to merge or form a jv and how to avoid a hostile. Because, every business has limited resources itself. So strategists ought to decide which alternative strategy will be gain for the organization most. Top professionals possess the best belief of understanding effect of strategy formulation and they are the persons who have the authority to commit the resources necessary for implementation.

(Hitt & Michael 2006. )

Strategic implementation:-

Strategic implementation is the most challenging stage in proper management. This process requires a company to establish annual objectives, devise insurance policies, motivate employees and allocate resources for the implementation of the designed strategies. This is actually the process that turns the strategies and plans in to the action through the introduction of programs. Strategy implementation includes creating a strategy-supportive culture, creating an effective organizational composition, redirecting marketing attempts, plan the finances, growing and utilizing information system and linking employee payment to business performance.

(Hitt & Michael 2006. )

Evaluation and control:-

Strategic evaluation is the final level in the tactical management. The goal of this process is to evaluate the actual performance of an organization to do the comparability with the desire effect. Because the proper management procedures were inappropriately used, functional managers must know about it. In order to correct the worker activity. Assessing and handling is the major element of the proper management to identify the weaknesses in prior executed proper planes and thus stimulated the complete process to commence again. And everything strategies will be the subject to future modification because external and inside factors are consistently changing. Followings are the three important strategy evaluation activities

Reviewing external and internal factors that are the bases for current strategies.

Measuring performance.

Talking corrective action. (Hitt & Michael 2006. )










Chain of command


Beliefs, expectation Values


Assets, skills, Competencies, knowledge


Societal Environment

General forces

Task Environment

Industry analysis

Strategy Formulation

Strategy Implementation

Evaluation and Control

Environmental Scanning


Reason for existence

What leads to accomplish by when

Plan to attain the quest & objectives

Broad suggestions for decision making

Activities needed to attain a plan

Cost of the programs

Sequence of steps had a need to do the job

Actual results

Figure 1. 1

(Thomas, Wheelen & Hunger 2006)

Importance of strategy management:

Today proper management became a popular and importance in the business activity for various reasons. Strategy management allows an organization to become more proactive than reactive in shaping its own future. It let a business to initiate and influence activities and thus to expect control over its destiny. Ref: (www. planware. org/strategy. htm)

Business has identified that this is the best way to reach the success:

As an effective business it may have a plan and a specific path to be able to achieve the goal of the organization and reach the success.

It allowed the business enterprise use to believe in ahead:

A business must be very concentrate on the surroundings as well as the customers need and wishes to be able to firm its futuristic in the market. The forecasting is the best way to get a setting among the general public and shinning as a distinctive.

In this procedure it shows a corporation where they are at present and where they actually want to be and exactly how they get pathway where they would like to be.

When the tactical management is put in place the stakeholders will get to learn about the goal of a business.

It gives everyone a posture, a position makes a different performance level, and it provides efficient method of reservations and give attention to workers.

To develop appropriate strategy and put strategy into action.

The stages of the tactical management:

A organization generally evolves through the following four basic phases of tactical management

Basic financial planning (stage. 1):-

The project is based on the analysis hardly any proposed with information from the business. The sales typically offer the little bit of environmental safeguard, information. Such simple functional planning is merely pretending, tactical management, and it is quite time consuming. The time horizon is usually one year.

(Gluck, Kaufman & Welleck 1982)

Forecast centered planning (phase. 2):-

In addition to internal information, managers gather available data from environment to extrapolate the current development of five years and future. This stage also frustrating. The process gets very politics as managers compete for bigger share and funds. The time horizon is usually 3 to 5 years.

(Gluck, Kaufman & Welleck 1982)

Externally driven planning (phase. 3):-

Top level management control buttons the planning process by the introduction of proper planning. The business will try to increase its responsiveness to changing marketplaces and competition through strategic thinking. Top management typically develops five-year plan by making use of consultants but input from lower levels.

(Gluck, Kaufman & Welleck 1982)

Strategic management (phase. 4):-

The employees at many levels from various departments and works groupings develop and assimilate a serious of strategic strategies aimed at obtaining the company's principal objectives. The complicated gross annual five years plan is changed by making use of all levels of the organization over summer and winter.

(Gluck, Kaufman & Welleck 1982)

Levels of tactical management:

Strategy exists at lots of levels within an organization. They may be,

Corporate level strategy:-

This is concerned about the entire scope of a business and exactly how value will be put into the different products of a business. Corporate strategy tropically fit with the three main types of stability, extension and reduction of expenditure. (Ansoff 2002)

According to Michael potter, "a firm must formulate an enterprise strategy that contains cost leadership, differentiation or concentration in order to attain a ecological competitive advantages and long term success in its chosen areas or companies". (Potter 1993).

Alternatively, according to Kim and Mauborgne, " an organization can perform high expansion and gains by setting up a blue ocean strategy that breaks the prior value cost trade off by simultaneously pursuing both differentiation and low priced. " (Kim & Mauborgne 2007)

E. g. : - Nicholas Piramal follower a corporative progress strategy to be able to have more talk about formulation drugs

In corporate and business strategy, Johnson, Scholes and Whittington present models in which proper option are examined against three key success conditions,

Suitability (would it work?)

Feasibility (could it be designed to work)

Acceptability (will they work it)

(Johnson, Scholes & Whittington 2008)

Business level strategy:-

The second level is business level strategy which is about how precisely various businesses included in the business strategy and compete in their unique markets. As a result of this reason business strategy is named as competitive strategy. This typically concerns issues such as rates strategy, creativity or differentiation occasion by better quality. Where ever corporate and business level strategy consists of decision about the overall organization as a whole, tactical decision related to particular tactical business unit within the overall company. (Johnson, Scholes & Whittington 2008)

According to Potter's affirmation "The business strategy must be maintained continually, in line with changes available and its own environment. It should be formally reviewed at least annually within the business planning circular; it provides the context for progress reporting on strategic designs. " (Potter 1993).

The business strategy should always show progress against plans thus far, to enable planners to look for the current business environment and the impact that specific change programs and tasks will have on the business all together. There has to be exact, timely information about: Major assets to date, the corporate risk register, For each major investment, the potential risks associated with it. (Potter 1996).

Operational strategy:-

The third level of strategy reaches the operating end of an organization. This is an approach considered by the functional areas to attain the corporate aims and strategies by making the most of the resources production. It is worried about increasing and nurturing a distinctive competence to give a company or business product with the competitive advantages. This strategy determines how and in which a creation or service is usually to be manufactures, the amount of vertical integration in the production process and development of physical resources. It should deal with the optimum degree of technology the firm should use within its operational process. (Potter 1996).


Carry out a stakeholder examination for ODEL and describe the value of transporting of out a stakeholder evaluation at tactical level


A stakeholder is a person or organization with hobbies that can affect or be afflicted by the business activities. A stakeholder is normally worried about an establishment distributing intended outcome and gathering its financial targets. Generally, a stakeholder can be classified as follow:-

Internal stakeholders

Connected stakeholders

External stakeholders

(Freeman, Edward, Reed & David 2002)

E. g. :-owner, supervisor, shareholder, investor, worker, customer, spouse and/or supplier, amongst others.

Following is a diagram for the three types of stake holders


Example of interest


Taxation, reduce the unemployment, truthful reporting and etc.


Wages promptly, job security and offers, value and etc.


Value, quality, customer support, honest product and etc.


Equitable work at home opportunities, provide you with the product for customers.


credit score, new agreements, liquidity and etc.


jobs, participation, environmental protection, shares, truthful communication and etc.

Trade unions

quality, Staff cover, careers and etc.


Profit, futuristic of the organization, respect and etc.

(Freeman, Edward, Reed & David 2002)

A stakeholder may take part immediately or indirectly to an organization's activities. Apart from business, a stakeholder can also be concerned with the result of a specific plan, effort or activity, like a community development system or the delivery of local health services. A stakeholder usually stands to gain or lose depending on the decisions considered or policies performed.

Stakeholder Analysis

Talking about the Stakeholder Analysis is an methodology which are used to recognize and analyze the Force Field formed by any group or individual who make a difference or is influenced by the achievements of the goals of a business. Stakeholder Analysis recognizes the ways in which stakeholders may impact the organization or may be inspired by its activities, as well as their frame of mind towards the business and its goals.

E. g. :-

Customers are essential when quality of products is discussed.

Employees are important when circumstances or protection at work is discussed.

Government is important when coping with the environment or legislation.

Stake holder analysis is the correct method to gathering data as an intro to planning in tactic and objective setting up stage. We are able to generally illustrate three known reasons for how come the stake holder research necessary to a business.

Surveys are a cheap way to boost the input from a large number of individuals. Make sure that you are asking the correct question to discover the information you will need, and that respondents are diplomatic. Studies are a lack of risk, low-cost starting place and are best followed up with mechanisms for dialog, creativity and consent building.

One-on-one meetings are a easiest way to develop personal associations while gather information. It's essential to set goals with contributor on how the info will be used and the range of other people to be consulted, so nobody is dissatisfied if all of their fact is not imitate. All make sure the information collection is available to the main decision-making group.

Multi-stakeholder discussion carries collectively different stakeholders in a natural forum, which is influential tools for sharing information, building consent and early promises to the end product. As the Roman philosopher Seneca said around 2000 years ago, "the best ideas are normal property". Often gross annual convention permits time for plan or strategy extension workshops. An unbiased facilitator will create a relieve sector and process for positive contribution.

Ref: - (http://www. axi. ca/tca/Nov 2004/associate article)

Internal stakeholders:

The interior stakeholders are can be operating as inside the business, those who find themselves having very interest and value the business as well, can directly affect or can be influenced by the actions of a particular Firm. Generally Employees, professionals, Directors and Secretary are taking place as internal stakeholders. Mean while the ODEL has its interior stake holders itself.


Employees and their delegate organizations are thinking about information about the permanence and success of these owner. Also, they are concerned on the info which allows those to assess the ability of the business to provide remuneration, retirement living benefits and the other dependence on an employee. ODEL admit as true that employees are the most crucial motorists of the expansion for their firm. They have got certain approach between the employees which is 5Ps'. Such as: People, Satisfaction, Interest, Process and Performance.

Odel believes in incorporate training and development in to the Company's regular work track record. With this thought, Odel provides rigid workshops and direction programs for the staffs, both locally and overseas.

At Odel, they pleasure in aiding and equipping their employees to reach the most notable by providing the required training. By support inner staffing, Odel has increased knowing of their business culture and value.


Directors can be grouped into two. Plank of Directors and Non Executive Directors; Both Directors are commonly known as management body, directors have to wait the seminar, financial analyzing, plan their obligations and achieve their aims thus each and every directors need to have responsible for their responsibilities.

E. g. : - in line with the ODEL management structure

Mr. Ruchi Gunewardene - Chairman/Non-Executive Director

Ms. Otara Gunewardene - Executive Director/CEO

Mr. Paul Topping - Non Exec Independent Director

Mr. Sanjay Kulatunga - Non Executive Independent Director

Mr. Eardley Perera - Non Professional Independent Director

The directors involve some duties towards the business such as to be considered a good leader and as well a good innovator to use some new ideas and make perfect decision on the uncertainties of the business because of its futuristic. There for they can earn the nice profit and the the nice will of customers.

As we take Otara Gunewardene as an example, she is a Sri Lankan industrialist as well a Model. She actually is the founder and CEO of the brand Odel. Otara use some new way of strategy in her business to make Odel to shown as a high light. She newly presented styles in Sri Lanka and reaching global heights on her behalf own merit has enticed the great compliment from many esteemed establishments and serve to confirm her status as an entrepreneur par brilliance. Looking back at all the tributes which may have come her way since she set up ODEL. Otara's determined Endeavour is definitely to include value atlanta divorce attorneys which way and this has influenced all the new additions to Odel's stock portfolio of offerings. Now Odel became a section specialized in dressing customers with a style for high fashion.

To identify a good leader awards play major role. Pursuing are some awards which can be attained by Otara Gunewardene:

In 2008, Otara was granted the 'Retail Leadership Award' at the Asia Retail Congress in India.

In 2008, Otara was invited as a respected fashion business owner and anointed 'Girl of Saab position' by Saab Automobiles Singapore.

In 2008, she was known as as Sri Lankan Ambassador for World Animal Day.

Otara nominated as the 'Face of Alankara' in 2007, a jeweler brand that reflects modern designs for the girl of today.

Ref: (http://www. otara. lk/welcome/achievements)


Investors are the way to obtain risk capital and their concentrations are with the chance inherent in, and returning present by, their ventures. The organizations in formations help them to find out whether they can purchase, keep or sell the shares. Shareholders are also interested in information that allows them to assess the power of the venture to pay dividends. When are talking about the Odel capital structure, Otara Gunewardene has commit the highest amount of capital around Rs. 80, 833, 100 (it's about 55% in whole). So she's the authority to regulate the function of Odel as a CEO.

Connected stakeholders:

Some examples are given below for linked stakeholders,


Supplier can be a person or an organization who distribute the business raw material or requirement stuffs. The motive of your supplier towards an organization is to supply to the business where he could work for very long time as well as where he can gain maximum earnings.

When we take a look on Odel, Odel has chosen each and every product in very new development stylish way to its customers. Since it is The Colombo jewelers is one of essential supplier for Odel. There commenced an industrial brand developed in relationship between Odel and Colombo jewelers store for the fashion forward women. Otara determined design collections included fashionable jewelers by using a merger of coloured gems and diamonds all set in white yellow metal. Otara motivated the design collection featured trendy jewelers using a merge of colored gems and diamonds in all occur white silver. Akram Cassim, CEO of Colombo Jewelers Stores, described on the idea of build an 'Otara' jewelers collection, "Otara is a great source of influence and creativity to the style mindful people in Sri Lanka.

Ref:-(http://www. businesstoday. lk/article. php?article=2145, http://print. dailymirror. lk/life/132-life/30441)

Competitors :-

The firm in a particular industry produces the similar product or service is actually a competitor to some other firm which is in the same industry. Today's of a lot more competitors can decrease the price of product. However the heavy competition is the thing which may lead the marketplace in a wholesome path. When we take a look on the Odel, Odel follows the charges strategy. But there are several companies which are experiencing the same improvement as Odel has itself. Romafour is a good example for the heavy competition of clothing part of Odel's portfolio.

Romafore is a creator store that provides the best in high fashion cutting edge clothing like Odel. These are following the same pricing marketing strategy which Odel follows. They maintain their way of marketing style which really helps to capture the marketplace share to become a successful organization in the same industry. So to be able to attract the clients out of this heavy competition Odel have to use some new progressive clothing style which does not can be found yet to the marketplace.

Share holders:-

Shareholder is a person or an institution who owns the show of a business. The objective for some organization is to deliver a growth go back to shareholders. This is achieved by generating growing earnings and noticing them in cash. The money can then be utilized for reinvestment in the business, repayment of financing or syndication to shareholders. Typical shareholders have partial authority over in public traded business beyond voting for the Plank of Directors. Shareholders who bought great percentages of an organization will need to have additional regulatory requirements, such as widely reporting the quantity of their holdings. Shareholders who are also institution insiders are need to expose the file in public every time they wish to raise or decrease their holdings.

Every legal request among the 22, 548 received for shares of ODEL at the company's record-setting primary Open public Offer is to be allocated stocks, with the smallest investors being fulfilled and bigger shareholders getting allocations in proportion with their own applications, the company has publicized.

Odel has allocate the IPO talk about of 1 1. 2million for employees it has a cool features in that retail and non retail investor requirements were allocated separately to avoid small investors being crowed out by large shareholders and also to encourage wider talk about ownership.

Ref: (http://www. odel. lk/equitable-share-allotment-in-record-odel-ipo)

External stakeholders:

Where the organization cannot use its impact is named as external environment. The organization's success depends after how well they adjust to the external environment. A firm's capacity to plan and alter its internal variables to get advantage of opportunities produce by the external environment, and its ability to control threats cause by the same environment, determine its success. Followings are some example for the external factors.

Financial general population:-

The financial publics frequently referred to synonymously with investor's romance. The distinction between your two disciplines used is a grey area as the two works side by side. From financial people, romantic relationship in its management of the investor bottom, where new buyers must be found to replace those who have came to the realization their investment. Financial publics are concerned with raising recognition and build understanding amongst mostly the City's view formers who effect shareholders and potential traders. These are often to as third party audience. The financial institutions such as bankers, renting companies, financial examination concern about the organization performance in providing funds the business position to the outside world is hard in financial function. According to the Odel prospector DFCC Vardhana Lender, Hatton National Lender PLC, Hongkong and Shanghai Banking Corporation Limited, Nations Trust Lender PLC, Sampath Bank PLC, Union Bank or investment company of Colombo Ltd will be the financial resources of the Odel that people can identify.


The central and local government performs as a basis of legist ration to form regulations and legist rations are required and pressured by the city or general public to possess proper attention for their concerns. They will be the individuals who have the authority to regulate the organization to be able to protect the consumers contrary to the fake product.


Media plays a major role in the function of an organization. The partnership between an organization and the advertising has to be retaining in a good manner. Usually televisions, newspaper publishers, radio, journals, publications, articles, internet, editorials will be the one way streets from the company to customer. Odel has a good marriage with media staff such as " The Nation, Sunday Island, Lakbima Reports, Daily Reports, Daily Mirror, UNDERNEATH Lines, Daily FT, LB Media, Sudar Oli, The Island, Business Standard, Business Today, Financial Times, Island Financial, Morning Reader, HHO" in order to have favour for the business. The goal of press romantic relationship is never to issue pr announcements. It really is to impact and inform the mark audience. While it is largely of an tactical nature in practice, good media romance can donate to long term goals such as:

Improving company or brand image

Higher and better mass media profile

Changing attitudes of goal audients

Increasing market share

Improving marriage with the community

Influencing government plan at local countrywide or international level

Improving communications with traders and their advisers

Improving commercial relations

Scanning the External environment

Analysis of societal Environment

Economic, Public, Cultural, Technological, Political and Legal Factors











Interest Group


Selection of Strategic Factors



Figure 2. 1

(Klein & Linneman 1984)


Conduct an environmental audit for ODEL

An environmental audit is effective to categorize which area of the organization has effect on the environment also to what extent. In addition, it an efficient risk management tool, which allow to be sure how efficiently an enterprise serves in unity with environmental legislation.

The relationship between your organization's micro conditions usually involves short-term operational decisions, whereas the macro environment includes more permanent strategy decisions.

The essential indicate note would be that the relationships are active, never static. Thus the firm's resources differ from daily as it is wins or loses deals, employee be a part of level it, new products are designed investments succeed or fail. It really is impossible to list all the modifications in the external environment but the following good examples will illustrate point.

SWOT examination is a tool for audit an organization and its own surround environment. It is the first stage of preparation and aid marketers to focus on key issues. SWOT stands for strengths, weaknesses, opportunities, and threats. Talents and weaknesses are the controllable inside factors. Opportunities and threats are external factors.


strong brand image:-

Odel is one of a leading retail company in Srilanka which offer the high range of stylish product to the clients that they value. Today, the Odel division store has been became a preexisting image of its brand specifications. The department structure retains the brand's fashionable, simple and stylish interiors and external. The Odel brand expresses high quality and uniqueness, an international atmosphere and undoubtedly, complex style. Mean as the Company's brand personality in the local and global capital markets is make Odel more powerful.

Good reputation among customers:-

As a fabulous fashion store for the unique custom product Odel has a good image among the population. As Otara's way of guild (the CEO of Odel) Odel is rolling out its portfolio within an international range. Odel is working around the clock to ensure that the clients have a true and unique shopping experience. Odel has the child caring site for the clients who have children with themselves to be cared while they are simply doing their shopping. So like these types of different approaches in customer service, produced a good image to Odel within the world.

Quality and Impressive products and services:-

Odel is normally known as a office store where we can purchase the several kind of product which is representing the high range of quality as well as fashionable. It show international custom made wear by world famous fashion icons. That is maintenance with the truth that the Odel brand itself is representative of modern international style, as represent by its founder, Otara Gunewardene. In the point of way in our customers, the brand conveys perfect quality, exclusivity, international atmosphere and of course, sophisticated style.

Good marketing strategy:-

Over recent years marketing strategy has become a particular vibrant area within the entire framework of marketing communication. ODEL has realized the sales advertising is the best way to introduce it creation as a unique collections. In an increasing competitive retail environment and with the awareness of buying electricity into relatively few hands possess the return sales campaign to accomplish on shelf differentiation between their own productions and the ones of their competitors. Odel has conducted some fashion shows to market itself in order to the have the attention from large amount of audients all over the world. They are the right way of marketing strategy which Odel uses.


No retailers in rural areas:

Today rural marketplaces are providing huge market shares to all the firms. As a growing company Odel needs to be gained a location not only in the people who are staying the high society, but also the individuals who are in the rural area. The demand has achieved the infiltration point. In such situation one has to find strategy to find new market for these kinds of impressive products. Rural markets will be the new the one that is opening up for the majority of these products.

No proper communication between administration and labors:

Most Probably there are lack of chances for the employees to obtain clear communication with the administration in large size organization. It remains that there surely is a barrier to reach the purpose of the firm. Identical to Odel also has these kind of barriers. As the organization structure is narrow in large range business. So whenever the supervision get into a decision making situation, there's a problem occur whether the employees and the other staffs of the organization received the correct information about the decision making or not. Since it might be create a large issue if the employees didn't get a clear picture about the certain decision. The aim of your choice making being failed before workers perform regarding to decision

comparatively less differentiated fashion collection :

Basic clothing items have a tendency to be commodity-like, and hence separation comes generally via price, with lower priced opponents' frequently captivating market share. The present price-driven exchange environment places the organization at a disadvantage. In the environment where basic clothing product offerings are same from one talented vendor to another, so the shopping decision is manufactured on price, space is possible lose its customers to lower priced discount trader. However, the fashion-conscious customers would be keen to get from other supply chain important stores that produce exclusive fashion clothing such Hameedias, Romafour and etc. ODEL's rivals have quickly implemented by new styles, rising rivalry and positioned distance at a proportional drawback.


Political lobby:-

Political lobbying and activities are ways pressuring the government policies and laws in favor of the Odel or even more times contrary to the challengers. Lobbying for Green legislation is an excellent strategic gain over tournaments for Odel that possessed anticipated it and have the technology to deliver it.

Positive changes in consumer behaviors:-

In this highly competitive market a firm has to recognize the changes in the consumer actions (either it's positive or negative) to be able to stable in the particular market for long time. Now a day's people are prepared to wear unique and modern trendy clothing. So it's a good chance of the Odel to target the people to be able to fully capture and increase the market shares. Odel has introduced the progressive new clothing style to the population to feel the international development to be always a highlight. This is the thing which is help to find the attention of the people who are in the high world and wanting to be considered a unique one. As Otara employs the pricing strategy the stuffs which includes bought from Odel is very costly.

So it's a prestige mater to people to be an Odel's customer in the customer's perspective. So as a growing company from the good will as well as a chance for the Odel to increase its market share.

Customer repository and smart cards

Realizing customer's needs and liking has developed into critical factor in retail sector. Assortment of customer information, cover preferences, likes and spending model, has allowed merchants to make changes in their product display and keep up inventory consequently. Growing habit of using smart cards and credit cards is also gain for ODEL in develop their customer service and plan their inventory successfully.

Fast Fashion:

The fast fashion industry has become a significant part of the European clothes market, and progress is set to accelerate in the USA. Fast fashion development will primarily result from specialty apparel vendors focusing on the teenage crowd, as well as discount stores who cannot duplicate the resource chain responsiveness. The market section is young enough for Space to become a major player in the segment by leveraging its economies of range and experience in the retailing industry.


Inflation of currency rate:-

Now a day's inflation rate keeps growing up as a result of economic problems. Most ramifications of inflation are harmful, and can injure individuals and Establishment at the same. It triggers the price increasing. Nevertheless the impact is very hard and can be made a decision to the business in many ways such as uncertainties because of the instability of prices, Income diffusion impact, Existing creditors will be affect because the worthiness of the money they will receive from other borrowers later will be less than the money they gave before, Predetermined income receiver will be affect because while inflation boosts, their income doesn't increase, and therefore their income

Will have less value in as time passes, Causes a rise in taxes bracket, Rising prices of imports and etc. As being a company of producing new trendy clothing Odel has harm by these stuffs. So to be able to market research in the time of inflation Odel should be very ready to face the inflation influences as well as it needs to be have to be very focus on these impacts.

Changes in prices and option of recycleables:-

In current years, the primary matter for purchasing management at organization has centered on pricing. In order to maintain some level of profitability during financial crises conditions, Firm kept power on suppliers to stay with the prices as low as possible. In lots of markets, there has over competence and battled with to keep or raise the market share.

As a result of this shortage, prices have gone up dramatically, with consistent increases coming from first to last. While, there exists way to discuss, as the lack of resource has put customers within an unsubstantiated position

Changes in customer preferences and needs:-

Now a day's customers are really changing their needs extremely fast. Even now the steady change, price remains the concern. Odel is a section devoted to the innovative stylish product. It's very essential to, Odel must be very focus on cum up new developments and impressive thoughts need to be implemented to satisfy the customer. Because Odel remains in the middle of the competitive environment challenge; there are too many vendors in outside the house market place to get rid of customers' needs. Customers are the assets for their stabilization. So Odel ought to very creative To be able to stabilize in this competitive market.

Environmental uncertainty:-

Current predictions are that the surroundings for the organization will become even more uncertain with every passing time. It really is a amount of complexity plus the amount of changing existing in an organization's external environment. As increasingly more market segments become global, the numbers of factors a firm must consider in virtually any decision become huge and more technical. With new technology being discovered yearly market segments change and product must change with them. Regarding to Odel environmental uncertainty is a hazard to tactical management since it hampers their capability to build up long range plans and also to make tactical decision to keep carefully the firm in equilibrium using its exterior environment.

Changes in competitive surroundings:-


What is the proper placement of ODEL by using following framework?

4. 1


PESTEL is an important thing an organization needs to be looked at before take up a marketing process. This system provides a structure work that allows analysis of the environment by categorizing it under various headings. And it's often use together with SWOT research to assess the problem of the individual business.


Legal economical

Environmental Social



Figure 4. 1. 1

Political factors:

Political factors have a vast amount of effect towards the business performance and the spending electricity of consumers and other businesses.

Level of authorities influence:

Local governments possess the hidden capacity to affect trade tactics significantly. Some local governments are prepared to provide motivation to catch the attention of business to the region.

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