BALOCHISTAN UNIVERSITY OF INFORMATION
TECHONOLOGY ENGINEERING AND MANAGEMENT
Ahsan Ali, Rabia Iftikhar & Zarqa Qamar – 12309, 12285 & 15911 respectively
MBA 5th B
July 2nd, 2013
Sir Muhammad Ali
Praise and thanks to “ALLAH” Almighty, the one testing us all at all times and making
decisions about what we don’t know and can’t know.
The report being submitted today is a result of collective effort. There are innumerous helping
hands behind who have guided us on our way. Writing this report appeared to be a great
experience to us. It added a lot to our knowledge. This report is one of our memorable
experiences in student life.
Though words are inadequate in offering thanks to our teacher but we owe our profound
gratitude to Sir Muhammad Ali for stimulating our creative abilities by assigning this project to
us and for her able guidance and useful suggestions, which helped us in completing the project in
time. Whatever we have learnt from her and this project report has put indelible impression on
our minds and it is our conviction that this learning experience will always be a source of help in
our practical life and professional career.
Finally, yet importantly, we would like to express our heartfelt thanks to our beloved parents, for
cooperation, help, kindness and blessings, our family and friends for their help and wishes for the
successful completion of the work.
1. Executive Summary
The report is about Chen one which gives a glimpse of the history of ChenOne, vision and
mission statements, objectives, links between mission statement and objectives, BCG matrix
analysis. Conclusions and recommendations are given at the end on the basis on above
mentioned content analysis.
By going through all the context it is known that overall ChenOne is working so well and by
going through the BCG Matrix analysis and 4 P’s the facts were that it has a strong brand name
dealing in many businesses and providing high quality products.
As ChenOne came in the market in 90’s and captured high market share. This is analyzed
through the current position and the efficient and effective operations they are performing.The
brand is coming up with many new offerings and by the renowned brand name they can capture
more market shares than others.
2. ABOUT ChenOne
As the millennium takes a turn, the free flow of information, resulting from the internet and
satellite has resulted in a sweeping change in the fashion trends throughout the globe.
Responding promptly to the market need, Mian Muhammad Latif, Chief Executive of Chenab
Group, visualized a brand catering to such market requirements. ChenOne is a subsidiary of
Chenab Limited, formally Chenab Fabrics and Processing Mills Limited. The Group is one of the
largest exporters of home textile products from Pakistan. In 1997, ChenOne opened its first
branch in Jinnah Super, Islamabad. This was the first store of its kind in Pakistan offering the
complete range of Fashion clothing & foot wear, Bed Linen, Kitchen Accessories and Furniture.
The tremendous success and acceptance of the idea reflected the maturity of our customers on
one hand, and on the other hand, prompted ChenOne to open branches nationally &
internationally, so nationally in Rahim Yar Khan & Islamabad (1997), Lahore (Gulberg) and
Faisalabad (1998), Karachi Park Tower (1999), Rawalpindi (2001), Peshawar(2002), Abbottabad
and Lahore (defence) in 2004, Multan (2005), Sialkot &Gujrat in 2006, Karachi Tariq Road
(2007) , Sargodha & Bahawalpur in 2009. Plus Internationally ChenOne opened its branches in
Dubai (Jumeriah),Abu Dhabi (Marina Mall),Ajman (New Sanaya), Al-Ain (Bawadi Mall) ,KSA
(Al-Thiyafa Mall Makkah and Ollaya Street Riyyadh) and simultaneously during this period.
Outlets in Gujranwala, Hyderabad, Kuwait and Musqat are our near future destinations. With the
target of opening 50 stores in Pakistan by 2015, ChenOne will maintain its status of being the
largest chain of stores in Pakistan.
3. Corporate Business
ChenOne takes high class living & alluring lifestyle a step further with the introduction of its
business development service entitled to serve a touch of class & the trademark ChenOne
lifestyle to the corporate industry. ChenOne's business development department is aimed at the
corporate sector, which includes the hospitality industry, i.e. hotels, prestigious clubs,
restaurants, civil & armed forces guest houses, government & private institutions and local &
multinational companies. This department offers a wide range of coordinated concepts in bed
linen, bed basics, curtains, table linen, furniture, bath & kitchen accessories & other home
This department has taken charge of a network of business throughout the country & provided its
services & products to top-notch institutions nationwide.
4. ChenOne Vision Statement
ChenOne Vision 2010 despite obvious cultural and business challenges, ChenOne has
experienced success because of its ability to transfer the company’s unique culture and effective
retailing concepts. ChenOne has realized the potential growth worldwide; by 2010 ChenOne
would open several branches in existing and international markets.
5. ChenOne Mission Statement
To be the business house of the first choice for customers-- To be a change leader-- To produce
innovative, relevant and cost effective products-- Setting and maintaining high standards-- To
earn profit by achieving optimum level of production by using state of the art technologies-- To
provide ideal working conditions to employees and to take care in their career planning and
reward them according to their skills and responsibility-- To meet social and cultural obligations
towards the society being a patriotic and conscientious corporate citizen.
6. ChenOne Objectives
ChenOne foundation has an all encompassing objective of community well being and
restoration, all of its diverse undertakings comply with this sole aim of the foundation.
ChenOne foundation aims to enhance the persistent provision of first-rate medical and
health facilities to the deserted segregations of the society.
The foundation pledges to work in coalition as well as independently for all the
community reinstatement programs in any national calamity that might cross the country.
Considering the intellectual strength as the primary credential to the community
elucidation, ChenOne foundation deems to facilitate the process of educational evolution
in the country. And in this pursuit, it looks forward to enter into affiliation with various
educational institutions so that the opportunities of gratis education could be made
possible for the needy students.
Pertaining to the prevalence of unemployment and redundancy in the country, ChenOne
wants to endorse vocational and technical education in Pakistan, acting as a platform of
benefaction in many prospective aspects.
ChenOne foundation believes to support and elaborate the right notion of women
empowerment in Pakistan. Considering this fact, the foundation wants to pursue many
projects of women education, vocational training and employment as an aid to enhance
the status of women as well the economy of the country.
The foundation has been and further wants to pursue in the spectrum of credit fund establishment
or micro finance support programs for the deprived community in the spirit of its genuine
contribution towards the reduction of unemployment and prevailing poverty.
7. Link between Mission Statement and Objectives
ChenOne states in its mission statement, “To meet social and cultural obligations towards the
society being a patriotic and conscientious corporate citizen”. For this purpose they have come
up with the foundation named as “ChenOne foundation” which aims to work for the betterment
of society by providing medical facilities. The foundation is not limited to work with in the
country only but across the country as well. The foundation also aims to start educational
institutes for the needy students so that many of them are able to learn and educate themselves.
The foundation not only focuses only on basic education but also on technical trainings to reduce
unemployment and is focusing on female education, their vocational training and employment to
upgrade the status of women and economy of the country.
8. ChenOne 4 P’s
Marketing mix strategies
ChenOne is dealing a shopping product and specialty product. Product mix of 2010 is Footwear
and cloths (Gents / Ladies / kids) Complete Range Cooking Utensils Cosmetics New Born Gift
Sets. Designers Jewelry Watches. We are manufacturing a comfortable clothes .quality of
product is important to establish a name in the market. The woman of today world is to keep up
with the changing world.ChenOne has a latest collection of woman wear; footwear and bags. We
ensure that our quality will satisfy the customer wants and needs. Fashion products by ChenOne
are featured in leading fashion magazines of Pakistan. The ChenOne kiosks are popular
attractions in the Dubai Shopping Festivaland it is a reputed and well-known brand inside and
outside Pakistan.ChenOne totally committed for quality. We always assure quality to our
Chen one’s brands have a growth stage because in future they will open the outlets at different
places and target the middle class.
Apparel & Accessories
Clothing - General
Clothing & Accessories - Men
Clothing & Accessories - Women
Family & Community
Children & Child Care
Boys' Clothing & Furnishings
Children's & Infants' Wear
Girls' Wearing Apparel
Home & Garden
Bedroom & Linens
Shopping & Specialty Stores
Men's Clothing & Furnishings
Chen one set a skimming price to generate revenue.chen one deal a life style and designed
product because its life cycle is short that’s a reason they charge a high price.chen one pareesa
lawn range is from 2000 to 2300 Rs / suit
Chen one gives order and makes furniture like beds and sofas for hotels. Wood’s quality is good
that’s the reason they charge high price. company carries out research on competitor’s price and
brand loyalty when it feels extreme necessity of changing price.
ChenOne using a indirect channels. Chen one extends its outlets all over the Pakistan and
worldwide. In worldwide they target the Middle East and Europe. In Pakistan there place is very
potential because there quality product is good and they consider the customer wants and
demands. They introduce the seasonal clothes which prints are very unique and latest. That’s the
reason there place is good.chen one maintain the international and national standard and keep in
mind to culture that’s the reason there place day by day increase. Chenone has today 10 local and
six outlets in the Middle East with an annual turnover of Rs 1 billion.
Chen one is associated with honorable places.
Holiday Inn, Islamabad
PSL (Pakistan Services Limited)
Prime Minister House
Best Western Hotel, Islamabad
Royal Palm Golf & Country Club, Lahore.
governor House, Lahore
Pakistan Steel, Karachi
Sindh Club Karachi
Artillery center, Attock
Pakistan Military Academy, Kakul
When Chen one introduce its latest product they organize the fashion shows, print fashion
magazines conduct seminars and exhibitions regarding latest fashion.
There has been a scheme at ChenOne stores whereby buyers making purchases for over Rs 2,000
are given a coupon for the lucky draw. Under the same scheme a family from Karachi visited
ChenOne in Lahore and won a Toyota Corolla car.
The facility to buy such a wide range of products under one roof compels a person to say that
ChenOne is a store for the whole family. Superior quality and attractive prices will encourage the
people, accustomed to 'foreign products' to switch over to ChenOne without compromising
Chen one earns a $1.3 million profit on $24.5 million in revenues. Chen one offers a free home
delivery and offer special discount.
9. ChenOne BCG Matrix
ChenOne is basically dealing in multiple businesses as it is mentioned above that they provide all
the accessories for the whole family, they always try to bring innovation according to the fashion
and trends specially in fabrics, they required new technology with the changing environment and
they captured high market share on the basis of good quality, brand name and customers loyalty
so the ChenOne fabrics falls in the 2nd quadrant named stars, on the other hand the furniture and
in other businesses it has a market share but the industry in which they operate in not growing
rapidly as compare to fabric industry so the other businesses falls in 3rd quadrant, cash cows .
Brand Equity Brand is name, sign, design or combination or theme to differentiate from other
competitors. With the help of continuous R & D Investment, Skillful advertising and excellent
trade and consumer service, ChenOne will maintain or improve its brand awareness perceived
quality and functionality and positive association. Leading companies based there growth on
enquiring and building there brand portfolios like ChenOne.
The textile industry of Pakistan has a wide range to attract internationally or nationally customer.
Pakistan is the 4th largest country to produce fine cloths.
Chen one is at a piece which is not affordable to most of the people in the country.
Designer clothes are an uprising in Pakistan as a greater portion of the population, both male and
female, are now more style conscious. As a multinational company chen one has been able to
skimming the market with different size of cloths, gents, ladies and kids, international standard
and high quality design, as a product. Chen one has been highly successful over the years.
Overall with its marketing activities Chen one has been successful brand.
Research shows that Pakistani customers are highly attracted to this sort of offers like discount,
gifts and loyalty brand. That’s the reason Chen one in future will target the upper middle and
Chen one needs to increase the outlets all over the world and also Pakistan.
Chen one should target the middle class.
Chen one should increase their promotion through advertising, TV and internet.
Product more emphasis has to be placed on promoting the product and increasing the
brand awareness and brand recall rather than trying to modify a product this is already
doing quite well as per expectation, objectives and targets set by the company. Long term
suggestions are such that we feel Chen one should look more ideas as are available