University of Jaffna, Sri LankaDepartment of Human Resource Management

HRM 4131: Strategic ManagementAssignment No: 2

Group No: 9

GROUP MEMBERS

Name Signature

1. Janani.E 2010/BAD/091 …………………

2. Kenijude. 2010/BAD/092 …………………

3. Niroshan.S 2010/BAD/093 …………………

4. Vidyasaagar.S 2010/BAD/094 …………………

5. Thushanthini.A 2010/BAD/095 …………………

6. Vanuji.A 2010/BAD/096 …………………

7. Vinthuja.M 2010/BAD/098 …………………

8. Kajanthy.S 2010/BAD/099 …………………

9. Arunapriya. 2010/BAD/101 ………………….

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CONTENTS

1. introduction

2. External Analysis

3. Internal analysis

4. Possible Strategies

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Introduction.

Sri Lanka’s biggest fashion chain with its 21 branches located island wide is dedicated to offer

maximum customer satisfaction to its clientele with the latest in fashion and design.

Mission

To be the biggest retail fashion chain in Sri Lanka, providing a variety of quality products at an

affordable price for the whole family, with excellent value added services and thereby winning

the trust and confidence of customers to become a household name in Sri Lanka.

Founded

1992

Products

Fashion

Gents Wear

Ladies Wear

Teenage Wear

Kids Wear

Home linen

Accessories

Bags

Shoes

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NOLIMIT FASHION STORES

SWOT analysis for Sri Lanka’s biggest Fashion chain – NOLIMIT

 External analysis

Opportunities

1. The Arapaima Loyalty Program Honored with an International award at the Asia Retail Congress

2012 will lead to enhance the reputation.

 2. Availability of quality cloth suppliers domestically with competitive price leads to deliver their

values to the customers.

3. Having an existing customer population of more than one million is a basement for their growth of

sales.

4.  High social recognition due to the social commitments which are done by the organization leads

to minimize the external pressure group activities.

5. Nolimit online market offers the ability to greatly expand their business, can market to a much

wider audience for relatively little expense.

6. New product can help to expand their business and diversity their customer base.

7. New technology helps Nolimit to better meet their customer’s needs with new and improved

products and services. Technology also builds competitive barriers against rivals.

8. Finding strategic towns or cities as location depend as per R & D used market area.

9. Outstanding shopping experience will lead to repeat business

10. Dedicated management team and their employees are most valuable asset, not just a staff

member; the progress of the company is dependent on their employees

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Threats

1.  In clothing industry there would be around 150 outlets operating island wide by ODEL,

Fashion Bug, CIB and ASB etc. this chain of outlets will make direct competition to the

organization.

 2. Number of issues regarding ethnicity is emerging in Sri Lanka due to the religious views and

this will be damaged to the company's reputation.

 3. The fashion industry is changing day by day and it is hard to forecast the future requirements

of the customers. Perhaps this may leads to drop down the sales.

4. International competitors are numerous and difficult to combat, because they can have many

competitive advantages that give them an advantage over Nolimit

5. Intense completion can lower nolimit’s profits, because competitors can entice consumers

away with superior products.

6. Consumers can change their tastes very quickly. Nolimit depends on knowing which goods

and services consumers want.

7. The availability of substitute products hurts nolimit’s ability to raise prices, because customers

can easily switch to another product or service.

8. Cost and effectiveness of marketing to women and children

9. Day to day changing life style with fashion and designing

10New retail fashion and design apparel members may or may not be enter into the industry can

bring more high Competition in the industry

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Internal analysis

  Strengths 

1.   Ownership of 20 stores locates in various places in Sri Lanka in different names (e.g.

NOLIMIT   show rooms, Glitz, Pallu, Y PAY MORE or the discount shops)

2.   Over 1500 staff motivated by team spirit.

3.   Matrix organizational structure which supports to the success in the cooperate world.

4.   Availability of efficient back office operations to provide customer friendly environment.

5.   Training and development of soft and hard skills for employees and Employee empowerment

leads to make an effective work force.

6.   Seamless and dedicated commitment of all divisions in the organization.

7.   Wider product range which includes evening wear, casual wear, formal wear, party wear,

ethnic wear, beach wear and night wear.

8. Experience and understanding of the fashion and designing industry

9. Great downtown locations

10. Retail offering clothing and accessories for men, women and children at any age.

11. Providing a variety of quality products at any affordable price for the whole family.

12. Unique shopping experience with exceptional customer service through; Internally well

trained staff/ human resources.

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13. A strong supply chain helps Nolimit obtain the right resources from suppliers and delivery

the right product to customers in a timely manner.

14. Lower costs lead to higher profits for Nolimit .A low cost leader can undercut rivals on price.

15. Unique products help distinguish Nolimit from competitors. Nolimit can charge higher prices

for their products, because consumers can’t get those products elsewhere.

16. Customer Loyalty: When given a choice, customers are loyal to Nolimit Instead of targeting

all customers, Nolimit only needs to target new customers in order to grow their business

"Customer Loyalty (NOLIMIT )" will have a long-term positive impact on the this entity,

which adds to its value

17. Brand Name (NOLIMIT); A strong brand name is a major strength of Nolimit This gives

Nolimit the ability to charge higher prices for their products because consumers place

additional value in the brand.

18. Shopping at NOLIMIT, Glitz and Pallu is a pleasurable experience because of the effort that

is made to continuously improve standards. Improvements in both quality and quantity are a

given, thanks to initiatives such as an expansion of outlets, adding exchange counters, lounge

areas, gift-wrapping counters, parking facilities and so on.

19. The company has contributed to society by renovating and maintaining wards at five major

hospitals: the National Cancer Institute in Maharagama, Kalubowila Teaching Hospital, Lady

Ridgeway Hospital, De Soysa Maternity Hospital and Negombo General Hospital.

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Strength

Weaknesses

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1.   Advertisements do not highly focus on price of their products to attract middle and lower

level income earned people.

,      2.   Lack of online job applications opportunities compared to other competitors.

3. Online Presence (NOLIMIT) The online market is essential for displaying information and

selling products. A weak online presence can result in lost opportunities for Nolimit.

4. Large market, it is women

5. Lack of ideas to make price decision as per affordable price in unavoidable circumstance also

missing analyze on it.

Strategies

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1. Become leader in new fashion and designing innovation

2. Surpass competitors in quality or product performance

3. Provide a superior customer service to gain the mission and reach the vision.

4. Through the sales growth and the costs cut make an investment to another new branch

5. Locate the showrooms in economically and educated developed areas.

6. The best prospects of the company as currently a rapidly growing organization.

7. The progress of the company is dependent on their all employees strategically. Because,

NOLIMIT feels;

If, No employees – No sales

If, No sales _ No profit

If, No profit _ No company

Strategies are having major targets or end results. Those results are related to the long-term

survival, value and growth of the NOLIMIT.

8. Top management focused on staff training and coaching, rewarding smart working and loyal

employees at every level. Participative management is one of the most popular approaches

used by executives to gain employee’s input and ensure their commitment to strategy

implementation.000lo9kiiiiihy7

A bi-monthly inMembers Contribution

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