United International

University
Assignment

Principles of Management
MGT 1307

A Report on Garments
Organization (goal
fashion)

Submitted to:

Mrs. Shayla Khanam

Assistant Professor
School of Business

Submitted by:
Name

ID

Mahmudur Rahman Rifat

Mohd. Tawher Ashraf Siddiqui
(Sadat)
Gunjan Adhikary

111 123 168

111 123 214
111 123 176
2

Parvez Ali Mollah

Md. Serajus Sakline

111 123 152

111 123 148

Date of submission: 12.05.2013

Acknowledgement

This project has been an eye-opener for us and we have been fortunate to have the support,
assistance and encouragement of a number of individuals while preparing this report, without
their support it would be hard to complete this study. We express our sincere gratitude to our
Institutional Supervisor Mrs. Shayla Khanam, Assistant Professor, School of Business,
United International University, Dhaka for guiding us in completing this study. Our thanks
goes to the team members whose unflagging capacity for creative work and long hours made
the project successful under the pressure of deadlines. And thanks to those who have
helped us to improve this business plan with various advises.
We would like to thank the honorable authors of the book Management- An American
Perspective, written by Ricky W. Griffin because we have taken a lot of information from his
book.
3

12th May, 2013

Mrs. Shayla Khanam,
Assistant Professor
School of Business,
United International University, Dhaka.
Subject: Submission of MGT 1307 Reports.
Dear Mam,
In the following pages, we have done our report & swot analysis on Garments Organization
(goal fashion). We have enjoyed preparing the project. In preparing this report, we have
tried our level best to include all the relevant information and tried to identify different
problems. As we are beginner, we may make some mistakes. If you consider our mistakes as
pardonable, we will be very pleased and it will be very helpful for our future career.
Furthermore, if you have any query about this business plan please feel free to ask any of our
group members.
Sincerely Yours1. Mahmudur Rahman Rifat
111 123 168
2. Mohammad Tawher Ashraf Siddiqui
111 123 214
3. Gunjan Adhikary
111 123 176
4. Parvez Ali Mollah
111 123 152
5. Md. Serajus Sakline
111 123 148
4

Table of Content
Title
1. Executive Summary
2. Company Overview

Mission
Vision
Origin
Management
Objectives
Logo
Tagline
3. Market Description:
Market Overview
Market Demand
Potential Customers and Demographics
4. Competitor Analysis:

5. SWOT Analysis
6. Organizing

Designing Jobs
Grouping Jobs
Establishing Reporting Relationship
Distributing Authority
Coordinating Activities

7. Conclusion
8.

Page Number
5
6-9

10-11

11
12-13
14-16

16-17

Reference
5

Executive Summary

Fashion is serious business, everywhere. Admittedly, Bangladesh was a latecomer in the

scene, but the pace now is increasing. This is testified through the escalating figures of the
garment market as also by the growing tally of fashion brands and retailers who have
occupied substantial share of the countrys retail space.

Over the past year, the garments industry has been building up on its capacities at various
levels, expanding its product base, incorporating innovative technology, and engineering
newer avenues of business. Garments sector is a major and one of the largest industrial
sectors of the country. The economy of Bangladesh is highly dependent on this sector. At
present, Bangladesh earns approx. 35% of its revenue from garments sector. So, it is very
important for the country to protect and preserve this sector from any obstacles. With the
changing dynamics of doing business in a rapidly-changing global economic scenario, the
sector needs to identify scopes for potential business ideas and overcome challenges by
converting them into fresh opportunities.

This project aims to describe one small organization, its depth analysis for implications, the
importance of the industry to the countrys economy and the insights about the demographics
and psychographics of Bangladesh consumers, the key players and the recent trends in the
industry.

Company Overview

Mission:
Our Mission is to provide garments goods at an economic cost, progress in diversity, and
continue to contribute to the growth of industrialization in Bangladesh by being the market
challengers.

Vision:
Our vision is to offer unparalleled value to create customer delight and enhance business
productivity. We will also generate value for our capabilities beyond Bangladesh boarders,
and deliver services and products globally.

Origin:
The history of goal fashion is no different. It had its modest beginnings in a
partnership clothing business on 2012. Under the supervision of its founder Chairman and
Managing Partner Mr.Mahmudur Rahman Rifat, it has formulated its newborn business that
aims at reaching the top level on local and international apparels business.
At the time of its birth, it had gone through a lot mysteries and misfortunes which led the
organization a slow movement. However, after a struggling year we have now been a little
stabilized than before. Our growth has started to take into a pace for some special people
who have helped us in all possible ways. Now, we became the supplier of Jatra, Bibiana,
Nipun and Swapno. Our target is to
7

It is worth mentioning that the entire partners and the Employess of goal fashion have
contributed a lot as promoter in the growth of our newborn warehouse in Bangladesh.
goal fashion offers the best-price quality ratio to customers in Bangladesh.

Management:

Name

Designation

Mahmudur Rahman Rifat

Managing Partner - Chairman

Mohd. Tawher Ashraf Siddiqui (Sadat)

Partner Finance Manager

Gunjan Adhikary

Partner Marketing Manager

Parvez Ali Molla

Administrative Manager

Md.Serajus Sakline

Operating Manager

goal

fashion Believes:

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Our Objectives:
To understand the impact of various government policies on Garment
industry.
To analyze various opportunities and threats confronted to Garment
industry.
To understand the demographics and psychographics of Bangladeshi consumers.
To understand the reasons for Bangladeshs recent sluggish performance in exports
for textiles & garments.
To understand the entire process of garment manufacturing and budgeting
implications at each stage of manufacturing process.
To study the trends in the apparel industry (Retail, Exports & Technology).
To provide the best quality fabrics than any other organization.
To assure quality products at the most economical cost.

Logo:

The logo also conveys the message the brand wants to give it to its consumers.

Tagline:
differentiating fashion in an innovative way

Fan Page:
www.facebook.com/goalfashion

Market Description

Market Overview:
The garments industry of Bangladesh has witnessed immense growth in the past few
years. Our domestic p r o d u c e r s have joined the global rush to produce different
types of garments goods capturing an increasing segment of the country's clothing
market.
It is claimed by the industry sources that Garments sector are currently taking 35
percent of the countrys economic growth that is presently worth around Tk.
170000000000 Crore ($.1700billion) a year.
Since 2012, we have been producing different types of clothing and supplying
to different showrooms and other districts. We have produced Shirt, Pant,
3pcs, Ladies Fatua, Single Tops, Gents Punjabi, and Gents Fatua. Our prime
supplier is Jatra, Bibiana & Nipun and recently our mother-corporations
(Bluemoon Fashion) have entered into partnership with Swapno Fashion
House (ACI).
10

We have an approx. calculation of our total number of produced goods since

2012. The approx. amount is 67,450. We are trying our best to improve our
efficiencies and produce more no. of goods in less time.

Market Demand
Humans need to cover their body and thus there is a huge need of clothing. Similarly,
demand for clothing in Bangladesh is very high.n As the day passes, demand is increasing
day by day as the population is growing.
In market, our products are very quality proved and so, demand is extremely high. Our
varitions in products are unique, our designs are rare as it is not avaliable in market because
most designs are purely hand stiched and all designs are designed by our experienced
designer in our factory at Kapasia, Jamalpur, Beribadh.

Potential Customers & Demographics

Clothing is important for all human being. It is one of the basic needs of humans. Dress
code of every individual is dependent on their age, size, and psychology. Different people
require different types of clothing. A child needs kids apparels like small t-shirt, half-pant,
small jeans, etc. An adults uniform is bit different. In Bangladesh, adult clothing are, 3pcs,
Saree, Single Tops, Jeans, Fatua, Punjabi, Pant, Shirt, T-shirt, etc.
goal fashion is on the verge of new generation. Its focus is on the production of
new trends of clothing. Our prime products that we produce are Ladies 3pcs, Single Tops,
Saree, Fatua and Gents T-shirt, Punjabi, Fatua, etc. Our target is to enlarge our warehouse,
create more employment and to reach to the top level to compete with the big organization
like Cats Eye, Seal, Artisti, Ecstasy, Rex, Easy, Tanjin, Westecs, East Way, etc.

11

Competitor Analysis
Fashion has become a common trend in Bangladesh. Bangladesh is one of the largest
exporters of clothing and thus many business men are getting involved in this sector. Now a
day, many new garments and apparels showroom are coming up to compete with one
another. Competitors are bringing up with new products, new designs, and new variations
which have become an eye-opener for people to choose from the huge variety goods.
The growth of this sector has increased the opportunity of employment. The more new
garments introduces, the more is the employment opportunity for the poor people. However,
certain situations have created in our country which has led the employees reluctant to work.
The biggest tragedy in garments sector- Savar (Rana Plaza) and Tajrin Fashion. This tragedy
has migrated workers from their work because the garments authority are unable to provide
life security of workers. Garments sector is also diminishing for the current unstable political
situation in the country, resulting foreign buyers to decrease their imports.

SWOT Analysis of goal fashion

The term SWOT is the abbreviated form of strength, weakness, opportunities and threats. In
SWOT analysis Strength and Weakness are determined by internal factor, while Opportunity
and Threat are determined by external factor. If we look into goal
carefully then we can identify the following things:

fashion

12

Strength
S1: Effective market & dist. Channel.
S2: Expert & experienced management.
S3: Continuous growth in net income & net
sells.
S4: Target market loyalty.
S5: High awareness of the product.
S6: High attribute of product quality.
S7: Brand values & Brand recognition is
high.
S8: Environmental facility is available.
S9: Strong cooperation from channel
member.
S10:Ability to make quick decision
S11: Provide more promotional activity.
S12: Well motivated and high skilled Staff.
S13: Insurance Coverage

Weakness
W1: Not the market leaders.
W2: Fewer budgets on promotional
activities.
W3: Image of the company is facing
question.
W4: Insufficient equipment facility.
W5: Inadequate Fund Availability

Opportunities
Threats
O1: Demand for new design clothing is
increasing.
O2: New market is opening each day.
O3: New product can be launched.
O4: Skilled
employees
enrich
the
organization.
O5: Product price is lower than other
company.
O6: Improve communication skill.
O7: New ideas are generated in the company.
O8: Proven advantage of good location.
O9: Increase company goodwill toward the
customer.
O10: Collect new technology and skilled
person for product operation.
O11: Improve high customer satisfaction.

T1: Strong competitors.

T2: Increased price of raw materials.
T3: Growing up overhead cost.
T4: Political unrest (emergency impact).
T5: Depend on local supplier network.
T6: Trend on switching better job of
resourceful sales people.
T7: Large number of local and
international competitor increase.

STRENGTHS:
The strength of goal

fashion is its quality products. The quality of the product

and its price are different from its competitors. According to the goal fashion
strategy, the company will pay lots of attention on product quality to create the brand image
and reputation, while make effort in promoting the organizations brand image and also
increase consumer brand awareness.
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WEAKNESSES:
Our prime weakness which effects our production is experienced and skilled employees.
Although new garments factories are coming up, it has become an obstacle for us to get
skilled labour at our affordable cost. New employess has to be trained for a certain period of
time before coming up to the actual production department. Another impact is, most of our
ladies goods are hand-stitched yoke, resulting the cost of production to increase a bit.

OPPORTUNITIES:
Because of its superior quality and unique designs (which is different from its competitors
variations), most people who had experienced with other competitors goods are likely to
change the mind-set and go for our products. It also holds the opportunity to attract a new set
of consumers ranging from aged and young people. Our opportunity is growing smoothly
day by day as our products are being sold to the reputed showrooms of the country. It also
gives us the possibility to increase our brand image and may start to enjoy monopoly market
as there may be only one supplier who provides extensive quality products at affordable cost
to the branded organization in Bangladesh as well as outside the country.

THREATS:
Our prime threats which may affect our goals is the requirement of huge capital investment,
political instability, experienced and skilled labour and other increasing unavoidable
expenses. We are now a growing organization and cant afford to make any losses. Due to
certain unavoidable strikes, our production hampers as it becomes very difficult to deliver
goods at the contract period. Many organization purchases our goods on credit, and it takes
approx. six months to repay the due amount. Thus, it becomes extremely difficult for us to
enlarge our business widely.

Organizing
Designing Jobs:
In our organization, the jobs are divided according to their skills and expertise. The overall
task of the organization is broken down into smaller parts and disseminated according to the
employees expertise and competence.
Our cutting section has only one Cutting master whose prime and main duty is to cut cloths
according to the requirement. Sewing department has 20 sewing master who duty is to stitch
14

the cloth and paste the yoke. Hand-stitched department stitches buttons. They also prepare
hand-stitched yoke for making new designs.

In our organization, we dont perform job rotation. Actually, job rotation explains that
employees to be moved from one job to another job. However, we dont implement this
policy as it will hamper our production. If a sewing master is given to cut the cloths
according to the requirements, he may fail to do the task as the cutting master. Thus, the
cloths may become a waste and it will take a long time for us to buy another set of fabrics
and do the same job again.
We assign more no. of jobs to our employees when we have extreme pressure. At that time
employees are requested to work over-time and perform more tasks so that we can meet the
deadline for delivering our goods.
As we assign the job to our employees, we also provide them some control over the work.
We dont pressurize any employees to do the work according to our rules. They enjoy
flexibility and freedom to do their task and thus the results are always positive. We always
appreciate their way of work and so we believe they are always motivated towards their jobs
and towards our organization.

Grouping Jobs:
In our organization, the theory of grouping jobs is bit different. As we are only the supplier
and have no showrooms in market, we cannot maintain certain theory of grouping jobs. Our
factory is a small in size which has 24 sewing machines and 32 employees. Our departments
are, cutting department, sewing department, hand-stitch department and iron department.
Cutting department has only one employee. He only cuts the fabrics according the ordered
sizes by our customer and sends it to sewing department.
Sewing department receives the fabrics from cutting department and sews accordingly.
However, sewing department is divided into three groups. Since, we are dealing with cloths;
there are lots of variations and designs which are ordered by our customer. So, the entire
15

three departments sew three different designed fabrics which help us to maintain variation in
products.
Hand-stitch department stays busy in preparing new designed yokes for our ladies products.
They also stitch buttons and the button hole whenever required.
Iron department has only one employee and he is always busy in ironing the final products.

Establishing Reporting Relationships:

In our organization, our employees are trained to report to one and only one person. We have
appointed a supervisor, and the employees are told to report to the supervisor. They
employee receives order from the supervisor only as to avoid any type of confusion in work
and to avoid instability. We, the three partners never interfere in any of their work and so we
believe that our work is going on smoothly. We deal with the supervisor and supervisor deals
with the employees. Sometime, we allow the employees to relax for some time and chat with
us to share if they are facing any kind of problem in the workplace.

Distributing Authority:
Since, our organization is new and small, the distributing authority is also small. The entire
partners and the supervisor have certain posts for our work and we delegate the complete
power and authority to enjoy the flexibility and freedom of the working condition. We
follow both decentralization and centralization.
The employees in our organization are very much skilled, expert and devoted towards their
job. They know how to perform their work and what they will undertake to complete their
assignment. So, we have delegated them with some power and authority so that they feel
more responsibility and try hard to accomplish their job. However, they are not given the
entire power. Some power authority has been retained by the partners. In terms of financial
decision, employing new worker and other important factors, we do not consult or take
advice from our employees. All of the partners sits together and decides what is best,
prepare the plan and then implement it accordingly.

16

Coordinating Activities:
Our organization is highly coordinated and linked among each other. All the departments are
interdependent to one another. Generally, we follow the theory of reciprocal
interdependence.
First, the managing department allows the proposal, then finance department analyze the
fund requirement and provides it to production department. The production department
purchase raw materials like, fabric, thread, needle, and other utensils and gives it to the
supervisor. The supervisor disseminates these raw materials accordingly. Then, the cutting
department cuts the fabrics according to its sizes and sends it to sewing department. The
sewing also receives yokes form hand-stitched department. Then they send it to either handstitch department or iron department whichever is necessary (depending on product). The
iron department irons the products and delivers it to the supervisor. The supervisor then
packs it accordingly and keeps the product for delivery. When the supervisor receives the
order, he sends the products to its customers.

Conclusion
Fashion is not new in Bangladesh. People is always devoted to fashion and want new and
various variations. Admittedly, Bangladesh is one of the growing fashionable countries in the
world who produces goods at an affordable cost than any other country. goal

fashion prime concern is to become the countries one of the organization that provides
extensive and quality clothing at the most affordable cost. We are not after popularizing and
promoting our company by newspaper or TV advertisement. We believe that our quality
goods will be our main advertisement source and that will help us to make a brand image of
our organization. Our pricing of the products will always be affordable to all which will help
all types of people to experience the difference between our goods and our competitors
goods. We always try to maintain the quality and price simultaneously and believe in the
theory Quality comes first; price is its logical sequence.

17

Reference

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