Sitara Textile (pvt) LTD

Department of Business Administration

Faculty of Management Sciences
International Islamic University Islamabad

Table of Contents
Part 1:
Acknowledgement
Introduction of Sitara Textile(pvt) LTD
Part 2
How does firm analyse and understand the buying
behavior of major clients. (buying behavior in this
market)
Part 3
What specific relationship management practices does
the firm employee to manage relationship with its
clients.(relationship management)
Part 4
What is overall market situation in this industry and
what specific marketing strategies does the firm
employee to compete in the industry.(Marketing
strategies)
Part 5
Recommendations

Acknowledgement
First of all we are thankful to ALMIGHTY ALLAH for His
blessings upon us in the completion of this task. We are highly
thankful to our honorable teacher particularly for his able
guidance and support.

Textile
A Latin word, originated from texere, it means "to weave". A Textile was originally
a woven fabric, but the terms Textile and the plural Textiles are now also applied to
fibers, filaments and yarns. Natural and manufactured, and most products for
which these are a principal raw material .Textile also refers to the yarns, threads
and wools that can be spun, woven, tufted, tied and otherwise used to manufacture
cloth. The production of Textiles is an ancient art, whose speed and scale of
production has been altered almost beyond recognition by mass-production and the
introduction of modern manufacturing techniques. An ancient roman weaver would
have no problem recognizing a plain weave, twill, or satin. Descriptive of Textiles
as defined above and of the raw materials, processes, machinery, the manufacture,
of Textile products are components of Textile industry.

Introduction:
Sitara Textile industries LTD is the business unit of Sitara group of companies
which is most strong business group of Pakistan. Sitara group entered into
Pakistani business market in 1956 by entering Textile weaving of Pakistan. This
group was founded by two brothers Abdul Ghafoor (Late) and Haji Bashir Ahmed.
Sitara group of companies has got several business projects:

Commercial projects
Sitara Textiles Industries Ltd.
Sitara Chemicals Industries Ltd,
Sitara Energy Ltd,
Sitara Fabrics
Sitara Chemical(Spinning Units 1&2)
Sitara Peroxide Ltd.

History:
Sitara Textile came into being in 1959 with limited financial resources
available. At the moment Sitara Group is the leading industrial group in

Pakistan, owning assets more than US $4 billion. The Sitara Group of

Industries deals in Textile, Chemicals, and Energy, health and education
sectors.

Vision
An honest approach in dealing within the organization and with Customers,
Vendors and related agencies.

Companys specializations:
Sitara Textile specializes in producing high class Fabric products made of superior
quality materials & possesses state-of-the-art production facilities in made-ups and
fabrics for various consumer needs. The company makes use of the latest
technology & equipment to make sure that each product is original in style and
shows exquisite craftsmanship. Sitara is a company that believes in originality as
character & quality as foundation. The entrepreneurial spirit of the company
assiduously seeks constant development, steady progress & outstanding
performance.

Port folio of products:

Sitara Textile has several products which are being Exported and as well as being
supplied in Pakistan.Company products include two categories one Export quality
and second product which are to be supplied in Pakistan.
Fabrics
Exported products
Exported products
Bed sheets & value added products
Table covers
Curtains/ Valances
Dress Material/Fabrics

Buying behavior of major clients

Sitar textile has classified their customers in two categories,
Business Customers
Domestic customers
Business customers are the corporate client of the products of Sitara Textile
Industry and they require the products for their customers according to requirement
to their customers STI produces the products those arte called customized
products.
These business customers include both national & international customers. As
being an Exporter for around 17% of Textile products, Sitara Textile has several
countries which import the products of Sitara. List includes USA, Canada,
Australia, New Zealand, Europe, South Africa, Scandinavia and South America.
For the domestic customers STI have different approach, it has the research
department that studies the requirement of the potential customers, trend in the
market and as well as the purchasing power of the customers and after that this
information is transferred to product designing that designs the product.
For making it further effective STI has divided its customers in different
segmentation on different basis so as to satisfy them properly and maximize the
revenue.
STI produces the different products for different segments according to their
proper needs and wants.
STI has different segments of customers on the basis of:
Quality
Price
Use based
Product oriented
Brand oriented
STI has different products & different price level for these all customers & fulfills
their demands well & has earned the trust of customers.
Buying process all depends upon the customer demand and they design their
products accordingly. Because in the textile sector buying behavior of clients
mainly depends upon the price of product and customization according to cultures
and on time delivery of product is also very much important. As they are dealing in
many brands related to different category like men wear women wear and interior
design they fulfilled the requirement of corporate clients all over the word and
producing very much customized and quality products according to the
requirement. Here in Pakistan their major clients are Ideas. As it is mentioned that

17% of the revenue comes from exports then main thing is on time delivery and
quality to wins the trust of their corporate customers and company does the same.
Many of other well knows firms like chen one and other textiles they failed to win
the customers trust because of electricity problems and other issue related to
Pakistan economy but to overcome this Sitara Textile produce their own electricity.

Relationship management practices

Relationship is very much important thing in B2B marketing because of smaller
market then B2C and in B2B relationship must be long lasting and effective
because of mass transaction between two companies so keeping this important
thing in view Sitara Textile also take many steps to maintain their relationship with
their major clients and due to that made CRM department which deeply see to
maintain relationship with their clients. Some important point which Sitara Textiles
do to manage relationship are below.

Be patient in building new relationships:

It takes so much time to build relationships. So resist indulging in disingenuous
schmoozing, as it can be a severe put off. Instead, take the time to get to know your
client, and share a little bit of yourself. Most importantly is that your work for your
client is paramount in building a relationship so Sitara Textile gives quality
products to their clients which satisfy them and according to them.
Get to know their industry and company:
Remain in contact with your clients company as well as their industry. This will
help you speak the same language as the client. And gives you proper
understanding. So company hires different personals because they are dealing
worldwide.
Go the extra mile:
As Sitara textiles expands business and client relationships there will be times
that they will have to make a decision on when to adjust or expand your core
offerings to cater to the needs of a client. The benefits of offering customized
solutions are two forms
Clients remember the times you came through for them and

 It may open up additional revenue streams and new product

offerings you had not previously considered.
Treat every client as your most important one:
The most important thing that Sitara Textile keep in mind that treat all of their
clients that everyone is most important for them so they Provide all clients best
service.
Respond promptly:
Response is one of the important thing so keeping in mind Sitara Tetile personals
responded their client quickly about the matter. For example if any clients mail
them according to nay issue they face or my seeking information then they
response them as early as they can with possible solution related to their problem.
Be more than an email address:
As we know that Sitara Textile is dealing world widely so they have many clients
whom they dont know personally and they have in contact with electronic media
and they give more emphasis not only use email but also through skype and gather
all information related to their order.
Always summarize next steps:
This is basic step no matter how quick or trivial a client meeting seems always
recap the conversation with next steps. Many vendors skip this basic step. You
think youll remember all of the details, and maybe you will, but your client may
not. Aligning on the same page with next steps prevents a lot of confusion down
the road.

Marketing Activities
Company performs its marketing from different sources for its products. Basically
company focuses on costumer orientation approach and gives great value to
customers and their satisfaction.
As being a larger group of Pakistan Company does not use marketing for its
product as much whereas marketing helps organization to build strong, favorable
image in the minds of customer.

Marketing system of Textile is as follow:

CMMUNICATION

GOODS
MARKET

Industry

REVENUE

FEED BACK

Tools that company uses for its marketing are:

TV Adverts:
Company uses this tool of marketing as main tool for it and provides
adverts in different TV channels for its ready to wear brands of cotton/fabric for
men& women.
Fashion magazines:
Sitara Textile also gives information about its product in different
fashion magazines to attract the costumers.
Free sampling:
Company uses one very good technique for its international costumers
that it sends the free samples of different product to costumers so that they
could check the quality of the product.
Fashion shows:
Company also organizes fashion shows in which its products are
consumed and people come to know about them.
But being the oldest group of Pakistan Sitara Textile must increase the number of
marketing activities and should brought different tools of marketing into practices.

Recommendations
The main thing I seen in the Sitara Textile is that they think that they are the
largest industry in Pakistan and dont have much need to market their products
but according to me this is will gives them bad impact because marketing is
core thing in any kind of business.
Company could use its website as its marketing tool by providing online
customer service, by taking applications for free sample online through its
website.
Vertical integration (backward/forward) does not exist in the company, if
company plans to have vertical integration so it can give a competitive edge
over competitors.
Company should participate in different trade exhibitions around the glob.