About STARLET

• Starlet is one of the best shoes making company in

Pakistan; it started its business in 1965 with a simple
shop in Shalmi and making shoes and chapel for gents.
Starlet in its early days concentrated on branding,
making footwear for other companies. Then in 1970s
established a factory and started making footwear with
its own brand name mainly. Starlet has own 40% of the
market share and has achieved a growth rate over 10%
for the past five years.
• It is in retail business not in institution business which
means it never take orders to make shoes for army etc.
and have several outlets in Punjab.
Starlet Vision
To achieve customer satisfaction by providing foot friendly
shoes in elegant designs with sophisticated manufacturing
techniques and yet cost effective.
Starlet Mission
To become a brand of choice by:
Registering to customer mind both at a national and
international level as manufactures of high quality shoes.
Beside from profitability customer satisfaction is our utmost
priority. We aim at continuous improvement in all areas
through a dedicated, sincere and competent work force
supervised by a team of highly qualified and committed
professionals.
Functions of management
Planning

• Planning
• Organizing
• Leading Controlling Management Organizing
Functions

• Controlling

Leading
 Planning, organizing, leading and
controlling
• I witnessed the opening of their outlet in G9 central market. The shop was going to
open after a whole month as it was going through a renewing process. Before the
shop was quite old and pretty much down in sales. Then based upon customer
feedback (many of the starlet permanent customers suggested if you increase the
size of shop and renew it you will have greater sales. This feedback was discussed
with the C.E.O of the organization. After checking with the availability of resources
starlet decided to invest in their outlet). Head of operations and administration in
charge visited the place an hour ago before the opening. They checked if
everything was going according to the plan. They discussed monthly goals with the
manager. After that summoned all the sales boy and made them realized that they
are a part of their starlet family, made them aware of selling tactics then divided
the shop in zones like men’s wear, ladies shoes, children, joggers and starlet elite
class, placed sales persons based upon their experiences in different zones. A sales
person who was going to open the main door for customer his activity was
rehearsed over again and again. Then they set the daily goals for each sales person
depending upon experience and zone allotted like 10 shoes per day, 8 pairs per
day etc. daily reports of the outlet would be sent to administration manager to
check either goals are being met or not. Monthly reports would be sent to the
C.E.O of the organization.
Flexible environment
• They are currently organic in nature. Their organization is flexible. But they are
tending to be more mechanistic like introducing work specialization etc.
Hierarchy chart:
C.E.O:

Nadeem Sohail

Production
Account Head of
development Administration
manager: operation:
manager manager:
Riaz Sahab Salman Rehman Zahid Sahab
Gulfam

Regional Sales Controller warehouse:

manager:
Qaisar Sahab
Imran Musheer

All outlets of startlet

Merchandiser: All Staff

Shahbaz Sahab
Strategies and plans:
Strategy to create brand image:
Starlet applied the following technique to create brand image.

 Planning
 Trend of products
 Customer services
 Customer binding

Planning:
It includes determining of which products are great in demand, how to
meet this demand level, making sure that product is available at the outlets.
There come no hurdles in supplying goods.

Trend of product:
Next step is to determine trends of product in various locations. For
example, in Defense the main focus will be on casual shoes and executive
shoes. In Shadra main focus will be own ladies shoes and sandals.

Customer services:

Starlet makes sure the provision of service to customers before, during and
after a purchase at their outlets. They design a series of activities to enhance the
level of customer satisfaction – that is, the feeling that a product or service has
met the customer expectation.

Customer binding:
Finally it creates customer loyalty or ties that bind the customer with starlet.
Strategy to attract customer:

Following is one of the strategies which

starlet applies to attract customers

 Comfortable environment
 Walking space
 Visibility of products
 Sale courtesy

Comfortable environment:

Environment of shop must give

customer a sense of comfort. Starlet strives to create calm atmosphere in their
shops.

Walking space:

Customer must have a walking space to see the products in the shop. Not
too many employees must be placed in a shop so that customer got a feeling
of dislike because of rush in the shop. Moreover if a family comes to a shop,
family as a whole must be dealt by a single employee. It must not be like
separate employee for each member because in this case customer would
prefer the suggestion of people with them not of salesman. And will get irritated
if salesman interferes.

Visibility of products:

Products must be arranged in such a pattern that customer must be able

to check its features in a single sight. Footwear is placed in shelves and almost
each variety is put in shelves.

Sale courtesy:
Starlet encourages it employees to treat customers with courtesy from them
enter the shop to the moment they leave. So by being impressed by behaviors
Structure of Starlet:
Starlet is divided into four categories

 Starlet
 Starlet 2
 Vendors
 Export

Starlet:

80% of the total share of starlet companies comes from this sector of
starlet. In which they manufacture goods locally

Starlet 2:
This comprises of all their imported stuff mainly from china. And majority
comprises footwear of ladies and it comprises 14-15% of the starlet company
Vendors:

Starlet orders local vendors to manufacture shoes and use their own
brand to sell it.

Export:
The export material is mainly made in Sheikhupura factory. Orders are taken from
the countries like Germany and France. Starlet in-house their experts which make them
aware of their trends and then starlet manufactures and sells them to various foreign
companies which use their own brand name to sell shoes.
 Semi-centralized structure:

Starlet lies between centralized and semi-

centralized structure. It means in some decisions
employees do participate and management takes
action but all decisions regarding finance of the
organization are taken by C.E.O
 Strict Rules and regulations:
Starlet observes strict rules and regulation within its organization.
Those rules and regulations are observed even by the C.E.O of the
organization. There are rules and regulations for outlets, factories and
offices. Formalization exists in starlet.

In the main office, in house employees have to wear a proper dress code which is blue
jeans and blue starlet shirt. It shows their loyalty with their organization whereas other
employees who have to interact with the outside world can wear formal dress code
Job structure:
Jobs are well defined. They prefer employees from relative fields while
recruiting. They prefer team work. Normally they have permanent employees
but they also hire teams for various projects which are not a part of starlet family.
It means they do have a concept of boundryless structure within their
organization. Tasks are assigned to workers on daily basis.
 Span Of Control:

As you can see from the hierarchy chart, starlet possesses wide
span of control. Many staff members and employees can come
under a single manager,
Leading and motivating employees:
Winning their trust and confidence:
While recruiting new employees, if there comes two people for the job
with same caliber, starlet would go for the person who needs the job the most (is
in desperate conditions) their belief is that in return that worker would give them
their honesty because the organization helped them in their harsh times. Starlet
offers very good job packages to its
employees.

Employee who violates the rule:

If an employee commits a fault or is
shirks from work. The organization counsels the
employees at the lower level, then finally at
the C.E.O level if the employee continues the
same traits. If an employee violates the limit in
disobeying the rules starlet then suspends
such employees for a month or so but does not fire them.
Maintaining pressure on employees:
Starlet always maintains a constant pressure on its employees mainly who
are in the export sector because they have to deliver an order before the
deadline and employees take this pressure positive.

Appreciating employees:
Starlet always appreciates its workers for their extra ordinary
performances. Starlet gives bonus to the sales person who performs better than
the desired goal. This promotes competition within sales person but to minimize
its negative affects starlet continuously counsels the worker who are not
achieving their goals.
Controlling and maintaining structure:
Starlet maintains check and balance within organization. The daily reports
of outlets are given to the administration manager who notices the sails. And
monthly reports are also made for feedback and improvement.
Dealing with threats:
Starlet is highly affected by the load shedding. It increases their
per unit cost because they have to deploy generator to carry on
the process of production. But they can’t increase the sale price
of their product. Other usual problems faced normally in our
country are dealt and solved by either hook or crook method.
Competitors of Starlet