Introduction to Atlas Axilla | Report

Fawaz Mohamed (Atlas)
[COMPANY NAME] [Company address]
MANAGEMENT

Contents
Introduction to Atlas Axillia............................................................................................................3
External analysis..............................................................................................................................9
PESTLE analysis-......................................................................................................................10
Porter`s five forces model..........................................................................................................14
Internal Analysis............................................................................................................................16
SWOT analysis..........................................................................................................................16
BCG Matrix...................................................................................................................................17
Value Chain Analysis....................................................................................................................19
Primary Activities......................................................................................................................20
Support Activities......................................................................................................................21
Modification of business model by promoting business by using e-commerce platforms (mobile
application)....................................................................................................................................23
STP- segmentation, targeting, and positioning..............................................................................26
Marketing strategies with Promotional activities..........................................................................27
Conclusion.....................................................................................................................................28
References......................................................................................................................................29

Introduction to Atlas Axillia
Atlas Axillia Company was earlier known as Ceylon Pencil Company (CPC) that started its
operations in 1959 as an export company that exported Pencils from Sri Lanka to Europe and
other far east Asian countries, Due to the economic down turn and political instabilities that took
place in the country export business wasn’t found as a feasible option, Hence the management
decided to enter the local market with the Brand name Atlas in late 1980’s starting from pens and
Pencils, soon the brand gathered momentum and added other stationery products to increase its
range of stationaries from pens and pencils to color pencils, pastels, scissors, sharpeners, erasers
and rules etc. Having established Atlas as a trusted school stationery brand in early 2000 Atlas
went on to introduce exercise books to the industry in the year 2004. Since then the company has
been growing at a rapid pace and as of today Atlas is the largest manufacturer and seller of
School and Office Products in Sri Lanka with a market share of over 50% across all sub
segments, as of today the brand is present across over 12 sub categories from books, pens,
colour pencils, colour pens, school stationery, office stationery, markers, sporting items, glue,
back packs, water bottles and lunch boxes and has a range of over 350 SKUs reaching he entire
Sri Lankan population and few Asian countries where its exporting its Pens and few other key
stationery items.
Since the introduction of Atlas the brand has been adopting an umbrella branding strategy by
bringing its portfolio of products under the Mother brand and changed the company values to be
led by design oriented creativity that will inspire the children / users of its products to introduce
fresh ideas, upholding the sustainability and pursuing innovation for the growth of the company.

The brand has gone through several re-launches and adapted to consumer change in a short
period
The Atlas Brand evolution happened because the company had a vision of expanding itself in the
long run to be the leader in the leader in the education industry from stationery to non-stationery
that will coincide with the changes taking place in the market and the consumer mindset. The
company has always looked at “concentric diversification “strategy adding related products to its
portfolio, recent entries were school back packs, water bottles and lunch boxes. The report brings
out an analysis of Sri-Lanka environment, which aims to create marketing plan for next 20 years
till 2040. The analysis considers the future of stationery Growth, which consists of PESTLE
analysis which shows how aging population will become prominent by 2040. Furthermore, there
is an SWOT analysis that considers integration of external and internal analysis. The marketing
plan needs segmentation, targeting, and positioning, which helps in creating the marketing plan.
The future of the stationery market: Category Growth
As per the following report, the stationery market is growing at 6.1% and during the next 5Yrs,
Asia will be the supply hub for stationery in the future, to gear up to this task Atlas has to look at
meeting its current production capacity by gradually increasing its share in the Asian market.

Figure 2.1 Stationery industryo verview extracted from
https://www.asianstationeryshow.com/en-index.php (Accessed on 12th Dec. 2019)
On the contrary, in Sri Lanka the government has decided to make the classrooms more smarter
and reduce the usage of stationery and instead provide free tabs to schoolchildren, this will
definitely reduce the stationery usage in the country and as a result Atlas too has to move from
stationery to other education related categories such as (E- Learning, Mobile apps, software’s)
The Growth of E – Learning
As per the following write up E – learning is a category where Atlas can move in to with the
latest developments in technology and a space where they could expedite specially with the
current younger populations and we well as the adult population.
Source: www.moe.lk (Accessed on 10th Nov. 2019)
Source:www.dailymirror.lk
( Accessed on 10th Nov.

TJMcCue:https://www.forbes.com/sites/tjmccue/2018/07/31/e-learning-climbing-to-325-billion-
by-2025-uf-canvas-absorb-schoology-moodle/#6e30b4843b39 ( Accessed on 20Th dec.2019)
The Current trend of the Sri Lankan population
As per the following diagram extracted from the Sri Lanka department of census the growth rate
is less than 2% child birth has been declining YOY by 9000 people. Hence we can predict that
the mature population will increase within the next few years
Further the following article written by Dr. Navaratne explains that 20% of the sri Lankan
population is Above 55 years and the sri lankan population is ageing faster than any other

country in Asia, middle east , east Europe or Africa, further the following analysis predicts 25%
of the Sri Lankan population to be within this age group by 2041.
Dr.NNJNavaratne: Figure 01 http://www.dailymirror.lk/features/Economic-aspects-of-aging-
population/185-157583 (Accessed on 20th Dec.2019)

Dr.NNJNavaratne: Figure 02 http://www.dailymirror.lk/features/Economic-aspects-of-aging-
population/185-157583 (Accessed on 20th Dec.2019)
As observed in the above article the main reason for a high ageing population is the higher life
expectancy of a average sri Lankan which is around 75.94 Yrs out of which male life expectancy
is 72.43 yrs and the female life expectancy is 79.59 yrs which is a staggering 7 yr gap between
the genders and the writer further explains that by 2030 Sri lanka will be come a super aged
country where 27% will be more than 55 Years