Strategic Management Report: House of Dream Business Plan Analysis

This report presents a strategic management analysis for a Canadian garment business, "House of Dream," aiming to import garments from Bangladesh. It details the product profile, emphasizing unique materials like linen, silk, cotton, and jute, and their appeal. The company profile includes a SWOT analysis, highlighting strengths in its unique selling proposition and weaknesses in its newness to the market. The industry profile explores the Canadian textile market, its growth potential, and international marketing strategies. The report covers supply chain management, legal and financial aspects, and risk management. The target market, mode of entry, marketing mix, and negotiation strategies are also discussed, providing a comprehensive business plan for the company's expansion.

Running head: STRATEGIC MANAGEMENT
STRATEGIC MANAGEMNET
Name of the Student
Name of the University
Author Note

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Abstract
The paper seeks to find out how a Canadian garment company can be helped with the
assistance of a business consultancy group. The group through the presentation of report has
suggested what are the risks of the company it must face on its way to success and how the
company can equip itself with all sort of arrangement through certain implementation.

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Table of Contents
Introduction................................................................................................................................3
Discussion..................................................................................................................................3
Product Profile.......................................................................................................................4
Company Profile....................................................................................................................4
Industry Profile.......................................................................................................................4
International Marketing Management....................................................................................4
The Target Market Country...............................................................................................4
The Mode of Market Entry................................................................................................4
The Marketing Mix Strategy..............................................................................................4
Supply Chain Management Procurement...............................................................................4
Shipping.............................................................................................................................4
Logistics.............................................................................................................................4
Customs..............................................................................................................................4
Legal Aspects.........................................................................................................................4
Financial Aspects...................................................................................................................4
Risk Management...................................................................................................................4
Technology.............................................................................................................................4
Conclusion..................................................................................................................................4

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Reference....................................................................................................................................5
Appendix....................................................................................................................................5

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Introduction
The paper is going to concentrate on how a Canadian business house that deals with
garments, namely, “House of dream” is trying to start up its business and collect its raw
material from Bangladesh. The report is designed for serving as an agenda of the business
house of how it would strategize in order to expand its business and how it can start as a
whole. The report, in detail talks about what kind of product the company sells. The type of
garments it makes, how it fulfills the need of the market and the proposition of the products
are described here. The business style is also been given emphasis upon. There is a brief
SWOT analysis of the company followed by the negotiation strategy. The paper also
concentrates on how the is an industry and how it is finding its market where a PESTLE
analysis is provided. It deals with how the supply chain works on the business.
The paper does not only deal about the policy that the company has made upon itself
but also concentrates on the government policy and the legal aspects that are associated with
this sector. A brief analysis of the cost benefit has been added to the whole paper so that it
comes quite clear to the business house of how it should approach the market and secure its
own position in the market.
Discussion
Product Profile
The company solely looks forward to make clothes and specially fashion clothes in
Canada. The aim of the company is to make clothes that are not only fashionable and worn by
the models of top brands but also comfortable for the skin and health. The clothes it makes
are remarkably stylish and have a great range of variety. The “House of Apparel” makes

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dresses on different categories and makes expansively for both men and women. This is the
specialty of the house that it is going to contribute in the corpus of children’s fashion as well.
There are certain clothe making houses that do not necessarily make clothes for every
occasion and for everybody starting from men to children.
The materials that the company makes clothes from exclusively are linen, cotton, silk
and jute. It has to be understood that these materials are extensively available only in orient.
Now the products that the company looks forward to make products only from these raw
materials that can be considered to the unique selling point of this specific house because that
distinguishes this fashion brand from that of its contemporary companies. It makes regular
wears that has the range of harem pants to trousers and regular shirts to formal shirts and
kurta and pajama. The primary motto of the company is to capture a good number of
international market through the promotion of unique kind of garments it is making.
The unique selling proposition of the company is that it makes clothes with certain
materials that are available only in East. Therefore, it is going to start a new trend in the
business. Not only multiple brands will be interested to explore the products of the business
house but also the fashionably aware people will easily get attracted to buy them. Linen,
cotton, jute and silk are such materials that are still unexplored in a complete manner in West.
Therefore, there is a great scope of this business house to begin and introduce an entirely new
sense of fashion to the world. It is true that the country will experience something really in
the field of fashion and generate the possibility of expansion in the field of international
market of garments.
It has been noticed that from the active year of 2011 to 2018, Canada has imported
more than 13.46 billion in Canadian dollars nearing the worth of clothes till the mentioned
year. It has raised to a great 12.85 billion than the last year. From the statistics it can be

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anticipated that there will be a chance of huge profit in the apparel industry because a good
number of people who are associated with other different brands of either clothing or
accessories will be interested for the maximization of their own profit.
Company Profile
The company is researching for more than three years to have come up with this idea
being inspired from the countries of orient to stylize its own country in a new way. The
business house is interested to import the raw materials from Bangladesh, which is almost the
extreme east for Canada from the perspective of proximity. Now, the idea of the company is
to promote materials like linen, silk, cotton and jute which are mostly unavailable across the
world. The company is at its advantage to promote its unique selling point that is provided
only by the company in Canada (Lee, 2017). No other company can provide the products of
these materials in Canada. Therefore, the company has to make sure how materials can be
projected to be the unique selling point of the company.
Since the company is about to sell from fashionable clothes to casual wear to formal
apparels for meeting and business purpose, the company needs to look after the needs and
satisfaction level of the customers at its peak. Therefore, the desirable motto of the company
is to provide a new kind of product at an affordable price to a large exposure of market.
SWOT ANALYSIS
Strength
The company has already been successfully drawn the attention of the readers to its
unique selling proposition on this very company. The customer can choose from the various
range in fashion garments therefore the category that it has chosen is perfect in order to stay
in the market. The raw materials are coming from Bangladesh which is making its product

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even more visually appealing and something new. The quality that has been triggering point
of the company assures the best quality clothes. The contemporary companies definitely look
for quality however they are being a part of profit making industry.
Weaknesses
Since the company has come to the market with an innovative product idea it is true
that chances of getting popularity and hundred percent of achievement is really confusing to
gain. The weakness of the company can be its duration of existence. The company is new in
the custom and market therefore it will always be at the darker side of the market. The
acceptability of the product is still at a confusing point where the company is at a constant
effort with the rival companies who are already flourishing in the market.
Opportunity
The company has stepped into the market hence it is natural that it has come up with
different new ideas and innovative designs that are way too advanced which its effectively
working machinery and labor force. The rival companies even though are good competition,
they do not make the exact same product as this company so it has a bag full of opportunities
to stay in the contemporary market for a longer time only because of the materials that are
being used are not available in the country. It has chance to flourish from each and every
corner because the other western textile industry does not deal with linen or jute.
Threat
The company is a new start up of last three years research. However, the company needs to
understand the real scenario of the market. if the company is not aware of the surroundings
then it is not possible for the company to survive in the market. New company with same idea
and product can hit the market snatching away the possibilities of the House of Apparels.

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Industry profile
The textile industry in Canada or in fact in the international trade is a blooming
industry. Not only that this industry is historical but also very significant in contribution to
the field of textile at present times as well. The title as it suggests can bring a lot of profit
because of the particular company aims to look at a new perspective of promoting and
branding a new series of fashionable clothes that the country has never experienced before.
This sector is not at all new in Canada. Initially this industry was started for the
production of the benefit of the masses but the motive behind the flourishing of the industry
changed and it concentrated more on non-woven technically made clothes. It is true that after
the employment of machineries in bulk in this trade, the time it can save is hell and heaven
difference. However, the market was gradually declining because of the lessening demand of
the people residing inside the country. Even though there are numbers that shows how with
every passing days the number of the textile industry is dropping yet there are scopes and
positive possibility for the discussed company are increasing.
With the rising possibilities and stemming enthusiasm in exporting scene, the industry
has developed to a bit. During the time between 2011 to 2015 a company could not see any
kind of trace of profit. This place is promising enough to afford another new company to add
up to the revenue of the nation as a whole. With the speed of 7.0% and 2.5% from the year
2011 to 2015 the industry has tremendously earned more revenue showing a huge possibility
for the company that has been discussed here in the report from Bangladesh.

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International Marketing Management
The modern era of business has helped in developing a competency that allows
companies to effectively focus on developing the ability to have business relations with
various organizations over numerous countries. Carrying out business at an international is
better known as international marketing. In the era of globalization, international business has
taken the world by storm, hence, providing the consumers an opportunity to satiate their
utility with products from different international companies (Parc, Messerlin& Moon, 2017).
The main aim of companies is to provide customers with utility. A specific company from a
specific country might have satiated the needs of the local market that they operate in. Even
through the proceedings of the company has been favorable, they might aim even bigger.
Options such as extension of the business abroad helps the company in the development of a
higher chance of securing higher amount of revenue with the help of which they company
satiate their personal as wells as the needs of the diverse groups of stakeholders associated to
the company. Hence, The House of Apparel should consider the components such analysis of
the target market, the mode of market entry that they should adopt, and the marketing mix
strategies.
Industry profile
The Target Market Country
The target market of a country is one of the most important factors that the
company should identify in order to decide the latter stages in the aim that is associated with
carrying out the business (Strobl, Bauer &Matzler, 2018). Analysis of the target market is an
important activity that companies must focus on in order to be able to increase their grasp in
the market of the country that the company is moving into. Thus, the aim of the company is

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to gain effectiveness in operations through which the company can shortlist of locate the
group of customers that they are serving. The nature of the customers that they should state as
their target market should be determined by the nature of the product or service that is being
developed by the company. Identifying the target market helps in developing strategies that
are aimed only at the particular group that is being targeted by the company while they are
operating or planning to move into the market (Chernev, 2018). Hence, it can be said that The
House of Apparel should look to carefully identify the target market that they are catering to.
Factors such as the incidence of free trade agreements, the formula to gain a competitive
advantage in the market or develop bonds with the consumers of the community. Following
are the three key factors that companies must focus on to develop a favorable competency in
the market that they:
Free trade agreements
In international business there are many countries that share special connections.
There is someone countries that that share a special connection based on the trade
opportunities that the countries can have when it comes to all the favorable outcomes that
each country can experience as a result of the connection with the other country. Companies
should be careful in identifying the trade agreements that exists between their home country
and the country that they are aiming to carry out business with. There are various types of
trade agreements that exist. They can be free trade agreements, unilateral, bilateral and even
multilateral trade agreements (Baldwin, 20156). The type of trade agreement the exists
between countries depend on the geopolitical agreements and the relationships that exists
between the countries. Companies need to identify the identify the agreements that exist
between the countries that they are from and operating in determines the efficacy of a

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company in carrying out business in a country. This also determines the frequency of the
investments into the country and their amount of investment that the investors are willing to
make in the country. The House of Apparel must identify and analyses the trade agreements
that exist between the concerned companies that is Bangladesh and Canada.
Competitive advantage
Companies must have the business model that allows them to satiate the needs of
consumers in the market that they are willing to enter. A nonprofit organization might operate
due to the sustainable notions of the contagious operate only for the purpose of contributing
to the community. However, profit generation is the ultimate aim of for-profit organizations.
It is through profit that companies are able to satiate the needs of various stationers of the
company. Companies who are operating as for-profit organizations should also carry out
activities that are sustainable in nature. It helps the companies in getting noticed by the
consumer community. This helps companies in achieving a competitive advantage that helps
in increasing the competency of a company in terms of generation of favorable outcomes
while the company operates in a specific market. Competitive advantage is a factor that can
be achieved by various others activities apart from sustainable initiatives as well (Laszlo
&Zhexembayeva, 2017). The business model of the company can be deemed to be a key
advantage that a company experience. Factors such s the marketing activities carried out by
the company, the core product or service that the company is offering in the market, the
prices that'd are being offered by the competitors determines the competitive advantage that a
company can experience.
Relationship marketing