SWOT analysis for Sri Lanka’s biggest Fashion chain – NOLIMIT

Methodology of preparing a SWOT analysis for any organization

 1. Select proper information sources which provide relevant information regarding the organization (Company websites, News papers, Annual reports) to identify the strengths of the organization.

 2. Search for the other organizations that are performing in same industry to identify the threats and make comparisons to determine the weaknesses of the organization that you have selected.

 3.  Find information on developments and changes of the industry, market etc to identify the  opportunities.

 4.   Use all the information that you have collected and combine them with your personal ideas to develop the SWOT analysis in more practical and useful manner.

 

 

Strengths 


 1.   Ownership of 20 store locates in various places in Sri Lanka in different names (e.g. NOLIMIT   show rooms, Glitz, Pallu, Y PAY MORE or the discount shops)

2.      Over 1500 staff motivated by team spirit.

3.      Matrix organizational structure which supports to the success in the cooperate world.

4.      Availability of efficient back office operations to provide customer friendly environment.

5.   Training and development of soft and hard skills for employees and Employee empowerment leads to make an effective work force.

6.   Seamless and dedicated commitment of all divisions in the organization.

 

7.   Wider  product range which includes evening wear, casual wear, formal wear, party wear, ethnic wear, beach wear and night wear.

Weaknesses

 1.   Advertisements do not highly focus on price of their products to attract middle and lower level income  earned people.

,      2.   Lack of online job applications opportunities compared to other competitors.

 

Opportunities

 1.  The Arapaima Loyalty Program Honored with an International award at the Asia Retail Congress 2012 will lead to enhance the reputation.

 2.  Availability of quality cloth suppliers domestically with competitive price leads to deliver their values to the customers.

3.     Having an existing customer population of more than one million is a basement for their growth of sales.

4.     High social recognition due to the social commitments which are done by the organization leads to minimize the external pressure group activities.

Threats

  1.  In clothing industry there would be around 150 outlets operating island wide by ODEL, Fashion Bug, CIB and ASB etc. this chain of outlets will make direct competition to the organization.

 2.  Number of issues regarding ethnicity is emerging in Sri Lanka due to the religious views and this will be damaged to the company's reputation.

 3.    The fashion industry is changing day by day and it is hard to forecast the future requirements of the customers.perhaps this  may leads to drop down the sales.

 References

     http://www.fashionbug.lk

     http://www.nolimit.com

     http://www.odel.lk