WOODLAND

Submitted By: Shikha

Karamchandani (15M38)
Submitted to: Dr. K. S. Prasad

G H Patel Post Graduate Institute of Business Management

Introduction
The brand represents spirit of adventure. Woodland carefully
presented itself as an outdoor trekking kind of shoe which
captured the imagination of Indian youth True to its price; the
brand delivered its promise on quality which ensured that the
brand is perceived as a value for money brand.
Indian shoe market is one of the most dynamic markets in the
world. Although there are different valuations about the Indian
Shoe Market. It is estimated to be worth around Rs11000 crores.
The market is traditionally price driven and dominated by
the unorganized sector.
The logo of Woodland was a status symbol during the nineties.
The brand is excellent in quality and styling. The brand
carefully presented itself as an outdoor trekking kind of shoe
which captured the imagination of Indian youth True to
its price; the brand delivered its promise on quality which ensured
that the brand is perceived as a value for money brand. Woodland
has extended itself to
accessoriesand apparels. Earlier Woodland tried its hand in the for
mal shoecategory with the brand Woods but it did not make much
impact in that market.

HISTORY OF THE COMPANY

1960: Aero club started as a small manufacturing unit in Delhi. They
were among the first to export shoes to the U.S.S.R.

1962: They ventured into retailing with an outlet at a prime

location in Delhi.
1972: They set up the first fully mechanized modern shoe factory
in India (with German Machinery) to augment existing capacities,
in view of the growing export demand.
1992: The Company launched Woodland brand and acquired
winter boot factory in Quebec, Canada to cater to the Canadian
and U.S. Markets.
1994: Commissioned manufacturing plant for Reebok for export
to U.S.A.
1997: Commissioned manufacturing unit for apparels, adding to
the range of Woodland products.
2002: Woodland becomes a national leader in premium category
shoes, apparels and accessories. Started sourcing operations from
South East Asian Countries. Opened offices in China and Hong
Kong, facilitating the heavy domestic demand for new products
and development.
2007: Total No. of exclusive showrooms targeted to touch the two
hundred mark.

SWOT Analysis
STRENGTHS:-
The strength of the companys production with in its captive
facilities allows Woodland to produce aesthetically designed,
sturdy and durable shoes.
High market share in shoes market.
WEAKNESSES:-
Woodland is certainly not for people who desire to keep on
changing their footwear frequently having been fed up with
the same design.
The athletic and leather shoes do start getting dented within
a year.
The price offered by woodland shoes is quite high.
As they are more into informal shoes so old people are less
attracted.
OPPORTUNITIES:-
They can expand their market more by covering and
focusing on developing in different areas.
They also have a great scope to expand their market in
sports footwear.
They can also target higher middle class people by launching
new range of shoes between Rs. 750 to Rs. 1000.
As they mainly deal in leather shoes so, they can also enter
into manufacturing of all seasons shoes especially water
proof shoes.
They should increase the number of production units to earn
more profits.
THREATS:-
Woodland shoes face a big threat from organized as well as
unorganized sector.
In organized sector following are the brands:-
Metro
Bata
Red tape
Liberty
Lee cooper.
In unorganized sector following are the brands:-
Trekking
Nicholas

Product Lifecycle
GROWTH
 Later in 1992 the company launched Woodland brand
and acquired winter boot factory in Quebec, Canada
to cater to the Canadian and U.S markets.
In 1994 commissioned manufacturing plant for
Reebok for export to U.S.A.
In 1997 commissioned manufacturing unit for
apparels, adding to the range of Woodland product.
In 2002 Woodland become a national leader in
premium category shoes, apparels and accessories.
Later in 2007 total no. of exclusive showrooms
targeted to touch the 200 marks.
MATURITY
Quality worth the money spent on Woodland shoe.
Very trendy and fashionable.
Long and durable.
Padded layers to provide comfort.
Sales volume peaks and market saturation is
reached.
Increase in competitor
Prices tend to drop
Industrial profits go down.
DECLINE
In, 2011 Tier 2 cities Jaipur and Udaipur, Store
flopped.
 Decided to stay far away from smaller cities for few
couple of years.

BCG Matrix
PESTEL Analysis of Shoes Industry
Political Analysis
The Government of India is supporting the leather
industry in enhancing its competitiveness through
upgradation and modernization providing financial
assistance.
Department of Industrial Policy and Promotion provides a
comprehensive scheme for modernization and technology
upgradation in all the segments of the leather industry
from tanneries footwear components saddler
leather goods and garments.

Economic Analysis
TRENDS: rising disposable income especially amongst
the lower- and middle-income classes is still allowing
consumers to increase their footwear purchase mostly
towards more added-value products. The economic
scenario also started showing positive signs of recovery
leading to consumers increasing spend.
Analysis of Social Environment
From the past few years with the advent of technology
and increase in average income levels of the people there
has seen an upward shift in the lifestyle of the people.
Such of it could be attributed to availability of products at
lower prices too. Because of this upward shift in the
lifestyle of the people the Footwear industry in India is
going to prosper.
Technological Analysis of Footwear Industry
Competing technology development - The industry is
poised for adopting the modern and state-of-the-art
technology to suit the international requirements and
standards. Many units are equipped with in-house Design
Studios incorporating state-of-the-art CAD systems
having 8D Shoe Design packages that are intuitive and
easy to use.
GE Matrix

Woodlan
d

GE-McKinsey nine-box matrix is a strategy tool that offers a systematic approach for
the multi business corporation to prioritize its investments among its business units.
GE-McKinsey is a framework that evaluates business portfolio, provides further
strategic implications and helps to prioritize the investment needed for each business
unit (BU).
The Business Strength of Woodland is medium and the Industry
Attractiveness is also medium. The business should hold itself and
invest selectively.

References
http://www.woodlandworldwide.com/
https://www.slideshare.net/shrikant0412/woodl
and-shoes-presentation
https://www.scribd.com/doc/131808795/Woodla
nd-Project-Report