Master of Business Administration

Faculty / School

School of Business Studies (SBS)


Syed Akhtar Mahmud, Visiting Faculty, Department of Marketing



Project Type

MBA Research Project

Abstract / Summary

The company, established in 1981, was incurring losses until management changed in 2012. They are apparel specialists who seek to carve out a secure place in ultra-competitive retail apparel industry in Pakistan. While they have been able to establish a smaller loyal customer base, the general feeling among the management is that the current retail strategy is not very effective as they are unable to establish enough brand awareness for Senorita as a Brand. The existing customer base has shown themselves to be satisfied with the quality and variety of apparels on display by “Senorita”. A well-executed retail strategy is necessary for retailers in the garment industry to manage the challenges of shifting consumer preferences, rising competition, and digital disruption, according to a report by Deloitte. In Pakistan, despite huge market potential for apparel firms, there remains a gap between apparel stores’ capability to capture market share and market capacity.

It is for this reason, we, the MBA students, endeavor to highlight key areas for improvement to achieve ultimate aim of increasing the retail brand’s awareness and expanding its customer base. The main objective of the study is to identify the relationship that exists between retail strategy dimensions and retail equity. Key information points were collected through secondary research through online collection of articles and data points collection through Focus Group and survey questionnaire.

As per the research findings, we have concluded that Senorita should work on advertising its products’ quality and assortment. This was evident in the lack of retail brand awareness shown by focus group discussion participants. Focus on branding and partnership of sorts with other brands may serve to increase retail brand awareness. Moreover, the core customer base remains the same and has shown little growth prospects. To expand its customer base, the Brand should explore the possibility of opening its own stores in areas with high traffic and concentrated with people belonging to upper end SEC groups. The Brand may also focus on repositioning its unique selling proposition.

Having put forward our recommendations, it is with optimism that we hope that our research findings will provide a basis for formulation oof successful retail apparel strategy by Senorita.

Available for download on Monday, August 12, 2030