Today, strategy designers have been aided by a number of matrices showing the relationships of critical variables.

TOWS analysis is used to analyze the competitive situation of the company or even of a nation leading to the development of four distinct sets of strategic alternatives. TOWS matrix has a wider scope; it is a conceptual framework for a systematic analysis that facilitates matching the external

Strengths 1. Infrastructure
"Fashion Inspired Architecture is the New Luxury" Growth is the way of life in Orient Craft Ltd and a perfect metaphor of the philosophy is Orient Craft Infrastructure Limited (OCIL). OCIL embarks the organization in the field of Infrastructure Development and contribute to the growth of the economy in next decade. Although the business id different, the creativity, zeal and values bear the OC trademark The trigger point of the journey is a fully notified and approved SEZ, The Fashion Village is an unprecedented self sufficient, residential, industrial, commercial and institutional township where every phase of the business of fashion will be supported by state of the art infrastructure and all the benefits an SEZ offers. In addition, Orient Craft Infrastructures has projects like corporate towers and IT parks in the NCR The Fashion Village is the vision of a space where fashion design, luxury retail, upscale residences and state of the art manufacturing entities meet and do business together, thus supporting and complimenting each other; generating higher profits due to the exclusive infrastructural and economic support on offer. It would commence operations in space of 284 acres (as the first phase of development of the three planned phases) The Fashion Village would be less than 20 minutes drive on the NH8 toll expressway from the Delhi airport. With a wide faade on the KMP expressway, The Fashion Village is situated adjacent to the fully functional and developed IMT in Manesar. The backbone of The Fashion Village, the Industrial Zone will occupy 50% of the space. A custom bound gated zone as per the regulations will provide all benefits and exemptions to the occupants. This will include composite, integrated processing and manufacturing facilities for fashion apparel, with provision for overseas manufacturers to stock machinery and material. The commercial zone will in essence be the faade of The Fashion Village. Spread over 45 acres, the commercial zone will consist of five star / boutique hotel, budget hotel / serviced apartments, amphitheatres, multiplexes, integrated offices / design studios and a well segmented luxury and fashion retail experience. At Fashion Village, we aspire to provide a holistic solution to all the stakeholders in the world of fashion.

2. Strong employee base with more than 25 thousand employees (committed) 21 facilities, 25 thousand people, over 3. 40 major fashion brands 4. 1st once to start in India 5. Good relations in the industry 6. Latest generations production and finishing equipments to compete with the best production standards in the world 7. 100,000 Pcs of global fashion 8. Minimum lead time 9. Own denim plants 10. Washing equipments from Levis Strauss from Spain 11. Separate units for knitting and woven garments 12. Embroidery 13. Own testing labs, wet-dry and chemical tests can be conducted in-house

14. 15. 16. 17.

Structured work flows Vendor code of conduct strictly followed Own fabric libraries Own design studio OCINC at New York USA (link between the US buyers and the Indian office) 18. Only e-waste free export house in India by the Ministry of Textile Govt. of India. Weakness 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 100% EOU (no customers from India) Laid back approach by labors High cost due to extended procedures Because of low growth opportunities, it fails to attract trained & expert employees Fabric & trim wastage Lack of employee motivation programs Due to recession in the previous years, 3 out of 6 units are dysfunctional Lack of sophisticated software for enterprise resource planning No company website Communication gap between employees Follow rule of thumb (resistance to change) No Dyeing plant

Opportunity 1. Getting into retail 2. Fashion village 100% SEZ spread over 100 acres in Manesar, self sufficient: residential commercial and industrial as well as institutional township fashion inspired architecture is the new luxury 3. Bhivadi , plant with the only export house with 12 thousand workers 4. All kinds of manufacturer as well as merchant exporters, service providers, Export Oriented Units,Special Economic Zones, Agri Export Zones, Electronic Hardware Technology Parks, Software Technology Parks and Bio - Technology Parks shall be eligible for Status Export House. Recognized Export House have privileges/benefits i.e., 100% retention of foreign exchange in EEFC account,repatriation period from 180 days to 360 days, exemption from compulsory negotiation of documents through banks, exemption from furnishing of bank Guarantee, Authorization/License/Certificate/Permission and custom clearance for import/export on self declaration basis. 5. Foreign countries (Asia, Middle east Asia) showing interest in the Indian export houses. 6. Demand for branded ready-made garments increasing 7. Export income from Knit garments have increased by 64%

Threat 1. Competition from other export houses 2. Apparel exports contribute .05% to total exports and it is not growing over the last few years. 3. Stringent international labor and environmental laws 4. China providing at a low cost, short lead time and good quality 5. Bangladesh & Indonesia providing at a cheaper rate