the Firm Strategy Structure and Rivalry

Table of Content

Sialkot is known as the export metropolis of Pakistan. Out of many bungalow and little graduated table industries, athleticss industry is one of the most outstanding in the metropolis. There are entire 3559 athleticss goods industries in Pakistan out of which over 98 per centum are located in the metropolis of Sialkot and its suburbs. [ 1 ] Imported athleticss trade names like Adidas ( Germany ) , Puma ( Germany ) , Nike ( USA ) and Slazenger ( UK ) started acquiring their merchandises manufactured from the Sialkot athleticss industry. This international coaction was a large accomplishment.

In 1994, official association football balls were required for FIFA football World Cup, USA 94. Sialkot athleticss equipment exporters were selected for this supply. [ 2 ]

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However, the industry is now sing loss of market portion because of deficiency of modernisation that is latest engineering use, hapless information substructure, competition with China, India and Japan, low capital for industry enlargement, deficiency of proficient instruction, invention and international criterions in production, frequent power outages, hapless direction accomplishments and deficiency of coordination among related industries in the athleticss bunch.

Using the Porter ‘s Diamond theoretical account for analysis, we can better understand the current state of affairs of the athleticss industry ( exhibit 1 ) . Porter ‘s Diamond theoretical account [ 3 ] helps in understanding the function of bunchs in competition and enables a authorities to estimate how an industry can go competitory on a planetary degree.

Demand Conditionss:

Sialkot athleticss industry had been bring forthing major gross by exporting athleticss wear and athleticss equipment to the international market. But there has been a recent ruin in the industry. The international market demands invention in athleticss merchandises, usage of better engineerings and international criterions in production.

Firm Strategy Structure and Rivalry:

There is a strong competition with China, India and Japan. International trade names like NIKE, Adidas etc. are acquiring their merchandises made from these states because of inexpensive labour and natural stuffs at that place. China specially is a large menace to the industry. [ 4 ]

Factor Conditionss:

Small graduated table industries are run by a household ‘s ain nest eggs. As nest eggs are limited, enlargement of industrial units is non possible and it could shortly acquire exhausted. So, capital is a hurdle in promotion. Power outages are one of the biggest jobs of Pakistan these yearss. It causes jobs in the signifier of holds in production. Employees are non good equipped with the direction accomplishments. Because of disused engineering use, the industry is dawdling behind the market. Infrastructure needs to be enhanced harmonizing to modern demands. Raw stuffs which are required include man-made gum elastic, gum elastic, leather ( pebble grained leather ) , wood, aluminium, nylon, gut etc. These are all locally produced.

Related Supporting Industries:

Despite the presence of large athleticss bunch including locally based providers of natural stuffs, the cooperation among the private-public partnerships seems to be low. Differences in monetary values are created because of deficiency of coordination among the related industries. Persons are non good trained about the engineering promotion. Entrepreneur ardor is at that place but invention is dawdling behind. [ 5 ]


Recovering markets portion will necessitate a figure of alterations. In order to analyse the importance of the athleticss industry and to judge whether there is truly any demand for upgrading the athleticss bunch, the SWOT analysis is carried out which shows the strengths, failings, chances and menaces faced by the athleticss industry of Pakistan ( exhibit 2 ) . Harmonizing to it, the athleticss industry has sustained up till now because of the long history of exports which has enabled it to keep active and dependable linkages in international markets. Though little in figure, the labour force possesses multiple accomplishments sing production, for illustration, in the fabrication of cricket chiropterans, tennis rackets, and footballs which is maintaining the industry operation.

However, athleticss industries are small-scale bungalow industries with weak direction capablenesss of the employees and a tough monetary value competition in the market, doing their endurance hard. Furthermore, absence of international criterions and commissioned testing research labs is besides adding to the failings. Lack of merchandise invention and extended power outages are besides impacting it negatively. Furthermore, employees are non good trained about the latest engineerings in the market and are therefore loath in following them which is seting the industry behind twenty-four hours by twenty-four hours. Keeping the employees good trained about latest engineerings will enable them to maintain path of the latest tendencies in the market. Besides, in little graduated table industries the investors are hapless and illiterate so the production methods and machinery are outdated.

Furthermore, there are good chances for the athleticss industry to boom like low rate of mark-up on working capital loans, really low income revenue enhancement rates and better trade entree in EU and USA.

Some menaces to the industry affect proficient and environmental barriers to merchandise, licensing and international criterions demand by the international markets and manufacturers of natural stuffs. Lack of instruction ensuing in hapless engineering promotion has become a menace to the industry. [ 6 ] China/ East Asia production is besides presenting serious menace to the industry.


In order to better the export conditions of the athleticss industry, the following Five Year Plan needs to be implemented.

Five Year Plan:

The Five Year Plan would concentrate on:

  • Addressing barriers ( hapless information substructure, deficiency of proficient know-how, less capital, power outages, illiteracy, hapless direction accomplishments, deficiency of modernisation )
  • Sports merchandises invention and diverseness
  • Educating enterprisers about advanced engineering
  • Labor accomplishments enhancement to convey invention and diverseness in merchandises

Overarching Scheme:

  • To heighten and beef up the bing athleticss bunch and travel it towards competitory advantage
  • To convey reforms which would enable the athleticss industry to get the better of the market portion losingss

Year 1

  1. A Cluster Monitoring Cell comprising of dedicated sections would be established by the authorities which would supervise the activities of the athleticss industry bunch and would seek to convey reforms to the industry.
  2. Existing employees would be educated about the latest engineering tendencies prevalent in the market. Technical centres would be setup under authorities ‘s educational plans, launched and funded by the Education Department to supply equal preparation to the employees.
  3. Workshops for reding sing investing and other affairs would be provided to the new comers in the concern. This would be taken attention of by the Training Department.
  4. Research Department would indicate out industries in the bunch which rightly require financess. Funding Department would so join forces with the authorities to supply loans and easy installment installations to the proprietors in order to cut down the hazard of traveling out of concern.
  5. The information substructure needs to be improved by the Information Resource Bureau for proper flow of information across the multiple industries in the athleticss bunch.
  6. Government intercession programs would be made and implemented in order to cut down menaces. The Research Department would indentify when intercession is required.
  7. Human Resource Department would put standards for engaging employees.
  8. Government would establish scholarship and exchange plans under the Education Department of Cluster Monitoring Cell in order to get the better of the reluctance of employees in acquiring educated.

Year 2-3

In continuance to Year 1 Plan:

  1. In order to provide to the demands of a broad scope of markets, diverseness in production would be introduced.
  2. Responsible organisations like Cluster Monitoring Cell and Government would concentrate on capacity edifice so that better advantage could be taken of chances available to the industry.
  3. Issues sing World Trade Organization would be overcome through proper seminars, preparations and workshops which would be conducted at least four times a twelvemonth at different locations. Strict Torahs would be implemented, misdemeanor of which would ensue in punishments.
  4. Export services provided by the authorities would be strengthened.
  5. Solar, air current and hydel power bring forthing units would be installed at the industry by the authorities to cover with power outage job.

Year 4-5

In continuance to Year 2-3 Plan:

  1. A comprehensive national degree scheme program will be made which would affect all the stakeholders. Focus would be on sustainable development of the industry. For that, trust on subsidies and pecuniary support will be discouraged.
  2. Government would step in to restrict the of all time increasing figure of industries by leting merely those industries to export that have a certain capacity for capital investing.


Sports industry is one of the most gross bring forthing industries of Pakistan. There is an pressing demand to follow the above recommendations before it is excessively late. These would assist in bridging the spread between the assorted related industries in the athleticss bunch. Technical know how, information about WTO issues and latest engineerings need to be infused in the heads of the enterprisers so that they could assist in better running of the industry. Government needs to step in in the industry affairs at the right clip in order to command the state of affairs before industries are met with market portions losingss.


  • Ghani, Dr. Jawaid A. ‘SIALKOT ‘S ENTREPRENEURIAL SPIRIT ‘ , No.96-10 ( September, 1996 ) .
  • Karim, Yasir, ‘Sports Industry in Pakistan ‘
  • Porter, Michael E. , Chapter 7, ‘Clusters and Competition: New Agendas for Companies, Governments and Institutions ‘ in On Competition, ( Boston: Harvard Business School Press,1998 ) .

Web Resources:

  • DAWN Media Group ( 29th August, 2009 ) ‘Pakistan set to recapture football market ‘ , available at hypertext transfer protocol: // — szh-06, accessed 17th March, 2010.
  • Sialkot Export ( no day of the month ) ‘Sports Wear, Sports Goods in Sialkot ‘ , available at hypertext transfer protocol: //, accessed 17th March 2010.
  1. Dr. Jawaid A. Ghani, ‘SIALKOT ‘S ENTREPRENEURIAL SPIRIT ‘ , No.96-10 ( September, 1996 ) , p.7
  2. Sialkot Export ( no day of the month ) ‘Sports Wear, Sports Goods in Sialkot ‘ , available at hypertext transfer protocol: //, accessed 17th March 2010.
  3. Michael E. Porter, Chapter 7, ‘Clusters and Competition: New Agendas for Companies, Governments and Institutions ‘ in On Competition, ( Boston: Harvard Business School Press,1998 ) , p.211
  4. DAWN Media Group ( 29th August, 2009 ) , available at hypertext transfer protocol: // — szh-06, accessed 17th March, 2010.
  5. Porter, Chapter 7, ‘Clusters and Competition: New Agendas for Companies, Governments and Institutions ‘ , p.210-213.
  6. Yasir Karim, ‘Sports Industry in Pakistan ‘ , pp.9-10
  7. Yasir Karim, ‘Sports Industry in Pakistan ‘ , p.11
  8. Porter, Chapter 7, ‘Clusters and Competition: New Agendas for Companies, Governments and Institutions ‘ , p.211
  9. Karim, ‘Sports Industry in Pakistan ‘ , pp.9-10

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the Firm Strategy Structure and Rivalry. (2017, Jul 28). Retrieved from

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