Gree Appliances report Group Assignment
Marketing Management
BM 4403
Group assignment:
Gree Air-Conditioning Appliances
Team members:
Aliya Marnina Amirudin (109-4074-01)
Wang Qing
(000-10-772)
Fode Mourana SOUMAH
213011-07590-010
Name of lecturer:
Assoc. Prof. Dr. Lee Wai Chow
Date of Submission:
13th August 2013
content
1.0 Executive Summary 1
2.0 Introduction 1
2.1 Vision, Mission and View of Value 2
3.0 Situational Analysis 3
3.1 Political 4
3.2 Economical 4
3.3 Social Cultural 5
3.4 Legal 5
3.5 Technology 5
3.6 Environment 6
4.0 SWOT analysis 6
4.1 Strengths 6
4.2 Weaknesses 8
4.3 Opportunities 8
4.4 Threats 9
5.0 Porter five (5) forces to competitive advantage 10
5.1 Bargaining power of suppliers 11
5.2 Bargaining power of customers 12
5.3 Threat of new entrants 12
5.4 Competitive rivalry within an industry 14
5.5 Threat of substitute products 15
6.0 Marketing Objectives And Goals 15
6.1 Marketing Objectives 15
6.2 Marketing Goal Of Gree 16
7.0 Marketing Strategies 17
7.1 Marketing strategy 18
7.2 Ansoff Matrix – Business Model 19
7.3 Risk Factors 20
7.4 Product Development strategy 21
7.5 Market development strategy 21
7.6 Diversification strategy 23
8.0 Proposed Budget 23
8.1Implementation and control 24
9.0 Conclusion 25
Reference 26
1.0 Executive Summary
For this assignment we have conducted a research in GREE Electrical Appliances Inc, one of the top leaders of air- con industry. In this assignments, we have prepared a report consists of few essential elements for the Malaysian. We also used different strategies in order to demonstrate our product position within the Malaysian market. We have used Porter’s five forces in analyzing the internal environment, PESTEL analysis for the external environment and SWOT analysis in order to get familiar with the competition present. A research has also been conducted on knowing the history of the company, its development and growth within the industry. We also have to analyze to
BM 4403
Group assignment:
Gree Air-Conditioning Appliances
Team members:
Aliya Marnina Amirudin (109-4074-01)
Wang Qing
(000-10-772)
Fode Mourana SOUMAH
213011-07590-010
Name of lecturer:
Assoc. Prof. Dr. Lee Wai Chow
Date of Submission:
13th August 2013
content
1.0 Executive Summary 1
2.0 Introduction 1
2.1 Vision, Mission and View of Value 2
3.0 Situational Analysis 3
3.1 Political 4
3.2 Economical 4
3.3 Social Cultural 5
3.4 Legal 5
3.5 Technology 5
3.6 Environment 6
4.0 SWOT analysis 6
4.1 Strengths 6
4.2 Weaknesses 8
4.3 Opportunities 8
4.4 Threats 9
5.0 Porter five (5) forces to competitive advantage 10
5.1 Bargaining power of suppliers 11
5.2 Bargaining power of customers 12
5.3 Threat of new entrants 12
5.4 Competitive rivalry within an industry 14
5.5 Threat of substitute products 15
6.0 Marketing Objectives And Goals 15
6.1 Marketing Objectives 15
6.2 Marketing Goal Of Gree 16
7.0 Marketing Strategies 17
7.1 Marketing strategy 18
7.2 Ansoff Matrix – Business Model 19
7.3 Risk Factors 20
7.4 Product Development strategy 21
7.5 Market development strategy 21
7.6 Diversification strategy 23
8.0 Proposed Budget 23
8.1Implementation and control 24
9.0 Conclusion 25
Reference 26
1.0 Executive Summary
For this assignment we have conducted a research in GREE Electrical Appliances Inc, one of the top leaders of air- con industry. In this assignments, we have prepared a report consists of few essential elements for the Malaysian. We also used different strategies in order to demonstrate our product position within the Malaysian market. We have used Porter’s five forces in analyzing the internal environment, PESTEL analysis for the external environment and SWOT analysis in order to get familiar with the competition present. A research has also been conducted on knowing the history of the company, its development and growth within the industry. We also have to analyze to