1- INTRODUCTION AND BACKGROUND6
1.1 Vision Statement:7
1.2 Mission Statement:7
1.3 Core Values of Haier:7
1.3 (a) Think What Consumers Think7
1.3 (b) Enterprising and Innovative7
1.3 (c) Win-Win Culture7
1.4 SWOT Analysis8
2. HISTORICAL PERSPECTIVE9
2.1 Parent Company History:9
2.1 (a) Rebuilding a Refrigerator Plant in the 1980s:10
2.1(b) National Brand Leader in the 1990s:11
2.1(c) Diversification in the 1990s:13
2.1(d) Global Brand in the New Century:14
2.2 History of Haier Pakistan:15
3-STRATEGIC ANALYSIS OF CURRENT CORPORATE AND MARKET DRIVEN STRATEGY16 3.1 Corporate Strategy:16
3.1(a) Brand building strategy:16
3.1(b) Diversification strategy:17
3.1(c) Internationalization strategy:17
3.1(d) Global brand strategy:18
3.2-Market driven Strategy18
3.2(a) Becoming market oriented:18
3.2(b) Customer Focus:19
3.2(c) Competitor intelligence:19
4-FUTURE CORPORATE STRATEGIC DIRECTIONS AND MARKET DRIVEN STRATEGY OBJECTIVES20 4.1 Future corporate strategic directions:20
4.1(a) New Market development strategy:20
4.1(c) Related Diversification:20
4.2 Market Driven strategy objectives:20
4.2(a) Adaptation of cross functional coordination:20
4.2(b) Becoming more socially responsible:21
4.2(c) Focusing on touch points of customers (CRM):21
5-FORMULATING MARKET DRIVEN STRATEGY21
5.1 Product market structure:21
Generic Product class: Cooling home appliances21
5.2 Competitive Space:21
5.3(a) Geographical segmentation Basis:22
5.3(b) Demographical segmentation basis:22
5.3(c) Psycho graphical segmentation basis23
5.3(d) Behavioral segmentation basis:23
5.4 Market targeting:23
5.5 Position Of Product:24
5.8 Evaluation and control:27
6- RECOMMENDATIONS TO THE MANAGEMENT28
7- FUTURE STRATEGIC IMPLICATION29
By the grace of Allah we have completed our report successfully by putting our 100% efforts. However, it would not have been possible without the kind support and help of many individuals. We would like to extend our sincere thanks to all of them.
We are highly indebted to my subject teacher Sir Muhammad Ahmed Butt’s guidance and constant supervision as well as for providing necessary information regarding the project & also for his support in completing the project.
We are also thankful to Mr. David W Cravens, the author of our course book for enlightening our minds with key concepts of strategic marketing.
We would like to express our gratitude towards Mr. Saif Ullah (Marketing Manager) and Mr. Danish Khan (Product Executive) of the Haier Pakistan for their kind co-operation and encouragement which helped us in completion of this project.
Our thanks and appreciations also go to our classmates who have willingly helped us out with their constructive suggestions.
Haier Pakistan Private Limited is a famous brand name in the Electric and home appliances market of Pakistan and rest of the world. This report will briefly describe the history, nature of business, its corporate vision and mission statement and core values. Further its current corporate strategies, its scenario for market driven strategy is defined. Its future strategic direction and its market driven strategy’s objectives have also been described in this report.
We have also conducted the SWOT analysis of the company to find strengths, weaknesses, opportunities and threats. Then we have taken its one core and most beneficial product that is Air conditioner for describing it’s whole formulation of market driven strategies which includes its product market...