hameedia assignment wip

5/20/2018 Hameedia Assignment WIP

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COVER PAGE


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Tables Of Content

Aim of the assignment 04

Structure of the assignment 04

Executive summery 05

1. TASK 01

1.1.Rational 07

1.2.Situation Analysis 08

1.3.Porters five forces analysis 10

1.4.Pest Analysis 11

1.5.SWOT Analysis 12

2. TASK 02

2.1. Introduction and Mission Statement 14

2.2. What is this plan about 14

2.3. Mission 14

2.4. Vision 14

2.5. Key audit Findings 1

2.6. Cooperate Overview 16

2.7.Market Overview 1

2.8. Key Issues 17

2.9. Objectives 1

2.9.1. Gap Analysis 1

2.9.2. Cooperate Objective 19

2.9.3. Other Financial Objectives 20

2.9.4. Marketing Objectives 20

2.10. Strategies 21

2.11. Segmenting, Targeting & Positioning 22

2.11.1. Segmentation 22

2.11.2. Targeting 23

2.11.3. Positioning 25

2.12. Marketing Mix Strategies 27

2.12.1. Product 272.12.2. Price 27

2.12.3. Place 29

2.12.4. Promotion 29

2.13. Strategic Tasks 3


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2.14. Implementation 32

2.15. Budget 3

2.16. Evaluation 35

2.16.1. Product Evaluation 35

2.16.2. Price Evaluation 35

2.16.3. Place Evaluation 3

2.16.4. Promotion evaluation 3

2.17. Assumption and contingency Plan 3

2.17.1. Key Assumptions 36

2.17.2. Contingency 36

3. TASK 03

3.1. How Marketing planning supports to launch 39

3.1.1. What is a Marketing Plan 39

3.1.2. Purpose of Marketing Plan 39

3.1.3. Benefits of planning 39

3.1.4. Importance 40

3.2. How Audit was undertaken 4

3.2.1 What is an Audit 42

3.2.2. Importance 42

3.2.3. Problems/ issues Encountered when developing the Audit 42

3.3. Justification based on STP for Product Launch 45

3.3.1. Ansofts Matrix 45

3.3.2. Segmentation 46

3.3.2.1. Demographic 47

3.3.2.2. Geographic 4

3.3.2.3. Psychographic 4

3.3.3.Positioning 4

3.4. Examination of Potential Barriers that may encounter when Launching the Plan 50

4. References 53


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Aim of this Report

This Report is aimed at delivering an evaluation plan, which will help Hameedia(PVT) Ltd ascertain the current process of the companysproduction and retail

operations and suggest further improvements.

In addition this assignment will provide a report which considers the contributionof tactical planning and some of

Its key aspects to the success of the organization coupled with an improvised

improved implementing process.

This is prepared and presented in the form of a formal report in order to beconsidered by the Hameediassenior management team.

Structure Of The Assignment

TheReport is focused on the following factors,

Evaluating the current background for the organization andprovide evidence base for the marketing plan.

Summarizing the findings for the purpose of convenience inevaluating.

Assessing the way in which the marketing planning can benefitHameedia (Pvt) Ltd.

The role of marketing audit in the above mentioned marketing plan forMetropolitan Computers.

The development of an appropriate new product development for hameedia(Pvt) Ltdby utilizing a segmentation, targeting and positioning approach.

Identifying the potential issues that may occur when implementing the plan, andpresenting practical proposals to overcome them.


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To: The Senior Management Team

From: Your Designation

Subject: Evaluation of Hameedia (Pvt) Ltds current processes and recommending roomfor for improvement.

Date: 02/01/2012

Executive Summery..

The below Medium Term evaluation Plan is designed for Hameedia (Pvt) Ltd in

assessment of the companys current factory and retail operation.

The provided evaluation plan is based on the current processes used by the

company in manufacturing and marketing of the companys flagshipproduct range

which includes brands such as.. ,and this report will further discuss the

importance of strengthening the companys current processes while highlighting its

strengths and weaknesses, hence asserting its room for further improvements.

To build the foundation on the presented evaluation plan, it was governed by a

depth audit of hameedia (Pvt) Ltd which consists of its macro, micro and its

internal factors concerned thoroughly evaluated in order to help the company

improvise on its current market leadership position at hand as to its opportunitiesand threats to take precautions.

Hameedia (Pvt) Ltd is one of the largest mens fashion solution provider in

the current market which devours more than over 50% market share in the B to

C industry, it has been identified (rational in the micro, macro audit) that

hameedia (Pvt) Ltd should focus on unique innovation in the fashion industry to

achieve their companysslogan which is real men wear, real cloths.

An in-depth analysis and an evaluation is done on the following strategic

approaches in order to ascertain the current climate within its retail and production

processes.

Diversification and development through the Ansofts growth matrix.

Attract new customers and increase market share through adding new

products into product portfolio.


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Introducing a better customer segmenting, targeting and

positioning approach to hameedia (Pvt) Ltds retail operations.

Finally a unique mix, which will introduce the tactical approach, which the

company should adapt when implementing the above strategies, will be developed.

In addition to the tactical plan, an evaluation report will also be produced which

will beconsidering the importance of implementing key aseptic changes in the

current processes.

The same report will further stress the importance of focusing and utilizing a

segmentation, targeting and positioning approach to the mens fashion industry

and finally the report will assess the possible issues that may be encountered

when adapting the tactical plan into Hqameedia (Pvt) Ltd, as well as the

practical solutions for them.


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1. Evaluation of current and possible

performance measurement standards

that can be used within theorganization

Quality management systemA system by which an organization aims to reduce and eventuallyeliminate nonconformance to specifications, standards and customer

expectations in the most cost effective and efficient manner

(Source: http://www.businessdictionary.com/definition/quality-management-system-QMS.html)

A potentialQMS which could be used within Hameedia (Pvt)Ltd.

1.1.1 SLS (Sri Lanka Standards)

SLS or SLS mark scheme is a third party grantee on quality of products. The

product Certification scheme is voluntary in nature however the SLS mark has

been made compulsory through the consumer protection act.

Benefits of adopting the SLS standards include:

SLS mark can be used as main marketing tool in promotions. Reduces customercomplaints.

Improves productivity. Improved image(Source: SLSI 2011 http://www.slsi.lk/product-slsimarked.php)

1.2.1 ISO 9001:2000

ISO 9001:2000 is a quality management system that deals with product and

production quality. It accepted that a proper quality management improvesbusiness and according to


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Wade and Barnes ISO 9000 guidelines provide a comprehensive model for

quality management systems that can make any company competitive andimplementing ISO often give the following advantages:

1. Create a more efficient, effective operation2. Increase customer satisfaction and retention

3. Enhance marketing4. Improve employee motivation, awareness and moral

5. Promote international trade6. Increase profit

7. Reduce waste and increase productivity

ISO 9001:2000

ISO 9001:2000 is a set of standards for product quality management. According to

manufacturingnews.com, ISO 9001 systematically addresses every area of abusiness where quali ty problems can occur .This gives managers broad latitude in

determining good policies and procedures, many of which are informal and alreadyexist but simply need to be documented and followed consistently.

Since Hameedia (Pvt) Ltd is in fact a Manufacturing/Retail organization, the set of

standards ISO 9001 offers will be ideal to improve production and product quality.


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The top reasons for the adoption of ISO 9001:2000

To assist the ongoing expansion into international markets

As stated earlier, hamedia (Pvt) Ltd is looking to market products in differentquarters of the world. The current QMS used by the company is a local set of

standards and a local certification.The ISO certification is a well known globally including the subcontinent.

Therefore adopting the ISO set of standards will help the transition intointernational market. Also the ISO certification will act as a promotional tool in

both local and international markets.

To gain a competitive advantage

Emerald and ETC are the companys top competitors, (Refer appendix 1 forcompetitor analysis) Emerald and ETC are not ISO certified companies.

The adoption of ISO 9001:2000 into hameedia (Pvt) Ltd will provide the companywith the competitive edge it needs to compete with the two top players in the

market.

To add value

Overall the certification will add value to the entire product mix and increase

perceived quality of Hameedia Products in the minds of the consumer.This will improve the position of the Hameedia brand and have a direct impact on

sales. The certification will be used as a promotional tool to drive up revenues.

Additional revenue stream

Resource Management plays a vital role in todays production context. Henceconservation of the environment is a sensitive issue in the world today. There is a

niche market for environmentally responsible products. With the adoption of ISOand with the emergence of its ambitious international presence hameedia (Pvt) Ltd

could attract a whole new customer segment to the company.These customers who are more often considered to be eco-minded are most often

price insensitive and dont mind spending more on ecoproducts. Hameedia (Pvt)


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Ltd under its existing product labels could produce an entire product range which

is Eco friendly and charge a premium; and this will be an additional revenuestream within the international cycle it operates.

To save money

Compliance with the ISO marked set of standards will ensure less spending onday-today operations. According iso.org, the use of ISO could lead to the

following benefits: Reduced cost of waste management

Savings in consumption of energy and materiel

Lower distribution costs

Other benefits include:

Improved corporate image among customers and public Framework for continual improvement of performance is built within the ISO

cycle.

Measurement criteria under the new standards

The following areas will be closely measured to analyze the effectiveness of the

newstandards.

Customer Productivity Employee

Customer loyalty Output from

production plants

Employee turnover

Repeat purchases Waste from

production plants

Employee

absenteeism

New customers Number of errors Idea generation

Loss of customers

Satisfaction levels


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Summery

Neither Emerald nor xxxx are currently ISO certified, which will provideHameedia (Pvt) Ltd with a competitive advantage.

The recommended ISO standard will be an important addition to the

company as customers are becoming more aware about environmental issues andalso for the fact that the company needs to stay competitive.

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