SUBMITTED BY: TAHERA SIRAJ RANGOONWALA ID: FA11-MM-0100 SUBJECT: MANAGERIAL POLICY SUBMITTED TO: SIR ZAFAR MANNA

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3 5 7 7 8 10 11 12 13 14 16 16 2 .TABLE OF CONTENT: TOPIC Introduction Product range Vision Mission SWOT matrix The External Factor Evaluation (EFE) The Competitive Profile Matrix (CPM) The Internal Factors Evaluation (IFE) Matrix Space Matrix The Boston Consulting Group (BCG) Matrix Conclusion References PAGE NO.

INTRODUCTION:  Dawlance is the Premiere Home Appliances Company in Pakistan with 30 years of hist  The company began its operation in 1980 with the production of Refrigerators. Vertical Freezers. Dawlance is producing Washing Machines. Today. Over these years Dawlance has not only developed the largest dealer’s network but has also established the largest after sales service set-up across Pakistan. Split AC & Microwave Ovens. beside Refrigerators.  3 . Chest Freezers.

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A range of products that offers just the right combination for a Pakistani home Vacuum Cleaner Irons Food Processor Juicers Sandwich makers Toasters 5 . reliability and durability. T3 Super Tropical zed Technology. in conformance with International Standards.PRODUCT RANGE:  PRODUCT LINE Refrigerators Deep Freezers Freeze (Vertical Freezer) Washing Machines Microwave Oven Air Conditioners Televisions Dawlance Refrigerators. Washers Twin Tub Fully Automatic Dawlance Freezers Environment Friendly Polyurethane Insulation for greater cooling retain ability and great savings on annual electricity bills Speedy Cooking & Heating operation gives steaming hot food in minutes Manual Touch For the first time in Pakistan.A hallmark of performance. powerful pulsation and noise free operation. Monogram Series Signature Series Designer Series Single Door Series No Frost Series Space-saving Compact Design packed with highly efficient cleaning mechanism. Split Dawlance Small Appliances.

Introducing European technology in home entertainment from Europe's. Television 14 Television 21 Television 29 Television 34 6 .

Above everything else. partners and employees." MISSION: Promote Reliability In Everything We Do In The Field Of Household Appliances 7 . Dawlance places its top priority on the satisfaction of human beings the satisfaction of its customers. All our policies and approach towards work revolve around our corporate belief.VISION: “Make Dawlance A Global Brand By Practicing Reliability: Make Pakistan Proud Of Us” "We are committed.

 Provide backup system when light is not available  It can store more thing  It is environment friendly  It parts is easily available in market.  Cont R&D WEAKNESS (W)  Price is bit high  It occupy more space  Consume more electricity. OPPORTUNITIES (O)    Large market locally and internationally. with short fall of electricity. SO Strategies:  Market penetration (S6. consume less place and salesman ship and improved electricity in order to cope quality.W3)  The company must low  Increase the current usage of down the price and customer and number of simplified it design so it customer through advertising. The democratic environment.  Large scale n effective market.W2. 8 . No other company had yet introduced this technology.S7 .  ISO Certification.O1) WO Strategies:  Marketing mix (W1.SWOT MATRIX: STRENGTHS(s)  Customer loyalty.

size and order. T3. reducing employees benefits etc.  Terrorism. and T1) in future competition may become tougher so diversify in to different range of product.W1) reduce cost through downsizing.THREATS:  Competitors are lowering their price. sales of useless assets.  Related diversification (S1. 9 . S7.  Economic instability. S6.  T2 provide protection of employees’ n their family against terrorism to developed employees satisfaction. ST STRATEGIES:  Development of products (S1) produces products with change in color.  Short fall of electricity. WT STRATEGIES:  Retrenchment (T1.

0 3 3 3 3 2 1 2 0.09 0.15 0.27 0.10 0.18 0. Tax department Total: 0.05 0. Decreasing growth rate in Pakistan 12.26 2.48 Conclusion: Weighted score 2. Chinese products 9.21 0.14 0.24 0. Decreasing in Pakistani rupee value 11. 10 . Strong competition 8.4 0. Increase in product range 4.18 0.EFE MATRIX: EXTERNAL FACTORS: OPPORTUNITIES: 1. Exploration of market in Pakistan 2.06 0.48 indicates that dawlance would capitalize on opportunities and threats.12 0.04 0.08 0.12 0.09 0. Increase investment in power sector 6.13 1. Export opportunities 5. Rising population 3.15 WEIGHT WEIGHTED RATING SCORE THREATS: 7. Instability of government 13.07 0.06 0.05 4 3 2 2 3 3 0.06 0.07 0. Increase in production capacity 0. Customer demand is changing 10.06 0.

6 0.3 3 3 4 3 4 4 4 3 3 0.4 0.15 0.6 0.3 1.3 0.8 0.3 0.39 0.28 0.COMPETITIVE PROFILE MATRIX: DAWLANCE CRITICAL SUCCESS FACTOR Market Share Availability of spare parts After sale service Pricing competitiveness Product quality Advertising Customer loyalty Sale distribution Promotion TOTAL: PEL WAVES WEIGH T 0.02 3.1 0.10 0.10 0.75 means that it has an strong position in market than the other companies like: PEL and LG.3 0.39 0.13 0.07 0.42 Conclusion: Weighted score of dawlance is 3.75 3.4 0.4 0.4 2 3 3 3 3 4 3 3 3 0.2 0.6 0.0 3.05 0.45 0. 11 .20 0.15 0.3 0.4 0.10 0.45 0.28 0.3 0.28 0.1 RATING SCORE RATING SCORE RATING SCORE 4 4 3 4 3 4 4 4 4 0.52 0.

8 0.25 indicates that dawlance is internally strong to support its strategies.10 4 4 3 3 5 3 0. System variation 3. ISO certification 6.3 WEAKNESSES: 1.15 0.10 0.07 3 3 4 0.10 0.IFE MATRIX: KEY INTERNAL FACTORS: WEIGHT: RATING: WEIGHTED SCORE: STRENGHT: 1. High satisfaction level of employees 0. Strong brand image 2.0 3.3 0. Product innovation 5. After sales service 4. 12 . Financial problem 2.20 0.5 0.45 0.05 0.1 0.25 Conclusion: Weighted score 3.39 0. Strong dealer network 3. High selling and administration expense TOTAL: 0.13 0.2 0.28 1.3 0.

SPACE MATRIX: FS Conservation 5 4 3 2 1 6 Aggressive CA -6 -5 -4 -3 -2 -1 1 2 3 4 5 6 IS Defensive -1 -2 -3 -4 -5 -6 Competitive ES STRATEGY: This space matrix tells us that our company should pursue an aggressive strategy. 13 . Our company has a strong competitive position it the market with rapid growth.

 It is the most widely selling brand of our company and is also known to the customers  Technologically speaking it is also quite old BCG DOGS (low growth.  All that needs to be done is to milk it continuously with little investment since such investment will be wasted with a market with low growth.BCG MATRIX: BCG CASH COWS (low growth. high market share)  Little money consumption  Generates large amounts of money  We have selected refrigerator as a cash cow for dawlance because it provides much return on little investment. low market share)    Consumes small amount of money But generates small amount of money Barely generates Break-Even meaning no profit no loss to the industry 14 .

VERTICAL FREEZERS should be converted into stars with added funds 15 . high market share):       Consumes large amount of money Generates small amount of money Vertical freezers can be easily categorized as BCG QUESTION MARK It is a relatively new product that has set its foots in the home appliances category Customers are yet to become aware of it Much investment needs to be done to market it otherwise it will become DOG BCG STARS (high growth.   Washing Machine is the dog product of dawlance because investment is wasted and it can bestialized to generate profit in some other product There was no production of washing machines for two months owing to low demand Thus Washing Machine should be sold off BCG CASH COWS (low growth.  REFRIGERATORS will supply funds for that future growth. high market share): -Consumes large amounts of money because of their strong relative market share -But also generates large amount of money because of their high growth rate -Microwave is the star product of Dawlance because it is the second best selling product -If market leadership is maintained it has potential to become CASH COW FROM THE ABOVE BCG ANALSIS IT CAN BESUMMARISED THAT:  MICROWAVES whose high share and high growth assure the future for our company if it becomes CASH COW.

either local or from importers.com.maxi-pedia. REFERENCES: http://www.com/doc/76588985/BCG-DAWANCE http://www.com/doc/51880774/EFE-Matrix-Dawlance http://www. upper-middle and upper class.dawlance.pk http://www.scribd. they don't feel any threat from any of their competitors.CONCLUSION:  From the above information.scribd. it has been analyzed Dawlance is a big local manufacturer of industry in Pakistan.com/issue2002/issue23/f&m4.  Since Dawlance has very strong industrial base as well as deep-rooted marketing network in Pakistan.  All Dawlance products are made for middle.com/SPACE+matrix+model+strategic+management+method http://www. It has got all engineering capabilities and very good finance and of course technical know-how to produce internationally accepted quality products.pakistaneconomist.htm 16 .

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