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

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

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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. Today, beside Refrigerators, Dawlance is producing Washing Machines, Chest Freezers, Vertical Freezers, Split AC & Microwave Ovens. Over these years Dawlance has not only developed the largest dealers network but has also established the largest after sales service set-up across Pakistan.

PRODUCT RANGE:
PRODUCT LINE Refrigerators Deep Freezers Freeze (Vertical Freezer) Washing Machines Microwave Oven Air Conditioners Televisions

Dawlance Refrigerators- A hallmark of performance, reliability and durability. Monogram Series Signature Series Designer Series Single Door Series No Frost Series

Space-saving Compact Design packed with highly efficient cleaning mechanism, powerful pulsation and noise free operation. 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, T3 Super Tropical zed Technology, in conformance with International Standards. Split

Dawlance Small Appliances- A range of products that offers just the right combination for a Pakistani home Vacuum Cleaner Irons Food Processor Juicers Sandwich makers Toasters

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

VISION:

Make Dawlance A Global Brand By Practicing Reliability: Make Pakistan Proud Of Us

"We are committed. Above everything else, Dawlance places its top priority on the satisfaction of human beings the satisfaction of its customers, partners and employees. All our policies and approach towards work revolve around our corporate belief."

MISSION:

Promote Reliability In Everything We Do In The Field Of Household Appliances

SWOT MATRIX:

STRENGTHS(s) Customer loyalty. Provide backup system when light is not available It can store more thing It is environment friendly It parts is easily available in market. ISO Certification. Large scale n effective market. Cont R&D

WEAKNESS (W) Price is bit high It occupy more space Consume more electricity.

OPPORTUNITIES (O) Large market locally and internationally. No other company had yet introduced this technology. The democratic environment.

SO Strategies: Market penetration (S6,S7 ,O1)

WO Strategies: Marketing mix (W1,W2,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, consume less place and salesman ship and improved electricity in order to cope quality. with short fall of electricity.

THREATS: Competitors are lowering their price. Terrorism. Economic instability. Short fall of electricity.

ST STRATEGIES: Development of products (S1) produces products with change in color, size and order. Related diversification (S1, S6, S7, and T1) in future competition may become tougher so diversify in to different range of product.

WT STRATEGIES: Retrenchment (T1, T3,W1) reduce cost through downsizing, sales of useless assets, reducing employees benefits etc. T2 provide protection of employees n their family against terrorism to developed employees satisfaction.

EFE MATRIX:
EXTERNAL FACTORS: OPPORTUNITIES: 1. Exploration of market in Pakistan 2. Rising population 3. Increase in product range 4. Export opportunities 5. Increase investment in power sector 6. Increase in production capacity 0.10 0.06 0.06 0.07 0.09 0.05 4 3 2 2 3 3 0.4 0.18 0.12 0.14 0.27 0.15 WEIGHT WEIGHTED RATING SCORE

THREATS: 7. Strong competition 8. Chinese products 9. Customer demand is changing 10. Decreasing in Pakistani rupee value 11. Decreasing growth rate in Pakistan 12. Instability of government 13. Tax department Total: 0.08 0.07 0.04 0.05 0.09 0.06 0.13 1.0 3 3 3 3 2 1 2 0.24 0.21 0.12 0.15 0.18 0.06 0.26 2.48

Conclusion: Weighted score 2.48 indicates that dawlance would capitalize on opportunities and threats.

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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 0.05 0.20 0.15 0.13 0.10 0.07 0.10 0.10 0.1

RATING SCORE RATING SCORE RATING SCORE 4 4 3 4 3 4 4 4 4 0.2 0.8 0.45 0.52 0.3 0.28 0.4 0.4 0.4 2 3 3 3 3 4 3 3 3 0.1 0.6 0.45 0.39 0.3 0.28 0.3 0.3 0.3 3 3 4 3 4 4 4 3 3 0.15 0.6 0.6 0.39 0.4 0.28 0.4 0.3 0.3

1.0

3.75

3.02

3.42

Conclusion:
Weighted score of dawlance is 3.75 means that it has an strong position in market than the other companies like: PEL and LG.

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IFE MATRIX:

KEY INTERNAL FACTORS:

WEIGHT: RATING: WEIGHTED SCORE:

STRENGHT: 1. Strong brand image 2. Strong dealer network 3. After sales service 4. Product innovation 5. ISO certification 6. High satisfaction level of employees

0.05 0.20 0.15 0.13 0.10 0.10

4 4 3 3 5 3

0.2 0.8 0.45 0.39 0.5 0.3

WEAKNESSES: 1. Financial problem 2. System variation 3. High selling and administration expense TOTAL:

0.10 0.1 0.07

3 3 4

0.3 0.3 0.28

1.0

3.25

Conclusion:
Weighted score 3.25 indicates that dawlance is internally strong to support its strategies.

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SPACE MATRIX: FS
Conservation 5 4 3
2 1

Aggressive

CA

-6

-5

-4

-3

-2

-1

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. Our company has a strong competitive position it the market with rapid growth.

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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. 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. 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, 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
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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, 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, 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; REFRIGERATORS will supply funds for that future growth; VERTICAL FREEZERS should be converted into stars with added funds

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CONCLUSION:
From the above information, it has been analyzed Dawlance is a big local manufacturer of industry in Pakistan. It has got all engineering capabilities and very good finance and of course technical know-how to produce internationally accepted quality products. Since Dawlance has very strong industrial base as well as deep-rooted marketing network in Pakistan, they don't feel any threat from any of their competitors, either local or from importers.

All Dawlance products are made for middle, upper-middle and upper class.

REFERENCES:
http://www.dawlance.com.pk http://www.scribd.com/doc/76588985/BCG-DAWANCE http://www.maxi-pedia.com/SPACE+matrix+model+strategic+management+method http://www.scribd.com/doc/51880774/EFE-Matrix-Dawlance http://www.pakistaneconomist.com/issue2002/issue23/f&m4.htm

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