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TABLE OF CONTENT:
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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 dealer’s network but has
also established the largest after sales service set-up across Pakistan.
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PRODUCT RANGE:
PRODUCT LINE
Refrigerators
Deep Freezers
Freeze (Vertical Freezer)
Washing Machines
Microwave Oven
Air Conditioners
Televisions
Space-saving Compact
Dawlance Refrigerators- A Design packed with highly
hallmark of performance, efficient cleaning
reliability and durability. mechanism, powerful
Monogram Series pulsation and noise free
Signature Series operation.
Designer Series Washers
Single Door Series Twin Tub
No Frost Series Fully Automatic
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Introducing European
technology in home
entertainment from
Europe's.
Television 14
Television 21
Television 29
Television 34
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VISION:
MISSION:
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SWOT MATRIX:
It is environment friendly
ISO Certification.
Cont R&D
Large market locally and Market penetration (S6,S7 Marketing mix (W1,W2,W3)
internationally. ,O1)
The company must low
No other company had yet Increase the current usage of down the price and
introduced this technology. customer and number of simplified it design so it
customer through advertising, consume less place and
The democratic salesman ship and improved electricity in order to cope
environment. quality. with short fall of electricity.
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THREATS: ST STRATEGIES: WT STRATEGIES:
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EFE MATRIX:
WEIGHTED
EXTERNAL FACTORS: WEIGHT RATING SCORE
OPPORTUNITIES:
THREATS:
Conclusion:
Weighted score 2.48 indicates that dawlance would capitalize on opportunities and
threats.
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COMPETITIVE PROFILE MATRIX:
CRITICAL
SUCCESS WEIGH RATING SCORE RATING SCORE RATING SCORE
FACTOR T
Market Share 0.05 4 0.2 2 0.1 3 0.15
Availability of
spare parts 0.20 4 0.8 3 0.6 3 0.6
After sale service 0.15 3 0.45 3 0.45 4 0.6
Pricing 0.13 4 0.52 3 0.39 3 0.39
competitiveness
Product quality 0.10 3 0.3 3 0.3 4 0.4
Advertising 0.07 4 0.28 4 0.28 4 0.28
Customer loyalty 0.10 4 0.4 3 0.3 4 0.4
Sale distribution 0.10 4 0.4 3 0.3 3 0.3
Promotion 0.1 4 0.4 3 0.3 3 0.3
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:
STRENGHT:
1. Strong brand image 0.05 4 0.2
2. Strong dealer network 4
0.20 0.8
3. After sales service 0.15 3 0.45
4. Product innovation 0.13 3 0.39
5. ISO certification 0.10 5 0.5
6. High satisfaction level of employees 0.10 3 0.3
WEAKNESSES:
1. Financial problem 0.10 3 0.3
2. System variation 0.1 3 0.3
3. High selling and administration expense 0.07 4 0.28
Conclusion:
Weighted score 3.25 indicates that dawlance is internally strong to support its strategies.
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SPACE MATRIX:
FS
Conservation 6 Aggressive
CA -6 -5 -4 -3 -2 -1 1 2 3 4 5 6 IS
Defensive -1 Competitive
-2
-3
-4
-5
-6
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:
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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
-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
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.
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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