完整版HND大综合2planning详解Word文档下载推荐.docx

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ThetitleofmyreportisHazelineinChina--investigationonthemarketingstrategyofHazeline.

Objectivesoftheproject

WhenplaningtoenterintoChinesemarket,Hazelinehastofacethepotentialthreatsandopportunities.Asworld-famouscorporation,UnilevermustissueaseriesofmeasuresabouthowenterintoanewmarketandhowobtainexpectedresultsforHazeline.Therefore,myobjectivesofthereportaregivingasfollows:

1）SurveytheinternalandexternalsituationofHazeline.

2）IdentifyopportunitiesandthreatsinChinesemarket.

a）ByPESTAnalysis,torealizeChinesemarketenvironment.

b）AnalyzetheHazeline’sProductlifecycleandCorporationlifecycle.

3）AnalysethestrategiesusedbyHazelineinChina.

a）4Panalysis

b）Standardizeoradaptit’smarketingmix

4）Assesstheadvantagesanddisadvantagesusedbycompany.

Statementofissuesofinvestigate

Firstandforemost,HazelineisUnilever’ssubsidiary,andUnileverisworldfamousmultinationalcorporationfoundedinEuroperatherthanChina,however,now,wecanseeUnilever’sproductinanumberofsupermarket,whichmeansthatUnilevermusthavetheprogresswhichentersintoChinaandintheprogress,Hazelinealsoisparticipant.Therearelotsofreasonwhichmakecontributiontotheprogress,suchasdomesticfactorandforeignfactor.Iwillinvestigatetheinteriorcircumstancesandexternalcircumstances,suchas:

●Localmarket

●localcompetitioncondition

●ForeignermarketsuchasChina

●Foreignercompetitioncondition

◆Furthermore,whenHazelinedecidestoenterintoChina,seniormanagermustadaptstrategyChinesemarket.Toachievethis,theyshouldpayattentiontothefollowingfactor

●CompetitorsexistinginChinesemarket

●BusinessenvironmentinChinesemarket,suchaspolitical,economic,social,technology

●Unilever’sadvantageandweaknessinChina

●Unilever’sProductlifecycleandCorporationlifecycle.

◆Next,IplantofindouttheseinformationaboutthemethodsusedbyHazelinetoenterintoChinesemarketandrelevantnewsorreport.

●Investmentstrategy-bypurchasinglocalwell-knowcompanytooverseasinvestment.

●Brandstrategy-multi-brand

●Distributionstrategy-multi-distribution

●Pricestrategy-skimorpenetratestrategy

●Promotionstrategy-advertisement

Finally,Iwillanalysethesestrategies’superiorityanddisadvantages.

●Whateffectsthesestrategieshavebrought

●Whetherthesestrategieshavesomelatentdefects

●Whetherthesestrategiescanbeupgraded.

Reasonsforthechoiceofissue

WithChina'

seconomydeveloprapidly,moreandmorecorporationplantoinvestinChina.

HazelineismemberofUnilever,inthat,theplanthatwhichcountryshouldbenoticedoftenismadebyUnilever,andHazelinejustobeysit.Unileverismultinationalcorporation,whenitenterintoChina,itsmainaimistoearnmore,however,theremustbeobviousreasonthatfacilitateUnileverbreedsthedecisionaboutoversea-investment.Thereasonislikelytoisexteriororinterior.

Besidesobeyingsupremeplan,insomedetailedaspect,Hazelinealsooperatesindependently.ThoughChinaisbothlargeandpotentialmarket,Chinaisstrangeconditionwherecustomers’figureandaestheticsstandardarenotsameasWesternpeople,soHazelineoughttomakesurveybeforeentryforinstance,customers’need,political,economicandsocialcondition.Hazeline’sdevelopmenthistoryisusefultounderstandtheircultureandcommonstrategies.Adaptionandstandardizationisvitalproblemforcorporationwhenmakeoversea-investment.Strategyalsoisvaluetoinvestigate.Wisebusinessstrategy,suchassuitableproductstrategy,rightdistributionstrategymakecontributetoobtainChinesemarketeasily.

MystudymayinvolvedtheseHNDunittextbooks:

InternationalMarketing:

TheMix,InternationalMarketing:

Anintroduction,GlobalBusinessOrganizations,BusinessCultureandStrategy,BusinessAccountingandBusinesscontractrelationship.

InternationalMarketing:

TheMixofferthedefinitionof4P,meanwhilethecontentalsoincludestheiradvantagesanddisadvantages.What’smore,italsointroducessomereasonswhichstrategyshouldbechosen.

GlobalBusinessOrganizationsexplainhowacompanyusebusinessstrategies.

BusinessAccountingteachushowanalyseacompany’sbusinessconditionbythefluctuationofprofitandlossstatement,balancesheetandcashflowchart.

BusinessCultureandStrategyprovidePESTanalysisandproductlifecycleforustoidentifyopportunitiesandthreatsinforeignermarkets.

Businesscontractrelationshipillustratesthewaytosolveandavoidseriouslaborconflict.

Anintroductionisgoodforchoosingentrymode.

Justificationforthechoiceofbusiness

AslotsofChinesecustomersknowclearly,Hazelineisawell-knowbrandbelongingtoUnilever.Duringtheseyears,Hazeline,existingshampooindustrycompetitively,upgradesitselfbysomestrategiesallthetime.Accordingitscharacter,IthinkHazelineconformstoGU2’srequirement,atsametime,IfIregardedUnileverasmytopic,itwouldhavelessproblemintheprogress.

Primaryandsecondarysourcesofinformation

Sourceinformationincludesprimaryinformationandsecondaryinformation.

Primaryinformation

Primaryinformationmainlyincludesquestionnairesurveyandinquiry.

Aboutquestionnairesurvey,firstofall,Ioughttomakeaquestionnairecontainingvaluablequestionsabouttheirneedandopinion.Thenextstepistointerviewpasserbyinstreet.Recently,mobilephoneisincreasinglymorepopular,sotoprotectenvironment,Ialsousenetquestionnaire,whichreducestheuseofpaper.Bythismethod,IwillknowwhatlevelofHazeline’sproductisincustomers’mind.Whenthenumberofpasserbyaskedisadequate,Icanobtainrequiredmessagethatisbenefittomakebusinessstrategies.

Ininquiryaspect,IwillsurveythesalesmenofHazeline’sproductonthespot.Ontheonehand,thesepeoplehavehighoddsbeHazeline’sconsumers.Ontheotherhand,iftheyareconstantandindustrious,besidesUnilever’sinformation,theyalsooffercompetitors’condition.Apartfromsalesmen,managersalsoisgoodchoice,however,itishardforstudenttointerviewmanagersbecauseofscarcesocialresources.

Secondaryinformation

Theprimewaytoacquiresecondaryinformationisinternet,newsandtextbooks.

Aboutnews,HazelinemustbereportedwhentheyadoptnewstrategiesorhappentoimportanteventasUnilever’ssubsidiary,sonewsisoneofalternativeway.But,newshasdeficiency,forexample,EuropeannewsalwaysdonotpasstoAsiasimultaneously.Internetsolvedtheproblem.

Aboutinternet,itismuchconvenienttocollectrelevantmessage.Byinternet,Icangetabundantmessagewithouttimeorgeographylimitation.Meanwhile,internetcanoffersomemessagethatIcannotgetinlocalmarket.

Abouttextbooks,theyprovideuswiththeoriesandmannertoanalyzeannualreport.Bytextbooks,IunderstandwhichstrategiesHazelineshouldchooseandhowtocarryoutitfurther.

MethodsandJustification

Comprehensivequestionnaireisthewaythatcancollectanamplyamountofvaluableandrequireddatafromcustomersdirectlywithouthumanintervention.Bytheseauthenticdata,Icanunderstandcustomers’stateforHazelineandotherscongenericproduct.

Surveyingonthespothassimilaradvantagewithquestionnaire.Interiorstaffcanoffermecustomer’sfeedback,besides,salesdepartmentisabletoprovidethepercentagethatHazelineaccountfortotalshampoosalesvolume.Accordingtotheinformation,Hazeline’slifecyclecanbeinferred.

OfficialwebsitehasUnileveraswellasHazeline’developmentprogress,annualreportwhichconducetoanalysebusinessconditionandstrategiesusedrecently.

Plan

1.Negotiateddatesfortheplanning,developmentandevaluationoftheprojectandtimescalesforconductingtheinvestigation

a）Theplanningstagebeginswillbefinishedby9thMar.2016,duringthisperiod,thefollowinginvestigationwillbecarriedout.

i.SurveytheinternalandexternalsituationofHazeline.

ii.Collectingthecompany’srelevantinformation

iii.SubmitthedraftofplanningbyMar.9th.

b）Thisreportcoversfourobjectiveswhichwillbeconductedasfollows:

i.FindoutHazeline’srelevantstrategy.（Mar.10th–Mar.13th）

ii.AnalysethestrategiesusedbyHazelineinChina.（Mar.14th-Mar.18th）

iii.Assess