完整版HND大综合2planning详解Word文档下载推荐.docx

1、The title of my report is Hazeline in China- investigation on the marketing strategy of Hazeline.Objectives of the projectWhen planing to enter into Chinese market, Hazeline has to face the potential threats and opportunities. As world-famous corporation, Unilever must issue a series of measures abo

2、ut how enter into a new market and how obtain expected results for Hazeline. Therefore, my objectives of the report are giving as follows:1）Survey the internal and external situation of Hazeline.2）Identify opportunities and threats in Chinese market.a）By PEST Analysis, to realize Chinese market envi

3、ronment.b）Analyze the Hazelines Product life cycle and Corporation life cycle.3） Analyse the strategies used by Hazeline in China. a） 4P analysis b） Standardize or adapt its marketing mix4） Assess the advantages and disadvantages used by company.Statement of issues of investigateFirst and foremost,

4、Hazeline is Unilevers subsidiary, and Unilever is world famous multinational corporation founded in Europe rather than China, however, now, we can see Unilevers product in a number of supermarket, which means that Unilever must have the progress which enters into China and in the progress, Hazeline

5、also is participant. There are lots of reason which make contribution to the progress, such as domestic factor and foreign factor. I will investigate the interior circumstances and external circumstances, such as:Local marketlocal competition conditionForeigner market such as ChinaForeigner competit

6、ion conditionFurthermore, when Hazeline decides to enter into China, senior manager must adapt strategy Chinese market. To achieve this, they should pay attention to the following factorCompetitors existing in Chinese marketBusiness environment in Chinese market, such as political, economic, social,

7、technologyUnilevers advantage and weakness in ChinaUnilevers Product life cycle and Corporation life cycle.Next, I plan to find out these information about the methods used by Hazeline to enter into Chinese market and relevant news or report.Investment strategy - by purchasing local well-know compan

8、y to overseas investment.Brand strategy - multi-brandDistribution strategy - multi-distributionPrice strategy - skim or penetrate strategyPromotion strategy - advertisement Finally, I will analyse these strategies superiority and disadvantages.What effects these strategies have broughtWhether these

9、strategies have some latent defectsWhether these strategies can be upgraded.Reasons for the choice of issueWith Chinas economy develop rapidly, more and more corporation plan to invest in China. Hazeline is member of Unilever, in that, the plan that which country should be noticed often is made by U

10、nilever, and Hazeline just obeys it. Unilever is multinational corporation, when it enter into China, its main aim is to earn more, however, there must be obvious reason that facilitate Unilever breeds the decision about oversea-investment. The reason is likely to is exterior or interior.Besides obe

11、ying supreme plan, in some detailed aspect, Hazeline also operates independently. Though China is both large and potential market, China is strange condition where customers figure and aesthetics standard are not same as Western people, so Hazeline ought to make survey before entry for instance, cus

12、tomers need, political, economic and social condition. Hazelines development history is useful to understand their culture and common strategies. Adaption and standardization is vital problem for corporation when make oversea-investment. Strategy also is value to investigate. Wise business strategy,

13、 such as suitable product strategy, right distribution strategy make contribute to obtain Chinese market easily.My study may involved these HND unit textbooks: International Marketing: The Mix, International Marketing: An introduction, Global Business Organizations, Business Culture and Strategy , B

14、usiness Accounting and Business contract relationship.International Marketing: The Mix offer the definition of 4P, meanwhile the content also includes their advantages and disadvantages. Whats more, it also introduces some reasons which strategy should be chosen. Global Business Organizations explai

15、n how a company use business strategies.Business Accounting teach us how analyse a companys business condition by the fluctuation of profit and loss statement, balance sheet and cash flow chart.Business Culture and Strategy provide PEST analysis and product life cycle for us to identify opportunitie

16、s and threats in foreigner markets.Business contract relationship illustrates the way to solve and avoid serious labor conflict. An introduction is good for choosing entry mode.Justification for the choice of business As lots of Chinese customers know clearly, Hazeline is a well-know brand belonging

17、 to Unilever. During these years, Hazeline, existing shampoo industry competitively, upgrades itself by some strategies all the time. According its character, I think Hazeline conforms to GU2s requirement, at same time, If I regarded Unilever as my topic, it would have less problem in the progress.P

18、rimary and secondary sources of information Source information includes primary information and secondary information.Primary informationPrimary information mainly includes questionnaire survey and inquiry. About questionnaire survey, first of all, I ought to make a questionnaire containing valuable

19、 questions about their need and opinion. The next step is to interview passerby in street. Recently, mobile phone is increasingly more popular, so to protect environment, I also use net questionnaire, which reduces the use of paper. By this method, I will know what level of Hazelines product is in c

20、ustomers mind. When the number of passerby asked is adequate, I can obtain required message that is benefit to make business strategies.In inquiry aspect, I will survey the salesmen of Hazelines product on the spot. On the one hand, these people have high odds be Hazelines consumers. On the other ha

21、nd, if they are constant and industrious, besides Unilevers information, they also offer competitors condition. Apart from salesmen, managers also is good choice, however, it is hard for student to interview managers because of scarce social resources. Secondary informationThe prime way to acquire s

22、econdary information is internet, news and textbooks.About news, Hazeline must be reported when they adopt new strategies or happen to important event as Unilevers subsidiary, so news is one of alternative way. But, news has deficiency, for example, European news always do not pass to Asia simultane

23、ously. Internet solved the problem.About internet, it is much convenient to collect relevant message. By internet, I can get abundant message without time or geography limitation. Meanwhile, internet can offer some message that I can not get in local market. About textbooks, they provide us with the

24、ories and manner to analyze annual report. By textbooks, I understand which strategies Hazeline should choose and how to carry out it further. Methods and JustificationComprehensive questionnaire is the way that can collect an amply amount of valuable and required data from customers directly withou

25、t human intervention. By these authentic data, I can understand customers state for Hazeline and others congeneric product.Surveying on the spot has similar advantage with questionnaire. Interior staff can offer me customers feedback, besides, sales department is able to provide the percentage that

26、Hazeline account for total shampoo sales volume. According to the information, Hazelines life cycle can be inferred.Official website has Unilever as well as Hazeline development progress, annual report which conduce to analyse business condition and strategies used recently.Plan1.Negotiated dates fo

27、r the planning, development and evaluation of the project and timescales for conducting the investigation a） The planning stage begins will be finished by 9th Mar. 2016, during this period, the following investigation will be carried out.i. Survey the internal and external situation of Hazeline.ii.

28、Collecting the companys relevant informationiii. Submit the draft of planning by Mar.9th.b） This report covers four objectives which will be conducted as follows:i. Find out Hazelines relevant strategy. （Mar. 10th Mar. 13th）ii. Analyse the strategies used by Hazeline in China. （Mar. 14th - Mar. 18th）iii. Assess