资源描述
Contents
Personal assessment of skills 2
Title of the project 2
Objectives of the project 2
Statement of issues of investigate 3
Reasons for the choice of issue 4
Justification for the choice of business 5
Primary and secondary sources of information 6
Primary information 6
Secondary information 6
Methods and Justification 7
Plan 8
Negotiated dates for the planning, development and evaluation of the project and timescales for conducting the investigation ..................................................................7
Identification of the resources including time needed to carry out the investigation 8
Personal assessment of skills
I have a lot of advantage, such as honest and optimism. Due to good group consciousness, I can make contribute to cooperation and cohesion so that achieve organization’s goal as early as possible. When teammates speak, I am able to listen to their communication. If having mistake or different opinion, I will talk about with them instead of directly asking. I can work alone and work with others having various character. Apart from these, I have better executive power. Mission belonging to me, will usually be achieved before deadline.
Before project, I realize my weakness. I have obsessive compulsive disorder, When I want to solve one thing, if it is unfinished, I will never do the next thing. so, sometimes, my project’s speed of progress is uncertain. Arranging mission improperly often lead to low efficient. In addition, because of carelessness sometimes, there is high mistake odds in my work. The GU 2 is a opportunity that can help me improve my weakness on above aspect, at same time, GU2 also is good for improving these abilities such as, communication and expression.
Title of the project
The title of my report is Hazeline in China-- investigation on the marketing strategy of Hazeline.
Objectives of the project
When 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 about 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 environment.
b) Analyze the Hazeline’s Product life cycle and Corporation life cycle.
3) Analyse the strategies used by Hazeline in China.
a) 4P analysis
b) Standardize or adapt it’s marketing mix
4) Assess the advantages and disadvantages used by company.
Statement of issues of investigate
First and foremost, Hazeline is Unilever’s subsidiary, and Unilever is world famous multinational corporation founded in Europe rather than China, however, now, we can see Unilever’s product in a number of supermarket, which means that Unilever must have the progress which enters into China and in the progress, Hazeline 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:
l Local market
l local competition condition
l Foreigner market such as China
l Foreigner competition condition
u Furthermore, when Hazeline decides to enter into China, senior manager must adapt strategy Chinese market. To achieve this, they should pay attention to the following factor
l Competitors existing in Chinese market
l Business environment in Chinese market, such as political, economic, social,technology
l Unilever’s advantage and weakness in China
l Unilever’s Product life cycle and Corporation life cycle.
u Next, I plan to find out these information about the methods used by Hazeline to enter into Chinese market and relevant news or report.
l Investment strategy - by purchasing local well-know company to overseas investment.
l Brand strategy - multi-brand
l Distribution strategy - multi-distribution
l Price strategy - skim or penetrate strategy
l Promotion strategy - advertisement
¨ Finally, I will analyse these strategies’ superiority and disadvantages.
l What effects these strategies have brought
l Whether these strategies have some latent defects
l Whether these strategies can be upgraded.
Reasons for the choice of issue
With China's 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 Unilever, 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 obeying 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, customers’ need, political, economic and social condition. Hazeline’s 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, 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 , Business Accounting and Business contract relationship.
International Marketing: The Mix offer the definition of 4P, meanwhile the content also includes their advantages and disadvantages. What’s more, it also introduces some reasons which strategy should be chosen.
Global Business Organizations explain how a company use business strategies.
Business Accounting teach us how analyse a company’s 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 opportunities and threats in foreigner markets.
Business contract relationship illustrates the way to solve and avoid serious labor conflict.
International Marketing: 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 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 GU2’s requirement, at same time, If I regarded Unilever as my topic, it would have less problem in the progress.
Primary and secondary sources of information
Source information includes primary information and secondary information.
Primary information
Primary information mainly includes questionnaire survey and inquiry.
About questionnaire survey, first of all, I ought to make a questionnaire containing valuable 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 Hazeline’s product is in customers’ 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 Hazeline’s product on the spot. On the one hand, these people have high odds be Hazeline’s consumers. On the other hand, if they are constant and industrious, besides Unilever’s 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 information
The prime way to acquire secondary information is internet, news and textbooks.
About news, Hazeline must be reported when they adopt new strategies or happen to important event as Unilever’s subsidiary, so news is one of alternative way. But, news has deficiency, for example, European news always do not pass to Asia simultaneously. 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 theories and manner to analyze annual report. By textbooks, I understand which strategies Hazeline should choose and how to carry out it further.
Methods and Justification
Comprehensive questionnaire is the way that can collect an amply amount of valuable and required data from customers directly without 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 customer’s feedback, besides, sales department is able to provide the percentage that Hazeline account for total shampoo sales volume. According to the information, Hazeline’s 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.
Plan
1. Negotiated dates for 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. Collecting the company’s relevant information
iii. Submit the draft of planning by Mar.9th.
b) This report covers four objectives which will be conducted as follows:
i. Find out Hazeline’s relevant strategy. (Mar. 10th – Mar. 13th)
ii. Analyse the strategies used by Hazeline in China. (Mar. 14th - Mar. 18th)
iii. Assess the advantages and disadvantages used by company.
(Mar. 19th –Mar. 21th)
iv. Submit the first draft of the investigation report at the end of Mar. 25st.
v. Submit the final investigation report at the end of Apr. 8th
c) Evaluate the report and submit the first draft of the evaluation stage by the end of Apr. 17th
2. Identification of the resources including time needed to carry out the investigation
The competition environment, the product information and a bit of feedback from customers exist in internet.
Survey on spot is very important. This is able to help me to make up the loopholes in the above information and realize some unexpected information.
Because Hazelineis a subsidiary of Unilever, so I obtain some relevant data from the official website of Unilever where financial report is. As an auxiliary, borrowing books from library also is option. During this period, those information such as background, common strategies and recent business strategies also can be known. These work will be completed before 19thMar
The questionnaires survey should be finished before 1st Mar. I takes 3 days to Conceive and fabricate the questionnaires, 4 days to execute the survey and 2 days to analyse result and get conclusion.
Activities log
Phase 1
1st– 5th Feb.
Choosing company
6th – 10th Feb.
Finishing personal skills, objective and objects
11th – 18th Feb.
Collecting the company’s relevant information
19thFeb –20thFeb.
Finishing initial report
Phase 2
21th –23thFeb.
Conceiving and fabricating questionnaire
24th – 27th Feb.
Executing questionnaire survey
28th Feb–1st Mar.
Analysing questionnaires
2nd – 4th Mar.
Collecting information in internet
5th – 6th Mar.
Inquiring salesman and other staff
7th Mar– 9th Mar.
Researching Chinese business condition
10th – 13thMar.
Finding out Hazeline’s relevant strategy
14th – 18thMar.
Analysing Hazeline’s business strategy
19th– 21th Mar
Analysing the strategies’ superiority and disadvantages
22th – 25th Mar.
Finishing initial developing report
Phase 3
26th – 30th Mar.
Waiting tutor’s advice
1st Apr – 8th Apr
Modifying final developing report
Phase 4
9th – 12th Apr.
Finishing report
13th – 16th Apr
Reviewing report
17th April.
Submitting evaluation
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