HND大综合2planning详解

1、ContentsPersonal assessment of skills2Title of the project2Objectives of the project2Statement of issues of investigate3Reasons for the choice of issue4Justification for the choice of business5Primary and secondary sources of information6Primary information6Secondary information6Methods and Justific

2、ation7Plan8Negotiated dates for the planning, development and evaluation of the project and timescales for conducting the investigation .7Identification of the resources including time needed to carry out the investigation8Personal assessment of skillsI have a lot of advantage, such as honest and op

3、timism. Due to good group consciousness, I can make contribute to cooperation and cohesion so that achieve organizations 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 directl

4、y 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

5、 it is unfinished, I will never do the next thing. so, sometimes, my projects 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 im

6、prove my weakness on above aspect, at same time, GU2 also is good for improving these abilities such as, communication and expression.Title of the projectThe title of my report is Hazeline in China- investigation on the marketing strategy of Hazeline.Objectives of the projectWhen planing to enter in

7、to 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) Surve

8、y 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 Hazelines Product life cycle and Corporation life cycle.3) Analyse the strategies used by Hazeline in China. a) 4P analy

9、sis b) Standardize or adapt its marketing mix4) Assess the advantages and disadvantages used by company.Statement of issues of investigateFirst and foremost, Hazeline is Unilevers subsidiary, and Unilever is world famous multinational corporation founded in Europe rather than China, however, now, we

10、 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 also is participant. There are lots of reason which make contribution to the progress, such as domestic factor and foreign factor. I will inve

11、stigate the interior circumstances and external circumstances, such as:l Local marketl local competition conditionl Foreigner market such as Chinal Foreigner competition conditionu Furthermore, when Hazeline decides to enter into China, senior manager must adapt strategy Chinese market. To achieve t

12、his, they should pay attention to the following factorl Competitors existing in Chinese marketl Business environment in Chinese market, such as political, economic, social,technologyl Unilevers advantage and weakness in Chinal Unilevers Product life cycle and Corporation life cycle.u Next, I plan to

13、 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-brandl Distribution strategy - multi-distributionl Price strategy - sk

14、im or penetrate strategyl Promotion strategy - advertisement Finally, I will analyse these strategies superiority and disadvantages.l What effects these strategies have broughtl Whether these strategies have some latent defectsl Whether these strategies can be upgraded.Reasons for the choice of issu

15、eWith 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 Unilever, and Hazeline just obeys it. Unilever is multinational corporation, when it enter into China, its

16、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 lar

17、ge 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. Hazelines development history is useful to understa

18、nd 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 e

19、asily.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 definitio

20、n 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 explain how a company use business strategies.Business Accounting teach us how analyse a companys business condi

21、tion 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 s

22、erious 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 competitivel

23、y, 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.Primary and secondary sources of information Source information includes primary in

24、formation 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 questions about their need and opinion. The next step is to interview passerby in

25、 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 customers mind. When the number of passerby asked is adequate, I can obtain require

26、d 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 hand, if they are constant and industrious, besides Unilevers information, they also

27、 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 secondary information is internet, news and textbooks.About news, Hazeline must be

28、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 simultaneously. Internet solved the problem.About internet, it is much convenient to collec

29、t 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 strate

30、gies 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 without human intervention. By these authentic data, I can understand customers state fo

31、r 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 Hazeline account for total shampoo sales volume. According to the information, Haz

32、elines 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 for the planning, development and evaluation of the project and timescales for cond

33、ucting 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 companys relevant informationiii.Submit the draft of planning by Mar.

34、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 the advantages and disadvantages used by company. (Mar. 19th Mar. 21th) iv.S

35、ubmit the first draft of the investigation report at the end of Mar. 25st.v.Submit the final investigation report at the end of Apr. 8thc)Evaluate the report and submit the first draft of the evaluation stage by the end of Apr. 17th2. Identification of the resources including time needed to carry ou

36、t the investigationThe 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 back