HND大综合2planning.docx
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HND大综合2planning.docx
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HND大综合2planning
Contents
Negotiateddatesfortheplanning,developmentandevaluationoftheprojectandtimescalesforconductingtheinvestigation..................................................................7
Personalassessmentofskills
Ihavealotofadvantage,suchashonestandoptimism.Duetogoodgroupconsciousness,Icanmakecontributetocooperationandcohesionsothatachieveorganization’sgoalasearlyaspossible.Whenteammatesspeak,Iamabletolistentotheircommunication.Ifhavingmistakeordifferentopinion,Iwilltalkaboutwiththeminsteadofdirectlyasking.Icanworkaloneandworkwithothershavingvariouscharacter.Apartfromthese,Ihavebetterexecutivepower.Missionbelongingtome,willusuallybeachievedbeforedeadline.
Beforeproject,Irealizemyweakness.Ihaveobsessivecompulsivedisorder,WhenIwanttosolveonething,ifitisunfinished,Iwillneverdothenextthing.so,sometimes,myproject’sspeedofprogressisuncertain.Arrangingmissionimproperlyoftenleadtolowefficient.Inaddition,becauseofcarelessnesssometimes,thereishighmistakeoddsinmywork.TheGU2isaopportunitythatcanhelpmeimprovemyweaknessonaboveaspect,atsametime,GU2alsoisgoodforimprovingtheseabilitiessuchas,communicationandexpression.
Titleoftheproject
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.
InternationalMarketing:
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.Assessthe
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