COVER PAGE

Tables Of Content

Aim of the assignment 04
Structure of the assignment 04
Executive summery 05


1. TASK 01


1.1.Rational 07
1.2.Situation Analysis 08
1.3.Porters five forces analysis 10
1.4.Pest Analysis 11
1.5.SWOT Analysis 12


2. TASK 02


2.1. Introduction and Mission Statement 14
2.2. What is this plan about 14
2.3. Mission 14
2.4. Vision 14
2.5. Key audit Findings 1
2.6. Cooperate Overview 16
2.7.Market Overview 1
2.8. Key Issues 17
2.9. Objectives 1
2.9.1. Gap Analysis 1
2.9.2. Cooperate Objective 19
2.9.3. Other Financial Objectives 20
2.9.4. Marketing Objectives 20
2.10. Strategies 21
2.11. Segmenting, Targeting & Positioning 22
2.11.1. Segmentation 22
2.11.2. Targeting 23
2.11.3. Positioning 25
2.12. Marketing Mix Strategies 27
2.12.1. Product 27
2.12.2. Price 27
2.12.3. Place 29
2.12.4. Promotion 29
2.13. Strategic Tasks 3
2.14. Implementation 32
2.15. Budget 3



2.16. Evaluation 35
2.16.1. Product Evaluation 35
2.16.2. Price Evaluation 35
2.16.3. Place Evaluation 3
2.16.4. Promotion evaluation 3
2.17. Assumption and contingency Plan 3
2.17.1. Key Assumptions 36
2.17.2. Contingency 36


3. TASK 03


3.1. How Marketing planning supports to launch 39
3.1.1. What is a Marketing Plan 39
3.1.2. Purpose of Marketing Plan 39
3.1.3. Benefits of planning 39
3.1.4. Importance 40
3.2. How Audit was undertaken 4
3.2.1 What is an Audit 42
3.2.2. Importance 42
3.2.3. Problems/ issues Encountered when developing the Audit 42
3.3. Justification based on STP for Product Launch 45
3.3.1. Ansofts Matrix 45
3.3.2. Segmentation 46
3.3.2.1. Demographic 47
3.3.2.2. Geographic 4
3.3.2.3. Psychographic 4
3.3.3.Positioning 4
3.4. Examination of Potential Barriers that may encounter when Launching the Plan 50




4. References 53
Aim of this Report



This Report is aimed at delivering an evaluation plan, which will help Hameedia
(PVT) Ltd ascertain the current process of the companys production and retail
operations and suggest further improvements.
In addition this assignment will provide a report which considers the contribution
of tactical planning and some of
Its key aspects to the success of the organization coupled with an improvised
improved implementing process.

This is prepared and presented in the form of a formal report in order to be
considered by the Hameedias senior management team.






Structure Of The Assignment

The Report is focused on the following factors,


Evaluating the current background for the organization and
provide evidence base for the marketing plan.

Summarizing the findings for the purpose of convenience in
evaluating.

Assessing the way in which the marketing planning can benefit
Hameedia (Pvt) Ltd.

The role of marketing audit in the above mentioned marketing plan for
Metropolitan Computers.

The development of an appropriate new product development for hameedia
(Pvt) Ltd by utilizing a segmentation, targeting and positioning approach.

Identifying the potential issues that may occur when implementing the plan, and
presenting practical proposals to overcome them.
To: The Senior Management Team
From: Your Designation
Subject: Evaluation of Hameedia (Pvt) Ltds current processes and recommending room
for for improvement.
Date: 02/01/2012

Executive Summery..
The below Medium Term evaluation Plan is designed for Hameedia (Pvt) Ltd in
assessment of the companys current factory and retail operation.
The provided evaluation plan is based on the current processes used by the
company in manufacturing and marketing of the companys flagship product range
which includes brands such as.. , and this report will further discuss the
importance of strengthening the companys current processes while highlighting its
strengths and weaknesses, hence asserting its room for further improvements.
To build the foundation on the presented evaluation plan, it was governed by a
depth audit of hameedia (Pvt) Ltd which consists of its macro, micro and its
internal factors concerned thoroughly evaluated in order to help the company
improvise on its current market leadership position at hand as to its opportunities
and threats to take precautions.
Hameedia (Pvt) Ltd is one of the largest mens fashi on solution provider in
the current market which devours more than over 50% market share in the B to
C industry, it has been identified (rational in the micro, macro audit) that
hameedia (Pvt) Ltd should focus on unique innovation in the fashion industry to
achieve their companys slogan which is real men wear, real cloths.
An in-depth analysis and an evaluation is done on the following strategic
approaches in order to ascertain the current climate within its retail and production
processes.
Diversification and development through the Ansofts growth matrix.
Attract new customers and increase market share through adding new
products into product portfolio.
Introducing a better customer segmenting, targeting and
positioning approach to hameedia (Pvt) Ltds retail operations.
Finally a unique mix, which will introduce the tactical approach, which the
company should adapt when implementing the above strategies, will be developed.
In addition to the tactical plan, an evaluation report will also be produced which
will be considering the importance of implementing key aseptic changes in the
current processes.
The same report will further stress the importance of focusing and utilizing a
segmentation, targeting and positioning approach to the mens fashi on industry
and finally the report will assess the possible issues that may be encountered
when adapting the tactical plan into Hqameedia (Pvt) Ltd, as well as the
practical solutions for them.













1. Evaluation of current and possible
performance measurement standards
that can be used within the
organization

Quality management system
A system by which an organization aims to reduce and eventually
eliminate nonconformance to specifications, standards and customer
expectations in the most cost effective and efficient manner
(Source: http://www.businessdictionary.com/definition/quality-management-system-
QMS.html)
A potential QMS which could be used within Hameedia (Pvt)
Ltd.

1.1.1 SLS (Sri Lanka Standards)

SLS or SLS mark scheme is a third party grantee on quality of products. The
product Certification scheme is voluntary in nature however the SLS mark has
been made compulsory through the consumer protection act.
Benefits of adopting the SLS standards include:

SLS mark can be used as main marketing tool in promotions.
Reduces customer complaints.
Improves productivity.
Improved image
(Source: SLSI 2011 http://www.slsi.lk/product-slsimarked.php)

1.2.1 ISO 9001:2000

ISO 9001:2000 is a quality management system that deals with product and
production quality. It accepted that a proper quality management improves
business and according to
Wade and Barnes ISO 9000 guidelines provide a comprehensive model for
quality management systems that can make any company competitive and
implementing ISO often give the following advantages:

1. Create a more efficient, effective operation
2. Increase customer satisfaction and retention
3. Enhance marketing
4. Improve employee motivation, awareness and moral
5. Promote international trade
6. Increase profit
7. Reduce waste and increase productivity










ISO 9001:2000

ISO 9001:2000 is a set of standards for product quality management. According to
manufacturingnews.com, ISO 9001 systematically addresses every area of a
business where quality problems can occur. This gives managers broad latitude in
determining good policies and procedures, many of which are informal and already
exist but simply need to be documented and followed consistently.
Since Hameedia (Pvt) Ltd is in fact a Manufacturing/Retail organization, the set of
standards ISO 9001 offers will be ideal to improve production and product quality.

The top reasons for the adoption of ISO 9001:2000

To assist the ongoing expansion into international markets

As stated earlier, hamedia (Pvt) Ltd is looking to market products in different
quarters of the world. The current QMS used by the company is a local set of
standards and a local certification.
The ISO certification is a well known globally including the subcontinent.
Therefore adopting the ISO set of standards will help the transition into
international market. Also the ISO certification will act as a promotional tool in
both local and international markets.


To gain a competitive advantage

Emerald and ETC are the companys top competitors, (Refer appendix 1 for
competitor analysis) Emerald and ETC are not ISO certified companies.
The adoption of ISO 9001:2000 into hameedia (Pvt) Ltd will provide the company
with the competitive edge it needs to compete with the two top players in the
market.


To add value

Overall the certification will add value to the entire product mix and increase
perceived quality of Hameedia Products in the minds of the consumer.
This will improve the position of the Hameedia brand and have a direct impact on
sales. The certification will be used as a promotional tool to drive up revenues.


Additional revenue stream

Resource Management plays a vital role in todays production context. Hence
conservation of the environment is a sensitive issue in the world today. There is a
niche market for environmentally responsible products. With the adoption of ISO
and with the emergence of its ambitious international presence hameedia (Pvt) Ltd
could attract a whole new customer segment to the company.
These customers who are more often considered to be eco-minded are most often
price insensitive and dont mind spending more on eco products. Hameedia (Pvt)
Ltd under its existing product labels could produce an entire product range which
is Eco friendly and charge a premium; and this will be an additional revenue
stream within the international cycle it operates.

To save money

Compliance with the ISO marked set of standards will ensure less spending on
day-today operations. According iso.org, the use of ISO could lead to the
following benefits:
Reduced cost of waste management
Savings in consumption of energy and materiel
Lower distribution costs

Other benefits include:
Improved corporate image among customers and public
Framework for continual improvement of performance is built within the ISO
cycle.



Measurement criteria under the new standards

The following areas will be closely measured to analyze the effectiveness of the
new
standards.

Customer Productivity Employee
Customer loyalty Output from
production plants
Employee turnover
Repeat purchases Waste from
production plants
Employee
absenteeism
New customers Number of errors Idea generation
Loss of customers
Satisfaction levels



Summery

Neither Emerald nor xxxx are currently ISO certified, which will provide
Hameedia (Pvt) Ltd with a competitive advantage.

The recommended ISO standard will be an important addition to the
company as customers are becoming more aware about environmental issues and
also for the fact that the company needs to stay competitive.