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SUBMI TTED BY:

TAHERA SIRAJ RANGOONWALA
I D:
FA11-MM-0100
SUBJ ECT:
MANAGERIAL POLICY
SUBMI TTED TO:
SIR ZAFAR MANNA



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TABLE OF CONTENT:



TOPI C

PAGE NO.

Introduction

3

Product range

5

Vision

7

Mission

7

SWOT matrix

8

The External Factor Evaluation (EFE)

10

The Competitive Profile Matrix (CPM)

11

The Internal Factors Evaluation (IFE) Matrix

12

Space Matrix

13

The Boston Consulting Group (BCG) Matrix

14

Conclusion

16

References

16





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I NTRODUCTI ON:
Dawlance is the Premiere Home Appliances Company in Pakistan with 30 years of history.
The company began its operation in 1980 with the production of Refrigerators. Today,
beside Refrigerators, Dawlance is producing Washing Machines, Chest Freezers,
Vertical Freezers, Split AC & Microwave Ovens.
Over these years Dawlance has not only developed the largest dealers network but has
also established the largest after sales service set-up across Pakistan.







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PRODUCT RANGE:
PRODUCT LI NE

Refrigerators
Deep Freezers
Freeze (Vertical Freezer)
Washing Machines
Microwave Oven
Air Conditioners
Televisions




Dawlance Refrigerators- A
hallmark of performance,
reliability and durability.
Monogram Series
Signature Series
Designer Series
Single Door Series
No Frost Series



Space-saving Compact
Design packed with highly
efficient cleaning
mechanism, powerful
pulsation and noise free
operation.
Washers
Twin Tub
Fully Automatic




Dawlance Freezers
Environment Friendly
Polyurethane Insulation
for greater cooling retain
ability and great savings
on annual electricity bills



Speedy Cooking &
Heating operation gives
steaming hot food in
minutes
Manual
Touch




For the first time in
Pakistan, T3 Super
Tropical zed Technology,
in conformance with
International Standards.
Split





Dawlance Small
Appliances- A range of
products that offers just
the right combination for a
Pakistani home
Vacuum Cleaner
Irons
Food Processor
Juicers
Sandwich makers
Toasters



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Introducing European
technology in home
entertainment from
Europe's.
Television 14
Television 21
Television 29
Television 34























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VI SI ON:

Make Dawlance A Global Brand By Practicing
Reliability: Make Pakistan Proud Of Us
"We are committed. Above everything else, Dawlance places its top priority on the
satisfaction of human beings the satisfaction of its customers, partners and
employees. All our policies and approach towards work revolve around our
corporate belief."


MI SSI ON:

Promote Reliability In Everything We Do In The Field Of
Household Appliances











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SWOT MATRI X:







STRENGTHS( s )
Customer loyalty.
Provide backup system when
light is not available
It can store more thing
It is environment friendly
It parts is easily available in
market.
ISO Certification.
Large scale n effective
market.
Cont R&D





WEAKNESS (W)
Price is bit high
It occupy more space
Consume more electricity.




OPPORTUNITIES (O)
Large market locally and
internationally.
No other company had yet
introduced this technology.
The democratic
environment.

SO Strategies:
Market penetration (S6,S7
,O1)
Increase the current usage of
customer and number of
customer through advertising,
salesman ship and improved
quality.

WO Strategies:
Marketing mix (W1,W2,W3)
The company must low
down the price and
simplified it design so it
consume less place and
electricity in order to cope
with short fall of electricity.



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THREATS:
Competitors are lowering
their price.
Terrorism.
Economic instability.
Short fall of electricity.










ST STRATEGIES:
Development of products (S1)
produces products with
change in color, size and
order.
Related diversification (S1,
S6, S7, and T1) in future
competition may become
tougher so diversify in to
different range of product.









WT STRATEGIES:
Retrenchment (T1, T3,W1)
reduce cost through
downsizing, sales of
useless assets, reducing
employees benefits etc.
T2 provide protection of
employees n their family
against terrorism to
developed employees
satisfaction.

















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EFE MATRI X:

EXTERNAL FACTORS:

WEIGHT

RATING
WEIGHTED
SCORE

OPPORTUNITIES:




1. Exploration of market in Pakistan 0.10 4 0.4
2. Rising population 0.06 3 0.18
3. Increase in product range 0.06 2 0.12
4. Export opportunities 0.07 2 0.14
5. Increase investment in power sector 0.09 3 0.27
6. Increase in production capacity 0.05 3 0.15


THREATS:


7. Strong competition 0.08 3 0.24
8. Chinese products 0.07 3 0.21
9. Customer demand is changing 0.04 3 0.12
10. Decreasing in Pakistani rupee value 0.05 3 0.15
11. Decreasing growth rate in Pakistan 0.09 2 0.18
12. Instability of government 0.06 1 0.06
13. Tax department 0.13 2

0.26
Total: 1.0 2.48


Conclusion:
Weighted score 2.48 indicates that dawlance would capitalize on opportunities and
threats.





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COMPETI TI VE PROFI LE MATRI X:

DAWLANCE

PEL

WAVES

CRITICAL
SUCCESS
FACTOR


WEIGH
T


RATING


SCORE


RATING


SCORE


RATING


SCORE
Market Share 0.05 4 0.2 2 0.1 3 0.15
Availability of
spare parts

0.20

4

0.8

3

0.6

3

0.6
After sale service 0.15 3 0.45 3 0.45 4 0.6
Pricing
competitiveness
0.13 4 0.52 3 0.39 3 0.39
Product quality 0.10 3 0.3 3 0.3 4 0.4
Advertising 0.07 4 0.28 4 0.28 4 0.28
Customer loyalty 0.10 4 0.4 3 0.3 4 0.4
Sale distribution 0.10 4 0.4 3 0.3 3 0.3
Promotion 0.1 4 0.4 3 0.3 3 0.3

TOTAL:

1.0

3.75

3.02

3.42


Conclusion:
Weighted score of dawlance is 3.75 means that it has an strong position in market than the other
companies like: PEL and LG.






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I FE MATRI X:


KEY INTERNAL FACTORS:

WEIGHT:

RATING:

WEIGHTED
SCORE:


STRENGHT:

1. Strong brand image 0.05 4 0.2
2. Strong dealer network
0.20
4
0.8
3. After sales service 0.15 3 0.45
4. Product innovation 0.13 3 0.39
5. ISO certification 0.10 5 0.5
6. High satisfaction level of employees 0.10 3 0.3


WEAKNESSES:

1. Financial problem 0.10 3 0.3
2. System variation 0.1 3 0.3
3. High selling and administration expense 0.07 4 0.28

TOTAL:

1.0

3.25



Conclusion:
Weighted score 3.25 indicates that dawlance is internally strong to support its strategies.




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SPACE MATRI X:
FS
Conservation 6 Aggressive
5
4
3
2
1
CA -6 -5 -4 -3 -2 -1 1 2 3 4 5 6 IS

Defensive -1 Competitive
-2
-3
-4
-5
-6
ES
STRATEGY:
This space matrix tells us that our company should pursue an aggressive strategy. Our company
has a strong competitive position it the market with rapid growth.





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BCG MATRIX:


BCG CASH COWS (low growth, high market share)

Little money consumption
Generates large amounts of money
We have selected refrigerator as a cash cow for dawlance because it provides much return
on little investment.
All that needs to be done is to milk it continuously with little investment
since such investment will be wasted with a market with low growth.
It is the most widely selling brand of our company and is also known to the
customers
Technologically speaking it is also quite old




BCG DOGS (low growth, low market share)

Consumes small amount of money
But generates small amount of money
Barely generates Break-Even meaning no profit no loss to the industry


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Washing Machine is the dog product of dawlance because investment is wasted and it can
bestialized to generate profit in some other product
There was no production of washing machines for two months owing to low demand
Thus Washing Machine should be sold off




BCG CASH COWS (low growth, high market share):

Consumes large amount of money
Generates small amount of money
Vertical freezers can be easily categorized as BCG QUESTION MARK
It is a relatively new product that has set its foots in the home appliances category
Customers are yet to become aware of it
Much investment needs to be done to market it otherwise it will become DOG

BCG STARS (high growth, high market share):

-Consumes large amounts of money because of their strong relative market share
-But also generates large amount of money because of their high growth rate
-Microwave is the star product of Dawlance because it is the second best selling product
-If market leadership is maintained it has potential to become CASH COW
FROM THE ABOVE BCG ANALSIS IT CAN BESUMMARISED THAT:

MICROWAVES whose high share and high growth assure the future for our
company if it becomes CASH COW;
REFRIGERATORS will supply funds for that future growth;
VERTICAL FREEZERS should be converted into stars with added funds








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CONCLUSI ON:
From the above information, it has been analyzed Dawlance is a big local
manufacturer of industry in Pakistan. It has got all engineering capabilities
and very good finance and of course technical know-how to produce
internationally accepted quality products.
Since Dawlance has very strong industrial base as well as deep-rooted
marketing network in Pakistan, they don't feel any threat from any of their
competitors, either local or from importers.
All Dawlance products are made for middle, upper-middle and upper class.






REFERENCES:
http://www.dawlance.com.pk
http://www.scribd.com/doc/76588985/BCG-DAWANCE
http://www.maxi-pedia.com/SPACE+matrix+model+strategic+management+method
http://www.scribd.com/doc/51880774/EFE-Matrix-Dawlance
http://www.pakistaneconomist.com/issue2002/issue23/f&m4.htm




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