(完整版)HND大综合2planning详解(可编辑修改word版)

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 andtimescales for conducting the investigation7Identification of the resources including time needed to carry out the investigation .8Personal assessment of skillsI have a lot of advantage, such as honest and opt

3、imism. Due to good group consciousness, I can make contribute to cooperation and cohesion so that achieve organization goal as early as possible Wlwn teanunates speak, I am able to listen to their communication. If having mistake or different opinion, I will talk about with them instead of directly

4、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 deadlineBefore project, I realize my weakness I have obsessive compulsive disorder, When I want to solve one thing, if it is

5、unfinished, I will never do the next thing so, sometimes, my projects speed of progiess is luicertaiii Aiianging 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

6、 weakness on above aspect, at same time, GU2 also is good for improving these abilities such as, communication and expressionTitle 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 into Chinese

7、 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 die report are giving as follows:1) Survey the inte

8、rnal and external situation of Hazeline.2) Identify opportunities and threats in Chinese marketa) By PEST Analysis, to realize Chinese market environment.b) Analyze the Hazelines Product life cycle and Corporation life cycle3) Analyse the strategies used by Hazeline in Chinaa) 4P analysisb) Standard

9、ize or adapt if s marketing mix4) Assess the advantages and disadvantages used by conipany.Statement of issues of investigateFirst and foremost, Hazeliiie is Uiiileveis subsidiaiy, and Unilever is world famous multinational corporation founded in Europe rather than China, however, now, we can see Un

10、ileveis product ill a number of supennarket, 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 th

11、e interior circumstances and external circumstances, such as: Local market local competition condition Foreigner market such as China Foreigner competition condition Furthermore, when Hazeline decides to enter into China, senior manager must adapt strategy Chinese market. To achieve this, they shoul

12、d pay attention to the following factor Competitors existing in Chinese market Business environment in Chinese market, such as political, economic, sociahtechnology Unileveis advantage and weakness in China Unilever，s Product life cycle and Coiporation 丘启 cycle Next, I plan to find out these informa

13、tion about the methods used by Hazeline toenter into Chinese market and relevant news or report. Investment strategy - by purchasing local well-know company to overseas investment. Brand strategy - multi-brand Distribution strategy - multi-distribution Price strategy - skim or penetrate strategy Pro

14、motion strategy - advertisementFilially, I will analyse these strategiessuperiority and disadvantages What effects these strategies have brought Whether these strategies have some latent defects Whether these strategies can be upgradedReasons for the choice of issueWith China*s economy develop rapid

15、ly, 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,

16、there must be obvious reason that facilitate Unilever breeds the decision about overseainvestment. 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 str

17、ange condition where customersfigure and aesthetics standard are not same as Western people, so Hazeliiie ought to make survey before entiy for instance, customers9 need, political, economic and social condition. Hazeliiie development histoiy is usefxil to understand their culture and common strateg

18、ies. 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, rightdistribution strategy make contribute to obtain Chinese market easily.My study may involved these HND

19、 unit textbooks: International Marketing: The Mix. International Marketing: An introduction, Global Business Organizations. Business Culture and Strategy , Business Accounting and Business contract relationshipInternational Marketing: The Mix offer the definition of 4P, meanwhile the content also in

20、cludes their advantages and disadvantages Wliafs 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

21、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 Ma

22、rketing: An introduction is good for choosing entry mode.Justiflcation for the choice of businessAs 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 a

23、ll the time. According its character, I think Hazeline confonns to GU2，s requkement, at same time. If I regarded Unilever as my topic, it would have less problem in the progressPrimary and secondary sources of informationSource information includes primary information and secondary information.Prima

24、ry 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 street. Recently, mobile phone is increasi

25、ngly 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 Hazelme product is ill customers* mind. When the number of passerby asked is adequate, I can obtain required message that is benefit to make business

26、strategies.Ill inquiiy aspect, I will survey the salesmen of Hazeliiies product on the spot. On the one hand, these people haw high odds be Hazelines consumers Oil the other hand, if they are constant and industrious, besides Unilever，s iiifonnation, they also offer competitors5 condition. Apart fro

27、m salesmen, managers also is good choice, howe-er, it is hard for student to interview managers because of scarce social resourcesSecondary informationThe prime way to acquire secondary information is internet, news and textbooksAbout news, Hazeline must be reported when they adopt new strategies or

28、 happen to important event as Unileversubsidiaiy, so news is one of alteniati*e 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 a

29、bundant message without time or geography limitation. Meanwhile, internet can offer some message that I can not get in local marketAbout 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 o

30、ut 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 customers9 state for Hazeline and others congeneric product.Surve

31、ying on the spot has similar advantage with questionnaire. Interior staff can offer me customers feedback, besides, sales department is able to provid己 the percentage that Hazeline account for total shampoo sales volume. According to the information, Hazeline9s life cycle can be inferred.Official we

32、bsite has Unilever as well as Hazelin J de-elopment progress, annual report which conduce to analyse business condition and strategies used recently.PlanL Negotiated dates for the planning, development and evaluation ofthe project and timescales for conducting the investigationa) The planning stage

33、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 Hazelineii Collecting the company，s wlevant informationiii. Submit the draft of planning by Mar.9thb) This report covers four objectives whic

34、h will be conducted as follows:1. Find out Hazeline relevant strategy .(Mar. 10th 一 Mar. 13th)ii Analyse the strategies used by Hazeline in China(Mar. 14th - Mar. 18th)iii. Assess the advantages and disadvantages used by conipany.(Mar. 19th - Mar. 21 th)iv. Submit the first draft of the investigatio

35、n report at the end of Mar. 25st.v. Submit the final investigation report at the end of Apr. 8lhc) 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 out the investigationThe competition envi

36、ronment,什】e 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 informati