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International marketing Report on Fisher & Paykel Appliances Ltd Submitted By:- Bhoomit Sakariya Submitted To: -

International marketing Report on Fisher & Paykel Appliances Ltd

Submitted By:-

Bhoomit Sakariya

Submitted To: - Freddy Variava Date: -

Table of Contents

Executive Summary ….…………………………

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Introduction ………………………………………

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Market analysis ………………………………

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Similarities and differences ………………………………… ..

Conclusions …….………………………………………

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Recommendations ..

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References ………………………………………………

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Executive summary This report contains the possibilities of international trades swith the India from an Auckland based company called Fisher & Paykel Appliances Ltd. This company became global company since it started designing its products in 1934. It is manufacturing its products in New Zealand, China, Italy, Mexico and Thailand and also operating in 50 countries worldwide. Fisher & Paykel is running its business successfully since 81 years. Company has huge brand portfolio in which some of them are so popular. Recently launched the Dish drawer Double drawer washer now become more accepted because of its effectiveness against washing the dish by hands or other available brands. Company is also focusing mainly on requirements and needs of its customers by using new technologies and innovations to serve consumers.

The product portfolio of company covered all age groups of customers. It has already made a well-known image in consumers’ mind so that it is very difficult for other competitors in the market to displace it. Various strategies have been altered with marketing policies of company to strengthen its presence in international market. By and large, this report offers comparison between India and New Zealand, identifying the target market, communication method, possibilities of doing business in India, conclusions and recommendations for Fisher & Paykel appliances Ltd.

Introduction

This assignment involves trading possibilities with India by Fisher & Paykel from Auckland. The company was importing appliances from overseas in its stating days until government of New Zealand stopped the import from overseas in 1938. At that time, company needed to change its whole strategy. However, company was allowed to import parts from US and that is why Maurice Paykel and Woolf Fisher built a factory and started to gather appliances. They were the first in the world who created plastic liners and insulation. (Fisher & Paykel New Zealand Limited, 2012).

During 1955, H.E.Shacklock Ltd was acquired by Fisher & Paykel and dominated domestic market in cooking ware in that era. But big changes in technological innovation came at the end of 60’s decade when company brought flexible machinery lines which could pierce and cut many sizes and shapes of coiled steel. And the first product was the Compact dryer made by its own engineers. In 1980s, Brushless Direct Current Motors was introduced by company which was one of its kinds of first appliances in the world. It was the initiation of advance clothes washer machines. Some of the inventions like Active Smart refrigeration technology and Dish Drawer for dishwasher have already separated Fisher & Paykel from other giant companies in home appliances in the world. Company has won many innovation and design awards in different product categories. Today company has a staff of more than 3500 people who are working in the company. (Fisher & Paykel New Zealand Limited, 2012). Company has a strong presence in home markets like New Zealand and Australia. Also company is witnessing steady growth in North America and other countries. On the other hand, company is seeing huge growth and profit potential in India and China due to their huge population. Company is seeking low cost entry in cities of both these countries. In India, Company has very low presence compare to other countries. Company entered in India in 2012 with an aim to establish its network in a country which has huge middle class. In this report,

research has been done depending on similarity and differences that company might have to face and various factors that might affect company in Indian market.

Analysis of country

Marketing strategy assignment report on: International Marketing Strategies of Nestle Company

References

Fisher & paykel appliances holdings limited: Consumer products - company

profile, SWOT & financial report.

(2014). London: Progressive Digital

(n.d.).Retrievedfromfisherpaykel:https://www.fisherpaykel.com/nz/company/histor

y/

Fisher & Paykel. (2012, March 31). Annual Reports. August 6, 2012. Retrieved from Fisher & Paykel:http://www.fisherpaykel.co.nz/global/investors/reports.cfm

Fisher & Paykel New Zealand Limited. (2012, August 28). Who We Are. August 28, 2012. Retrieved from Fisher & Paykel:http://www.fisherpaykel.co.nz /global/company/who_we_are.cfm

http://www.nzherald.co.nz/business/news/article.cfm?c_id=3&objectid=10792138

Fisher & Paykel New Zealand Limited. (2012, August 28). Who We Are. August 28, 2012. Retrieved