SUBMITTED BY:

TAHERA SIRAJ RANGOONWALA

ID:
FA11-MM-0100
SUBJECT:
MANAGERIAL POLICY
SUBMITTED TO:
SIR ZAFAR MANNA

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 TABLE OF CONTENT:

TOPIC PAGE NO.

3
Introduction
5
Product range
7
Vision
7
Mission
8
SWOT matrix
10
The External Factor Evaluation (EFE)
11
The Competitive Profile Matrix (CPM)
12
The Internal Factors Evaluation (IFE) Matrix
13
Space Matrix
14
The Boston Consulting Group (BCG) Matrix
16
Conclusion
16
References

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INTRODUCTION:

 Dawlance is the Premiere Home Appliances Company in Pakistan with 30 years of hist
 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 dealer’s network but has
also established the largest after sales service set-up across Pakistan.


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4
PRODUCT RANGE:
 PRODUCT LINE

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

Space-saving Compact
Dawlance Refrigerators- A Design packed with highly
hallmark of performance, efficient cleaning
reliability and durability. mechanism, powerful
Monogram Series pulsation and noise free
Signature Series operation.
Designer Series Washers
Single Door Series Twin Tub
No Frost Series Fully Automatic

Dawlance Freezers Speedy Cooking &

Environment Friendly Heating operation gives
Polyurethane Insulation steaming hot food in
for greater cooling retain minutes
ability and great savings Manual
on annual electricity bills Touch

For the first time in Dawlance Small

Pakistan, T3 Super Appliances- A range of
Tropical zed Technology, products that offers just
in conformance with the right combination for a
International Standards. Pakistani home
Split 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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VISION:

“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."

MISSION:

Promote Reliability In Everything We Do In The Field Of

Household Appliances

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OPPORTUNITIES (O)
 Large market locally and
internationally.
 No other company had yet
introduced this technology.
 The democratic
environment.
SWOT MATRIX:
STRENGTHS(s) WEAKNESS (W)
 Customer loyalty.  Price is bit high
 Provide backup system when  It occupy more space
light is not available
 Consume more electricity.
 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
SO Strategies: WO Strategies:
 Market penetration (S6,S7  Marketing mix (W1,W2,W3)
,O1)
 The company must low
 Increase the current usage of down the price and
customer and number of simplified it design so it
customer through advertising, consume less place and
salesman ship and improved electricity in order to cope
quality. 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 MATRIX:
WEIGHTED
EXTERNAL FACTORS: WEIGHT RATING 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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 COMPETITIVE PROFILE MATRIX:

DAWLANCE PEL WAVES

CRITICAL
SUCCESS WEIGH RATING SCORE RATING SCORE RATING SCORE
FACTOR T
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 0.13 4 0.52 3 0.39 3 0.39
competitiveness
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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 IFE MATRIX:

KEY INTERNAL FACTORS:

WEIGHT: RATING: WEIGHTED

SCORE:

STRENGHT:
1. Strong brand image 0.05 4 0.2
2. Strong dealer network 4
0.20 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 MATRIX:

FS
Conservation 6 Aggressive

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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 CONCLUSION:
 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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