Assignment Title

The main objective of Khind organization is to be a leading Home Appliance products provider in Malaysia and other markets, with a focus on delivering high technology products to customers. To achieve this goal, the organization needs to select a potential target market for its products, such as upper-class segments, consumers concerned about lifestyle, quality, and health benefits. Khind's positioning is based on latest technology, health benefits, and premium branding. The marketing strategies include product development, pricing policy of 'cost plus fixed markup', place/distribution strategy through globalization, and promotion strategy through direct communication with consumers.

international Marketing Plan
Khind Holdings Berhad

Table of Contents
Introduction......................................................................................................................................1
Current Situation Analysis...............................................................................................................1
2.1 Competitor Analysis..............................................................................................................1
2.2 Customer Analysis.................................................................................................................1
2.3 Government Regulations........................................................................................................1
Export Capacity...............................................................................................................................2
SWOT Analysis...............................................................................................................................2
Critical Success Factors...................................................................................................................3
Objectives........................................................................................................................................3
6.1 Mission Statement..................................................................................................................3
6.2 Company Objective................................................................................................................3
Target Markets.................................................................................................................................4
Positioning.......................................................................................................................................4
Marketing Strategies........................................................................................................................4
9.1 Product Strategies..................................................................................................................4
9.2 Pricing Strategies...................................................................................................................5
9.3 Place/Distribution Strategies..................................................................................................6
9.4 Promotion Strategies..............................................................................................................6
Relationship Management with Distributor.....................................................................................6
Advertising and Promotional Budget..............................................................................................6
Sales Forecast..................................................................................................................................7
Implementation................................................................................................................................7
Recommendation and Conclusion...................................................................................................7
References........................................................................................................................................8
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Introduction
Khind Holdings Berhad is considered as an investment holding company which engages in the
production, assembly, and trading of different home appliances. It is situated in Malaysia which
performs its business operations internationally. It deals in different ranges of products like fan
series, beauty appliances, ironing appliances, water heaters, washing machines, kitchen
appliances, water products, and refrigerator (Paliwoda, 2013). In this report, we will study the
international market plan of Khind for penetrating the market of Thailand.
Current Situation Analysis
2.1 Competitor Analysis
The nearest competitors of the Khind organization are Phillips, Toshiba and White Dove
Enterprise. All these competitors are struggling more to achieve the no.1 rank in the market.
They are following the different marketing strategies for attracting a large number of customers
like Product Differentiation (Radville, 2014). These strategies enable them to gain the
competitive advantage in the market.
2.2 Customer Analysis
The potential customers for the Khind are those customers who are more concerned about their
lifestyle. It offers such products which enhance the lifestyle of the customers. Their product is
specially designed to satisfy the upper and mid class individuals who provide them highly
satisfaction and enhance their living standards.
2.3 Government Regulations
The government of Malaysia plays an important role in the marketing of the products.
Government formulates various regulations for regulating the trade circle. It operates a system of
import licensing and export licensing which helps in the organization in regulating the import
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and export of its products. It is necessary for the organization to follow Harmonized Tariff
system for classification of goods. This helps the organization in enhancing the export of
products.
Export Capacity
Khind organization is most reputed organization of Malaysia. Khind organization expects that it
will be able to enhance its export more than 20% in future or it has done this. The organization is
able to earn RM50 million till 2009. Now, the organization exports its products more than 50
Countries. Due to its high export capacity, the organization can easily penetrate itself in the
Thailand’s market (Hollensen, 2015).
SWOT Analysis
Strengths Opportunities
 High experienced business units
 High revenue and profitability
 High skilled employees
 Sponsorship of entertainment and
sports events
 Flexibility in selecting the market
 Increasing Demand
 Developing economy
 Large Market
 Growth rates and high export capacity
Weaknesses Threats
 High Cost Structure
 Debt rating in future
 Future earnings
 Limited Market Share
 Financial Capacity
 Growing Costs
 Lower Earning and increasing
competition
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 More labor cost
 Growing competitive industry
dynamics
 Price War with nearest competitors
Critical Success Factors
 High Brand Image: The organization brand is most popular and preferred by everyone.
Whenever consumer visits any store they always has a brand image in their mind. Brand
image is created by the organization through high experience.
 Quality: Product quality of Khind is very high, due to this Khind products are preferred
by a large number of customers.
 Technology: The organization utilizes high technology for producing their products. This
will make the products differ from the existing products on the market.
Objectives
6.1 Mission Statement
The mission of the Khind is to provide one-stop solutions to different customers that able to
achieve production efficiency through product and process innovation to deliver environment-
friendly products.
6.2 Company Objective
The main objective of the Khind organization is to be the leading organization of Home
Appliance products in Malaysia as well as other markets also (Ferrell, 2012). In addition to it, the
organization also wants to deliver high technology products to their different customers.
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Target Markets
If Khind wants to expand its business in Thailand, then it is necessary for the organization to
select a potential target market for its products. The target market for the Khind products in
Thailand can be:
 Upper-Class Segments
 Consumers who are more concerned towards their lifestyle
 Consumers who want to purchase high-quality products at good price.
 Consumers who are more worried about health and safety issues (Cui, 2015).
Positioning
Khind positioning is to distinguish its products on the basis of latest technology which offered to
the consumer on the basis of different health benefits. The main philosophy of Khind is to make
people lives better, healthier and convenient. The positioning strategies adopted by the Khind are
technologically brilliant and futuristic. As they are in premium and upper segment, so they are
introducing its brand as young, premium and vibrant.
Marketing Strategies
9.1 Product Strategies
For managing the lifestyles of individuals, Khind has developed a range of complementary
products to provide efficient services to their customers. it is the largest manufacturer of home
appliances products. Its products include:
Home appliances:
 Refrigerators
 Washing Machines
Kitchen Appliances
 Airpot & Kettle
 Cooker Hood
Fan Series
 General Fan
 Humidifier
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 Air Conditioners
 Water Purifies
 Cookery Range
 Egg Cooker
 Hob
 Industrial Fan
 Winter Snow Series
9.2 Pricing Strategies
The organization is utilizing the pricing policy of "cost plus fixed markup." It means that the
pricing policy is associated with the reasonable profit and cost of the product. The organization
has developed a special team for conducting the research of market in a detailed manner (Lee,
2012). This team collected all the information of pricing strategies of its competitors through
conducting extensive research. When the organization launches its products first time in the
market, it sells their products at high prices, but after some time it has been able to minimize the
product prices.
9.3 Place/Distribution Strategies
Khind serves a worldwide market by establishing different business units in nearly hundred and
twenty locations. The main motive of the organization is fast and rapid growth, and it can only
be attained through globalization. In order to sell its products in Thailand’s market, the
organization has tied up with various distributors who are responsible for distributing the
different products of the organization to a large number of customers.
9.4 Promotion Strategies
Khind always focused on the concept of promotional advertisement. The organization feels that
for promoting its product in Thailand market it need to conduct direct communication with the
consumers which enables the organization to sell its products efficiently. Due to this, the
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advertisements of the organization can be seen in throughout the year in magazines, the internet,
newspapers, and televisions. For effectively promoting its brand the organization calls different
famous personalities.
Relationship Management with Distributor
Khind recently hosted more than 10 top distributors of different nations. The organization has
healthy relations with its distributors. The organization always welcomes the new distributors
and provides various discounts on selling the products of it (Ferrell, 2012). It considered that the
distributors are the key to success so it needs to manage an effective bonding with its
distributors.
Advertising and Promotional Budget
Khind is going to formulate expansion plans for their organization. For fulfilling this purpose,
the organization has spent Rs 800 crore on the marketing of its products on this year, which is an
increase of almost 25 percent against the previous year marketing expense. Now, for penetrating
the Thailand’s market, the organization will fix the budget of 1500 crore which helps the
organization in enhancing its brand image in the eyes of consumers.
Sales Forecast
Khind outlined its sales forecast to 2015 and 2016, it stating that they now expect to sell between
500,000 and 600,000 its products in 2015 and a billion of products in 2016. There are different
reasons for enhancing the sales forecasts of the organization which is latest technology, high
demand and better quality.
Implementation
A successful implementation of marketing strategies needs a purposeful tactical marketing plan
which should be aligned with different growth strategies of business. Effective implementation
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requires a specific targeting plan for key influencers and decision makers which build the
strategic image of the organization in the market (Morgan, 2012).
Recommendation and Conclusion
After studying all this, we can conclude that the organization should focus more on developing
effective strategies to expand itself in Thailand market. Moreover, the plan needs to be
implemented with the serious consideration of limited resources, namely, time and budget. It is
suggested that the marketing managers should be diligently following these plans as under the
defined budget to ensure that the budget does not cross the allowed sum. It is recommended that
the implementation of the plan as per above suggested method should not be the considered
rigid. The reason behind is that there can be various unseen factors that might impact the
scheduled implementation of the plan and therefore extra buffer in the form of time and money
should be there to ensure that overall plan gets implemented with greater effectiveness.
References
Paliwoda, S. and Thomas, M., 2013. International marketing. Routledge.
Radville, L., Gonda-King, L., Gomez, S., Kaplan, I. and Preisser, E.L., 2014. Are exotic
herbivores better competitors? A meta‐analysis. Ecology, 95(1), pp.30-36.
Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.
Ferrell, O.C. and Hartline, M., 2012. Marketing strategy, text and cases. Nelson Education.
Cui, G., Wong, M.L. and Wan, X., 2015. Targeting high value customers while under resource
constraint: partial order constrained optimization with genetic algorithm. Journal of Interactive
Marketing, 29, pp.27-37.
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Lee, W.I., Shih, B.Y. and Chen, C.Y., 2012. A hybrid artificial intelligence sales‐forecasting
system in the convenience store industry. Human Factors and Ergonomics in Manufacturing &
Service Industries, 22(3), pp.188-196.
Morgan, N.A., Katsikeas, C.S. and Vorhies, D.W., 2012. Export marketing strategy
implementation, export marketing capabilities, and export venture performance. Journal of the
Academy of Marketing Science, 40(2), pp.271-289.
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