Strategic Marketing Management for Fisher & Paykel in Singapore Market

Running head: STRATEGIC MARKETING MANAGEMENT
Strategic Marketing Management
Name of the Student
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STRATEGIC MARKETING MANAGEMENT
Executive Summary
The report has thrown light on the strategic marketing analysis of the Fisher & Paykel
Company which is based in New Zealand. The company wants to integrate the different
strategies and shift their focus in Singapore market in an effective manner. The external
environmental analysis has been conducted which helped in handling the various operations
in a well-organized manner. Additionally, the implications have been taken into attention
which helped in managing the dissimilar kinds of aspects in a positive manner.

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STRATEGIC MARKETING MANAGEMENT
Table of Contents
Executive Summary...................................................................................................................1
Introduction................................................................................................................................4
Situational Analysis...................................................................................................................4
Business Definition and Scope...............................................................................................4
External Environment- Remote Environment............................................................................6
Economic Forces....................................................................................................................6
Sociocultural Forces...............................................................................................................7
Political Legal Forces.............................................................................................................8
Technological Forces.............................................................................................................8
Natural Environment Forces..................................................................................................9
External Environment- Near Environment..............................................................................10
Market Review.....................................................................................................................10
Competitive Review.............................................................................................................11
Distribution Channels and Buyers (Intermediary Customers).............................................11
End User Customers.............................................................................................................12
Supply..................................................................................................................................14
Critical Success Factors...........................................................................................................15

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STRATEGIC MARKETING MANAGEMENT
Summary of Opportunities...................................................................................................15
Summary of Threats.............................................................................................................17
Critical Success Factors...........................................................................................................18
Situation Analysis- Internal Capabilities.................................................................................18
Organization Wide Capabilities...........................................................................................18
Marketing Capabilities.........................................................................................................19
Problem and Opportunities Statement.....................................................................................20
References................................................................................................................................22

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STRATEGIC MARKETING MANAGEMENT
Introduction
The report helps in the overall analysis of the strategic marketing plan wherein the
main purpose is to analyse the external environmental analysis which will be beneficial for
the identification of the different factors which can affect the success of the organization. The
strategic marketing planning is the ongoing kind of process which helps in identification of
promotional opportunities along with evaluation of these kinds of opportunities as well.
Fisher & Paykel is the major appliance manufacturing organization which is based in
New Zealand wherein the company was the major importer of the domestic refrigerators
("Home -Fisher & Paykel Appliances", 2018). The different kinds of trademarked appliances
which is inclusive of Aerotech ovens, washing machines which are smart drive in nature
along with Smart load top loading dryers. The different products of the Fisher & Paykel are
available in more than 80 countries in the entire world. In 2001, Fisher & Paykel industries
was split in two divisions which is inclusive of Appliances and the healthcare aspects.
The main aim and purpose of the assignment is to understand the remote environment
along with near environment aspects as this will be providing a brief overview on the
PESTEL along with the competitive and market review of the industry in which the
respective company operates. Strategic Planning is helpful framework as this will help fisher
& Paykel in setting policies and strengthen the different operations effectively.
Situational Analysis
Business Definition and Scope
Mission and Vision Statement

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STRATEGIC MARKETING MANAGEMENT
The mission of the Fisher & Paykel Company is to become the most human-centred
appliances related brand in the entire world. The main aim of the respective company is to
communicate with integrity by the different ordinary people along with commitment to make
the life of the individuals a little better in nature (Piercy, 2016). On the other hand, the vision
of the company is to innovate the different products and appliances which are being sold by
the company to their customers which will increase their brand image.
Market Definition
The major target customers of the Haier Company are the niche customer group who
have the ability to pay high price for the different products along with the services. However,
in the future, the organization wants to target the different group of customers from the
various income groups which will be beneficial for gaining more competitive advantage in an
efficient manner (Banerjee, 2017).
Product Definition
Product category Our products/brands
Kitchen Appliances
Built-in Ovens, Cooktops, Ranges, Ventilation along
with Companions and Microwaves
Healthcare Humidification, Breathing Circuits, Chambers, Masks
along with Interfaces
Laundry Appliances
Wash-Accessories, Top Leaders and Front Leaders
Dry- Dryers