Detailed Strategic Marketing Management Report: Fisher & Paykel

This report provides a comprehensive strategic marketing analysis of Fisher & Paykel, focusing on its expansion into the Singapore market. It begins with an executive summary and table of contents, followed by an introduction outlining the company's mission, vision, and product offerings. The report conducts a thorough situational analysis, including a business definition and scope, external environment assessment (remote and near), market and competitive reviews, and analysis of distribution channels, end-user customers, and supply chains. It identifies critical success factors, summarizes opportunities and threats, and evaluates internal capabilities. The report presents a problem and opportunities statement, references, and concludes with a strategic marketing plan focusing on the Singapore market. The analysis includes PESTEL analysis, market review, competitive analysis, and recommendations for strategic marketing management. The report's primary aim is to evaluate the external environmental factors to identify factors that can affect the company's success in the Singapore market.

Running head: STRATEGIC MARKETING MANAGEMENT
Strategic Marketing Management
Name of the Student
Name of the University
Author note

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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

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STRATEGIC MARKETING MANAGEMENT
Competitors
Competitors Competing products
Haier Dishwashers, Washing Machines and Micro ovens
Samsung Mobile Appliances and Accessories and Micro-ovens
LG Fridge, Dishwashers and Micro-ovens
Electrolux
Fridges, Micro-ovens and different other electronic
appliances
Scope
The time frame of the strategic plan is 12 months as this will assist in handling the
various kinds of activities in the different cities of Singapore in an efficient manner.
External Environment- Remote Environment
Economic Forces
Scenario
The economic environment of Singapore is vibrant in nature and is developing at a
very fast pace as well. The corruption-free environment of Singapore is helpful in nature in
managing the different aspects as the success is generated due to the strategic geographic
location. However, on the other hand, Fisher & Paykel will be facing different issues which is
related to labour shortages along with rising costs of labour in a negative manner (Mcdonald,
2016).
Implications

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STRATEGIC MARKETING MANAGEMENT
Opportunities Rating Threats Rating
Government has invested
huge amount in diversifying
the Singaporean economy
4 The increase in the cost of
the labour along with
decline in the entire
productivity
5
Sociocultural Forces
Scenario
The literacy rate and the purchasing power of the Singaporean economy is huge in
nature and this will be supportive for Fisher & Paykel in managing the various types of
operations in becoming highly successful. Furthermore, the country helps in attracting the
international trade along with foreign investment in an effective manner. On the other hand,
the country follows the different traditional values which can be challenging for Fisher &
Paykel in order to become competitive in nature (Andrews & Shimp, 2017).
Implications
Opportunities Rating Threats Rating
Literacy Rate and the
Purchasing Power is High
in nature
5 Traditional values and
norms are affecting the
overall international trade
in a negative manner
3

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STRATEGIC MARKETING MANAGEMENT
Political Legal Forces
Scenario
The Singapore have stable government rules and regulations which that will be
effective for the accomplishment of the organization in an appropriate manner. For Fisher &
Paykel, the political risks are low and the country enjoys the lowest political risks in the
continents. Fisher & Paykel can perform the different activities that will be beneficial for the
success of the organization in the respective business environment (Sargeant &
MACQUILLIN, 2016). However, there can be issues related to the limited dissemination of
the content which can discourage the different new entrants in the Singaporean market in a
negative manner.
On the other hand, there are different policy initiatives which have been formed by
the Singapore government in order to increase the economic growth. However, there are
different kinds of tax related issues and the content regulation aspects which will be affecting
the different aspects in a negative manner (Eriksson et al., 2017).
Implications
Opportunities Rating Threats Rating
Stable Government Rules
and Regulations
4 Fear of Legal Suits 3
Policy Initiatives which will
be increasing economic
growth
3 Tax Related Issues 4

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STRATEGIC MARKETING MANAGEMENT
Technological Forces
Scenario
The main aspect regarding the technological aspects is relating to the internet which
plays a major role in Singapore’s advancement. This has helped the different companies in
increasing their presence and increased the connectivity. This will be beneficial for Fisher &
Paykel as the IT infrastructure of Singapore is praise worthy and this will be flourishing in
nature (Tomczak, Reinecke & Kuss, 2018). Due to the technological advancements, there are
no such threats and this has helped Singapore economy in boosting the social networking
aspects in a proper manner.
Implications
Opportunities Rating Threats Rating
The improvement in the internet
connectivity along with cost and time
of performing and conducting the
business has been lowered
5 - -
Natural Environment Forces
Scenario
There are different kinds of environmental rules and regulations which are strict in
nature and this will be difficult for the different international businesses in a negative manner.
There are different kinds of water pollution control along with drainage act which can be a
huge issue for the Fisher & Paykel Company in a negative manner (Kim, Shin & Min, 2016).

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STRATEGIC MARKETING MANAGEMENT
Implications
Opportunities Rating Threats Rating
- - There are different
pollution control rules and
regulations that will be
difficult for the Fisher &
Paykel in handling various
types of operations
5
External Environment- Near Environment
Market Review
Description
The electronic market is growing in nature in the Singapore market and this will be
helpful for the complete achievement of the Fisher & Paykel in a positive manner. The
different leading electronics organizations are continuously innovating the different products
and this is helping them in attracting more companies in a positive manner. On the other
hand, the export has decreased to a great extent which has resulted in decline in the shares
from 55% in 2010 to more than 66% in the 2013.
Implications
Opportunities Rating Threats Rating
Innovativeness of
the different
electronic products
in the entire
5 The decline in the
export of the
different electronic
goods and services
4

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STRATEGIC MARKETING MANAGEMENT
Singaporean
market
can affect the
Fisher & Paykel
Competitive Review
Description
There is huge competitiveness in the entire electronics industry which can affect the
entry of Fisher & Paykel in a negative manner. Furthermore, there are different introduction
of the innovative products by the existing companies in the Singapore market which will be
advantageous for the Fisher & Paykel in managing their operations in an efficient manner.
Implications
Opportunities Rating Threats Rating
Innovativeness in
the Singapore
market can be
beneficial for the
overall success of
the firm
4 Huge level of
Competitiveness in
the Singapore
market can affect
the share of exports
in a negative
manner of Fisher &
Paykel
3