A Strategic marketing plan for Asian Durables Mfg., Inc.

Date of Publication

1997

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Abstract/Summary

Asian Durables Manufacturing, Incorporated is a medium scale enterprise belonging to the consumer electronics industry. It is distributing six product lines of Daewoo Electronics from Korea namely washing machine, refrigerator, microwave oven, vacuum cleaner, television and video cassette recorder or player. This marketing plan will cover all six product lines.

As the company targets ages 25-35 of classes A, B and C, this plan aims to achieve an average growth rate of 45% on all its product lines. This is attainable through marketing DAEWOO ELECTRONICS in the Philippines as a TRUE QUALITY APPLIANCE MAKER with the tag line TRUE QUALITY SELLS ITSELF. Consistency of this unique selling proposition on all product lines will be done through communicating each product line's TRUE QUALITY MERITS to the market.

Thus, sales and distribution, advertising and promotional activities will be geared towards this platform. Nationwide advertising will be utilizing the tri-media and would get its share of 26% of the budget set at P 71,183,534 while sales and distribution will get a mere 3%. Promotional activities to be made nationwide will capture 65% of the figure. Research and development and contingency budget will capture 1%.

As a result, the 1998 net income is projected to be P 21,553,380.

Results are to be evaluated by using the four types of control namely efficiency, strategic, annual-plan, and profitability control.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU09677

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

Physical Description

97 numb. leaves

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