5 Year Plan Essay Research Paper
Table of Contents
2.Products and Services
?An analysis of company?s strengths
?An analysis of company?s weaknesses
?An analysis of company?s opportunities
?An analysis of company?s threats
Analysis of Major Competitors in the Field
?Recommended Entry Mode
?Expansion Strategy for the Future Five Years
?Expansion Strategy for the Future Five Years
?Expansion Strategy for the Future Five Years
Growth Forecasts for Years 2000 2001 2002 2003 2004
The View Ahead
Star Appliances Inc.
For over thirty years Star Appliances Inc. has been helping people to manage their homes. Today Star Appliances Inc. is one of the major competitors in the household industry and one of the most selling brand in America.
Star Appliances Inc. Mission is to:
?Achieve technology excellence in current and future generations of products processes and services.
?Develop innovations by creating entirely new business opportunities.
?Help solve critical technical challenges.
?Attract and develop new technical leaders.
?Ensure leadership technology in all departments of Star Appliances.
?Drive corporate initiatives across Star Appliances.
?Expand its market by exploring a global economy
All Star Appliances products contain proper warranty information. Each appliance comes with a pledge of Satisfaction Guaranteed or your money back. Star Appliances offers maintenance agreements and annual check-ups to keep your appliances running right. And should anything ever go wrong with your Star appliance (and we hope it never does) we offer a nationwide network of service technicians to make sure it gets fixed fast and fixed right.
When you compare feature-for-feature you?ll find that Star Appliances offers more for the money than any other brand. Maybe that?s why s leading consumer magazine recently ranked Star?s washers dryers and vacuums NUMBER ONE in their respective categories.
Have questions or need more information about new Star products?
Call 1-888-1ST-STAR or speak to a Customer Service Representative
For service information or to schedule a service call 1-800-4MY-STAR.
Star Appliances Inc.
Integrity is an uncompromising characteristic for all Star Appliances employees. It is an implicit factor in customer relationships and the cornerstone of all Star Appliances business activities. Along with the company’s reputation for innovation growth and success we value integrity among the essential and critical elements in our employees. It is the baseline by which we measure everything else and from which we never compromise.
Star?s continued success is the result of its employees? creativity. Every day teams of Star Appliances people push the frontiers developing new products and services to serve their customers. Focusing on highly specialized financial services segments our people develop a unique understanding of customer requirements as they apply their collective talents to solving industry challenges.
At Star we’ve never separated ideas from actions?both are essential elements of the competitive equation. Developing the most advanced financial product or innovative service is meaningless if you don’t move quickly to get it to market and delivered to customers. The people from Star understand the importance of both ideas and action to maintain the company’s position as one of the leaders in the market.
Quality as a corporate objective:
Company-wide Quality as a corporate objective means attaining a level of overall performance and attitude that makes Star Appliances the natural choice of customers and earns the respect of all those affected by the Company’s activities. Company-wide Quality as an individual objective is achieved by employees who aspire to be better than the best.
Star Appliances is committed to providing flexibility in the design calibration repair and testing services to customers while maintaining a consistent optimum level of quality. The services we offer include standard service packages as well as customized service capabilities to accommodate unique customer requirements. Our business-wide commitment to meet the needs of customers is the foundation for the Quality System.
Star Appliances is dedicated to maintaining close relationships with our suppliers. The overall objective is to make certain that we exceed our customer’s expectations.
Star Appliances Inc. designs manufactures sells and supports a line of household appliances. The company was started in 1970 and has grown steadily to its current size. Star Appliances has its head office in Bridgeport CT and about 8 domestic branch offices. The two major factories are located in Iowa and Texas. Star Appliances Inc employs approximately 500 personnel. The company went public in 1984. Today Star Appliances Inc has taken around 15% of the U.S. household appliances industry. Star Appliances Inc. has international markets including Canada Japan and Mexico.
With premium business management teams we can provide our customer better service sharpen our product focus and increase the efficiency of our own personnel.
By consistently creating the leading products in our respective markets Star Appliances Inc. has developed valuable brand equity and an enviable record of sales growth. The increased breadth of our product line the organization of our sales and marketing the diversity of our complementary markets and our refocused R&D all work to enhance Star?s sales potential.
Star Appliances Inc. has nearly doubled the number of our facilities greatly increasing our capacity and resources. We a large size company enable us to successfully complete and fulfill significantly larger orders increase the comfort large customers have in doing business with us and provide opportunities in the future further development of our company.
Strengths?Complete product line?Good reputation?Customer loyalty ?Employees? creativity?Being in business nearly thirty years.?High quality products?Excellent after-sale services?Experienced management teams?Experience in foreign exporting?Excellent performance in foreign markets ?Sufficient capital resources to support expansion.?Sales increasing steadily ?Well-trained repair technicians
Weaknesses?Unfamiliarity with foreign markets due to insufficient research?Small market shares in the U.S.?Infrequent participation in exhibitions thus lack of exposure to potential buyers?Minimal advertising and weak promotion ?Infrequent participation in exhibitions thus lack of exposure to potential buyers
Opportunities?International Expansion ?Innovative R&D ?Further developments in unsaturated markets of Japan Canada and Mexico?Developing online interactions with customers in Japan Canada and Mexico?Relatively less American competitors in Hungary?Hungarian standards of living are fast growing
Threats?Intense competitions?New competitors in the same industry
?Appropriate after-sales service;
?Right Voltage (220 not 110) ? Hungary
?Product ? Star Appliances produces complete lines of basic and major household appliances. Household electrical appliances include housekeeping appliances (washing machines vacuum cleaners electric irons) cooking and kitchen appliances (refrigerators microwaves ovens toasters) air conditioning equipment (air conditioners fans air purifiers).
We are going to promote three different categories of our products which are washer dryer and vacuum cleaner in our new market Hungary. We select seven kinds of products from those three categories to enter the foreign markets first. While in Mexico Japan and Canada which are our existing markets Star Appliances Inc will keep the same product categories and introduce innovative small appliances to those markets.
By setting up the manufacturing plant in Mexico Star Appliances Inc will manufacture the whole lines of household appliances. Total output will depend on production capacity demand forecast quarterly financial planning and other related cost. Output of each line of appliances will mainly depend on estimated demand and inventory level. According to industrial needs and upon customer?s request Star Appliances Inc will make certain customization while maintain our quality standards.
?Price ? As of the Hungarian Market reliability and appropriate credit guarantee and servicing terms are all those factors which are taken into account by the Hungarian end-users and distributors in the purchase decisions. Home delivery is an attracting factor used by many retailers over a certain purchase value mostly above HUF 50 000 (USD 240) and after-sales services are also essential because Star Appliances Inc is determined to establish a significant long-term presence in Hungary. Star Appliances Inc. will offer competitive prices compared to our competitors. Star Appliances Inc. provides two-year warranty for washing machines dryers and vacuum cleaners which is double the warranty time than other suppliers.
?Place – Foreign brands distributors have either established their own distribution operations and exclusive product showrooms in major Hungarian cities or find it easier and more convenient to appoint a local agent / distributor who acts on a commission basis while distributing their products. Star Appliances Inc will find a local distributor in the capital city Budapest to distribute our products.
The local partner should be capable of waging promotional campaigns maintaining spare parts and accessories and carrying sufficient stocks. Reliability timely deliveries and efficient low-cost and after-sale service capabilities are key factors in Hungary. Since Hungary is a sophisticated but relatively small market it is advisable to negotiate an exclusive distribution arrangement when the right company is located.
?Promotion ? Star Appliances Inc. wishes to market our household appliances to Hungary and wants to appoint an exclusive local agent/distributor who acts on a commission basis. The representative should be able to set up promotional campaigns with the financial help of Star Appliances Inc. and maintain an extensive household appliance inventory carrying a large range of stock kept in a bonded warehouse.
There is a wide range of commercial television radio newspapers and magazines advertisements as well as direct mail services. We decide to use television advertising because it can reach more than 80 percent of Hungarians. A single showing of a 30-seconds commercial in Hungarian costs between USD 5 000-8 000 depending upon program ratings and timings. A 30-second radio advertising at a national commercial radio station would cost around USD 600. We will also look into other promotional methods such as participation in international trade fairs exhibitions and business to business promotions.
Analysis of Major Competitors in Household Appliance Industry
?Kenmore – The Kenmore company has been on the market for over 70 years. Today it is one of the best selling brands of home appliances in America.
Kenmore sells its products through Sears a large appliance retail chain. Every Kenmore appliance comes with Sears pledge of Satisfaction Guaranteed or person?s money back. Sears offers maintenance agreements and annual check-ups to keep the appliances running right. Sears offers a nationwide network of technicians to make sure that their products get fixed fast and fixed right.
?Whirlpool – Whirlpool Corporation is the one of the world’s leading manufacturers and marketers of major home appliances. The company has principal manufacturing operations and marketing activities in North and South America Europe and Asia. Whirlpool’s primary brand names — KitchenAid Roper Bauknecht Ignis Brastemp Consul and its global Whirlpool brand — are marketed in more than 170 countries worldwide. In North America Whirlpool is the largest supplier of major appliances to Sears Roebuck and Company under the Kenmore brand. Whirlpool manufactures and markets a full line of appliances in each market it serves worldwide: clothes washers and dryers refrigerators freezers dishwashers ranges compactors room air conditioners and microwaves together with portable appliances such as stand mixers hand mixers and blenders.
?Kirby – The Kirby Company has been in the market for more than 85 years. As a Division of The Scott Fetzer Company they have produced fine Home Care System in the world. Kirby focuses on providing quality reliability and service. Although their prices are much higher than those of other vacuum cleaner producers they have enjoyed a steady flow of new customers who are more interested in quality. Kirby?s vacuum cleaners are designed for people who have higher income and who appreciate cleanliness. Kirby products are only sold though in-home demonstrations. Through their 85-year history Kirby has shown that the in-home demonstration allows potential customers the chance to see how the system can meet their unique cleaning needs.
?Maytag – Maytag was founded in 1893. Maytag Corporation is a leading producer of home and commercial appliances. Its products are sold to customers throughout North America and in targeted international markets. Maytag also is the majority owner in a China joint venture with Hefei Rongshida a leading washing machine company that is expanding into the refrigeration business. The company produces premium brand major appliances such as washers dryers dishwashers cooking appliances refrigerators vacuum cleaners extractors commercial cooking laundry floor care equipment and vending machines. In 1999 the company increased its sales to 4.3 billion dollars from 4.07 billion dollars in 1998. As a result of this gross profits rose by 70 million. The company currently pays .72 dollars per share to its shareholders. Net income rose by 48 million dollars.
?GE – GE is a diversified services technology and manufacturing company with a commitment to achieving customer success and worldwide leadership in each of its businesses. GE operates in more than 100 countries and employs nearly 340 000 people worldwide including 197 000 in the United States. John F. Welch has been Chairman and Chief Executive Officer of GE since 1981. The Company traces its beginnings to Thomas A.