Marketing Plan Essay

5468 words - 22 pages


Fatima 06
Neelam 10
Banish 11
Fareeha 17
Iqra 16


Everyone especially mam Khadija, chairman of wall wood Lahore, qazi aluminium Gujranwala

We dedicate our project to our respected parents and teachers as we are here because of their beliefs and prayers. GOD bless them (AMEN)

Executive summary | 6 |
Current situation-Microenvironment | 7-8 |
Current situation-Market analysis | 9-10-11 |
Current situation-Customer analysis | 12-13 |
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economic condition is not very sound today. The raising political instability has to led to economy as well. Instable economy effect consumer investing e purchasing power .few years later marketers has not more investing in Pakistan due to instable economics situation Pakistan has developing economy_ which can effect outstanding market opportunities for the right kind of product or business.
Factors that affect consumer purchasing power and spending patterns are fallowing.
Inflation remains the biggest threats to the economy. The surge in global petrol prices hurt the buying power of consumer that reduces the demand for products. Due to inflation the cost of doing business has also gone higher. If Pakistan keeps on getting better grants and loan waiver or if any other economy boasting factors such as controlled inflation rate and economics growth take place it will benefit the entire industry of including ICI WALL COVERING.
Unemployment rate going up and up which increased the level of poverty this further reducing the buying power of the people. Unemployment overall reduce the business in around the country. Load shading also a big hinder in unemployment.
As per Engel’s law when income of a consumer rises shift their spending across food, housing, and transportation etc. in this competitive time everybody wants to change and looks different from others. ICI wall covering will give new trends, glamour and innovative aspect which are not seen before.
Since the independence 1947pakistan has continuously faced political instability. The political instability has led to uncertain environment in the country, which is a threat for any business including wall covering inconsistency in rules e regulation. The rules and regulation are changed quite frequently due to change in government that effect the business flow for any company. E.g. last government had introduced subside for chemical industry but new government is planning to finish to all subsides.
The law and order situation is crucial as it has causes serious disturbance on business activity. The suicide attacks and military operation have an adverse effect on the confidence of foreign investors.
Taxation law:
The government is providing relief the paint industry. There is 10% reduction in the central excise duty on chemical industry.
Company have technology with which they can name a competitive advantage in the Pakistan market. Companies are investing in their infrastructure to not only expand but also to upgrade their existing structure. ICI VUNIL wall covering focus on new technology that preserve and protect the environment while beautifying our surrounding.
Increasing globalization has amplified the influence of western culture in Pakistan. The life style of Pakistani people is changing rapidly people...

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