Human Rasource

L.G.

Haniska International is a multinational company, located in Korea. LG is an agent of Haniska International in Pakistan market. LG is an importer of home appliances in Pakistan. It imports Refrigerators, Air Conditioners, Washing Machines & Microwave Ovens from Korea and China. LG has got around 300 dealers all over the country. Marketing objectives of L.G are: to provide world class product to upper and upper middle class to enjoy real luxury in their life. Present Market Share of L.G product is: Refrigerators 4%, Washing Machines 2%, Microwave Oven 3%, Chest Freezers nil, Air Conditioners 25%.

3.1. MARKETING STRATEGIES

The marketing mix is the organization's overall offer, or value, to the customer. 'The basic marketing mix is often nick named "the 4Ps" (product, place/distribution, pricing, promotion); these are elements in the marketers armory — aspects that can be manipulated to keep ahead of the competition'. Here I've explored the marketing strategies of Dawlance in terms of marketing mix have been explored.

3.1.1 PRODUCT STRATEGY

The object of Dawlance is to provide refrigerator to all people who fall in lower middle, middle, and upper middle class in this country such that most of the families should have refrigerators in their home because they enhance better quality of life. Dawlance has got products, which are as per international standards and carry all the basic features, which need in any such type of appliances.

Dawlance believe that whatever they provide to their customers should be durable and reliable. All the products, which Dawlance market, are durable enough and customer can keep on using them for quite many years without any problem. It provides its refrigerators, 3 years compressor guarantee and 1 year chest freezer, and free service in spare parts under normal use.

Whereas, LG's objective is to provide world class product to upper class and upper middle class to enjoy real luxury in their life. Since LG is a Korean...