Implementation of Marketing Strategy On Super Asia: (Pest & Swot Analysis, BCG Matrix & Strategy

Implementation of Marketing
Strategy on Super Asia

(PEST & SWOT ANALYSIS, BCG MATRIX &
STRATEGY)
Presented To
Sir Imran Qureshi
Presenters
Nokhaiz Ali Javaid

Sohail Adnan
INTRODUCTION
 The saga of Super Asia started in 1975 by Mr. Mian

Mohammad Din, the founder of Super Asia
 Super Asia is engaged in producing top order home

appliances in South Asia
 Super Asia has the honor of producing first of its kind

complete plastic body washing machine in Pakistan.
 Super Asia Group is striving to be the leader in all of their

products, nationally and internationally and to win the utmost
satisfaction, trust and loyalty of their much valued customers
PEST ANALYSIS
Political Environment
 Political Disputes
 Govt. less Focus on Industrialization
 IMF Politicization
 Govt. Personal Prejudice
Economic Environment
 Inflation Rate & Purchasing Power
 Increasing Trend in Import Tariff
 Chinese Substitutes
 Increasing Interest Rates
 Fluctuating Exchange Rates
PEST ANALYSIS
Social Environment
 Consumption Attitude
 Social Classes
 Fashion
 Culture & Traditions
Technological Environment
 Solar Technology in Home Appliances
 Rate of Technological Change
SWOT ANALYSIS
Strengths
 Brand Image Equity
 Quality Products (ISO certified)
 Large No. of Sales Centers
 Complete Range of Washing Machine
 Pioneer & Leader in Washing Machine
Weaknesses
 Stress on Employees
 No Participative Management
 Lack of Coordination
 Dysfunctional HR Department
 Lack of Market Orientation
SWOT ANALYSIS
Opportunity
 Market Demand for Home Appliances
 Local Assembling of Key Product
 Loyalty for local Products in Int. Market
Threat
 Cheap Chinese Brand
 Bigger Advertisement Budget of Others
 Easy Entry in the Market
SUPER ASIA SHOULD GO WITH BUILD
STRATEGY
INDUSTRY & MARKET
DESCRIPTION
 The brand manufacturers assemble home appliances around
the world from the component purchased from different
vendors.
 Pakistan currently produces most of the home appliances

mostly for the local consumers.
 The high end local manufactured machine is priced over

Rs.17000 while low end machine with a built-in spinner can
be purchased at around Rs.6000.
 The industry is evenly spread between organized and non-

documented manufactures.
INDUSTRY & MARKET
DESCRIPTION
Competitors of Company
 BOSS Home Appliances

“BOSS” is a leading manufacturer of Home Appliances in the region
and dominating the local market due to its high precision products.
 SAPNA Home Appliances

“SAPNA” has always been contributing towards the advancement
and development of the home appliances sector in Pakistan by
introducing a range of quality home appliances.
 TOYO Home Appliances

“TOYO” brand has been extremely quality conscious and has strived
to provide high value for money to all its valued customers.
CUSTOMER
CHARACTERISTICS
 Quality Oriented
 Middle & Upper Class
 Fragmented Buyer
 Household Wives & Professionals

SEGMENTATION &
TARGETING
Super Asia has done the segmentation on the following basis.
Geographic Segmentation
 Sales Centers in Major Cities of Pakistan.
 Dealer in Rural Areas
Demographic Segmentation
 Social Class
 Income of People
Psychographic Segmentation
 Consumption Attitude
 Fashion
POSITIONING & BRANDING
 Super Asia has positioned itself by providing

generation to generation quality & long life
product to its customers.
 Super Asia has create a good brand in the

market & her branding positioned by
Chaley Nasal dar Nasal…… Super Asia…

CUSTOMER RETENTION
 By Providing After Sale Service
 By Providing High Quality Product
 Retain Customer by Providing newly fashioned

and life fitted Products
 Welfare & Sponsorship of Events are also major

facts to retain customers.
OFFERINGS
Super Asia offering quality home appliances to households

& professionals which are
 Washing Machines
 Microwave Oven
 Air Conditioner
 Fans
 Room Air Coolers
 Water Dispensers
 Electric Water Coolers
 Gas Water Heaters
SCORPIO TECHNIQUE

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Implementation of Marketing

Strategy on Super Asia

Sir Imran Qureshi

Nokhaiz Ali Javaid

 The saga of Super Asia started in 1975 by Mr. Mian

 Super Asia is engaged in producing top order home

 Super Asia has the honor of producing first of its kind

 Super Asia Group is striving to be the leader in all of their

 Pakistan currently produces most of the home appliances

 The high end local manufactured machine is priced over

 The industry is evenly spread between organized and non-

 BOSS Home Appliances

 SAPNA Home Appliances

 TOYO Home Appliances

 Middle & Upper Class

 Household Wives & Professionals

 Super Asia has positioned itself by providing

 Super Asia has create a good brand in the

Chaley Nasal dar Nasal…… Super Asia…

 By Providing After Sale Service

 By Providing High Quality Product

 Retain Customer by Providing newly fashioned

 Welfare & Sponsorship of Events are also major

Super Asia offering quality home appliances to households

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