Marketing Management. The stratetic analysis of Fisher & Paykel comapny by Nick HSU.

Essay by nickhsuUniversity, Bachelor'sB, August 2005

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1.0 Introduction

The aim of this report is to evaluate the strategic position of Fisher & Paykel Industries. This will be achieved by conducting an environmental analysis of the industry in which Fisher & Paykel operate, and by analysing the strategy, performance and capabilities of the organisation. Recommendations regarding the planning and implementation of strategy have been included, as have contingency plans.

1.1 Limitations

The evaluation of Fisher & Paykel Industries is based on the information contained within the case study: Fisher & Paykel Industries. Thus, only company performance up to and including the year 1998 has been evaluated.

1.2 Tools and Techniques

The performance of Fisher & Paykel has been evaluated by using a number of different techniques and methodologies.

1.2.1 P.E.S.T. Analysis

A Political/legal, Economic, Social and Technological analysis has been conducted to determine the extent of external forces upon the operations of Fisher & Paykel.

1.2.2 Porter's Five Forces Model

This analysis has been conducted to assess the industry environment in which Fisher & Paykel operate.

Primarily, the model explains the profitability of the company by taking into account the entry barriers, power of suppliers, power of buyers, substitution threats and rivalry determinants in Fisher & Paykel's chosen field.

1.2.2 SWOT Analysis

A Strengths, Weaknesses, Opportunities and Threats analysis has been used to analyse the organisation's overall position. The results of this analysis aid in determining the strategic direction that Fisher & Paykel must orient themselves towards.

1.2.4 Financial Analysis

Further analysis of the company's financial data has been completed in order to make informed decisions regarding Fisher & Paykel's performance. Analyses that have been included consist of historical analysis comparing the current performance of the company to prior year's performance. Ratio analysis has also been conducted to obtain profitability, liquidity, and financial stability statistics.

1.3 Assumptions...