Marketing report writing on: Fisher & Paykel Appliances Holdings Limited

                    Marketing report writing on: Fisher & Paykel Appliances Holdings Limited

Executive Summary

The underlying report is based on identification of the operations of Fisher & Paykel Appliances and analysing it as a management system. The complete transformation process of the company has been assessed in the report in order to gain an idea of the operating procedure adopted in the company for manufacturing appliances. The strategy evaluation is done through SWOT and PEST analysis tools. An emphasis has also been paid on the stakeholder analysis to develop an understanding of the related parties affecting and get affected from underlying operations. The complete operation management is summarised with the help of process plan diagram.Introduction

Fisher & Paykel, a leading New Zealand based appliance manufacturing company known for its innovative, durable and usable appliances. The product range of company comprises of refrigerators, ovens, dishwashers, washing machines, dryers, gas and electric cooktops, and so on. The wide range of appliance enabled the company to expand its market share in more than 80 countries around the globe. The company is also regularly acquiring and forming partnership with other cookware and appliance manufacturing companies in order to expand its production facilities and availing synergy benefits (Fisher & Paykel Appliances Holdings Limited 2012).The operation management plays a significant role in every manufacturing company. It is due to reason that manufacturing company procures inputs and converts them into outputs after passing through a process mechanism. This whole process of acquiring input to the production of output demands intensive operation management in manufacturing companies. In this regard, present assignment report is based on evaluating existing operations, strategy, and stakeholder analysis of the Fisher & Paykel.

Existing operation as a management system

The existing operations of Fisher & Paykel demonstrate a comprehensive and cohesiveness among various aspects of operations management. The operations perspective of the Fisher & Paykel involves a systematic management system starts from procuring inputs, production process, output and feedback mechanism. The transformation process of Fisher & Paykel is demonstrated through following figure:The input is acquired in the form of labour, raw material and capital. Labour is essentially significant as it operates the entire operations and delivers products and services. Similarly, entire operating procedure relies on raw material and its processing in order to deliver finished goods. Capital resources ensure the availability of finance to buy necessary resources like machinery, equipment, etc. Processing entails various operating activities like conversion process, product design, material planning, etc to convert raw material and deliver useful products to the customers. All the processing activities add value to the final product and strive to meet customer expectations (Neumeier 2009).Once the planning of input, output and processing is finalised, operation management focuses on meeting demand of products and services within stipulated time. It requires adequate availability of raw material, capital, and other resources and careful forecasting of all other operating aspects. The operation management also focuses on quality management, maintenance management and process improvement in each production stage to meet ultimate objective of delivering high quality products to customers (Kempf 2011).

Description and evaluation of strategy involved

The description and evaluation of operating strategy is done under headings of risk management, SWOT analysis, and PEST analysis.

Risk managementFisher & Paykel operates in a dynamic industry where it is quite crucial to provide uniform and specific product characteristics to the customer. The performance of the company depends heavily on the capability of delivering specific and uniform product solutions to the customers. In this regard, research and development department of the company lays down specific technical standards for manufacturing various appliances. The technical standards govern the manufacturing of appliances in order to avoid risks and threats of low product failure. The company adopts a structured approach to the risk management aimed at identifying risk issues right from the product design to the delivery of products to the customers (Neumeier 2009).

SWOT analysis and core competence

The SWOT analysis outlines strength, weakness, opportunities and threats for Fisher & Paykel. The most common identified strength for the company is drive towards innovation and continuous improvement in product designs. Innovative product designs with enhanced service features provide a strong appealing to the brand image of Fisher & Paykel. The strong brand image and high quality product represents core competence of Fisher & Paykel in long term. On the other hand, major weaknesses identified are presence of large number of competing players in the field of appliance manufacturing. The pace of technological changes is quite fast in appliance industry, thus posing significant challenge for Fisher & Paykel.The strength of innovative product design and high product quality opens the gate of forming partnership with other leading appliance manufacturers like Haier and so on. This kind of partnership offers the opportunity of accessing new global markets worldwide. Contrary to this, stiff competition in the field of appliance manufacturing pose threat on the market share of the company. The fast changing technical features and specifications of appliance products creates the risk of product obsolete and outdated (Dessler and Philips 2007).

PEST analysis

PEST analysis represents political, economic, social and technological factors of the concerned company. Fisher & Paykel operates in various countries, and thus influenced by the political environment and conditions of respective countries. The political constituents like conflicts among nations, terrorism, etc influence expansion plans and strategies of company negatively. Economic factors like exchange rate, global recession, and inflationary conditions affect sales and earning potentialities of company. Likewise, social variables include consumer taste and preference, income level, demographic characteristics, etc. These variables influence the nature of product design and service features likely to be offered by the company to its customers. Technological factors changes very rapidly demanding corresponding changes in the appliance design and features. The company needs to allocate adequate resources on research and development in order to keep pace with the rapid technological changes (Dessler and Philips 2007).Stakeholder analysis of the system

The stakeholder analysis of the operation management of the Fisher & Paykel has been done under the headings of rational level analysis, process level analysis and transactional level stakeholder analysis.

Rational level analysis

The rational level analysis takes place in three stages of identifying stakeholders, determining stakes of identified stakeholders, and forming two dimensional grids of power and stake (Dessler and Philips 2007). The stakeholders identified for the Fisher & Paykel includes owners, customers, suppliers, banks, revenue collecting department, governmental agencies, media agencies, employees unions and so on.

Owners: managers and shareholders,

Customers: local community, global community,

Suppliers: raw material, machinery, equipment suppliers, etc.

Governmental agencies: revenue collecting department, Ministry of economic development, regional council, etc.

Media agencies: TV New Zealand, Radio New Zealand, The Dominion Newspaper, etc.

Determining stakes of shareholders

Purchases manufactured appliances from company.Banks:

Approves and authorises the expansion and manufacturing plans.IRD department:

Responsible for collecting and managing revenue sources.Owner:

Assumes complete responsibility towards company, society and other stakeholders.Media:

Advertises and publishes news related to company affairs to create awareness among consumers.

Power Vs Stake grid

stakeFormal or voting EconomicPoliticalEquityOwners  EconomicSupplier, customerRevenue collecting department influencersEmployee unionsFinancial institutions and banksMinistry of economic development, regional council, etc. Conclusion

            The overall discussion of the analysis of project management led to the conclusion that operation management is an integrated concept demand perfect harmony throughout the organisation. The operation management of Fisher & Paykel ascertained that there is direct linkage between input, output and process transformation of company. Each stage of transformation process is governed by quality management, maintenance management and process improvement. These three dimensions ensure the delivery of high product and service quality. The SWOT and PEST analysis identified that company needs to stimulate research and development efforts in order to introduce new and innovative appliance designs and features. The stakeholder analysis and process map throws light on the entire mechanism of appliance manufacturing and related parties affecting from it.

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