Holden Marketing Strategy

This report contains Marketing strategies and plan, conducted on behalf of GM Holden Ltd. Holden is current looking to introduce new products into the home appliance market. This product is a refrigerator, which will be branded as Holden (Scenario created for the purpose of this assignment). A SWOT analysis conducted had shown a clear summary that Holden has a high strength in its being an Australian brand which manufacture in Australia, as Australian consumers are always looking to support Australian brands. On the other hand, Holden’s key weakness is that it has such a large employment base but none of them has experienced or been trained in developing or manufacturing refrigerators. Although Holden still has a an opportunity in the market as the brand has been a noticeable consumer choice attitude for “greener” sourced products, if the

Holden wants to manufacture a refrigerator that will be perfectly functioned before adding any other features to accompany with the refrigerators. As the mostly used features of the refrigerators, is still going to be the actual refrigerator itself, which is trying to keep the food fresh. So consumer can be sure to benefit the fresh food all year round with Holden’s refrigerators.

Actual Product Layer

Quality Level and Specifications

Holden’s aim to produce a refrigerator with the highest quality it can reach with the specifications of 168 cm in heights and 55 cm in width and also 59 cm in the product depth, the refrigerator will be a medium sized refrigerator with its focus on keeping the food fresh with all year round constant temperature.