Marketing Strategy

Executive Summary Pensonic company is founded by Dato chew Weng Khak in 1982. The vision of Pensonic company is becoming the successful Asian brand. Pensonic set to deliver product and service in meeting customers satisfaction as their mission. The objective for the company is to become the worldwide well known household appliance brands. Basically, Pensonic target on the niche market. They mainly focus on one product line which is home appliances. The marketing mix is the most fundamental elements that needed to operate a company. Pensonic introduce a green product which is a mini portable fridge need to consider all the factors in term of the quality, safety, design, packaging and so on. After a new green product is introduced, Pensonic needs to decide the distribution for the product. Whether Pensonic want to have distribute their product through direct channel, retailer channel, wholesaler channel, or agent/broker channel. Besides that, Pensonic also need to consider which types of promotion strategy that is suitable to use. Sales of the company is correlated to the promotion strategy that used by the company. Choosing a right pricing strategy is also important for the company operation. Pensonic needs to carefully choose a pricing strategy so that the company will not suffer from loss. Every company will come to the stage that facing market problems and opportunities. When Pensonic encounter market problems and market opportunities what types of action that needed to be taken? A right strategy would lead Pensonic to growth more further than others company. In conclusion, Pensonic has a good opportunity to launch a green product or start the green initiatives. In term of their financial, brand equity, and the experience that they have should be not a problem for Pensonic company to start on the green initiatives.

Background The background of the Pensonic group is founded by Dato Chew Weng Khak as a sole proprietor who started