Abstract:
Marketing has a pivotal role in success and growth of any business. It involves many
aspects. The basic function of marketing is to attract and retain customers at a profit. The
objective of present project is to make a marketing plan of introducing Cheng Gong
Heavy Machinery for Taha Enterprises. A marketing plan has all possible information to
make a product successful in the market. The PESTLE analysis is conducted for Taha
enterprise to identify current market condition. After that SWOT analysis, internal
analysis and marketing strategies are identified. The customer analysis is also conducted.
The data is gathered from 209 companies through questionnaire and SPSS22 is used to
analyze the data. The Convenient sampling technique is employed for selection of sample
firms. The findings of PESTLE analysis, internal analysis and customer analysis reveal
possible weaknesses and threats for Taha enterprise. The analyses also reveal strength
and opportunities for Taha enterprise. On the basis of findings, the recommendations are
presented to Taha enterprise to make a marketing plan for introduction of Chinese heavy
machinery in Pakistan.
