Marketing Mix of China’s Haier in the US Introduction With the process of globalization‚ many transnational companies have been searching for their target market in other countries all over the world. Through the introduction of successful experiences of china’s Haier in the US market‚ the article tries to reveal some key elements in marketing strategy. Moreover‚ the article concentrates on analyzing specific aspects of marketing mix‚ including product‚ pricing‚ communication‚ and distribution
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The Haier Group The Company Haier Group started in 1984 manufacturing and selling refrigerators to the Chinese market. Under the leadership of Zhang Ruimin‚ Haier’s CEO grew a collective run factory into a global multi-national with over $12 billion USD in global sales. Haier produces a wide range of household electrical appliances‚ 15‚100 varieties of items in 96 product categories‚ and exports products to over 100 countries including Wal-Mart and Target. In just 20 years‚ Haier became the
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appliance manu facturer ranking in the top four in the world and the number one most valuable brand in China‚ Haier Group owns more than 240 subsidiaries‚ over 30 design centers‚ manufacturing bases and trading companies and has more than 50‚000 employees around the world. Haier Group has evolved to be a multi national company with an emphasis on technology‚ industry‚ trading and finance. Haier is committed to providing satis factory solutions to global customers and realizing a winwin situation between
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case study of Haier’‚ Human Systems Management‚ 23(1)‚ 15-27. Deng‚ P. (2004)‚ ‘Outward investment by Chinese MNCs: Motivations and implications’‚ Business Horizons‚ 47(3): 8-16. Enberker‚ P. and Ergin V. (2003)‚ ‘Building a New Corporate Image at Arçelik’‚ case‚ Boğaziçi University. Encarnation‚ D.J. (ed.) (1999)‚ Japanese Multinationals in Asia. Regional Operations in Comparative Perspective‚ Oxford UP: Oxford. Fischer‚ W.A.‚ Li‚ L. and Ge‚ J. (2000)‚ ‘Building market chains at Haier’‚ Teaching Note
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Vincent Garcia - Lennart Cocquyt - Alexia Radichia - Gad Zerbib - Héloïse Condamin Analyse Haier’s growth patterns internationally and on the domestic market Outline the synergies and major stages of Haier restructuring process to implement their international strategy and adress the impacted corporate functions. 1. 2. 3. Value chain outline Business model restructuration Domestic market 1. Analysis 2. Factors of success 4. International expension strategy
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like Haier are known to study the markets they wish to approach thoroughly and deeply before they make a move and it is in this perspective that this analysis is undertaken further. Industry Rivalry All the white goods manufacturers are engaged in severe competitive rivalry‚ hence this point is especially true for Haier. Threat of competitiors is hence very high. Haier cannot take its position in the market for granted. The margins are tight and the competition is intense in this market. Haier also
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The management of workers and engineers at Haier may be characterized as the management of "a carrot and a whip." We may see some similarity between Haier’s management of workers and Taylor’s scientific management in the early days of capitalism in USA. Taylor’s scientific management encountered severe opposition of laborers and labor unions and thus was not so successful. Haier’s management has been well received by workers. Haier’s management has also been well received by product development engineers
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context 14 2.8 Purpose and stakeholders perspective 15 3. Recommendations (Part B) 17 4. Appendices 20 5. References 23 6. Assignment instructions 25 Summary This report provides an in-depth analysis of the strategic steps taken in Haier India using the B835 module frameworks. The analysis covers scanning the external environment‚ industry analysis‚ identifying Industry key success factors‚ internal analysis‚ the effects of the "pressures"‚ and examining from organisational purpose
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in 2001. Although Haier was faced with international competence‚ it also created more opportunities to infuse advanced technology and designs. For internal analysis‚ Haier was dedicated to gain competitive advantages in domestic market. To start with‚ good relationship with government is a good point. Specifically‚ Haier was a collective enterprise whose ultimate authority was municipal government. It can enjoy the tax benefit at the beginning stage of development. Besides‚ Haier provided differentiated
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TO: Michael Jamal CEO‚ Haier America‚ Inc. FROM: Acquisition consultant DATE: July 15‚ 2008 RE: HAIER/GE Acquisition It is ironic and coincidental this memo comes on the heals of the massive Anheuser-Busch/InBev acquisition. The leak of our interest in GE Appliance by Wall Street Journal blog “Deal Journal” has not sullied our position or interest. It is strongly recommended Haier begin to line up financing for an asset purchase of GE Appliance. Louisville‚ KY-based
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