Commercial Freezer Marketing Strategy Study Of Haier Group In North America

Along with the time of going by and development of food like beverage and ice cream, the market capacity of commercial freezer expands constantly, a lot of suppliers are much stronger than before and some new suppliers enters the market constantly, all of them make it be the industry which can not be neglected all over the world. Especially in North America market, the quantity demanded of commercial freezers is the biggest globally. In order to make huge selling profit, every commercial freezer manufacturer increases the marketing investment, the competition between suppliers intensifies. Facing to North America market with fierce competition, Haier Group must make the workable marketing strategy to maintain the old customer relationship, develop the new customer and improve the market share.This thesis studies and analyzes the macro-environment and competition and demand in North America market which Haier Group is in. Through introduction of Haier Group business operation and STWO analysis, it finds the advantage and weakness and the problems of marketing process for Haier Group. So that it revises and improves the original marketing plan according to the findings and make the product positioning strategy and marketing mix strategy and enhancing brand strategy and differentiation strategy to meet the treat from competitor and chase the marketing chance and gurantee the strategy target of Haier Group in North America market. And it also expands the scope of marketing strategy, recommends the opening marketing culture to gain more marketing support depending on improving the marketing system and strengthening customer management. It will help to achieve Haier Group global branding strategy in North America.