The Research For Whirlpool China Marketing Strategy

China's rapid economic development into the world stage and the revitalized economic strength had lifted China as an economic power. China has emerged from virtual isolation to become the emerging world market. As China's national per capita income level continues to rise and the enormous potential of the Chinese consumer market, specifically the Chinese household appliance market, can no longer be ignored by the leaders of multinational household appliance manufactures. The world number one household appliance manufacture - Whirlpool United States of America, along with other European, Korean and Japanese manufactures, all are fighting for a piece of the Chinese consumer dollar, the market entry ranging from direct investment, partnership with a local manufacture, etc. Yet with sufficient capital, advanced manufacturing technology, management know-how and labor cost advantage is no guarantee for success in the China market.Over the years, competition among domestic and multinational household appliance manufactures continue to intensify, a step by step complete makeover, altering the landscape of the white household appliance market in China, making competition the name of the game. As the competition deepens, pricing pressure of every linkage from manufacturing to consumer market is compressed, making it almost not possible to compete based on pricing only. How to establish core competitive advantage has become the topic for every domestic and multinational white household appliance manufactures. With Whirlpool returning to the China market, the topic of this master's thesis is to explore the possible successful strategic direction for Whirlpool China in conjunction with the EMBA curriculums theorem applied. The directions to be analyzed are Products, Brand Name, Pricing and Distribution Channels. The analytical points of views are as follow, From a strategic and marketing point of view, to analyze the China white...