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Haier Home Appliance Marketing Strategy In United States

Posted on:2013-09-22Degree:MasterType:Thesis
Country:ChinaCandidate:M XuFull Text:PDF
GTID:2249330377952766Subject:Business Administration
Abstract/Summary:PDF Full Text Request
With the development of global economic integration, Haier, as the leading enterprises of Chinese household appliances, how to conduct international marketing efforts, especially in developed countries like the United States, is put in front of the priority. In2010, Haier brand achieved6.1%market share of whitegoods in whole world. But its sales are mainly concentrated in Asia, Africa and Latin America developing courntries, which including China, sales is not ideal and low brand awareness in U.S. The United States is the world’s largest economy, is one of the countries of the world’s highest levels of consumption, world famous gathered, huge market potential, high quality requirements for consumer products, strong purchasing power. The only way for Haier to become atrue sense of the world’s first household appliance brand is to develop the U.S.market successfully. With the increasing number of competitors in the U.S. appliance market and competitors is getting more mature, Haier, as a new entrant,how to quickly increase brand awareness, expand market share and let the large home appliance scale saled, all of these is what Haier need to face when he compete in the U.S. market.This paper is based on the basic theories and methods of marketing strategy, integrated use the international marketing and SWOT analysis tools, to study onHaier household appliances marketing strategy in United States. The paper first introduces the Haier Group and the necessary of Haier developing the U.S.market, the exploring history and current situation of Haier home applicances on the U.S. market. Second, it analyzed the macro environment and industry environment which Haier faced. Macro environment analysis mainly involve theU.S. population, economic, political, legal and cultural factors, the industry competitive environment analysis is mainly involve the U.S. appliance industry market size, characteristics, sales channels, competitors and so on. Third, find theopportuniny and threaten of the Haier through the environment analysis. Haierhousehold appliances is facing the large market capacity, great potential, high level consumption, aging trend and economic crisis, anti-dumping and countervailing, centralized channels and brands, the unconditional return of the terms in the U.S. market. Haier also need to face the threaten of raw materials’ rising prices on international market and the RMB appreciation on China’s exports. Haier must achieve one of the four major national chain channels and let Haier large home appliances sales in size through strategic alliances strategy; to achieve innovational design, optimizational cost, marketing localization and avoid thethreat of anti-dumping and countervailing through localization strategy; to rationally allocate the short-term goals and long-term goals through the both OEMand brand strategy. However, the advantages and disadvantages of the enterpris e affect the implementation of the marketing strategy, Haier need to enhance the brand awareness and clear brand positioning through the advertising strategyand brand positioning strategy, to enhance the reaction speed in U.S. market through the process optimization strategies, to improve the consumer shopping experience through after-sales service strategy. Based on these, the advantage canbe played and the pressure of Haier’s disadvantage can be reduced to completemarketing strategy easily on U.S. market, to develop U.S. market successfullyand to be ture sense of the world’s1stbrand. Hope the conclusion of this study will help Haier to develop the U.S. market and provide a reference for China’s househould appliance enterprises to research and make international marketing strategy.
Keywords/Search Tags:Haier, Household Appliances, United States Market, Marketing Strategy
PDF Full Text Request
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