Research On Marketing Strategy Of Haier Home Appliance In Uzbekistan

Haier as a global home appliance company,many times won the honor of the world's first home appliance brand.But Haier's sales are mainly concentrated in China,Southeast Asia,East Asia,the United States,African countries,in Central Asia,especially in Uzbekistan sales performance is not satisfactory.Uzbekistan is a developing country in Central Asia.Uzbekistan has a population of more than 31 million,that makes Uzbekistan the largest population country in the area of which is usually called the Central Asia,it also makes Uzbekistan has great market potential and strong purchasing power.After the independence Uzbekiston open the gates for foreign companies and stockholders,a lot of companies entered the country and established its branches here.With the increasing number of competitors in the Uzbekistan appliance market and competitors is getting more mature,as a new entrant Haier has to find the way expand market share,increase brand awarenes and quickly satisfy local people demands and interests.These are the problems which Haier needs to solve,when the company compete in the Uzbekistan market.This paper is based on the basic theories and metods of marketing strategy,focus on Uzbekistan appliance industry environment analysis,market demand and competition do research.The paper first of all introduces the Haier Group and Haier's economic situation in the world and home appliances market of Uzbekistant.Second,is about macro and micro environment analysis of Uzbekistan market.Macro environment analysis comprise population,economic,political,legal and cultural factors,micro or industry analysis provide informations about Uzbekistan appliance industry market size,feature,opponents and demand condition.Third,it reports about opportunities and threates that Haier is coming to across when company starts it's business in Uzbekistan,also find his advantages and disadvantages in Uzbekistan market.Finally,through the above research results,this paper puts forward a marketing strategy for Haier appliance in Uzbekistan,it includes product strategy,price strategy,marketing channel strategy,promotion strategy,cultural marketing strategy and so on.Hope the conclusion of this study will help Haier to develop the Uzbekistan market and provide a reference for China's household appliance enterprises to research and make international marketing strategy.