Haier - Number Three
Haier
Haier is a “full line generalist” and market leader in the home appliance industry in China. Haier’s value propositions are product quality, continuous innovation using “dynamic growth cycle” (Exhibit A), competitive prices and customer service. Haier’s strategy of entering global markets with “niche” products like compact refrigerators, freezers and portable washers has provided them significant market share as “product specialists” establishing them as number five globally. Haier’s goal is to step up to the third position worldwide. To be able to do so, Haier has to expand into conventional product categories globally and compete against companies which have their home base and biggest markets in the developed countries.
Developed nations are the most mature market for home appliances industry. Therefore, it is difficult to penetrate these markets or steal market share from other established companies. The main problem for......
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Approximate Word Count: 854
Approximate Pages: 4 (260 words per double-spaced page) |