Haier has strongly impacted the general public with its campaign try your best and strive to be the number one haier's corporate culture of quality control is the soul of the company's brand identity and success it was confident of its growth potential and also exhibited confidence in the americans by allowing them run the camden factory.
Through the introduction of successful experiences of china’s haier in the us market, the article tries to reveal some key elements in marketing strategy moreover, the article concentrates on analyzing specific aspects of marketing mix, including product, pricing, communication, and distribution. Read this essay on haier us strategy come browse our large digital warehouse of free sample essays and industry analysis the steep analysis in this section will focus on the most relevant aspects with haier group in china: chinese consumer’s recent socioeconomic development and technological development the two aspects obviously have.
Internatonalization strategy case study the american haier marketing essay print reference this published: 23rd march, 2015 over the years china has become a major us trading partner, the us-china economic ties have been strengthened substantially china's wto accession enhanced the firm's entry into one of world's most competitive. With 26 years development, currently the haier group becomes the leading brand of white goods (haier a, 2010) in the world and the most valuable brand (haier a, 2010) in china ended 2010, the haier group has build 29 factories, 8 research and development centers, 19 overseas trading companies and 60,000 employees in the world.
2 haier's marketing mix in the united states haier has been in the american market for only 4 years and has made outstanding progress the reason for haier's success in american market is due to its effective marketing mix 21 product product is the core element in the marketing mix because product is the basement for a company to survive and develop.
Here is the marketing mix of haier which is a public company of chinese origins it is associated with consumer electronics and home appliances industryit is a world-class company that offers products in fields of large-scale and digital integrated circuits, logistics, bio-pharmaceuticals, network appliances and home integration. In 1999, the haier group established a design center in boston, a marketing center in new york, and a manufacturing center in south carolina that formed the largest china's fdi project in the usa (liu& li, 2002.
The haier group is the leader in the manufacturing of white goods in china with its headquarters in qingdao, china in the 1980s, demand for refrigerators really exceeded supply, there was a boom in the industry. 3 effectiveness of haier’s marketing mix haier has made great achievement in the us market in the past 4 years haier sales revenue increased 200% in 2001 and 140% in 2002 now, haier has occupied 50% of the compact refrigerator and 25% of the apartment size refrigerators in the us market.
The aim of the essay is to analyse elements of the marketing mix initially, it will discuss four elements, which are the product, price, place and promotion respectively then, it will evaluate the most vital component in the marketing mix, which is the product the first component of the marketing mix is the product “a product is a good or service produced by a business or organization, and made available to the public for consumption” (ashwin and merrills et al, 2008.
As a result, haier received the first ever national gold medal award in china’s refrigerator industry (haier 1988) and ranked first in china’s top 15 brands by forbes (kim 2003.