Research on the marketing strategy of Haier Household Appliance in The United States

Citation

Jinze, Wu. (2017). Research on the marketing strategy of Haier Household Appliance in The United States. (Independent study, Master of Business Administration). Bangkok: Siam University.

Abstract

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 fro nt of the priority. On December 15, 2015, Haier was shortlisted for the top 100 of the “Top 500 Global Brands” in and ranked first in the global white goods brand. But its sales are mainly concentrated in Asia, Africa an d 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 a true 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 h e 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 on Haier household appliances marketing strategy in United States. The paper firs t introduces the Haier Group and the necessary of Haier developing the U.S. market, the exploring history and current situation of Haier home appliance on the U.S. market. Second, it analyzed the macro environment and industry environment which Haier faced. Macro environment analysis mainly involve the U.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 the opportunity and threaten of the Haier through the environment analysis. Haier household appliances is facing the large market capacity, great potential, high 1evel consumption, aging trend and economic crisis, anti-dumping and countervailing, centralized channels and brands, the unconditional return of the terms in t he U.S. market. Haier also need to face the threaten of raw materials, rising p rices on international market and the RMB appreciation on China5s exports. Haier must achieve one of the four major national chain channels and let Haier 1arge home appliances sales in size through strategic alliances strategy; to achieve innovational design, optimizational cost, marketing localization and avoid the threat of anti-dumping and countervailing through localization strategy; to rationally allocate the short-term goals and long-term goals through the both OEM and brand strategy. However, the advantages and disadvantages of the enterprise affect the implementation of the marketing strategy, Haier need to enhance the brand awareness and clear brand positioning through the advertising strategy and 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 can be played and the pressure of Haier5s disadvantage can be reduced to complete marketing strategy easily on U.S. market, to develop U.S. market successfully and to be true sense of the world’s 1st brand. Hope the conclusion of this study will help Haier to develop the U.S. market and provide a reference for China’s household appliance enterprises to research and make international marketing strategy.

Keywords:  Haier, Household Appliances, United States Market, Marketing Strategy.

Research on the marketing strategy of Haier Household Appliance in The United States

International Master in Business Administration (IMBA), Siam University, Bangkok, Thailand

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