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International Marketing Essay

4309 words - 18 pages

Contents
Haier 2
Research on brands and branding 2
Strong in home market 2
Geographical balance in sales 3
Addresses similar consumer needs worldwide 4
Standardization vs. Adaptation 4
Marketing mix 5
Consistent positioning 5
Haier’s mission statement 6
Haier’s Vision statement 6
Consumers value the country of origin 6
COO theory 6
Product category focus 7
Corporate name 8
Branding and strategy 8
Extent of globalization 9
Analysis of the brand 10
Marketing metrics 10
Revenue metrics 10
Marketing programs performance metrics 11
Profit per customer 11
Bibliography 13

Haier
Haier Group is a Chinese multinational home appliances and consumer ...view middle of the document...

e. China. Haier is a manufacturer of diverse range of products more than 80 usually, which range from refrigerators, washing machines and air conditioners to white goods such as cell phones and televisions. 37% of the Chinese refrigerator market has been controlled by Haier. After 2011, Chinese refrigerator market experienced 2% volume growth and 5% growth in current value terms. The refrigerator market of china has shown tremendous growth over the last five years. The market is expanding to both the urban and the rural areas. The domestic sales of consumer appliances has boosted drastically from 2010 to 2011. Haier group has marked as the largest domestic player for 2012 with about 37% retail volume share (Mike king, March 2013-consumer goods-market news)
The company is involved in three types of business in home market that is washing machine business segment, water heater business segment and integrated channel services segment that is related to logistics and other value added services provided to the consumers and some after sale services.
Haier is the leader in the domestic market for all the electronic and home appliances and it enjoys the leading domestic market with a number of shares in all of its products i.e. consumer electronics, appliances, white goods etc.
Geographical balance in sales
Global brand must have minimum level of awareness, recognition and sales all around the globe. All the leading and strong brands must have a high level of recognition and awareness around the globe (John Quelch, p.560; readings in modern marketing). For example Nokia must have strong appreciation. But Chinese brands are not that much recognized till yet across all geographical markets.
Haier is considered as a global brand because it is a first-class local brand and it has been recognized around 32% all over the globe. Haier has its geographical balance of sales all around the globe. The products of Haier are recognized by the various developed countries such as UK, Deutschland, France, Australia, Malaysia, Espana, Italy, Indonesia, Nederland, Philippines, Vietnam, India, Belgium, Newzealand, Belgique, USA, Pakistan, UAE, Polska, Venezuela, Chile, Norway, South Africa, Middle East, South Asia, and Europe etc. According to the 2006, business week article, the sales of Haier around the globe is 16.87% and over the period of time, they are expected to grow at a greater pace (source; Haier global)
Globally Haier is leading in some major countries such as America, Europe, Australia, Middle East and Africa, Asian countries and South Asia. In America, Haier is the leader in room air conditioner, compact refrigerator, as well as compact appliances, portable electronics and HDTVs. It has a full-fledged marketing office in America. It is also well recognized in the Europe market by the provision of high-end products to the customers. In Italy Haier has also had a manufacturing base that serves the larger portion of the European market. Haier has formed...

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