Marketing Strategies of Haier: A Study

The provided content comprises various articles and research papers related to Haier, a Chinese multinational consumer electronics company. The summary highlights key points from each source, such as market segmentation (Forbes), innovation (Forbes), women's career progress in Saudi Arabia (GDN News), Haier's new technology (Haier America), global branding strategy (Haier KSA), diversification strategy (Haier), quality perspective (Haier), managing risk (Harvard Business Review), understanding Arab consumers (Harvard Business Review), and Haier's zero distance to customer (Harvard Business School). The sources also include academic research on brand awareness (Huang & Sarigöllü) and joint ventures (McKinsey).

Running Head: Haier case study
Haier
Case Study

Haier case study 1
Contents
Strengths and Weaknesses...............................................................................................................3
Strengths......................................................................................................................................3
Brand name..............................................................................................................................3
Market leaders of refrigeration................................................................................................3
Flat organization structure.......................................................................................................3
Flamboyant Leadership...........................................................................................................3
Technology..............................................................................................................................3
Open Innovation......................................................................................................................4
Weaknesses:.................................................................................................................................4
Lack of Advertising.................................................................................................................4
Dependency on china...............................................................................................................4
No competitive advantage in international markets................................................................4
Absence of brand loyalty.........................................................................................................4
Opportunities and threats.................................................................................................................5
Opportunities...............................................................................................................................5
Ever growing economy............................................................................................................5
Rising affordability..................................................................................................................5
Advertising..............................................................................................................................5
HOPE.......................................................................................................................................5

Haier case study 2
Threats.........................................................................................................................................6
Rising unemployment..............................................................................................................6
Increasing interest rate.............................................................................................................6
Red ocean market with few entry barriers...................................................................................6
Strategic factors...............................................................................................................................6
Increasing cost.............................................................................................................................6
Deteriorating brand image...........................................................................................................6
Organizational structure...............................................................................................................7
Core competencies...........................................................................................................................7
Industry leaders in the refrigeration segment..............................................................................7
Zero distance to customer............................................................................................................7
Distinctive competency...................................................................................................................7
Research innovation.....................................................................................................................7
Technological advancements.......................................................................................................8
International expansion....................................................................................................................8
Targeting a niche.........................................................................................................................8
Differentiated international acquisitions......................................................................................8
Localization.................................................................................................................................9
Building Production Facilities.....................................................................................................9
Joint Venture................................................................................................................................9

Haier case study 3
Franchisee....................................................................................................................................9
Porters Five Force Model................................................................................................................9
Buyer Power................................................................................................................................9
Supplier Power...........................................................................................................................10
Threat of new entry....................................................................................................................10
Threat of substitution.................................................................................................................10
Competitive rivalry....................................................................................................................10
Competition...............................................................................................................................11
Haier’s market position..................................................................................................................11
Zhang Rhuimin..............................................................................................................................11
US Success Story...........................................................................................................................12
Strategies to become a market leader............................................................................................12
Advertising................................................................................................................................12
Price War...................................................................................................................................12
Market segmentation.....................................................................................................................13
KSA Market...................................................................................................................................13
Strengths....................................................................................................................................13
Weaknesses................................................................................................................................13
Opportunities.............................................................................................................................14
Threats.......................................................................................................................................14

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Summarization of the case Study..................................................................................................14

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Strengths and Weaknesses
Strengths
Brand name
One of the biggest advantages of HAIER group is its strong brand name and global responsive
organization since its existence in 1984 (Global Strategic Responsiveness, 2017). Currently,
Haier is among the leading brands in the consumer electronics segments and this is owed to its
massive presence and brand awareness among consumers. Higher brand awareness in turn leads
to a higher brand experience and vice versa (Branding and Consumer Behaviour, 2014).
Market leaders of refrigeration
In the refrigeration segment, Haier is a long standing market leader (Forbes, 2012). Refrigeration
is Haier’s core competency in fact what we learn from the case study is that in order to gain
brand value in a new market, Haier focuses on the refrigeration section to begin with.
Flat organization structure
Unlike a pyramid structure, Haier focuses a flattened organizational structure to make employees
feel valued. This boosts innovation and helps keep the firm up to date.
Flamboyant Leadership
Leadership of zhang rhuimin who is one of the top 50 management thinkers of the world is one
of the major factors behind the success of the brand. With a wide experience of over three
decades, Rhuimin has built Haier from the scratch and led it to become one of the most
renowned brands of the world.
Technology
Strength of technology is a pillar that supports Haier’s brand value. Innovative and consistent
technological developments are an essential part of the group. Recently they launched a new

Haier case study 6
compressor free thin filmed solid state technology which is expected to change the face of cool
storage in the country.
Open Innovation
Haier has worked upon the concept of open innovation. The concept is simple to understand and
primarily aims at making the entire world your research team. Haier has five R&D centres
stationed at US, Europe, Australia, japan and china. At the same time they have an online
platform HOPE (Haier open partnership ecosystem) where the firm posts its research problems
to a wide audience in the hopes of finding solutions from across the globe.
Weaknesses:
Lack of Advertising
Not as innovative advertisements as competitors is a major drawback that impacts Haier’s brand
recall value. Its competitors like Philips, LG, and Samsung are leading the advertising industry.
And on the other hand, Haier has positioned itself as a comparatively low cost product as
compared to these giants. This is why it becomes imperative for Haier to control its cost and this
leads to its advertising budget taking a hit.
Dependency on china
In lot of countries, Haier products are still imported from china. And this leads to an increased
dependency on the country. Since most countries do not have their manufacturing units, it
becomes challenging to build trust among the consumers.
No competitive advantage in international markets
Unlike Sony, Samsung and Phillips, which were established in late 1800s or early 1900s, the late
entrant, Haier is left with no competitive advantage besides lower cost. In terms of design,
service delivery and brand awareness, Haier still has a long way to go.

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Absence of brand loyalty
People often associate with product lines of Haier rather than the brand and as the golden rule
goes, brand is always bigger than the product. A person buying a Hair air conditioner may or
may not buy its refrigerator. However, a Samsung or a Sony loyalist will at least try to achieve
some level of brand consistency in its home appliances.
Opportunities and threats
Opportunities
Ever growing economy
America is a land of opportunities. The increasing population has created a hub for demand. It is
often said that, America’s demand is unfathomable and it always leaves people asking for more.
The economy continues to grow, despite government’s efforts to curb consumer spending.
Rising affordability
Gone are the day when owning a refrigerator or an air conditioner was considered a luxury.
Today they are human needs and this has been possible because of increasing affordability and
individual buying power. This creates more demand for Haier products.
Advertising
Haier recently tied up with National basketball association in order to up its advertising game.
Such tie ups are a big opportunity for Haier and associations like these have an existing brand
value that Haier can bank upon.
HOPE
Haier’s open partnership ecosystem has helped them gain insights on various research issues
from across the globe. This has created a platform for the exchange of innovation and is certain
to help the brand achieve a quicker way to solve research problems.

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Threats
Rising unemployment
Rising unemployment in the states is reducing consumer buying power. Firstly, it is reducing the
demand of non-necessary products and secondly it is also increasing the time and thought
process that consumers require to invest in electrical appliances.
Increasing interest rate
Fed recently increased the interest rate to 1% and is expected to increase it even further. This is
Fed’s attempt to curb consumer spending and in turn inflation. This directly and adversely
impacts the sale of Haier products.
Red ocean market with few entry barriers
Consumer electronics market is filled with immense competition with every firm trying to
increase its market share by consistently innovating their products as per changing demands.
Also, an economy like America, is low on entry barriers, as long as an idea is innovative, the
demand is automatically created and products sold.
Strategic factors
Increasing cost
Haier has been able to compete with a low cost structure owing to minimal labor costs in China.
However, now numerous efforts are being put by the Chinese government to increase the costs of
labor in china. This will make it difficult for Haier to control their incurred costs.
Deteriorating brand image
One of the biggest problems faced by Haier is a severe mind block against usage of Chinese
products especially in developed economies like America. And till date, this ‘made in China’ tag
continues to undermine Haier products.

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Organizational structure
Zhang has been a stupendous leader and innovator for the Haier group. However as the company
expanded, it has been increasing difficult for one person to run the show. This is when Haier
switched to a flat organization structure by giving authority to a specific team or individual in a
particular geography. Unfortunately, no two humans think alike and as a matter of fact it often
leads to an unhealthy competition, difference in opinion and has been increasingly difficult to
transfer the same values with which the firm was built.
Core competencies
Industry leaders in the refrigeration segment
Haier’s position in the world refrigerator sales continues to remain unbeaten. In 2008, the firm
defeated whirlpool and became the largest supplier of refrigerators in the world and has
maintained its position ever since. Its current market share is at an all-time high of 6.3% after
selling over 12mn refrigerators last year.
This is why when Haier first entered America, it ensured to put its best foot forward first and
focused solely on the refrigeration business till the point the brand reached an acceptable level of
expansion.
Zero distance to customer
Especially in the overseas market, where Haier does not has its own manufacturing unit, the
conglomerate is consistently working on establishing an online ecosystem where customers can
post queries, file complaints and provide feedback (Harvard Business School, 2015). This is
Haier’s attempt to connect well with its customers oversees and in turn build trust.
Distinctive competency
Research innovation
HOPE (Haier open partnership ecosystem) is one of its kind initiative by Haier where the entire
globe becomes a part of their R&D team. It is an online portal where the firm posts its research

Haier case study 10
problems and people from different parts of the world pitch in solutions are compensated for it.
Not only does this lead to a quicker solution of problems but also provides researchers from
different walks of the world to come together and share knowledge.
Technological advancements
Recently Haier developed a new compressor free thin filmed solid state technology. This is the
first time any firm has attempted to do something like this and is expected to change the face of
refrigerators. Their four distinctive features include no vibrations, low noise, sustainability and a
precise temperature control (Haier America, 2016). Recently launched Haier’s new touch screen
refrigerator can see your food and recommend you a recipe (C net, 2017)
International expansion
Haier’s international expansion program has certainly gained fruit and built a brand image for the
group. Although, China occupies a small 2.46% of the overseas consumer electronics market,
Haier is the reason for over 82% of that share. Strategies used by Haier include:
Targeting a niche
Haier ensures that rather than going all out in a new market, it first target a niche segment which
is usually ignored by competitors of the area. They achieved this by starting to sell only compact
refrigerators and electronic wine cellars. These two products did not face severe competition
back then. Once this was done and a certain level of brand awareness has been achieved, the
group then went on to target other segments to increase its customer base.
Differentiated international acquisitions
Rather than finding a new market and establishing there from the scratch, Haier believes in
acquiring already recognized companies as this provides them with a base to set the brand up. In
2011, Haier announced acquiring of the Sanyo group’s white products business in Japan and
South East Asia. Another year later, Haier acquired Fisher and Paykel. Soon after, GE officially
became a part of Haier. Such acquisitions have helped Haier increase its brand awareness and
also take advantage of the network and facilities of these established firms.

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Localization
Upon entering the market, Haier consistently aims at transforming its products to suit the local
needs of people. Since its competitive firms were entirely domestic, Haier made changes in its
products in order to match up to their level.
Building Production Facilities
This is most expensive and the most effective way of penetration in the foreign markets by any
firm. Initially Haier captured international markets by the conventional method of exporting to
countries outside of China but soon enough Haier realised that it is difficult to gain trust among
consumers when the firm is based miles away. Hence they started building production facilities
in the countries they wished to expand to. Haier built a manufacturing unit in USA by 2000, in
Pakistan by 2002 and Jordan in 2003. This helped customers get faster and effective service and
in turn enhanced sales.
Joint Venture
This is the most upcoming strategy of entering into a new geography. As per a recent survey,
68% of the respondents felt that their companies investments in Joint ventures is expected to
increase in the next five years (Mckinsey, 2014)Haier penetrated the Indonesian market via a
joint venture and the same strategy was adopted in Pakistan and Japan. Joint ventures offer a low
risk entering as the other partner is already aware of and has control over the socio-political
climate of the place. The group always opted for a majority stake in these ventures to give them a
tighter control.
Franchisee
Haier has 30 franchisees across the world that are reaping positive results by the quarter. This is
the fastest method of entering a foreign market and it is most well knows for adding new jobs in
the economy (Forbes, 2013).

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Porters Five Force Model
Understanding the five forces and their underlying causes reveals the root of industry’s
profitability and hence it becomes important for every firm to analyze these forces (Business
News Daily, 2017). For Haier, Porter’s industry analysis predominantly focusing on 5 factors
discussed is as below:
Buyer Power
Given the large number of options available to the consumer in home appliances and consumer
electronics segment, the buyer’s power remains high as it puts a lot of pressure on manufacturers
to deliver best quality products at competitive prices. This requires them to be consistently on
their toes and bring about innovation. Also the product life cycle is long, once a consumer buys a
refrigerator, it is unlikely that he would change it in a matter of months. This makes buyer’s
research more before investing and hence further increases their power.
Supplier Power
Supplier power in this industry is significantly dependent on the technology used and level of
innovation implemented. Differentiated products offer a higher power to its suppliers. However,
the intense competition and low cost of switching for buyers reduces supplier power in this
industry.
Threat of new entry
Threat of new entrants remains comparatively low as the cost required to enter a new market is
very high. Immense research has to be done and investment made in order to open a
manufacturing unit in a foreign land. Besides the grasp of the existing brands on this industry is
so high that for any new firm to penetrate will require a lot of resources.
Threat of substitution
Threat of substitutes emerges from higher number of brands available in the market. American
consumer electronic markets is already over filled with competition from at least ten leading

Haier case study 13
brands who have established their presence in the American soil. Hence threat of substitution
continues to remain high.
Competitive rivalry
Competitive rivalry is extremely high as most of the existing brands are well established and
have an almost similar market share. This makes it very easy to take away share from a rival or
lose share to a rival. Consistent innovation, lower cost, higher quality, efficient service delivery
and strong customer relations are few aspects that can help brands gain a competitive advantage.
Competition
The main industry players in the consumer electronics industry are Whirlpool, GE Electricals,
Sony, Samsung and Matsushita. All of these firms are using cutting edge technologies to secure
and maintain their stance in the global markets. Every brand has some or the other differentiating
feature that protects the brand from losing its base. Apple Inc. has tremendous consumer loyalty
which no brand has ever seen till date. Samsung and Sony thrive on the user friendliness of their
products their expansive share in the world market. Whirlpool has a strong brand image and a
high level of trust among consumers. Hence everyone is on their toes as both the industries offer
high competition, low switching costs and a very strong buyer power.
Haier’s market position
The volume sales for household electronics by Haier accounted for a massive 10.3% of the
global market. Haier has been able to achieve this status by ensuring continuous changes as per
the needs and securing itself as an internet age brand. Haier continues to position itself as a local
brand in different world markets (Haier KSA, 2017). The group has consistently worked towards
fulfilling the ever increasing needs of its consumers. Innovations like no vibration refrigerators,
internet enabled connected home appliances, small space living solutions are the new age needs
of the consumers and the brand has ensured that it provides a solution for them.
Zhang Rhuimin
Zhang Rhuimin is the father of the brand Haier. It was founded by him back in 1984 and since
then Rhuimin has ensured that his values and philosophies are transferred to every aspect of the

Haier case study 14
company. When Zhang Rhuimin gave its first address in 2013, it was evident that China has
produced its first thought leader on the likes of Jack Welch and Steve Jobs (Live mint, 2015).
Today, Haier group is the fastest growing appliance maker of the world and this success is owed
to Zhang who has rigorously worked hard to change the management, his thought and company
policies with the changing scenarios. He has created a sense of entrepreneurship inside the office
and this is the most difficult task to accomplish by any leader (Forbes, 2017).
The company has consistently improvised its technology, shifted its organizational structure and
decentralized its decision making in order to match up to its competitors and survive this cut
throat industry. Zhang was an assistant city manager who was assigned the task to find a
managing director, since he could not find anyone, he took the job upon himself and has proved
his mettle ever since. He is of a strong belief that the right man at a right job should never retire
(The international news, 2017).
US Success Story.
When Haier first entered the US market, it took the brand a year to secure a meeting with
Walmart to store its air conditioners and today it is a leading brand in the country (Bloomberg,
2016). Haier’s unique entry and consistent development has made its success in the US markets
inevitable. The group marked its presence in the American soil by targeting a niche market of
refrigerators and electric wine cellars. By this they helped establish awareness of their brand and
slowly entered the other segments as well.
The group ensured that they create a manufacturing unit in the country to optimize the efficiency
of their service delivery. This builds trust among consumers and increases customer satisfaction.
Strategies to become a market leader
Haier can most definitely move from being a niche marketer to a major competitor like
Whirlpool. Haier has all the necessary products that are currently offered by Whirlpool. In fact,
Haier is a world leader in the sale of white goods. It is recognized globally for reliability and
marketing (The economist, 2013). The brand achieved a 9.8% retail volume market share. In fact

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Haier products are available in 12 out of top 15 stores in all its international markets (Haier,
2017). Few steps recommended to Haier to gain competitive advantage over other players are:
Advertising
Advertising has evolved many ways to communicate a message to the consumer (The balance,
2017). Currently, Haier’s advertising are not up to the mark of its US competition and this has
lessened the brand recall value for the group. Whirlpool, Sony and Samsung have been investing
excessively on their marketing and this has helped them increase their customer base. Innovative
advertisements help brands ear a place in the customer’s minds and increases the brand’s
awareness to a larger audience. Haier can use Geo tagging advertisements so that people around
the store will consistently see only Haier Ads.
Price War
Haier has a major advantage of lower cost of labor from China as compared to its US
counterparts. Today, Haier’s products cost less to its customers as compared to whirlpool and
Sony (Forbes, 2013). Haier can start a price war in the market and reduce its prices to the extent
where its competitors won’t be able to match without incurring a loss. This will make help Haier
increase its market share and become an industry leader.
Market segmentation
Sell more by selling to few is the strategy followed by Haier (Forbes, 2016). Market
segmentation before penetrating the American market was a smart decision by the brand as it
helped them gain a competitive advantage in that segment. And also it immensely increased the
brand’s awareness among consumers.
Secondly, the segment that they selected was refrigerators and electric wine cellars, which are
the group’s core competency and hence it reduced the risk of failure.
KSA Market
One of the biggest advantages in the Saudi Arabia market is that refrigerators form the key
revenue generating segment of the consumer durables market. KSA was the initial leg covered

Haier case study 16
by Haier when it first began its process of internationalization. Since then the group has a strong
brand in the region and continues serve an increased number of consumers by the year. Specially
in the white goods manufacturing, Haier is performing better than the local brands previously
existing in KSA (Forbes, 2015). SWOT analysis of company products is as below:
Strengths
Haier is among the first few players to have entered the KSA market and hence got the first
mover advantage. Saudi Arabia market is a bundle of opportunities and offers investors a unique
proposition (Arab News, 2016). By 2021, the washing machine market alone is Saudi Arabia is
expected to cross $425million (Business Wire, 2016). Selling high quality products at a low cost
is helping Haier gain consumers. The group’s consistent technological developments and
increased innovation is its biggest strengths.
Weaknesses
Seasonal sale of products is a problem faced by Haier products. Especially during festive
seasons, the timings of stores opening change (Harvard Business Review, 2013). The stores
remain shut five times a day for a short while to respect local customs of reading namaz.
Opportunities
Changing scenarios in KSA like increased household incomes, improved lifestyles and
enhancement in the number working women is leading to increased demands of Haier products
(GDN News, 2017).
Threats
Local manufacturing units are trusted more and the fear of ‘made in china’ products continues to
impact Haier sales. And countries’ political unrest makes it a difficult environment to work in
(Harvard Business Review, 2005).

Haier case study 17
Summarization of the case Study
Haier is a Chinese group founded in 1984. It is currently led by thought leader Zhang Rhuimin.
The group has marked its presence in the consumer electronics and home appliance sector and
has a goal of becoming the third largest appliance maker in the work and get listed as a fortune
500 company.
The firm started with producing refrigerators in China and soon started horizontal diversification
(Haier, 2017). In the initial stages of its internationalization, the group focused predominantly on
the South East Asian markets to build volume and acquire some experience before moving to US
and Europe.
When it entered the US market it decided to start with their forte which was making
refrigerators. Instead of selling a large number of products, Hair worked on building a brand
(China Daily, 2012). In 1999, Haier built three stations in US, with a design center in Boston,
marketing center in New York and manufacturing unit in South Carolina.
The group localized everything in order to gain trust of consumers and show a long term
commitment of its presence in America. The goal was to increase sales and modify products as
per the American demands. Hence it firstly acquired the niche markets which were ignored by
the competitors. Questions arising out of their American penetration were firstly, how to build
brand recognition. Secondly, how to create products that would meet American needs. Thirdly,
how to achieve cost control required to maintain price advantage and lastly how to continuously
improve services.

Haier case study 18
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Haier case study 20
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