(Solved) Case Study on Haier
Added on - 31 Oct 2019
Porters Five Force Model of Haier
This report is on "Porters five force model of Haier". Haier is among the leading brands in the consumer electronics segments and this is owed to its massive presence and brand awareness among consumers. One of the biggest advantages of HAIER group is its strong brand name and global responsive organization since its existence in 1984. Haier’s international expansion program has certainly gained fruit and built a brand image for the group, Various business strategies used by Haier.
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Market Segmentation of Haier
From the above report "Porters five force model of Haier", we conclude that 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. 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. 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.