Strategic Marketing Of HAIER | Assignment

Strategic Marketing

Table of Contents
INTRODUCTION....................................................................................................................................................3
TASK 1.....................................................................................................................................................................4
1.1 Analysis the company vision, missions and marketing strategy..................................................................4
1.2 Competitive analysis of competitors, strategy and positioning....................................................................5
1.3 Customer analysis by the segmentation, targeting and positioning..............................................................6
1.4 Factors from the market structure and trends-..............................................................................................8
TASK 2 ....................................................................................................................................................................9
2.1 Growth strategy including the international marketing................................................................................9
2.2 Company value, branding, services............................................................................................................10
2.3 Value concept.............................................................................................................................................11
CONLUSION.........................................................................................................................................................12
REFERENCES.......................................................................................................................................................13

INTRODUCTION
HAIER is the big corporation group to collective of multinational consumer electronic
appliance company. This company design, manufacture, develop and selling the many home
products for part of the daily routine of peoples (Wilson and Gilligan, 2012). Its include the
air conditioners, computers, laptops, mobile phones, refrigerators, microwave, televisions and
washing machines. This company use the strategic marketing for effectively determine the
differentiates form its competitors by capitalising the current and potential strength to provide
the better value sin the products than the competitors. This company products having
diversified line beyond computers, refrigerators. Company have the public ownership, it is
still technically collective company to be owned by its employers. Company use the strategic
marketing to determine the consumers needs and wants or create the marketing plan to
achieve he customer satisfaction to help in improving the performance of the company with
the achieving highest profit. In the company various department to create a strategic plan for
and the marketing managers to meet with the employees to the work operations. This
marketing objective are to set the realistic objective of the company in the market. Create the
tactics for business are more effective performance in the market than the competitors and
targeting the past marketing failures accounts plans. Improving the employers performance
and identify the way of business operation changes in the some situations. Company use the
competitive analysis fort he strategy planning they are including the fort the help in the
understand the management their competitive and identify
TASK 1
1.1 Analysis the company vision, missions and marketing strategy.
HAIER company mission statement to improved the better quality of life, fulfil the
customers needs. The company success is the simple philosophy taking on the attention to
better research and designs, to carried out the maximum respect for customers and the whole
environment (Moutinho ed., 2011). Company use the best innovation, technology and better
distributing capacity to achieve the goals.
The vision of the company start with the identify need of the customers transform
ourselves from in the products manufacturer to providing the services and solutions for more
comfortable life for company customers.

Marketing Strategy- Haier company use the marketing strategy for expending their
business in the new markets such as international market. Company involve the many
different strategy in the marketing such as branding, pricing, promoting and diversification
strategies.
Brand building strategy in the company adopted at the time of the beginning to
provide the refrigerators in the market. The company focus put on the quantity at the expense
quality of products and manage the system of the company.
Diversification strategy use at the time of failure to to decide to get the special
diversification market strategy (Roger, 2010). Business development the many types of
dimensions in the term of the diversified operations and increase the expansion sale.
Internationalization strategy- adopted by the company after deciding to went their
business expend in the others country. The company implement the market chain
management in the different cities and encouraged the employers to align their value
orientation related with the consumers needs.
Global strategy take by the company for segments the marketing and the products
inventory sales model of traditional business are no longer meet the demand of the clients.
Company transform the self cantered selling of products to the user centric to self services.
Marketing strategy of the HAIER company use the marketing mix tools to identify the
marketing issues related to the promoting strategy. The market researchers research on the
competitors strategy apply in their business to promoting their brand.
Competitive strategy model-
This model are related to the company comparative advantages and scope. They
element are include the many sources like cost leadership, differentiation and focus on the
segments. Company use the this type of model-
Sources of competitive advantage
Low cost Differentiation
Industry wide
Cost leadership Differentiation
Single segment Focus