Strategic Marketing Report: Haier's Market Analysis and Strategies

This report provides a comprehensive strategic marketing analysis of the Haier company. It begins with an introduction to Haier, a multinational consumer electronics company, and its use of strategic marketing to differentiate itself from competitors. The report then delves into the company's vision,...Read More

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

This model include the sources the competitive advantage in the market with the low cost of
the products and the different from the competitors In the low cost are focus on the cost
leadership. Leadership of the company offer an identical product at the lower cost than the its
competition. Differentiation it is the industry wide focus on the single segment and also take
the advantage of the mangers real and unique elements for design after sales services.
Branding strategy- HAIER company including the many formed in the refrigerators
technology and many new equipments. At a time the company faced the households products
are not available in the market to many companies are led the high scale of the products. The
company focus on the quantity at the expenses of the quality of the products.
Brand the products- HAIER company use the many promotion strategy to promote
their brand. The company use a great logo, write a brand message, integrating your brand in
the market, managers are create a voice of the company that reflect the HAIER brand. After
the set the voice for the company create a tag-line to create a inspirer message. Company
design a templates to show the brand and products and create a standard for the brand for the
marketing material.
Competencies of the company- Company core competency is it the highest quality
and great efficient services capabilities than its competitors. Its competency brand through
service to support those experience and knowledge and skills they all are consider to be the
great service to the company in the competition among the same company to achieve the long
term objective and goals advantages.
1.2 Competitive analysis of competitors, strategy and positioning.
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 the
disadvantage related to the competitors (Proctor, 2014). Its help the determine the
competitors past, present and future strategy. Its also provide the basis to develop the
strategies to achieve the advantages in the future. HAIER company is a big company to
provide the home appliances. Company survey to first the products line of the competitors in
the comparison of the company' s products to determine the competitors and theirs customers
and expectations strategies that provide the distinct advantages. Company adopted the various
step to identify the competitors advantages and disadvantage-

Advantages-
 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 the
disadvantage related to the competitors.
 Its give the more option to the customer with the new products.
 Competitors analysis reach the new market with the new innovative products and
services provide at the lower prices.
Disadvantage-
 Competition are increase in the market the exiting company are decrease the prices
and value of the company.
 There are many competitors use the new technology to attract the regular customer of
the HAIER company.
 Customer are not take the decision to buy the regular company products
Identify- Company identify the its competitors by the market, services line and the geography
elements and the combinations of the all elements depending on the company. Create the list of the
competitors along these boundaries to understand who are align of the company.
Gather- In this step the company researcher understand the competitors key personnel,
projects and capabilities they offer to the customers in the market. After he first research to
researchers can create the secondary research to done by the uses of websites of the company,
professional societies,, business publication and many awards programs.
Analyse- in this step the competition focusing on the new services, new strategy, new clients
of the competitors. Its also identify he new tool and technology offer to the consumers provide by the
competitors. Company create a report for providing the new finding and determine to the planning
team. At the end company competitive research into the researchers plan to create the differentiation
for the HAIER company.
Analysis the position-
Competitive positioning determine the differentiation of the company offering and
create the value for the company market (West, Ford and Ibrahim, 2015). Its cover the
competitive land scape, putting the company stake in the ground and winning mind share in
the market place. Company good positioning strategy ins influenced by-
Market profile of the company include the size, stage, competitors and stage of
growth in the market. Customer segment involve the groups of prospects with the smiler

wants and needs of the consumers. Analysis the competitors strengths, weakness,
opportunities and weakness. Identify the methods for delivering the value to the consumers.
Mapping the comparative strategy- Mapping the strategy to define he market and
draw the map to specify the boundaries of the market that company interested. Identify he
customer needs to understand the company. Company choose the price and the determine the
primary benefits (Varadarajan, 2010). Company identify the retail and whole seller prices
when choose the market to focus on the pricing parameters. Company choose the prices to
compare the initial price or those prices are life cycle cost, transaction cost and price of the
bundles or unbundled prices. Identify the primary benefits to explains the largest amount of
the variance in prices can be complicated. Company products offer the several benefits are
basic functions, features, durability, instructions for uses and others.
Plot positioning- Identify the benefit to draw a positioning map by plotting the
position of the every company's products or brands in the market place according to the
company prices and identify the level ODF the primary benefits.
1.3 Customer analysis by the segmentation, targeting and positioning.
Segmentation of customers- Customer segmentation, targeting and positioning is the
part of the market segmentation. Customer segmentation analysis the leverage advanced help
provide a holistic understanding of the attributes that define the different types of customers
within the company customer bases. Company analysis to identify and separate the company
customers. Base into the distinct group with the common characteristic to help the company
gain a understanding of the profile of the new customers of each segment, to uncover the
important similarities and difference between the behaviour and demographics of each
segmentation. Analysis the customer segmentation involve the various steps and take by the
company. Customers information get in the market to identify the consumers taste, level, data
and level of the standard living (Moutinho and Southern, 2010J). To get the customer
information and data to select the random sample is extracted and personally identifiable
information removed by the professional. Next step is integrate the other data and research
based on clients objectives and demand. Researcher described the descriptive model is
conducted to identify cluster of like behaviour and traits of the customers. At the end
customer segment are defined through use of the advanced analytics use the apply the
methods

Targeting the customers- Target the customer and the market consists of a set of
buyers who share the common needs and or characteristic that the company decide the serve
products. Evaluation the customer targeting segment to identify the customer demand, level,
standard, income level and customer objective and its needs. Targeting the customer to select
the target segment (aakkola and et. al , 2010). Undifferentiated marketing include those
customers are involve in the same level of the income, standard, objectives and demand.
Company target the these types of customer for the same type of products uses by the
customers. These type of customer target easily because these clients are belong the same
level the demand and needs. Company easily target those type of clients by the using mass
marketing. Differentiated customers are belong at the different level of the demand, needs
and wants. These type of consumer are differ from the others customers like brands, features
and according to their needs. Company target the these type of consumers to identify the
customer taste and dividing by different areas of the market. Concentrated customers are
belong to the niche marketing level that company target the some different market according
to the customer income level and taste. These type of consumer have a different taste and also
identify the brands of the products. Micro marketing involve the locals and individual
customers are belong to the highest level of the income and taste about the products.
Positioning of the customers- Customer positioning choose the strategy for identify
the different level of the customer and its positioning in the market. Company identify the
possible competitive advantages and differentiation are based on the products, services,
channels, and needs of the customers.
1.4 Factors from the market structure and trends-
There are main factors to determine the market structure and faces by the company to
launching the new products. There are various factors-
Numbers of buyers and sellers- Many numbers of buyers or sellers of a commodity in
the market indicates the influence set the themselves price commodity. In the case of the
large numbers of buyers or seller, an individual buyer in not cover the position of the price4s
commodity. If is a single seller in the market to get control the all prices commodity.
Nature of the commodity- All the commodities is of the homogeneous nature are
identical the all respects to sold at the uniform prices (Thrassou and et. al, 2012). If the any
commodities are differentiated nature like different brands of the home appliances that it may

sold at the different prices. If some commodities are no close substitute, then the seller can
charge higher prices form the other buyers.
Freedom of movement of the company- If the freedom of the entry and exit of the
company at this condition the prices will be stable in the market. Entry of new company
there are many restrictions and the exit of the old company, then the company can influence
all prices are no fear of the competition from other or new company in the market.
Knowledge of the market condition- In the market buyers and sellers have a perfe4ct
knowledge about the all market aspects, condition and then a uniform price are pre-diced in
the market (Robertson and Wardrop, 2012). In the case of the knowledge is imperfect, then
sellers are in a position to charges the different prices form the others sellers.
Modified the goods and factors of production- Company identify the and modify
factors of production can move4 freely from the the one place to other place, then the prices
are prevails in the market. In the case of immobility of the goods and factors of production,
different prices are charge by the sellers and the buyers.
Market trends- If the company the market trends are the determine the upwards and
downwards situation of a market, during a some period of time. The market size is difficult to
estimate by a company if the starting with something completely new in the market. In this
case the company will have a drive the figure from the numbers of the new and potential
customer and the segmentation of the customers. Market trend involve the various techniques
are analysis the customer needs, choice the modelling, analysis the competitors, risk issues,
research for production, advertising research, marketing mix methods, etc. Changes in the
market are very important for a company because they often identify eh new sources for new
opportunities and threats. In the market the relevant trends are the company dependent, but
some changes in the prices, demand for variety and level of the services of the company.
Market penetration- The company the market penetration to refer the successful
se4lling of the all products or services in a specific market with measure the best price of the
sale volume of the exit products and services in the market It is key performance for the
business growth strategy of the HAIER company. There are many techniques of market
penetration use by tye company for the purpose of increases the overall market share to
attract the many new customers for the similar products are switch by the company .

Lower price of advertising are use by the promoting the market penetration of the
company.
TASK 2
2.1 Growth strategy including the international marketing
HAIER company substantially broadens the scope of one or more of its business in
the term of their respective consumers groups, functions and the alternatives technology to
improved the overall performance (.Smith, 2011.). Company use the various type of strategy
are internal and external. Internal strategy include the expansion, modernisation and
diversification strategy. The external strategy involves the mergers, acquisition, joint venture
and strategic alliance. The company know the its several distinctive capabilities for precise
the understand the customers needs and wants in the market and the ability innovate new
types of appliances that meet those needs of the consumers, management of complicated
distribution network in the market (Meidan, Moutinho and Chan, 2015). The high level of
execution ability including the automations of the company to deliver products to the
consumers specification. The company capabilities are adopted various propositions.
Consumer responsive innovation with in the company are rapidly changes in their products
and retarget the local market. Operational excellence to produce the high quality products at
very low price through the the company continues improvement in the products. Management
of the local distribution networks and company provide the on demand production and
delivery of the products demand of the customers.
International strategy- The business strategy is the company link between he micro
environment and macro environment. The company followed the different secretaries in
evolving the from the domestic company to multinational company with the global emphasis
in the international market. The main purpose of the company was build the a big brand name
and deep understanding the customer needs and wants (Iyamabo and Otubanjo, 2012).
Company using the various approaches for strategy can be differentiated between the
multinational strategies are international, global standardization, localization and
transnational. Under the various approach in the international are pressure for reducing the
cost, local responsive, use global standardization strategy, local, transactional and low, high,
level of the strategy. After the international strategy the company moved in the another stage

in the market to considering the need to localize to each and different market. Company can
be referred the hill statements that localization strategy focus on the the improving profit by
the customizing the company products so they company provide a good match of the
customer than the competitors (ST, 2010). The key element of company success is it
connection with the retailers. Supporting the hill statements related to the tendency for greater
retailers connection for the development of the country. Th company tried the make strong
relationship with the customers and the retailers.
2.2 Company value, branding, services.
HAIER company Having a diversified its products line beyond refrigerators the
company adopted the new name to target the new customers. Company value chain process
devising the various ways in the market to providing the products. Manufacturing the
products in the factories. At the manufacturer the products to create the designs, add the
features, select the colours of the products and use the raw material. After the manufacture
the products to supply to the suppliers primary transport to providing the products to the
suppliers in the market. It is the first suppliers in the value chain process of the company is is
part of the distributions channels (Todor, 2014). Nest is warehouse is the secondary suppliers
in the this process. Warehouse are directly connected to the showrooms and the city
distributions. Showrooms are the maintain by the third party in this process. Distribution
divide the product to the local retailer and the dealer in the local areas. Dealer provide the
products to the outlet in the shops. The outlet provide the products to the end users.
HAIERS social responsibility- The company believes that fostering dialogue is the first step
to creating change in the world around us. The company promote the well being and
happiness of our customers and use the collaborates by taking the interest in the many issues
that are important for the local communities all work with the company. Company involves
the many social and ethical responsibility for the environment(Fioravante, 2010). The
business inspiring the volunteers to plant trees and first outing for the Haier start the green
sail volunteers. They planted tree for the safe the environment to providing the message.
Company also create the new programs are global haier events for the earth hour which began
in the sequence in the different time zones around the globe.
Company Strategy-

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 the
disadvantage related to the competitors. Its help the determine the competitors past, present
and future strategy. Its also provide the basis to develop the strategies to achieve the
advantages in the future. Company use the various type of marketing strategy are internal and
external. Internal strategy include the expansion, modernisation and diversification strategy.
Haier should set up its stores in different countries and start the introduction of their products
to the consumers so that they purchased the products and create the value of the brand image.
The company brand should supply of the products to their potential markets, customers and
increase the sale rates of their products to target the new markets (Jüttner, Christopher and
Godsell, 2010). Company sale the of the products will be enhanced, the company will
generate more profit from their dealings. The business use the different types of business and
marketing strategy is the company link between he micro environment and macro
environment.
2.3 Value concept of strategic marketing
The marketing of any organisation which is done in a strategic way plays a vital role
in the success of the business organisation like Haier. There are some points in which the
values or important of the strategic marketing can be understood in term of differentiation of
then product, audience segmentation, budget control, mix of marketing tactics,goals and
measurement and developing a road map for business and team alignment.. To achieve the
business goal of the company, then strategic marketing has a huge value in business market
as followings.
 Product differentiation The product differentiation is the main key to success of any
business organisation. The product differentiation is the unique quality of the product
so that the company can get the benefit more than other competitor company as it
provides then different and unique feature. The product differentiation can be
achieved by a strategy in the field of the marketing to get success in the business in
the future in the long term. This benefit or value makes the strategic marketing more
important for the business organisation.
 Audience segmentation A business strategic marketing helps the organisation to
create segmentation in audience so that it can concentrate on the target audience and

make effort for that audience only. By doing so the business organisation can achieve
its goals and objective of profit maximisation and revenue generating. The audience
play a vital role in getting g profit by then company as it is the key part of the market
place. The business organisation can capture a lion share of the market by applying
the strategic marketing ion the long term in future.
 Developing road map A smart strategic marketing plays a important role in achieving
the objectives and goals of the business organisation as it makes the road map for the
business step by step. By following the road map of strategic marketing ,. then
company can make a attractive and effective marketing plan for the customer so that
the maker sales can be created and revenue can be generated in more amount. A road
map is a official steps for Mafeking in a strategic way so that the company can
achieve it goals in time.
 Budget control By applying the strategic marketing, the business organisation can
make a controlled budget so that there will be no wastage of the material in the
production process. On the other hand, of the budget is not controlled in the company
then there can be harm or loss of the cost and quality of the product. The budget
decides the success of the company as if the budget is not beneficial for the
organization then there will be harm to the goodwill of the business organisation in
the sight of the customers.
Thus the strategic marketing of every business organisation plays a crucial role in achieving
the objectives and goals of the company in term of profit maximisation as well as revenue
generating. If the strategic marketing is effective for the company then there will be lost of
benefits for the organisation .On the other hand, if the strategic marketing is not effect6ive
then there will be di9fficuklty in future in the long term on the part of the company.
Value chain analysis- value chain of the company is concentrating on the
various activity staring with the raw material and conversion into the finished
products. Value chain analysis is process to identify the sources of the
competitive advantages, cost advantages, products differentiation and including
the value creating activities. Value chain included those activities-

Primary activities include the creation, sales and transfer of the company
products and services.
Support activities involve the human resources, technology development, and
procurement.
Uses of value chain analysis- This analysis help to identify the company can
seen the discrete activities and how they impact on the process. Its examining
the activities of the company they interact in the cost performance. Company
gain the competitive advantages by performing thsee activities better. Its help
the company to stay out the non profit zone.
CONLUSION
On the basis of this report that are conclude the HAIER company is big business
entity to provide the collective home appliances in the whole international market. This
company design, manufacture, develop and selling the many home products in the market to
target the new customers and the new market. Company mission statement to improved the
better quality of life, fulfil the customers needs and the achieving the highest profit in the
market. 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. Identify the uses of 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. Determine
the different types of strategy for the internal and eternal environment of the company.
Identify the competence factors affect on the business value and the competitive strategies
adopted by the company. Company apply the growth strategy with the interactional market
to expend their business in the different countries. Identify the business value chain process
involves in the distributing the products in the market.
Appendix
The company adopted the competitive analysis fort he strategy planning they are
including the for the help in the understand the management their competitive and identify
the disadvantage related to the competitors.

Its help the determine the competitors past, present and future strategy. Its also
provide the basis to develop the strategies to achieve the advantages in the future.
HAIER company mission statement to improved the better quality of life, fulfil the
customers needs.
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.
Value chain analysis
MARKETING STARTEGY
Illustration 1: transportation analysis,2017
Source:transportation analysis, 2017

Competitive strategy-
Market share by the HAIER company.
Illustration 2: marketing strategy, 2017
sources: marketing strategy ,2017
Illustration 3: Competitive strategy,2017
Sources: competitive strategy, 2017

Global market share by the HAIER brands products-
Illustration 4:
market share by HAIER company, 2017
Sources: Market share, 2017
Illustration 5: Global market share by HAIER products,2017
Sources:Global market share,2017

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ONLINE
Strategic marketing. 2016. [Online]. Available through. <http://blog.daviesbdm.com/what-is-
strategic-marketing>. [Assessed on 2nd May 2017].
Strategic marketing. 2017. [Online]. Available through.
<http://learn.org/articles/What_is_Strategic_Marketing.html>. [Assessed on 2nd May
2017].