Marketing strategy analysis of Haier海尔营销策略分析.docx

Marketing strategy analysis of Haier海尔营销策略分析.docx

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MarketingstrategyanalysisofHaier海尔营销策略分析

MarketingstrategyanalysisofHaier

Abstract:

Withthedevelopmentofglobaleconomicintegration，Haier,astheleadingenterprisesofChinesehouseholdappliances.Howtoconductinternational

marketingefforts,especiallyindevelopedcountriesliketheUnitedStates，isputinfrontofthepriority．In2010,Haierbrandachieved6.1％marketshareofwhite

goodsinwholeworld．ButitssalesaremainlyconcentratedinAsia、AfricaandLatinAmericadevelopingcountrieswhichincludingChina．salesisnotidealandlowbrandawarenessinU.S．TheUnitedStatesistheworld’slargesteconomy,isoneofthecountriesoftheworld’shighest1evelsofconsumption．Worldfamousgathered，hugemarketpotential，highqualityrequirementsforconsumerproducts，strongpurchasingpower．TheonlywayforHaiertobecomeatruesenseoftheworld’sfirsthouseholdappliancebrandistodeveloptheU.Smarketsuccessfully．WiththeincreasingnumberofcompetitorsintheU.Sappliancemarketandcompetitorsisgettingmoremature，Haier,asanewentrant，howtoquicklyincreasebrandawareness,expandmarketshareand1etthelargehomeappliancescalesaled．alloftheseiswhatHaierneedtofacewhenhecompeteintheU.Smarket．

Thispaperisbasedonthebasictheoriesandmethodsofmarketingstrategy,

integratedusetheinternationalmarketingandotheranalysistoolstostudyonHaierhouseholdappliancesmarketingstrategyinUnitedStates.

KeyWords:

Haier;Culture;Marketingstrategy

1.Theproductandthefirm

Haiergroupwasfoundedin1984.From1984to2016of32years,Haiertothespiritofentrepreneurshipandinnovationeffortstoopenupthehouseholdappliancesindustry,toenterthemedical,insurance,andrealestateindustryinhomeapplianceindustrydevelopmentandgrowth,hasbeenfromaisonthevergeofcollapseofsmallhouseholdelectricalappliancesenterprisedevelopmentbecomehavemorethan7millionemployees,29manufacturingplants,8researchcenters,19tradingcompany,135.7billionyuanturnoverofglobalizationlarge-scalegroupcompanyintheworld.InChina,Haierhasafter9consecutiveyearswonthemostvaluablebrandlist;intheworld,2010globalwell-knownmarketresearchfirmEuromonitorInternationalreleaseofhouseholdelectricalappliancesmarketsurveyresultsshowtheHaierbrandto6.1%whitehomeappliancesmarketpossessionratewontheworld'sfirsthomeappliancebrand.Amongthem,theHaierrefrigerator,washingmachineandrefrigeratorrespectivelyto10.8%,9.1%and14.8%brandretailvolumeofrankingfirstintheworld.HaierthereforeistheUnitedStates,"newsweekly"websiteasoneoftheworld'stopteninnovativecompanies.

HaierasearlyastheendoftwentiethCenturybegantoopenuptheU.S.homeappliancemarket.1999,undertheguidanceoftheinternationalizationstrategyofHaiergroup,HaierintheUnitedStatestoestablishaHaierrefrigeratorproductionbaseinSouthCarolina,2000begantoinvestinproductionandgraduallyopenthemarketthroughhighqualityandpersonalizeddesign.2002,HaierinNewYorkCityBroadwaytobuyoriginalGreenwichBankbuilding,alandmarkbuildingasoneofNorthAmerica'sheadquarters,inHaier'scasethisisaqualitativeleap,onbehalfoftheHaier'scommitmenttotheUnitedStatesmarket,HaiertorootsintheUnitedStatescontinues.HaierUnitedStatesbranchwasfounded,thereareonly13employees,only2varietiesofproductssoldinthemarket,4models,thecurrentsalesoflessthan$30million.By2010,HaierintheUnitedStatessubcompanyhasdevelopedbecomehavemorethan200employees,salesof12categories,morethan2000typesofproducts,HaierhouseholdappliancesintheUnitedStates,thecumulativesalesofmorethan4000millionunits,therealizationofthebirthofeverythreeminutesaHaierusersofsuccess,thecompoundannualgrowthratereached35%,theannualsalesofcloseto$6billionbrandlocalization.Justlike,HaierhasbeenintheUnitedStateshomeappliancemarkettogainafirmfoothold.However,HaierhomeappliancesmarketintheUnitedStatesisstillfacedwithlowbrandawarenessandlowmarketshare,everybodyelectricproductsisnotsalesscaleissues,thisarticleisinthiscontextofHaierhouseholdappliancesintheUnitedStatesmarketmarketingstrategyofinvestigationandstudy.

2.Marketinganalysisdecisionspriortoentry

TheUnitedStatesmarketisaverymaturemarket,istheworld'smostdifficulttoenterthemarket.ManyAsiancompaniesareplantedrightinthismarket.Acer,Taiwan,spent$about1000000000inthepast10yearsintheUnitedStatestosellitsbrand,butfinallybecauseofaseriouslossoftheUnitedStatestowithdrawfromthemarket.DuetothedifficultyofenteringtheU.S.market,China'sDomesticCompanycurrentlymainlythroughthewaytoentertheUnitedStatestotakeasingleproductionorOEMmarket.Forexample,Kelon,inSoutheastAsiaandHongKongsaleshitisitsownbrand,butsalesintheUnitedStatesandEuropeareOEMwaythatitexportsproductstotheUnitedStatesintheAmericancompany'sbrandsales.Forexample,WAL-MARTiscurrentlyinthechainstoresalesMagicChefbrandisthedesignandmanufactureofKelonrefrigerator.CurrentlyintheU.S.market,Chineseproducts,hittheChinesebrandenterprises,Haieristhefirst.

Haierrefrigeratorhasbeennamedasthebest-sellingproductsintheUnitedstates.Thewell-knownAmericanmagazine"twice"thenation'sbestsellinghomeapplianceswerestatistically,Haier（600690）refrigeratorwithGE.WhirlpoolandotherworldfamoustogethertobecomeAmerica'sbest-sellingproducts,includingHaierastherepresentativeofallkindsofsmallrefrigeratorsalesgrowththefastest,theaveragespeedaccordingto23.9%ooffstatistics,HaiertwotypesofrefrigeratorBClllandbc50isAmerica'smostpopularsmallrefrigerator,inSeptember2000statisticsranked2and4（August2000rankingwasNo.1andNo.2）.TheUnitedStateshomeappliancemarket,thefamousbrand,competitive,almostalltheworldfamousbrandarena.HaiercantakeitsownbrandintheU.S.markettooccupyaplace,Haierproductshavebeenfullyequippedwiththeabilitytoparticipateintheinternationalhighlevelofcompetition.HaierchosetofocusonthedevelopmentoftheU.S.market,themainreasonsareasfollows:

（1）ForeignhomeapplianceenterprisestoentertheChinesemarket.AfterChina'saccessiontotheWTO,theforeignhouseholdelectricalapplianceenterpriseshavelandedinChina,"rushingtoeatmeat,Chinesehouseholdelectricalapplianceenterprisesinconsideringhowtodefend.Howtokeepthedomesticmarketatthesametime,begantoconsidermorehowtomovetowardtheworld,toopenupoverseasmarkets.

（2）Domesticmarketdemandsaturationofdomestichomeapplianceenterprisescompetition.Chinesehouseholdelectricalapplianceindustryinthelate1990s,duetomarketsaturation,competitionisfierce,playingthepricewar,homeapplianceindustryprofitsthinasablade,resultinginhouseholdelectricalapplianceenterprisesmustlookfornewmarkets,achievenewbreakthroughs.

（3）Haierglobalizationstrategy.Haierinthecontextoftheglobalizationstrategyguide,takeglobalization"firstafterthedifficulteasy"strategy,firstenterthedevelopedcountriesestablishabrand,marketandpotentialtooperatefromastrategicallyadvantageouspositionoftheoccupationofdevelopingcountries.

（4）ThegreatattractionoftheUShomeappliancemarket.TheUnitedStatesisoneofthecountrieswiththehighestlevelofconsumptionintheworld,theworldfamousbrand,themarketpotentialishuge.Towashingmachinesasanexample,accordingtoEuromonitordata,globalcapacityofthewashingmachineis7753millionunits,whichtheUnitedStateshomeappliancemarketwashclothesdryerMarketCapacityabout16millionunits,about21%ofthecapacityoftheglobalmarket.SoHaiertobecomethetruesenseoftheworld'sfirsthomeappliancebrand,thedevelopmentoftheU.S.marketisessential.

（5）ThesupportofChina'snationalpolicy.Chinesegovernmenttoencouragenationalenterprisestogoabroad,totheworld,butalsoforexportenterprisestoprovideaseriesofpreferentialpolicies,suchasexporttaxrebates,etc..

3.Marketresearchundertakenpriortomarketentry

（1）Marketsegmentation

Haier'sresearchanddevelopmentandmarketsalesstaffwillbefinedifferentiationofthemarketisattributedtothestylebreakdown,segments,exportsegmentsandgeographicalsegmentsofthefourcategories.StylesubdivisioncanbedividedintoEuropeanstyle,AsianstyleandAmericanstyle.Byclassdivision,canbedividedintowhitecollarandbluecollar.Exportdirectioncanbesubdividedintodevelopedanddevelopingcountries.AccordingtogeographicalsegmentationcanbedividedintotheSouthandthenorth,ruralandurban.Haierwillbedividedintofouraspectsofthemarket,fordifferentaspectsofdifferentmarketingstrategiestotake.

（2）Marketpotential

Ⅰ.Brandawareness.HaierbrandintheUnitedStateshomeappliancemarkethasbeenoperatingfor12years,butthebrandawarenessisstillrelativelylow,only37%.Ofcourse,thisismorecomplexreasons:

suchasbrandpromotionintothenumberoffunds,brandpositioningisclear,brandpositioningandproductpositioningisconsistent,andsoon.Haier'sbrandawarenessalsohasalotofroomforimprovement.

Ⅱ.Marketshare.By2011,Haierallkindsofhouseholdappliancesrefrigerator,washingmachines,microwaveovens,televisionandothermediocreresults,failedtoachieveamajorbreakthrough.Marketsharethereisalargeroomforimprovement.

Ⅲ.Wehavenotrealizedthescaleofsales