Haier

Introduction Haier is famous as a white goods plate appliance catch up withr. Haier Electronics Group Co Ltd. (Haier ELEC) which is listed on the Stock supervene upon of Hong Kong Limited (stock code: 01169) is subsidiary of Haier Group. Its main business includes research, manufacture and sale of pee heater and backwash machines in China. Meanwhile, it is liable for distributing other topographic point appliance products such as air-conditioner, icebox and television (Haier ELEC Annual Report, 2010). Industry and SWOT analysis The home appliance industry has high aim of rivalry. There atomic number 18 many different businesses, such as National Electrics, Chigo, Siemens, and Midea, vie in the industry. Therefore, the large amount of substitute products cause to a high bargaining power of buyers. Strengths| Weaknesses| 1. Good brand cooking stove and reputation. 2. Market leader in water heater and washing machine sales.| 1. Lack sound distribution and selling system, do to a high level of distribution costs, which is defeated by many other companies. | Opportunities | Threats | 1. Haier has core technology in water heater and washing machine.

Entering small firm appliances is an prospect for Haier because Haier whoremaster quickly master the technology of small house appliances due to its good ability of research and development.| 1. High level of competition. In the area of air-conditioner, television and icebox, market share is surpassed by other new competitors.| Strategy Haier Electronics Group in HK mainly sells its products oddly water heater and washing-machine in China. It adopts differentiation strategy as it produces different household electronics for different places. For example, Haier designs a special washing-machine which can prevent rats for rural areas in China. Meanwhile, it produces silent and green refrigerator in cities. This strategy helps Haier to meet different customer demands to a large extent. Balanced... If you want to get a full essay, exhibition it on our website: Orderessay

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