The paper 'GOME Electrical Appliances Holding Ltd - Marketing " is a good example of a marketing case study. GOME Electrical Appliances Holding Ltd was established in 1987 by Wong Kwong Yu and is based in Hong Kong. The company engages mainly in electrical appliances businesses and selling of electronic products in the retail stores and over the Internet. The company’ s products comprise air-conditioning, washing and refrigerating appliances, audio and video (AV) electrical appliances, as well as information technology (IT) and communication categories. GOME operations mainly happen in Hong Kong and Mainland China.
Together with its subsidiaries, the company engages in the retailing of consumer electronic products and electrical appliances. As mentioned by MarketLine (2016), as of 2015, GOME was operating and managing more than 1,220 stores across China and had approximately 42,105 employees. The company is one of China’ s leading retailers of consumer electronic products and home appliances. As of 2015, GOME has 362 standard stores, 272 flagship stores as well as 589 specialized stores across China. In addition, GOME engages in online business since it sells its electronic products to Chines customers through business to customer (B2C) shopping platform.
Furthermore, the GOME provides management services with regard to the retailing of consumer electronic products as well as electrical appliances. According to MarketLine (2016), the company’ s major products include electronic products, electrical appliances, books, cosmetics, clothing, food and beverages, after-sales service, and many others. The company was established in 1987 and was expanded beyond Beijing in 1999. The company was recognized as China’ s “ Key and Strategically Important Enterprises” in 2004 by the Ministry of Commerce. Furthermore, it merged with China Paradise in 2006 in order to expand its product portfolio. 2.0 Market Description The consumer electronics market in China has experienced some growth between 2010 and 2013 but started declining in 2014.
Still, the market is projected to grow moderately by 2019.
MarketLine, 2015. Consumer Electronics in China. London, United Kingdom: MarketLine.
MarketLine, 2015. Global Consumer Electronics. London, United Kingdom: MarketLine.
MarketLine, 2016. GOME Electrical Appliances Holding Limited. London, United Kingdom: MarketLine.