The paper "Market Entry Strategy: Case of Haier" is a perfect example of a case study on marketing. The report focuses on Haier a Chinese multinational organization that manufactures white goods and appliances in over 96 categories. The report looks at examining the organization i. e. Haier which will concentrate on its product, mission, and other aspects. This will be followed by proper market segmentation and target market which the organization looks to aim. Based on it a PESTEL analysis is being conducted which will help to understand the type of country they would look to work in.
This will be followed by analyzing the different overseas potential market based on the needs and requirements of the organization. This will be followed by analyzing the preferential market which will be aimed at and the market entry strategy will be decided based on it. The overall analysis will thereby help to understand the market entry strategy which will be focused by Haier so that chances of being successful in the international market can be achieved. About the Product Haier is a China multinational organization dealing in white good products and provides customers with over 96 categories to choose from.
Haier aims to become a world leader in its field of white goods and aims towards supplying quality products for its customers. Haier aims towards customer satisfaction and looks at delivering products and customers based on the needs and requirements of the customers. The prime reason for choosing Haier for the analysis is the opportunity that the player presents and will help to develop a framework through which future opportunities for the business can be identified. Haier deals are a wide range of products which include refrigerators, air conditioners, water heaters and basic kitchen appliances along with includes televisions, mobile phones, and computers along with laptops.
The organization also looks to provide different products intelligent home appliances, central air conditioners, interior decorations, medical equipment, etc. The wide range of offerings and being successful in the domestic market provides an opportunity to move in the international market and ensure better chances of being successful. Market Segmentation Market segmentation is an important aspect of business growth and performance as it helps to segregate the market into smaller sizes which helps the organization to target the correct segment and multiplies the effectiveness in the marketing strategy.
Haier on this aspect has segmented its market based on geographic locations, distribution, price, and demographics. Haier to ensure strong distribution and availability has segmented the market based on geographic and looks towards developing the required distribution network so that goods can be provided to even far off customers (Ireland, Hoskisson and Hitt, 2007). The organization has also ensured medium range pricing so that the maximum market segment can be aimed at.