Haier Group's Strategy in the US Market

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : BSTR072 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges


International Business
Case Length : 12 Pages
Period : 2003
Organization : Haier Group Co.
Pub Date : 2003
Teaching Note : Available
Countries : USA, China
Industry : Consumer Appliances


The case examines the globalization initiatives of one of the most successful companies in China, the consumer appliance major, Haier Group Co. The case focuses on Haier's initiatives in the US market to establish itself as a major brand.

The case also provides information about the competition in the US consumer appliance market and its structure, and the strategies adopted by Haier to overcome the obstacles. The problems faced by Haier in the high-end market in the US consumer appliance industry and future prospects of the company in the US market are also discussed. The case also provides information on the Chinese consumer appliances market.


Analyze the rationale behind, and the mechanism for, globalizing a home-grown business, and understand the possible benefits and pitfalls of doing so


  Page No.
Mission US 1
Background Note 1
Haier's Competitors in the US Market 6
Strategies in the US Market 6
Going High-End 8
Future Prospects 9
Exhibits 10


case examines, globalization, China, Haier Group Co., major brand, strategies, obstacles, Haier, high-end market, US consumer appliance industry, future prospects, US market, Chinese consumer appliances, market.

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