Marketing plan - Essay Example

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Haier Group Company is out to provide customers in China and all over the world with electronic products that it classifies as white, brown and IT products. Having been operation since 1984, it has grown from supplying refrigerators in China to supplying its products to at least…
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Haier group mainly manufactures appliances that are used in homes. They are manufactured to meet quality needs of customers all over the world. Heir classifies its products into four: white, brown, client solution business and manufacturing group’s equipment components. The classification facilitates departmentation and focus in the company. The white products include refrigerators, water heaters, washing machines, air conditioners and kitchen appliances. Brown products include computers, mobile phones and colored television sets. Client solution business products involve medical equipment, interior kitchen decoration, integrated kitchen, intelligent home appliances and central air conditioners. Manufacturing group equipment component include electronic control integration and metal and plastic product plate production line. To increase their market, the products will have their quality increased and manufactured in technologically competitive way in order to attract customers.
In the year 2008, Haier was in command of 30% of China’s local electronic market of its products. The company aims at getting the market share to over 50%. The product air conditioners’ market in the same year was 145, way below that of its competitor named Media and Gee that was 47%. The company has divided China into five sections of the market in order to enable it win over the competitors. The products’ market across the world are fair, facing competition from the local products. With increased products’ quality, the sales of the products in the target markets are expected to increase with up to 20% upon execution of the marketing plan (Stapleton 1982).
Haier Group Company has its headquarters at Qingdao. The company has established 11976 service centers, 56 trading centers and 38000 sales offices in the areas that it distributes its products. They are able to get the products ...Download file to see next pagesRead More
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