Haier was founded in 1984 in Qingdao, China, as an appliance company that mostly produced refrigerators. It is in this context that one can understand why it adopted a platform strategy. The case also gives information about the competition in the U.S. consumer appliance market and its structure, and the strategies adopted by Haier to overcome the obstacles. The company has been offering the market with superior products through its 27 years in operation. Case Analysis of Haier A little background: Haier, a Chinese enterprise founded in 1984.After thirty years research and development, it has become a successful case that leads Chinese enterprises to the whole world. Haier built strategy, based on internal strengths which led him to the dominance position on the domestic market before starting its global expansion. Determining the sustainability of Haier's growth in India necessitates a market and situational analysis. The case analysis focuses on Haier’s plans in the U.S. market to establish itself as a major brand. Moreover, the company HAIER sells products like refrigerator, air conditioner, washing machine and so on. Haier’s business model transformation helped drive its microenterprises to deal with users directly through the open shared platforms, resulting in several shifts. A marketing analysis can help the company to make decisions based on the marketing information they have. Strategically, it shifted from a “production-push” model, which motivated channel stuffing and overproduction to increase short-term profitability, to a retail sales model. The first part is concerned with the strategic analysis of HAIER. Haier Strategy Analysis Name Institution Date Haier Strategy Analysis Haier, a Chinese company is a major contributor in the electronics business. SWOT Analysis Strengths. The second part is concerned with other strategies like growth strategies, branding strategies, social and ethical strategies and relationship strategies. In its growth strategy, Haier Group has entered into numerous joint ventures in its plan to expand internationally and compete with its giant competitors such as Whirlpool, Maytag, Frigidaire, and GE. The aim of this thesis is to form a marketing analysis for Haier Group on the basis of an analysis of its external and internal business environment. Qingdao Haier Group is a consumer electrical maker which transformed from a refrigerator factory in Qingdao, Shandong Province, China founded in 1984. Qingdao Electrical Appliance Factory which is the predecessor of Haier, it was a Chinese government collectively-owned enterprise, since Zhang Ruimin took over it, he found … This involved evaluating the company’s different marketing activities. Unless Haier finds new growth opportunities, it may face years of slow growth. Academia.edu is a platform for academics to share research papers. Creating a SWOT analysis should give an insight into Haier’s current business model and possible development strategies for the future. Their market analysis determined that for Haier to break into the top three home appliances brands in India the company had to adopt a localization strategy and an aggressive marketing campaign. Another model which is useful and which can be referred to the topic is Humphrey’s SWOT analysis. Although, the analysis of Haier Group A Haier Group A’s competitive advantage strategies highlight cost leadership as the main strategy, the company also uses the differentiation strategy along with cost leadership to set the basis for sustainable competitive advantage in the intensely competitive global consumer market. This analysis report is prepared to evaluate the strategy practices adopted by Haier group in recent years. 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