To the Chinese company Haier Inc., the largest seller of appliances in the world, entering India as a emerging market multinational, this is like having a double-edged sword. Its global presence, which gives credibility to offer more sophisticated products to justify a higher price, but consumers in India still have to develop the will to accept their made in China, high-priced products. Seven years in their business efforts in India, weak sales and low market shares were maintained. The company then began a rapid change in pricing strategies and renewing its marketing infrastructure to save the market. The case provides an overview of the situation and prepare a discussion about marketing strategies and location of multinationals from emerging markets in India. It also gives an overview of the challenges facing these multinational companies. The case also explores the issues of product offerings, brand communication, pricing strategies, market lagged capture and disadvantages. The comparison between the behavior of Haier in India and other markets also highlights the level of localization / internationalization of the company adopts all markets.
Source: University of Hong Kong
Release: June 12, 2012. Prod #: HKU978-PDF-ENG
Haier India: Presence of a building in the settlement of the case Mass Market Beyond China