A Study On Marketing Strategy Of White Goods For Haier In Australia

The further development of world economic integration, of how to deal with international marketing work, becomes a major point related to the enterprise's survival and development. Due to the rapid development of global white goods manufacturers and Chinese domestic white goods business capacity expansion, Haier has to face more intense international and domestic competition. Australia is a developed country with sound economic development and strong consumption capacity. Australia attracts lots of white goods manufacturers to compete in its market. With the increasing number of competitors and competitors becoming more mature, competition is becoming increasingly brutal and so household electrical appliance enterprises are experencing dwindling profit margins. Haier also faces that same problem in Australia. All white goods competitors in the Australian Market should think about how to build their company's core competitive capacity and all competitors should not ignore this issue.This study on marketing strategy of white goods for Haier in Australia uses the basic marketing theories and methods based on integrated use of strategic management, supply chain management and other disciplines' related theories, and also combining my three years'working experience in Haier. The thesis analyzes the external environment and internal conditions. The external environment analysis includes macro-environmental analysis, industry market analysis, analysis of white goods market size in Australia and it's potential, sales channels and competitors analysis. The enterprise's internal analysis includes analysis of corporate resources, capabilities and the present marketing situation. The thesis points out the competition in the market strengths, weaknesses, opportunities and threats, and then works out a marketing strategy of white goods for Haier in Australia. It also points out that we should do well in such aspects as brand building, channel developing and E-commerce platform building etc. to guarantee the marketing strategy be carried out smoothly. I hope the conclusion of this thesis can provide a meaningful reference for Haier to open up white goods market in Australia and be also good for international business operation of other Chinese household electrical appliance enterprises.