Research On Marketing Strategy Of Haier Home Appliances In Pakistan

After 40 years of rapid development in China’s home appliance industry,China has now become the world’s largest home appliance market and the world’s largest home appliance manufacturing base.As industry competition is increasing and the domestic market is gradually becoming matured,although the domestic market is still the largest consumer market,the domestic market is no longer sufficient to support the fast-growing demand of home appliance companies.Under this circumstance,the companies need to go abroad to seek greater breakthroughs.Haier Pakistan was established in 2001 as a joint venture between Haier Group and Pakistan’s RUBA Group.At present,Haier has become Pakistan’s No.1 brand in Pakistan,with refrigerators,freezers,washing machines,and air conditioners taking the first place and TV taking the second place.However,as competition intensified,Haier Pakistan has also encountered profit and growth bottlenecks.Haier Pakistan should stabilize its growth through marketing reforms and further achieve share breakthroughs.By expounding the relevant theories and definitions of marketing,this article uses PEST Macro analysis and SWOT Micro analysis to analyze Pakistan environment.At the same time,based on the current Haier Pakistan marketing situation,it points out that Haier Pakistan is currently facing slow high-end transformation,product sampling and Issues such as display standardization,direct seller skills,and outdated promotional methods have created bottlenecks for the company’s development.Through the STP theory,the target market and marketing positioning are sorted out,and a differentiated product marketing strategy covering all markets is determined.Based on serviced oriented 7P marketing tools,it includes the product,price,channel,promotion;People,Physical evidence,and Process control separately,and detailed the marketing plan.Finally,the key guarantee measures for the implementation of the marketing plan are further discussed in terms of organization,supply chain information assurance,financial risk management and channel conflicts.It is hoped that by summarizing the experience and lessons of Haier’s Pakistan market,restoring the problems currently encountered and proposing solutions,this article can further enhance Haier’s operational capabilities and market share in Pakistan,and at the same time expand the development of China’s home appliance companies in the Middle East,Africa and Southeast Asia.The national market has certain reference significance,and it can also provide some reference for other Chinese companies to expand the Pakistan market.