For Chinese corporations Haier Inc, the largest seller of large home appliances in the world, outside India as emerging multinational is like a double edged sword. Its global presence gives it the authority to offer more sophisticated products that require a higher price, but Indian consumers have yet to develop their readiness in China, high-value products. Seven years in its efforts to India business, sales remained sluggish and the market share is minimal. The company then conducted a rapid change in pricing strategy and revised its marketing infrastructure to maintain its market. Case provides an overview of the situation and make the discussion of marketing and localization strategy in emerging markets multinationals in India. It also gives a look at the problems of these multinational corporations face. The case also deals with product offerings, brand communications, pricing strategies, market capture and later corner flaws. Comparison of the behavior of Haier in India and other markets also indicates the level of localization / globalization, the company takes in all markets. "Hide
by Nikhil Celly, Penny Lau Source: University of Hong Kong, 19 pages. Publication Date: June 12, 2012. Prod. #: HKU978-PDF-ENG
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