For the Chinese corporation Haier Incorporation, the largest seller of prominent appliances on the planet, entering India as an emerging marketplace multinational is like having a double-edged sword. Its international presence gives it credibility to offer advanced products that warrant a premium price, but Indian consumers have yet to develop the willingness to adopt its China-made, high priced commodities. Seven years through its India business endeavours, sales stay dull and market share minimal.
The organization renovated its marketing infrastructure to save its marketplace and then undertook a swift change in pricing strategies. The case gives a discussion of localisation and marketing strategies of marketplace that is emerging multinationals in India and provides an overview of the situation. Additionally, it gives insights into the challenges these multinational corporations face. The case also explores problems of brand communication, merchandise offerings, pricing strategies, market capture and latecomer disadvantages. The comparison between Haier's behaviors in India and other markets additionally points to the level of localisation/globalisation the business adopts across markets.
PUBLICATION DATE: June 12, 2012 PRODUCT #: HKU978-PDF-ENG
This is just an excerpt. This case is about GLOBAL BUSINESS
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