Haier SWOT Analysis, USP & Competitors

Posted in Consumer Electronics, Total Reads: 4301
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SWOT Analysis of Haier with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Haier

Parent Company

Haier Group

Category

Consumer electronics and Home appliances

Sector

IT & Technology

Tagline/ Slogan

Inspired Living

USP

Customer satisfaction

STP

Segment

Major and small appliances

Target Group

Middle and upper class segments

Positioning

Local brand with global presence

SWOT Analysis

Strengths

1. Has world’s largest market share in white goods (2011)
2. Among the top 20 most trusted brands in India with strong advertising
3. Leader in China in volume terms in the major appliances market
4. It is growing its international reach also and has growing retail footprint

5. Has a cash conversion cycle of -10 days

6. Over 80,000 people are employed

Weaknesses

1. Too dependent on China. Most of its volume sales have been reported in China.
2.Heavily reliant on government subsidies in China

Opportunities

1.Acquisition of Sanyo brand gives Haier greater footing in Japan and high growth economies like Vietnam.
2.Its wide product range across price segments helps it play well in markets like India

3. More tieups will give global perspective in Europe and US

Threats

1.Rising wages in China might exert pressure on its margin
2.Possible decrease in major appliance spending in China especially in the premium segment where Haier is present through its Casarte and Leader brands

Competition

Competitors

1.Samsung electronics
2.Electrolux
3.General Electric

 


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