Haier SWOT Analysis, USP & Competitors

Posted in Consumer Electronics, Total Reads: 5881
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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

Haier has the largest share of white goods & consumer appliances across the world

Haier STP

Segment

People looking for consumer electronics & appliances

Target Group

Middle and upper class segments

Positioning

Haier is a Chinese consumer electronics brand with global presence

Haier SWOT Analysis

Strengths

1. Haier has one of the world’s largest market share in white goods
2. Among the top 20 most trusted brands in India with strong advertising
3. Haier is a 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 with Haier

7. Acquisition of other companies & brands have further strengthened Haier's market position

Weaknesses

1. Haier is 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 Haier a 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.LG Electronics
2.Videocon
3.GE General Electric

4.Hitachi


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