Haier SWOT Analysis, Competitors & USP

Posted in Consumer Electronics, Total Reads: 11633

SWOT analysis of Haier analyses the brand/company with its strengths, weaknesses, opportunities & threats. Haier is one of the leading brands in the consumer electronics sector. The table below also lists the top Haier competitors and elaborates Haier segmentation, targeting, positioning & USP.

Haier

Parent Company

Haier Group

Category

Home appliances

Sector

Consumer Electronics

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

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Haier. Strengths are:

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

Here are the weaknesses in the Haier SWOT Analysis:

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

Following are the Opportunities in Haier SWOT Analysis:

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

The threats in the SWOT Analysis of Haier are as mentioned:

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

Haier Competition

Competitors

Below are the top 4 Haier competitors:

1.LG Electronics
2.Videocon
3.GE General Electric

4.Hitachi

The brandguide table above concludes the Haier SWOT analysis along with its marketing and brand parameters.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.

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