Haier American Marketing Plan (Get In touch for Academic Writing Services: erickkombo2013@gmail.com)

Name
Instructor
Course
Date
Haier American Marketing Plan
Haier America operates in the Household Appliance Manufacturing Industry which involves dishwashers, refrigerators and freezers, cooking appliances, trash compactors, laundry, air conditioners and other home appliances. The industry is globalized where the brands compete aggressively in the domestic and global markets for brand recognition. To build a strong brand recognition and image, intensive investments in marketing and promotional activities are required. This section analyzes the company using pestle.
Political Factors
America has a developed economy thus the government is interested to ensure that it is maintained. Therefore, the federal has set several regulations that influences the Household Appliances industry. The government has set up various regulations on taxes, excise duties ad employment. Therefore, operating in a changing market, the company will have to follow these set rules.
Economic Factors
The key factor in this strategy is customers since they use their resources to purchase the appliances. Therefore, the company has to observe the economic policies to guide in setting up the prices for the products. The income of the consumers is likely to increase which is good sign.
Social Factors
The demographic characteristics of the consumers need to be considered as well. The following will be the target market
        i.            Geographic- United States of America.
      ii.            Demographic: Females between 19-56 years (students, workers).
    iii.            Segments: family, social-dining, innovation, convenience oriented and price conscious individuals.
Technological Factors
With the advancements in technology, the competitive nature of the industry is based on technological innovations. The company will need to develop technologically advanced products so as to compete with the rivals.
Legal Factors
There are various rules and regulations governing the industry such as patents, trademarks and designs. The company will ensure that it follows these rules to the rather.
Environmental Factors
There are few consumers in the market but they are very important to the company. There are also a variety of rules regarding to environmental protection due to an increase in climatic changes. Therefore, the company will need to produce eco-friendly products.
Distribution
Majority of the competitors manufacture, distribute and retail their own products. However, few of them sell their products to wholesalers. To ensure that we establish a large market base, we will consider utilizing the wholesalers and retailers. However, most of the products especially the co-branded ones will be available at our retailer partners and the company’s online shops.
Competitors
The following are the major competitors in the industry:
        i.            LG Electronics Co. Ltd– offers a wide range of household appliances such as washing machines and refrigerators.
      ii.            Whirlpool Corporation – This is the largest and diversified organization globally. It controls more than 15% of the global household appliance industry.
    iii.            AB Electrolux- Most of the brands produced are sold in the US market. This company controls more than 25% of the industry.
Issues
Forces
The US market is undergoing through dramatic changes and an exponential growth. Despite the expansion, economic and technological factors has an influence both on the consumers and appliances. They change them into something that has never been seen in the industry.
        i.            Government Regulations – The government is developing policies and programs such as the Energy Star in regard to energy consumption regulating the production of appliances. Additionally, the government provides tax credits to companies that produce energy efficient products.
      ii.            Technology- The continuous developments in the technology sector are affecting all sectors of the economy. Therefore, the competition in the industry is based on technology with most of the companies introducing SMART appliances.
Key Opportunities
        i.            The U.S market is still growing.
      ii.            Improved technology.
    iii.            Globalization paving way for mergers and acquisitions.
    iv.            High demand for eco-friendly products.

      v.            Increasing income for the American consumers.

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