The Strategic Position of Haier Group, China - Assignment Example

The Haier Group is one of the largest manufacturers of electric appliances in the region of China. The company earned recognition of being one of the world’s most profitable brands during the 2004 period. The World Brand Laboratory conferred such recognition after conducting a survey on different brands in the electronic sector. Haier Group of China has been serving the world of consumer electronics for a period of 20 years. During this vast tenure, the organization has earned recognition in building several centers catering to the field of product designing.

Moreover, the company also contributed to the development of several industrial zones and manufacturing centers spread along the world. The product portfolio of Haier Group also spreads along a long category list comprised of electronic products like refrigerators, television units, air-cooling machines, and mobile phones. The company earned the position of a brand leader in a global context by producing goods in the above-mentioned categories. Haier in the modern context is looking forward to capturing the global markets like the United States of America in the consumer electronics sector.

To this end, Haier is planning to enter the western markets through a price penetration strategy that would help the company to earn a place among other global brands like Whirlpool, the consumer electronics arm of GE and Maytag. However, the junior level staffs at Haier increasingly feel that Haier must not dilute its high brand image and must go on producing high priced quality brands which would help the firm in drawing better margins.