Electroluxs strategic marketing changes.docVIP

 PAGE \* MERGEFORMAT 8 Electrolux’s strategic marketing changes Since 1996, mergers and Changsha Zhongyi Electrolux refrigerator factory has been on in accordance with its international orientation of the Chinese market began its journey. The multinational companies based in Sweden is one of the world’s largest home appliances, its refrigerator sales in Europe and ranks first in Europe in 1998 accounted for 18.9% share. Electrolux to enter the Chinese market is facing a time when competition has entered the white-hot stage, there have been many famous brands, the market has taken shape, and many manufacturers (including many joint-venture factories, such as the Ariston some of the joint-venture factories) has been eliminated . High degree of brand concentration, Haier, Rong sound, Meiling, the new brand’s market share of the four fly as high as 71.9%. Conventional terms, this time not to enter the Chinese market. However, the prospects for the Chinese market, adhering to ‘the market is not late for those who’ philosophy, Iraq to Fox decided to enter the China market. Inability to adapt marketing strategies The mature Western markets may be formed by the standardization of marketing strategies and theories encountered in the so-called inability to adapt and the problem is that these large multinational companies may be experiencing a true sense of the strategic transformation and understanding of mistakes, the Chinese market a start to the Electrolux a Xiama Wei into a loss of 60 million three years successively, by the end of 2004, entered an intolerable stage, and some international brands like Electrolux, recognized that if there is no rational thinking will change encountered in the Chinese market hurt further. Electrolux in the marketing strategy we have shown on the basic problem of sorting out to do the following aspects. Through the price war growth of non-value in exchange for the market has damaged the image of the 1996 with the Changsha Zhongyi El