mba案例25（MBA case 25）.docVIP

mba案例25（MBA case 25） Overseas expansion of Midea air conditioning Since the summer of 1998, occurred in Nanjing city for many years a rare hot weather. Starting in July 6th, nearly a hundred air conditioning stores in Nanjing have lined up. In order to obtain an air conditioner, looking for acquaintances, opening the back door, writing notes and making signs, these phenomena in the planned economy era are now reproduced in history. Nanjing in July 13th to the air conditioning manufacturers, dealers across the country issued an emergency, the number of air-conditioning manufacturers immediately deployed forces, arrived in Nanjing rushed to send reinforcements. To July 14th, air-conditioning manufacturers at home and abroad more than 30 brands gathered in Nanjing, only the installation workers have 3000 people, plus sales staff more than 5000 people, Nanjing residents said they are divine troops descending from Heaven! Air conditioning manufacturers across the country, company reinforcements gathered in Nanjing, but from the beginning of July 19th, heavy rains fell at high temperature, also suddenly extinguished the air conditioning heat. 5000 peoples air conditioning army, in front of the rain, immediately nothing to do. 5000 peoples air conditioning forces trapped in Stone City, to the people sounded the alarm, if air-conditioning production and marketing alone God, then our air-conditioning business also how to develop? Entrepreneurs, businessmen, and so on, must use a strategic vision to look at the potential market, we must have a market economy as a whole strategy. Even if it wasnt for climate reasons, air conditioning would no longer be in the summer of 1998 Radish is fast, not wash mud, consumer psychology increasingly mature, people compare prices, select models, selection functions, requirements, after-sales service and so on. In the face of consumer criticism, the competition for air-conditioning manufacturers is almost white hot. By contrast, in 1998, Mide