海尔场营销分析英语独家首发.ppt

Marketing analysis of Haier Group Report maker: Lisa PPT maker: Tracy Information collectors: Vitas Cyndi About Haier Brand : global brand Logo: Slogan: Be sincere forever! Haier Style: rapid reaction Company background Achievements of Haier Haier Culture: Innovation is our soul Enterprise Culture——the base for sustainable development Haier Spirit——dedication, pursuing excellence Haier Style——Rapid reaction Soul of Haier Culture——Innovation Spirit Five globalization strategies Segments Target consumers Marketing position of Haier Leading the fashion life trend Making target market enjoy high-quality products, excellent services, convenient function, and making life easy The external analysis (take Finland as an example) The macro-environment analysis a) Social and culture factors b) Technology factors c）Economic factors d) Political factors a) Social and culture factors Finns pay high taxes but get a lot in return for their money. The Finns are generally very honest and quiet. In Finland, there is a good balance between family and working life. b) Technology factors Finnish largest industries are electronics, machinery, vehicles, and other engineered metal products, forest industry and chemicals. Finnish technology industries are small in size, as are the country’s population base and overall economy. c) Economic factors Lower commodity prices and growing slack in the economy should bring down inflation from the current high rate. there are a lot of opportunities of Finnish economy to be benefited into the globalization such as the opening international trade policy and foreign direct investment d) Political factors Finland’s general trade policy emphasized: dismantling barriers to trade and investment and participation in an open world economy. Government also reduces the amount of starting money for limited companies from 8000 Euros to 2500 Euros. The micro-environment analysis a) Market size and market demand b) Investment situation