Haier's Marketing Strategies in India
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
Plans for India
By January 2005, Haier was assembling 20,000 television sets a month under manufacturing contracts with Indian companies. To address the needs of Indian consumers, Haier was in the process of setting up a Greenfield project near New Delhi to manufacture television sets.
The Challenges Ahead
The consumer durables market in India had proved highly unpredictable, with a new market leader emerging every three to four years. Indian brands like BPL, Onida, and Videocon, which have been market leaders earlier, were replaced by Korean brands like LG and Samsung.
Exhibit I: An Overview of Consumer Durables Market in India
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