SWOT Analysis of Haier American
First time invested in America with the opening of a factory in South Carolina in 1999, Haier America is a consumer electronics and home appliances company, mainly focuses on white-goods business.
Haier has the top market share in the world. It had surpassed rival Whirlpool as the world's top refrigerator producer in terms of sales, according to Euromonitor. Globally high market share is beneficial for Haier to broaden its market in America. Its unique selling proposition is customer satisfaction, which is crucial and advanced among appliance companies. It has a wide product range in the field of home appliance, which is easier for Haier to meet customers demand.
The company image to some extent is negative since the quality of products is still controversial, at least not totally approved by public yet. As a foreign brand, Haier is undoubtedly harder than other American companies to integrate into local society and culture.
Social changes and market trends tend to match what Haier focus. People in America tend to enjoy and demand more home appliance as economy develops and living standard is improved. Wine cellars, home laundry, refrigeration appliances and freezers which Haier is good at are accepted and needed by home users. Comparing with other major brands in America, Haier’s price is more attractive in a same feature level. Opening a factory in South Carolina is beneficial to enjoy better governmental policies and benefits such as lower tax, comparing with import from other countries.
Political factors sometimes may be an issue when Sino-U.S. relations are not stable. As a Chinese enterprise, it is easy to be affected. Foreign competitor companies such as LG and Samsung entered America Market earlier than Haier did, which will affect market share to some extent. The...
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