Question

What do you think makes Haier international expansion unique? ​

Answer 1

Answer:

This paper takes the opportunity to critically evaluate the international strategy of Haier, Chinese producer in the consumer electronics industry. A review of the literature on the subject of internationalization and foreign market entry is undertaken, prior to analyzing the micro and macro environments at the time of Haier expansion into new markets during the 1990 and 2000s. An industrial analysis is conducted and a comparison of the competitors approach to international expansion is completed. The drivers behind the Haiers international approach are discussed, together with the reasoning behind their success in the European, Asian and American markets. Finally the performance of Haier international strategy is evaluated and recommendations to enhance the companys international success are discussed.