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Case analysis: Haier strategy in India

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About the document

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documents in English
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Type
case study
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2 pages
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General public
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  1. Introduction
  2. Haier Strategy in India
  3. Case analysis
  4. Conclusion

In 2004, Haier opened operations in India with the aim of accessing the country's large market, gain from India rapidly expanding economy and push by Chinese government's push for Chinese companies to become multinationals after China joined the World Trade Organization (WTO) in 2001.

The company's management also realized the despite the company's position as a global leader in electronics' manufacturing with over 25 years' experience and a global presence with marketing surveys touting them is the global leader in electronic appliance sales, they have not managed to make significant inroads into the rapidly expanding Indian economy which despite being Asian and sharing a common border with them practiced a different culture.
In recognition of this scenario, Haier launched in India in 2004 and appointed Banerjee T. K., an Indian National as its president for the country's operations. They adopted the three-in-one strategy that had been successfully adopted in other global markets like America and Europe.

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