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The large household appliance industry and market is significantly large and competitive throughout the world. Large appliances are found in over 90% of North American homes alone- China is right behind them. Europe, Latin America, and Australia’s saturation levels are starting to considerably increase every year. Qingdao Haier is one of the top large appliance manufactures in the world focusing on specialization rather than diversification. Although there is big competition against Haier, their marketing strategies have helped them to increase their profitability. Their key strategy is an expansion into global markets. The objective is to create a localized brand name, which places like America or Europe, can associate themselves with. Other marketing strategies include sub-branding and multi-branding strategies. Localization is important for such a competitive market. Making the consumer feel comfortable and pleased with the product will have them coming back for more.......

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Approximate Word Count: 660
Approximate Pages: 3 (250 words per double-spaced page)

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