|
Commercial freezer products market with the development of the passage of time as well as drinks and ice cream and other food industry , its market capacity is also expanding , the supplier growing and constantly adding new suppliers , so that gradually become one of the world can not be ignored industry , especially in the North American market , its commercial freezer product demand is the world's largest , in order to be able to get a huge profit on sales in the North American commercial refrigerator market , the major commercial refrigerator manufacturers have increased marketing investment, the level of competition growing . Haier Group to face the highly competitive North American market , to further consolidate the existing customers and the development of new customers , increase market share , we must develop a viable marketing strategy . In this paper, research and analysis by the Haier Group Haier Group commercial refrigerator market in North America in which the macro environment, competitive situation , demand conditions in North American business activities introduced , as well SWTO analysis to identify the strengths and weaknesses of the Haier Group , as well as in the marketing process problems, the revision and improvement of the original marketing plan , and develop a product positioning strategy , marketing mix strategies , and to enhance the brand strategy to create a differentiated marketing strategy to counter the threat from competitors to grasp the opportunity in the market , to protect Haier Group, the strategic objectives of commercial refrigerator in the North American market . Extended the scope of the original marketing strategy , to open marketing culture , and rely on to improve the marketing system , to strengthen the customer relationship management system is put more marketing support commercial refrigerator , Haier Group in the North American market global brand strategy to provide a certain basis .
|