海尔在非洲营销案例

1、Group 4Haier s GlobalizationNo FrostFoldable ShelfSpill-proof ShelvesHaier s freezersHaier 1 The most populous country in Africa2 An Emerging market nation3 The second largest economy in Africa The Marketing Research ProcessThe Giant of AfricaThe Marketing Research Process large population high temp

2、eratures and air saltnessfrequent power cutEnvironmental scanning-Socioculturalhigh quality demand of electrical equipmentfilter of refrigerator freezer wont defrost in 100 hours without powerEnvironmental scanning-Technologicalhigh market shares high price high speed convenient servicesEnvironmenta

3、l scanning-Competitive middle income mixed economy emerging market growing GDP and purchasing powerEnvironmental scanning-Economicdistribution network joint venture factories economic assistanceEnvironmental scanning-GlobalBenifit SegmentationConvenienceComfortDurabilitySegmenting the consumer marke

4、tEconomySafetyHighMediumLowHighMediumLowHighMediumLowHighMediumLowHighMediumLowVolume SegmentationUsageBrand loyaltyHeavy usersLight usersnonusersStrongMediumNoneSegmenting the consumer marketDemographic SegmentationIncomeLife stageEducationOccupationHouseholdsizeNonageAdultSenior$6000$6000-$7000Hig

5、h schoolCollegePostgraduateProfessionalTechnicalBusiness owner1, 2, 3-45 or moreSegmenting the consumer marketThe Consumer Decision-Making ProcessPsychological influencesPerception AttitudesLearningMotivationMarketing mix influencesProductPricePlacePromotion Situational influencesType of purchaseSoc

6、ial surroundingsPhysical surroundingsPrevious experienceSociocultural influencesReferencesFamilySocial classCultureSubculture The Consumer Decision-Making ProcessMarketing mix influencesThe Consumer Decision-Making Process Problem recognitionInformation searchAlternative evaluationPurchase decisionP