Marketing and Brand

Topics: Marketing, Brand management, Brand Pages: 44 (15931 words) Published: May 2, 2011
Lu Yidan

Strategic Plan for Haier’s Global Brand Building
Bachelor’s Thesis Business Management

December 2009

DESCRIPTION Date of the bachelor's thesis 7 December 2009

Author(s) Lu Yidan Name of the bachelor's thesis Strategic plan for Haier’s brand building Abstract

Degree programme and option Business management

This thesis aims at finding a correct and valid global branding strategy for Haier, a Chinese home-appliance and digital company, to build up a world-class brand. In my thesis, I will mainly focus on two parts of theories, globalisation strategy and brand management. The globalisation strategy makes us to understand the importance of strategic plans and steps in implementing globalisation and teaches us how to make an effective and efficient global strategic planning. Brand management mainly shows us how to make brand strategy and brand decisions for a corporation, to better create a famous brand. In addition, I also will apply marketing, human resource and culture principles in my thesis which are quite positive elements in brand building. In the practical part, I have combined all the theories with Haier that will make the thesis more logical. Defining the vision and mission, analysing the internal and external environment by SWOT, choosing a competitive strategy and target countries for Haier; How the localisation strategy should be, How to make a brand strategy decision and how do marketing , human resource and culture effect the branding building. But on the other hand, what I would say is that finding a correct and valid global branding strategy for a company to build up a world-class brand is a huge systematic and comprehensive topic which needs practical implementation and evaluation. I cannot say whether my global branding plan is very suitable for Haier, but at least I try my best to study and understand the deep significations of relative theories, and apply them into practice for analysis. I learned a lot from this and I enjoy it. Subject headings, (keywords) Globalisation, Strategic Plan, Brand Management Pages 51 Remarks, notes on appendices Language English URN

Tutor Markku Jarvinen

Employer of the bachelor's thesis

CONTENTS 1. 2. 3. INTRODUCTION ............................................................................................... 1 TARGET COMPANY PRESENTATION- HAIER............................................ 2 GLOBALISATION STRATEGY ........................................................................ 3 3.1. Global Strategic Planning ................................................................................... 5 3.2. Corporate Vision and Mission ............................................................................ 5 3.3. SWOT Analysis .................................................................................................. 6 3.4. Formulation of Global Strategy........................................................................... 9 3.5. Strategy Control and Evaluation ....................................................................... 11 3.6. Localisation strategy ......................................................................................... 12 4. BRAND MANAGEMENT ................................................................................ 13 4.1. Global Branding Strategy .................................................................................. 14 4.2. Brand Strategy Decisions .................................................................................. 15 4.3. The Marketing Principle in Brand Building...................................................... 18 4.3.1. Marketing Segments, Target Market, Positioning ................................... 19 4.3.2. Marketing Mix (Product, Price, Place, Promotion) ................................. 20 4.3.3. Logistics, Supply Chain Management ..................................................... 23 4.4. Other Theories in Global Brand Building...

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52 The Official Website of Samsung, [Referred 12.10.2009] Available in www-format:
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