Fairchild Water Technologies

However, such a campaign did not motivate the audience into buying a product or getting them interested in enquiring about the company services. Therefore, focusing on corporate image could create passive interest, which might not translate into sales, resulting in lower returns on marketing dollars. They failed to target the consumer’s needs

1) Prepare the manufacturing staff’s calculations for the three alternatives (please refer to the attachments):

The company does not have a sure mission and is engaged in the wrong type of marketing philosophy. The company need develop a mission.

What can be learned from the research findings with respect to marketing the Climp Fecha Facil?

The company’s products are not selling in the market even after making several changes and reforms in the operation process i.e. experiencing difficulty in gaining traction in the market.

stems from two main factors, lack of awareness of the company’s products due to limited

The most dominant problem addressed in the case that Haier is facing is that it lacks of brand popularity in the global market, comparing to its direct competitors such as Whirlpool, GE appliances, and Electrolux. Even though Haier made its effort to amplify its brand image and popularity globally by making a bid to acquire Maytag Corporation yet did not succeed, it is still difficult for Haier to enter the high-end segment of the US white goods market. According to statistics from Euromonitor, Haier’s 2013 market shares in consumer appliances segment in the North American and Western European markets were 0.9% and 0.5% respectively, which are significantly lower than Whirlpool’s, one of Haier’s major competitors in the U.S. and Europe,

In the early 2000’s Lowe’s was rapidly intensifying its presence nationwide. The company carried a varied assortment of home improvement products and catered to the needs of retail as well as commercial business customers. Lowe’s expanded their reach by acquiring a 41-store chain, Eagle Hardware and Garden, and engaging in a strategic alliance with HGTV to obtain a more profound existence in their market (Rouse, 2005). By 2004, Lowe’s operated almost 1,000 stores with plans to continue expansion across the nation (Rouse, 2005). The company has a core competency in helping customers meet their home improvement needs at a low price. In order to use this core competency to gain a competitive advantage, the company has focused on key

In the United States the home appliance industry is a mature market with high penetration, therefore, replacement product is significantly important to the industry. The United States has three major manufacturers for domestic production: Whirlpool, General Electric, and Electrolux. The appliance industry is changing rapidly and becoming more competitive with the influence of Asian competitors, specifically, LG Electronics and Samsung Electronics, who are major appliance importers. Subsequently, in January 2016, a Chinese manufacturer, Haier, bid for the purchase of General Electric Appliances, finalizing the contract on June 6, 2016 (Thompson, 2016).

According to their marketing budget there has been no allocation of funds directed toward possible web sales. There has also been no allocation of funds for web advertisement, instead the company has chosen to completely ignore this ever expanding opportunity and focus primarily on trade shows and cold calls. At very least they company should develop minimal advertising to use in conjunction with their current strategy.

view. After this a public notice should be done showing the biases and faults of the current tests

price point than the big 3, the company saw this as the perfect strategy to penetrate the saturated

It lacks thorough understanding of its target market (the needs of the present and future customers).

Research Reports and Internet Research – The internet is a very easy way to source secondary data that can be extremely useful as it is a good source of industry information. Some information can be available for free like the Australian beau of statistics, newspapers, council and magazines, some help maybe needed in determining the viability of the information and to analyse the results. Other professional research companies like Roy Morgan and Ibisworld will charge a fee for their reports. This may work well with surveys and experiment research as trends or environmental factors in the market could influence consumer consumption therefore giving invaluable information as to what may sell well or is needed in the current market. This method was chosen as it can be easier to obtain and cheaper than the other research methods. It can also provide information on the competition, which would evaluate what products they have been advertising and why.

* To structure deal as joint venture, which would be an economical approach to entering the market with the access to the technology, cross-marketing and profits. May bring, however, the lack of control to achieving "Anywhere, Anytime" vision.