Haier Pakistan:

Haier Pakistan is the Pakistan Sales & Marketing division of the international Haier Group, a
globally recognized manufacturer of world-class electrical home appliances. The joint venture
between Rube General Trading Company and Haier Group of China has brought Haier to
Pakistan with an initial investment of about US$35 million and a commitment to provide world-
class innovative products based on uncompromising quality to the Pakistani consumer.

The plant spreads over a vast area of 63 acres with a covered area of 0.6 million square feet
including a workers’ colony on Raiwind Road, Lahore. The project is expected to produce 0.9
million pieces of household appliances per year with plans to export to the Middle East and all
over Asia. In the first year of its operations, Haier will generate employment opportunities to 600
individuals with potential to grow up to 1200 within the next 5 years. Furthermore, Haier will
supplement income of 1000 to 1500 families providing indirect earning and employment
possibilities.

The roster of products to be launched immediately in Pakistan includes Refrigerators, Air-

Conditioners (Window & Split), Deep Freezers and Washing Machines, Microwave Ovens and
Small Appliances with Dishwashers, Vacuum Cleaners, Television Sets and Mobile Phones to
follow shortly.

Haier Pakistan has entered the local market with a commitment to help its consumers reap the
benefits of modern lifestyle and to provide them world-class innovative products, unmatched
nationwide customer support, a vast dealer network and a steadfast after- sales-service
throughout the country.

1999- Created a overseas promotion division

2002- Haier industrial park in Pakistan
And made a joint venture couth Pakistani R group
The largest dealer of household appliance in Pakistan

Haier in America
Strategy is 10 manufacture quality products that can sell at premium
Hired all the team from Japan where as Haier teamro coup to the wall mart it was a difficult task
Took one year to get only appointment from wall mart
Focus on niche as there were big client accounted from 98% of all sales

International division
Organized overseas sales into five large regional markets.
America 30% sales and revenue
Europe 30% sales revenue
Middle East, south Asia, East Asia (40% sales revenue)

International Strategies
Focus on difficult market first (i.e. US Europe and Japan)
Begin with niche products
Staff with locals

Product differentiation
Haier used send its R&D team to the countries
And meet directly with the customers which resulted customization

Response speed
18 design centers that collect ideas from field quickly tested and converted into prototype.

Haier in Europe
2000 step in Europe
Initial sales and marketing practices in 13 European countries
By 204- coped 17 markets.
Haier ‘’Italy’s merioni’’ to hold operations in Europe
Market was same as US in size and degree of development
But differ in distribution channels and consumer preference

Haier in India
Cited a potential high growth market
Invested heavily in production, distribution and sales capacities
Objectives as to become one of the top three while good firms in India with in 5 to 7 years:

Big challenges in India

The enjoinment
The economy
The channels of distribution

Focus on local retailers rather than departmental stores

To cope up the challenges Haier India hired former
Whirlpool India executive as a head of Haier
India and helped Haier India each and every matters

Strategy to compete abroad.

Product differentiation
Response speed