Qingdao Haier Ltd Considering The Maytag Acquisition Case Study

Unformatted text preview: QINDIVIDUAL CASE REPORT TEMPLATE (20 points) (NOTE: Type in your answers. No handwritten answers) Case Title: _Qingdao Haier Ltd. -Considering the Maytag Acquisition Your Name: _Esmeralda Balderas__________________ 1) Who is the decision maker in the case, i.e. individual, and job title? The decision makers in this case are the senior executives at Qingdao Haier Ltd., China’s largest home appliance maker. 2) What is the main problem(s) confronting the decision maker, i.e. what decision does she or he need to make? The senior executives at Qingdao Haier Ltd., need to determine whether or not to bid on the purchase of Maytag Corporation, the third-largest U.S. home appliance manufacturer. 3) What has led to the current situation? Acquiring a venerable company like Maytag would put Haier on the same stage as Lenovo Group Ltd., Chinas largest manufacturer. The Maytag acquisition would elevate Haier’s major home appliance market position in the United States and worldwide. A decision to purchase Maytag would depend heavily on competitive issues and the marketing opportunity that the Maytag business and assets could provide Haier in the U.S. and worldwide. Maytag is a well- established company (fortune 500 company) that designs, manufactures, sells and services home and commercial appliance in North America and in selected international markets. The acquisition of Maytag could increase the growth and status of the Haier Company greatly. 4) What alternative courses of action (strategic choices) are available to the decision maker? Do not bid on Maytag- which may is turn let a competitors acquire Maytag, rebuild its business, and achieve a more advantageous competitive position in the U.S. in terms of brands owned and marketed and display in retail outlets A successful bid would establish Haier as a major home appliance manufacturer in the U.S., broaden its U.S. appliance product lines, and give Haier brand recognition with the Maytag name.- Could provide new retail channels A plan would need to be developed that described how Maytag could further Haier’s initiatives, capitalize on its strengths, and overcome weaknesses in the U.S. and abroad Decisions related to the offering and brand portfolio of the combined companies would have to be made- Continue with a multiproduct brand strategy or adopt Maytag’s multiband strategy Decision about how much to bid on Maytag and whether such a financial investment would be better directed at building the Haier brand and business in the U.S. following the corporate growth strategy of Japan’s Sony Corporation and South Korea’s Samsung Corporation. 5) What marketing strategy concepts or topics does the case illustrate? This case illustrate the marketing strategies of developing a global marketing strategy, evaluating several alternatives, and making a decision about setting a big on acquiring a company. ...
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