For this week’s discussion, read the case study found in your textbook (Case 17):
Group: Internationalization Strategy.
Remember, a case study is a puzzle to be solved, so before reading and answering the
specific case and study questions, develop your proposed solution by following these
Case Study Questions:
Compare and contrast the appliance strategies used by another multinational
appliance company such as LG, Samsung, Bosch-Siemens, Electrolux, Whirlpool, etc. and
What is Haier’s internationalization strategy?
Does Haier’s international strategy appear to be effective?
Is it likely that Haier’s success and management practices can be applied outside of
China? Why or why not?
Samsung Korean Electronics Ltd is charting out an aggressive marketing strategy to promote its
home appliances range in the new year. According to Mr Ravindra Zutshi, vice-president (sales
and marketing), Samsung Korean Electronics, the company plans to invest Rs 25 crore this year
towards developing new moulds for its home appliances range. Mr Zutshi says that the company
is in the process of rolling out 14 new colour television models this year with new marketing and