Ivey Publishing

Product Details

Midea: Globalization Challenge for a Leading Chinese Home Appliance Manufacturer
Product Number:
9B00A031
Publication Date:
03/05/2001
Revised Date:
01/07/2010
Length:
19 pages (10 pages of text)
Product Type:
Case (Field)
Source:
Ivey
The managing director and director of overseas marketing of Midea Group, China's largest air conditioner manufacturer, had concerns about the company's domestic and global competitive position. They felt the company needed to develop a strategy to defend its home market in the wake of more liberalized imports, and simultaneously, develop the resources and skills required to play in a global market where its cost advantages had been nullified because international players were also exporting from China. To do so, they needed to review the company's current international strategy and examine both branding and private label options.
Issues:
Disciplines:
International,  Marketing
Industries:
Manufacturing
Setting:
China, Large, 2000
Intended Audience:
MBA/Postgraduate
Price:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
Associated Materials
Translations: Simplified Chinese (18 pages) , Traditional Chinese (18 pages)
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