Segmentation of Market-Driven Business Free Essay, Term Paper and Book Report
Segmentation of Market-Driven Business
Background
Haier is one of the best and biggest home appliance companies in China, which was incorporated in 1984 only producing household refrigerators. Over the past 20 years, the company has witnessed significant prosperity and is now a transnational organization widely recognized in the world community and touched as the best business model for Chinese businesses and considered the most valuable Chinese brand which hoping to build a brand presence in the global market (www.haier.com/).
The objective of this research is to evaluate the effectiveness of Haier¡¯s marketing and testing if there is a potential market in China. Therefore, before achieving this aim, the research reviewed and examined literature associated with marketing theory, particularly focusing on segmentation.
The role of market segmentation
In consideration of that market segmentation plays a crucial part in the overall marketing strategy, whose definition is supposed to be understood at the first place. According to Mullins (1996), market segmentation is one of the......
Word Count: 1178
Page Count: 4.7 (250 words a page / double spaced)
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