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Hisense-Hitachi Joint Venture: Expanding in Southeast Asia
內容大綱
Before re-entering the Southeast Asian market in 2015, the Hisense-Hitachi joint venture mainly used the well known Hitachi brand to explore overseas markets for the sale of commercial central air conditioners. After the JV had accumulated enough capacity to adopt a product differentiation strategy, they decided to treat the Hisense brand as the focal brand in Southeast Asia and adopted a series of distribution strategies that differed from what they had used to sell Hitachi branded products elsewhere. The (B) case provides a basis for discussing target market selection, and the establishment of varying distribution channels (exclusive vs non-exclusive agents) in different countries. This case can be used with Hisense-Hitachi Joint Venture (A): Expanding Internationally (9B16M169).
學習目標
This case can be used in advanced undergraduate and MBA courses in international business, strategy, and international marketing. After completion of the case, students will be able to: <br><ul><li>assess the joint venture’s differentiation strategy; <br></li><li>identify the Hisense brand’s export strategies for Malaysia, Indonesia, and Thailand; and <br></li><li>analyze the strengths and weaknesses of different distributor modes (exclusive versus non-exclusive sales representatives) and assess their respective operational and organizational challenges.</li><ul>