Haier’s High-End Brand Casarte: Can Multi-Branding Work?

Baolong Ma; Rubing Bai; Su Liu; Hongwei Ma;

商品編號：9B20M203
出版日期：2020/11/30
再版日期：2020/11/30
商品來源：
商品主題：General Management/Strategy
商品類型：Case (Field)
涵蓋議題：brand cannibalization;brand positioning;multi-brand operation
難易度：4 - Undergraduate/MBA
內容長度：9 頁
地域：China
產業：Manufacturing;
事件年度：2015

In 2015, the management of Haier Group (Haier), a Chinese company that designed, developed, manufactured, marketed, and serviced home appliances, faced a dilemma. Established in 2007, Casarte, Haier’s high-end sub-brand, had sustained only a mediocre performance from 2007 to 2014, and its sales revenue had remained low. Had brand cannibalization occurred between Haier’s mid-range to high-end products and Casarte’s high-end offerings? Should Haier continue to develop Casarte, which would require more risk and investment? Or should it cut its losses and discontinue the business, which could hurt Haier’s ability to compete in the high-end market?

教學手冊：8B20M203;
補充材料：