Case Name :      Midea: Globalization Challenge for a Leading Chinese Home Appliance Manufacturer

Authors :           Niraj Dawar, Peter Yuan

Source :             Ivey Publishing

Case ID :            900A31

Discipline :        Strategy

Case Length :    22 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

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.