Case Solution & Analysis for Hisense-Hitachi Joint Venture: Expanding in Southeast Asia by Paul W. Beamish, Su Liu.
Complete Case details are given below :
Case Name : Hisense-Hitachi Joint Venture: Expanding in Southeast Asia
Authors : Paul W. Beamish, Su Liu
Source : Ivey Publishing
Case ID : 9B16M220 / W16862
Discipline : General Management
Case Length : 08 pages
Plagiarism : NO (100% Original work)
Description for case is given below :
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. 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.
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