Chapter 1: Project Overview

SITUATION ANALYSIS
BRAND: HAIER
CATEGORY: COMPUTER AND ELECTRONIC DEVICE

1.1 Problem Statement
HAIER is a very strong and trustful company and produce quality product but consumer still not willing purchase their product, just because of “China Man Made”.

1.2 Issues
HAIER is a very strong and trustful company, in the pass HAIER produce a lot of quality proven product, and have done a lot of advertising example like having TV commercial, sponsor for big organization like Beijing Olympic, FIFA 2010, NBA, even 100% support “Save The Earth” campaign, HAIER willing to give out so much is just want to get the consumer to believe and trust their product, don’t prejudge HAIER is a china man company mean their product have no quality. Consumer perception of purchasing electronic home appliance is the biggest issues for HAIER.

1.3 Objective
To find out how trustful is this brand.
To find out how consumer look in to this brand.
To find out reason of consumer have a bad image of this brand.

1.4 Aim
Change the consumer perception by upgrading the brand image.