Quick! Which brand sells more major appliances by retail volume than any in the world? It’s the same one that had more than $20 billion in sales in 2010, marketing products such as dishwashers, microwaves and washing machines in more than 165 countries. Earlier this year, the company had one of the largest exhibition spaces at the Consumer Electronics Show in Las Vegas. It’s been an official sponsor of the National Basketball Association since 2006.
Take Huawei (pronounced WAH-way), for instance. The Chinese telecom equipment maker has grown into one of the world’s largest, selling products first in developing countries, such as Brazil and Mexico, and later in European markets, such as Ireland and Finland. But it’s now also going after the consumer market, too, selling cheap smartphone handset devices to lower income consumers in countries ranging from Nigeria to the United States. Huawei hopes to become one of the world’s top three handset brands by the year 2015. Even if it’s a long way from there now (“I think it’s called a Maui,” one consumer told a Wall Street Journal reporter), the company saw its global handset market share nearly double last year, from 1.3 to 2.4 percent, according to the research firm Gartner.
[This article has been reproduced with permission from research from the UNC Kenan-Flagler Business School: http://www.kenan-flagler.unc.edu/]
Excellent post. Only concern is Indian brands are not many. The main issue is execution. Apart from the eight paths, i would add another way to build global products
on Sep 6, 2013