In 1996 Haier, a Chinese manufacturer of home appliances, followed its stated purpose of "helping customers solve any problem they confronted", and decided to reach non-consumers by creating new products. To reach urban-dwelling singles market the company developed a small washing machine (Mini Magical Child) that could wash just one pair of underwear or socks.…

BPIR Categories

3.2.3 Develop&integrate technology/innovation into concept
4.1.4 Develop & implement marketing strategy
4.1.1 Identify market segments & target customers
2.2.4 Formulate and review business unit strategy

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