Hisense-Hitachi Joint Venture: Expanding in Southeast Asia

Case Solution

Paul W. Beamish, Liu Su
Ivey Publishing ()

Before reentering the Southeast Asian market in 2015, the HisenseHitachi 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 nonexclusive agents) in different countries. This case can be used with HisenseHitachi Joint Venture (A): Expanding Internationally.

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