Analysis Of Candy Hoover
. Introduction
The purpose of this report is to investigate the market and provide a strategic analysis for Hoover of its internal and external marketing environment in the Middle East (ME).
Founded in 1908 in Ohio, the Hoover brand name has become synonymous with the vacuum cleaner. Hoover is an example of ‘brand salience’, the marketing concept where the brand name becomes so well known that it is used to describe many different types and manufacturers of vacuums (Romaniuk and Sharp, 2004).
The USA Hoover company has been owned by Hong Kong based Techtronic Industries since 2006 (Lamb, 2006). Meanwhile, Hoover in the UK and Europe still shares the Hoover brand name but is a separate organization, acquired by Candy S.p.A Italy in 1993 and now registered as Candy Hoover Group S.r.l. (Hoover, 2014).
The Candy Hoover Group has a registered ME office, Candy M.E. FZE, located in the Dubai Airport Free Trade Zone, UAE (Candy Group, 2014).
2. Middle East – marketing environment (Environmental analysis)
The practice of analyzing the macro and micro marketing environment is part of the marketing audit process; an appraisal of the internal and external factors that affect a firm’s overall marketing performance (McDonald and Wilson, …show more content…
Distributors and wholesalers have reduced their investment in stock and marketing support. Sales of consumer electrical appliances peaked in 2007 and are currently 33% down on their market high (Key Note, 2014). The main competitors to Hoover in the Middle East are Dyson, Bosch, Daewoo, Electrolux Miele and Samsung. Competition has intensified with new entrants from China and the Far East joining established US and European manufacturers and competing in open access markets like the UAE. Hoover is advised to understand its competitive position relative to its market in the ME (Porter,
The purpose of this report is to investigate the market and provide a strategic analysis for Hoover of its internal and external marketing environment in the Middle East (ME).
Founded in 1908 in Ohio, the Hoover brand name has become synonymous with the vacuum cleaner. Hoover is an example of ‘brand salience’, the marketing concept where the brand name becomes so well known that it is used to describe many different types and manufacturers of vacuums (Romaniuk and Sharp, 2004).
The USA Hoover company has been owned by Hong Kong based Techtronic Industries since 2006 (Lamb, 2006). Meanwhile, Hoover in the UK and Europe still shares the Hoover brand name but is a separate organization, acquired by Candy S.p.A Italy in 1993 and now registered as Candy Hoover Group S.r.l. (Hoover, 2014).
The Candy Hoover Group has a registered ME office, Candy M.E. FZE, located in the Dubai Airport Free Trade Zone, UAE (Candy Group, 2014).
2. Middle East – marketing environment (Environmental analysis)
The practice of analyzing the macro and micro marketing environment is part of the marketing audit process; an appraisal of the internal and external factors that affect a firm’s overall marketing performance (McDonald and Wilson, …show more content…
Distributors and wholesalers have reduced their investment in stock and marketing support. Sales of consumer electrical appliances peaked in 2007 and are currently 33% down on their market high (Key Note, 2014). The main competitors to Hoover in the Middle East are Dyson, Bosch, Daewoo, Electrolux Miele and Samsung. Competition has intensified with new entrants from China and the Far East joining established US and European manufacturers and competing in open access markets like the UAE. Hoover is advised to understand its competitive position relative to its market in the ME (Porter,