There is no major producer occupying more than 15% of the global market due to its competitiveness and Electrolux was the third, 7.1% out of the top 10 of manufacturers on world market (volume share) 2016, with the first was Whirlpool, 12.6% and second was Haier, 11.0%. What Electrolux should do to be the leader of the world's leading major producer is aim for the next goal which is to achieve 15% of the global market. So, this is the alternative strategies for that problem for Electrolux to enter a new market in countries that have opportunities and have the potential to be penetrate such as in China and in Africa, rather than to merge Electrolux with other competitors. Electrolux can enter the new market such as in China and Africa by market penetration strategy. Sell the same product but change the advertisement, packaging, and pricing to meet the taste of the local customer. Moreover, Electrolux have relatively low market share in China, and they should increase the sales there considering the large population and the increasing of middle-income family in China. The same thing goes in Africa as there, the penetration is low, but growth is high and in line with increasing household purchasing power. So, my question is: If the strategy is implemented what are the advantages or positive outcome of the alternative strategies. Please explain it