Economincs for Managers
------------------------------------------------- the way of Haier group’s brand globalization
Developing Strategic Intent
TABLE OF CONTENTS
Introduction & Background
Haier’s Culture
Industry Analysis
SWOT Analysis * Strength * Weakness * Opportunity * Threat * Development Strategies (SO, ST, WO, & WT)
PEST Analysis * Political * Economic * Socio-cultural * Technological
Porter’s 5 Forces * Threats of New Entrants * Bargaining Power of Suppliers * Bargaining Power of Consumers * Rivalry among Existing Competitors * Threat of Substitutes
Haier Group’s brand globalisation strategies
Conclusions
Recommendations * Quality * Technology * Service * Advertising
Reference
Introduction
“Any company fails to plan, that company plans to fail”. In order for a company to accomplish growth through its operation, they must develop strategies which intents long-term growth. Introducing Haier Company, it is the world’s 4th largest white goods manufacturer and most valuable brand company in China (Haier, 2013). It was founded by Zhang Ruimin in 1984, which was the 6th year of Chinese Reform and Openingup policy released. Haier had experienced the development stages, noted as Brand Building, Diversification, Internationalization, and Global brand building (Haier, 2013). Currently, Haier caters to the needs of personalized production and executes its Networking strategy (Haier, 2013). It is their vision and mission to be the leader in the industry and users’ first choice, as well as the first competitive solution provider for good life.
This report will focus on the branding strategies of Haier Company. The purpose of this report is to apply relevant recommendations that can help improve company growth. However, carrying out an analysis of the Haier Group strategic position will help accomplish the purpose of this report. Three analysis tools will be used;
Developing Strategic Intent
TABLE OF CONTENTS
Introduction & Background
Haier’s Culture
Industry Analysis
SWOT Analysis * Strength * Weakness * Opportunity * Threat * Development Strategies (SO, ST, WO, & WT)
PEST Analysis * Political * Economic * Socio-cultural * Technological
Porter’s 5 Forces * Threats of New Entrants * Bargaining Power of Suppliers * Bargaining Power of Consumers * Rivalry among Existing Competitors * Threat of Substitutes
Haier Group’s brand globalisation strategies
Conclusions
Recommendations * Quality * Technology * Service * Advertising
Reference
Introduction
“Any company fails to plan, that company plans to fail”. In order for a company to accomplish growth through its operation, they must develop strategies which intents long-term growth. Introducing Haier Company, it is the world’s 4th largest white goods manufacturer and most valuable brand company in China (Haier, 2013). It was founded by Zhang Ruimin in 1984, which was the 6th year of Chinese Reform and Openingup policy released. Haier had experienced the development stages, noted as Brand Building, Diversification, Internationalization, and Global brand building (Haier, 2013). Currently, Haier caters to the needs of personalized production and executes its Networking strategy (Haier, 2013). It is their vision and mission to be the leader in the industry and users’ first choice, as well as the first competitive solution provider for good life.
This report will focus on the branding strategies of Haier Company. The purpose of this report is to apply relevant recommendations that can help improve company growth. However, carrying out an analysis of the Haier Group strategic position will help accomplish the purpose of this report. Three analysis tools will be used;
References: Bloomberg BusinessWeek. (2013). Haier Electronics Group Co. Retrieved from http://investing.businessweek.com/research/stocks/financials/financials.asp?ticker=1169:HK Chan, X Chetty, S. (2012, autumn). A different dragon. Mercury Magazine, 1(2), 22-25. Retrieved from http://www.fek.uu.se/mercury/index.asp?page=no2 Core Value of Haier, Copyright © 2013 Haier Inc Corporate culture of Haier, © 2013 Slide Share Inc. retrieved May 09, 2013, from: http://www.slideshare.net/pengpeng0203/corporate-culture-of-haier Electrolux General Electric. (2013). Financial Statements. Retrieved from http://www.ge.com/investor-relations/investor-services/personal-investing/financial-statements Haier, C Sina Finance. (2012). Behind: The Acquisition of New Zealand Home Appliance retrieved from http://finance.sina.com.cn/chanjing/sdbd/20121119/135913720617.shtml Whirlpool WIPO. (2012). Branding for a Global Transformation. Retrieved from WIPO: http://www.wipo.int/ipadvantage/en/details.jsp?id=2600