Haier Analysis
Haier Marketing Analysis
William Li
Haier History and Culture
Haier Group —— the world 's fourth largest manufacturer of white goods, the most valuable brands of China.
The company was founded in 1984 in Qingdao, China. As of 2009, Haier has established 29 manufacturing bases, eight comprehensive research and development centers, and 19 overseas trading companies around the world and it has employs more than 60,000 (Angiezahn, 2011). In 2009, Haier 's global turnover reached 124.3 billion CNY(more than 20 million dollars). At the same period, Haier Group, with a market share of 5.1%, became world No.1 white goods producer. Haier actively fulfill their social responsibilities, it helped build 129 Hope Primary School and produced 212 sets science cartoon "Haier Brother". It is the world 's only white goods sponsor in 2008 Beijing Olympic Games. Haier 's refrigerators, air conditioners, washing machines, televisions, water heaters, computers, mobile phones, and other 19 products are rated as famous brand in China, and it 's refrigerators and washing machines has also been named the world famous products by AQSIQ（Administration of Quality Supervision，Inspection and Quarantine). The unchangeable concept gene of “Customers are always right while we need to constantly improve ourselves”not only guides every employee’s development, but also restrains their value.
Development Stages
The company 's strategy is varies according to the changes of the market. And, Haier 's success is inseparable from executives’ rigorous strategic.
Brand strategy（1984~1991）：produce refrigerator only, accumulate management experience of enterprises and create famous brand “Haier”.
Diversification strategy（1992~1998）：from one product expand to all the household appliance products.
International strategy（1998~2005）：being sold in the main global economic area market.
Global strategy（2006~now）：creating different kinds of Haier Brand------adjust to different countries in the
William Li
Haier History and Culture
Haier Group —— the world 's fourth largest manufacturer of white goods, the most valuable brands of China.
The company was founded in 1984 in Qingdao, China. As of 2009, Haier has established 29 manufacturing bases, eight comprehensive research and development centers, and 19 overseas trading companies around the world and it has employs more than 60,000 (Angiezahn, 2011). In 2009, Haier 's global turnover reached 124.3 billion CNY(more than 20 million dollars). At the same period, Haier Group, with a market share of 5.1%, became world No.1 white goods producer. Haier actively fulfill their social responsibilities, it helped build 129 Hope Primary School and produced 212 sets science cartoon "Haier Brother". It is the world 's only white goods sponsor in 2008 Beijing Olympic Games. Haier 's refrigerators, air conditioners, washing machines, televisions, water heaters, computers, mobile phones, and other 19 products are rated as famous brand in China, and it 's refrigerators and washing machines has also been named the world famous products by AQSIQ（Administration of Quality Supervision，Inspection and Quarantine). The unchangeable concept gene of “Customers are always right while we need to constantly improve ourselves”not only guides every employee’s development, but also restrains their value.
Development Stages
The company 's strategy is varies according to the changes of the market. And, Haier 's success is inseparable from executives’ rigorous strategic.
Brand strategy（1984~1991）：produce refrigerator only, accumulate management experience of enterprises and create famous brand “Haier”.
Diversification strategy（1992~1998）：from one product expand to all the household appliance products.
International strategy（1998~2005）：being sold in the main global economic area market.
Global strategy（2006~now）：creating different kinds of Haier Brand------adjust to different countries in the
References: History of Haier. StudyMode.com. Retrieved 06, 2011, from http://www.studymode.com/essays/History-Of-Haier-726847.html Andersson, P. M., Fangqi, J. W., Arwidi, O., Jiang, T., & Zhang, Z. (2010). A comparative study between Chinese and Swedish Universities.