Haier case
Haier
Haier is a very successful white good company in China. The company turned the disadvantages and then became the Number one brand in China. Haier played first mover in the Chinese market, and played Niche in the international market(Appendix 1). In the Chinese market, Haier differentiate themselves by increasing the price and producing great quality products for their customers. When the company started to garneted revenues from the refrigerator product, company began to produce more product lines for white goods into the market. I think that this was a great decision, customers and potential customers would see that Haier was not only focus on the refrigerator, but also producing other premium goods. It’s a great strategy that building the brand in the market.
In Haier the knowledge transfer through the employees were doing really well. According to the case, their service employees found that customer used their washing machine to wash food, the employee report this situation to the company. And then Haier launch that special product in Sichuan. From this story, I know that communication in this company was doing really well. Employees report what they saw from the market immediately, and then company could discuss the possibility of create this product. Also, distribution in Haier was efficient. The case mentions that Haier can launch the product in days; it was way faster than their competitors. Moreover, Haier was willing to listen their customers’ need, so they produce adaptive products in different cities in China. Furthermore, the wonderful customer service helps the Haier to gain more market share. Haier knew that premium products and great service would help the company grow, so they also provide good services to satisfy their customers. As a later mover in the international market, Haier started with a Niche in the market. Haier understood that the company didn’t have the ability to compete with “Big
Haier is a very successful white good company in China. The company turned the disadvantages and then became the Number one brand in China. Haier played first mover in the Chinese market, and played Niche in the international market(Appendix 1). In the Chinese market, Haier differentiate themselves by increasing the price and producing great quality products for their customers. When the company started to garneted revenues from the refrigerator product, company began to produce more product lines for white goods into the market. I think that this was a great decision, customers and potential customers would see that Haier was not only focus on the refrigerator, but also producing other premium goods. It’s a great strategy that building the brand in the market.
In Haier the knowledge transfer through the employees were doing really well. According to the case, their service employees found that customer used their washing machine to wash food, the employee report this situation to the company. And then Haier launch that special product in Sichuan. From this story, I know that communication in this company was doing really well. Employees report what they saw from the market immediately, and then company could discuss the possibility of create this product. Also, distribution in Haier was efficient. The case mentions that Haier can launch the product in days; it was way faster than their competitors. Moreover, Haier was willing to listen their customers’ need, so they produce adaptive products in different cities in China. Furthermore, the wonderful customer service helps the Haier to gain more market share. Haier knew that premium products and great service would help the company grow, so they also provide good services to satisfy their customers. As a later mover in the international market, Haier started with a Niche in the market. Haier understood that the company didn’t have the ability to compete with “Big