Haier Group Company
Haier Group Company
Zengyu Xiao
MGMT 335
Prof. J McDaniel
October 9th 2014
Catalogue
The Company 3
Company Name 3
Company History 3
Company Background 7
Nature of the Business 9
Company’s Vision Statement 11
The Customer 15
Company Mission Statement 15
Organizational Goals 16
Order Qualifiers 18
Order Winners 19
The Environment 23
Company SWOT Analysis 23
Porter's 5 Forces Analysis 24
Environmental Scan 28
Organizational Strategy 29
Research 30
1 THE COMPANY
1.1 Company Name: Haier Group
1.2 Company History
Haier’s group. In 1984, From Germany libeler refrigerator production technology of Qingdao refrigerator factory developed countries on the basis of super large enterprises. In Haier group CEO Zhang riming proposed under the guidance of the idea of "brand strategy", through technology development, finance management, capital operation, manager and holding and internationalization, make a shortfall of 1.47 million Yuan of collective small plant rapidly grow into the Chinese electrical appliances first brand. At the beginning, only one product, all employees less than 800, Haier now has 42 major categories of more than 8600 specifications varieties of products, more than 20000 employees. Haier started from the introduction of refrigerator technology, now rely on the strength of the mature technology and factories in places such as Southeast Asia, Europe, and realize the whole set home appliance historic breakthrough technology exports to developed countries in Europe.
The development of Haier group can be summarized as these stages:
Brand strategy stage (1984-1984), with seven years of time, through the concentration process of refrigerator implement famous brand strategy, established a comprehensive quality management system.
Diversification strategy development stage (1992-1998), with seven years of time, through the extension of enterprise culture and the concept of "to the whole western", the expansion of the successful implementation of the
Zengyu Xiao
MGMT 335
Prof. J McDaniel
October 9th 2014
Catalogue
The Company 3
Company Name 3
Company History 3
Company Background 7
Nature of the Business 9
Company’s Vision Statement 11
The Customer 15
Company Mission Statement 15
Organizational Goals 16
Order Qualifiers 18
Order Winners 19
The Environment 23
Company SWOT Analysis 23
Porter's 5 Forces Analysis 24
Environmental Scan 28
Organizational Strategy 29
Research 30
1 THE COMPANY
1.1 Company Name: Haier Group
1.2 Company History
Haier’s group. In 1984, From Germany libeler refrigerator production technology of Qingdao refrigerator factory developed countries on the basis of super large enterprises. In Haier group CEO Zhang riming proposed under the guidance of the idea of "brand strategy", through technology development, finance management, capital operation, manager and holding and internationalization, make a shortfall of 1.47 million Yuan of collective small plant rapidly grow into the Chinese electrical appliances first brand. At the beginning, only one product, all employees less than 800, Haier now has 42 major categories of more than 8600 specifications varieties of products, more than 20000 employees. Haier started from the introduction of refrigerator technology, now rely on the strength of the mature technology and factories in places such as Southeast Asia, Europe, and realize the whole set home appliance historic breakthrough technology exports to developed countries in Europe.
The development of Haier group can be summarized as these stages:
Brand strategy stage (1984-1984), with seven years of time, through the concentration process of refrigerator implement famous brand strategy, established a comprehensive quality management system.
Diversification strategy development stage (1992-1998), with seven years of time, through the extension of enterprise culture and the concept of "to the whole western", the expansion of the successful implementation of the