Haier S Strategy

Journal of Contemporary Management
Article ID: 1929-0128-2014-02-01-14

Submitted on 31/08/2013
Muzi HE, and K. C. Wong

An Analytical Study on Strategic Management of Haier
Muzi HE
Anglia Ruskin University, UK (MBA1)
Oxford Brookes University, UK (BSc. Hons)
CICPA2
PO Box 117, Geylang Post Office, Singapore 913804
Tel: [phone] E-mail: [e-mail]
Dr. K. C. Wong
MBA Project Supervisor / Mentor

Abstract: Qingdao Haier has been the world 's largest white goods manufacturer since 2010. Haier has built a portfolio of unrelated diversification through mergers and acquisitions and had decentralizing its operational risks. Haier is confronting few strategic issues which might be more rational and effective in its logistics structure, competitiveness, and the challenges of technological innovation when the unrelated diversification of its business units are into greater expansion.
In this study, the models like PEST, SWOT, Porter five forces, Boston Consulting Group (BCG)
Matrix, Value Chain Analysis shall be utilized as tools to identify the strategic management issues of Haier, and through financial analysis to examine the challenges of Haier’s strategy.
The aim of this research is to analyse and address Strategic Management of Haier from 2010 to
2012 through strategic analysis. Some recommendations improve various strategies of Haier based on the conclusion.
The significance of this study on Haier 's strategic analysis is to reveal the strategic issues of the
Chinese Multinational Corporation (MNC) in providing the global investors an accuracy of investment decision making.
JEL Classifications: M21, M16, O16
Keywords: China MNC; Strategic analysis; PEST (Political，Economic, Social and Technological);
SWOT (Strengths, Weaknesses, Opportunities, and Threats)

1
2

MBA Postgraduate studies in progress
Member of Chinese Institute of Certified Public Accountant

~1~

ISSN: 1929-0128(Print); 1929-0136(Online) ©Academic Research Centre of Canada

1. Introduction

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