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Strategic Audit of Haier Group

Strategic Audit of Haier Group. Case 24 Strategic Management MGMT 436 Group 5. I. Current Situation (Jw Hayes). Current Performance 2001 to 2004. Organized into 6 Divisions: Haier China Haier Europe Haier America Haier Middle East Haier Spain Haier New Zealand.

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Strategic Audit of Haier Group

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  1. Strategic Audit of Haier Group Case 24 Strategic Management MGMT 436 Group 5

  2. I. Current Situation (Jw Hayes) • CurrentPerformance 2001 to 2004 Organized into 6 Divisions: Haier China Haier Europe Haier America Haier Middle East Haier Spain Haier New Zealand

  3. Top 100 Most recognized Worldwide Brand Name 20 Year Old Company from China Produce Home Electrical Appliances 18 Design Centers 10 Industrial Parks 30 Overseas factories and manufacturing bases 58,800 Sales offices 96 Product Group Categories To include : Refrigerators, Washing Machines, Air Conditioners, Cell phones, TV’s

  4. B. Strategic Posture • Mission • To improve the quality of life, focusing on customers' needs • Objectives • Haier strives to create innovative and affordable quality products, to deliver sincere, delightful and caring services, in order to satisfy different customers • Strategies

  5. Policies

  6. II. Corporate Governance (Jw Hayes) Board of Directors

  7. III. External Environment (John Lerch) • Natural Environment • Weather factors associated with shipping overseas (T) • Long shipping times (T) • Societal Environment • Economic • Lower production costs in China (O) • United States market is the largest in the world (O) • Technological • Rapid growth in Electronics market (O) • High initial costs for producing products with more features than competitors (T) • Political-Legal • High cost of duties by manufacturing overseas and selling in the U.S. (T) • Sociocultural • Desire for new electronics in U.S. market (O)

  8. III. External Environment Continued (John Lerch) • Task Environment • Rivalry high in the United States (T) • Able to expand product by partnerships (O)

  9. III. EFAS Table(John Lerch)

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