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Haier’s History

Haier’s History. Qingdao Fridge Factory A deficit of 1.47 million rapidly One type of product Less than 800 factory workers. Haier's Status Quo. One of the biggest white goods company 42 types of specifications for more than 8600 varieties of brand-name products group

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Haier’s History

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  1. Haier’s History • Qingdao Fridge Factory • A deficit of 1.47 million rapidly • One type of product • Less than 800 factory workers

  2. Haier's Status Quo • One of the biggest white goods company • 42 types of specifications for more than 8600 varieties of brand-name products group • More than 20,000 workers

  3. Industry Analysis White Goods Industry

  4. Industry Definition Being used to reduce the burden of endless housework and improve the quality of people’s life Six product categories The importance of white goods in people’s daily life.

  5. Global Issue • Global market • Europe • Asia-Pacific • United States • Other Regions • Global Value Chain

  6. Future Trends Diversity of market players The market will be divided into more different categories as consumers require more functional products. Technology will play an even more important role in innovation of products.

  7. Strength SWOT Analysis • Large number of sales outlet 30 franchised stores & 5500 sales points • unique corporate culture, qualified employees, core technology, excellent after-sale service system • High reputation at home and abroad

  8. Weakness SWOT Analysis • Difficult to adapt to the international market - little efficient breakthrough among international competitors • Relatively low input, low output & low efficiency • More attention on traditional electrical products

  9. Opportunity SWOT Analysis • Economic globalization - “go out” • Foresee future changes in external environment - enough time to prepare • Core technology • China’s access to WTO - easier to enter global market • Domestic and foreign business partners

  10. Threat SWOT Analysis • Deficient funds – lack of power & less competitive • “Energy saving” “environment protecting” “green” • Traditional mode of thinking • Stronger competitors

  11. Current Global Market Analysis

  12. Achievements the fourth largest white goods producer in the world operates in over 30 countries with employees over 50,000 products are sold in more than 160 countries in global Had a global turnover of ¥118 billion (about $16.2 billion dollars) in 2007

  13. Technology & Product Innovation Once relied on technology from German companies has made technology innovation as its main task and pay millions dollars in R&D of new high-tech products The technology achievements are soon transferred into advanced products

  14. Organizational Restructuring “1000-day information management innovation” Important Issue: a lack of focus improve the effectiveness and efficiency

  15. Global Marketing Strategy • The difficult matters should be dealt with before easy ones in the progress of Haier’s globalization United States Europe Japan

  16. Brand Building Strategy pays much attention of its advertising and public relations in order to build up a deep-in-mind brand image in global market NBA Olympic Charity

  17. Challenges and Risks from Global Market • Haier has not become a real global corporation yet • the portion of overseas sales is relatively low • Chinese products are considered to be cheep but of poor quality in global market

  18. Competitors Whirlpool Corporation Electrolux Matsushita (Panasonic) Siemens General Electric

  19. Whirlpool Corporation • Total Avenue of producing appliance is $19billion in 2007 • Total Avenue of producing appliance is $19billion 2006. • After acquiring the Maytag Whirlpool Corporation became the largest home appliance maker in the world BACK

  20. Electrolux • total revenue is $104,billion 2007 • Stockholm, Sweden • main Strength products are floor cleaners, • In 2002, Electrolux launches the Robot Vacuum Cleaner • produce the first talking washing machine in India BACK

  21. Matsushita (Panasonic) • Total revenue is $8.62 billion in the year ended March 2008 • Main business are electronics which contains 7 categories such as Televisions, Video, Phones and Audio and so on Weakness-home appliance Strength-electronics e.g. Video, Cameras another part of conducts e.g. cell phone BACK

  22. Siemens • Total revenue is 110.82 billion in 2008 • Berlin and Munich, Germany • Main Business include Industry , Healthy and Energy. • Main Home appliance such as Refrigerator ,wash dryer and so on • The other common products such as Cell phone part, computers and Real Estate • long history , innovative design and high technology BACK

  23. General Electric • Fairfield Connecticut • Net income is $4,312 million • The top three companies in the world in September 2008 • GE will sell the appliance business in the price of 5-8 billion in 2008 • Haier is preparing to bid , but there has three problem 1, total revenue $1.62 billion in 2007 2, government e.g., Maytag in June 2005 3, market and ‘made in China’ Go on

  24. Recommendations Short-term • Details • Consumer service • Innovation Long-term • Own overseas sales channels and networks • Localization • Overseas R&D

  25. Conclusion • Success • advanced technology • successful management • consistent innovation and restructure • Effort for future • strong competitors • lack of strong competitive capacity • own strategy

  26. Question Time

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