haier

Topics: Strategic management, Management, Haier Pages: 18 (3616 words) Published: October 11, 2013
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Table of contents

1.0 Introduction ................................................................................... 1 1.1 Executive summary ................................................................ 1 1.2 Objective of the report ........................................................... 1 1.3 What is strategic management ............................................... 1 2.0 Example of strategic management: Haier ..................................... 3 2.1 Introduction of Haier ............................................................. 3 2.2 The mission and vision of Haier ............................................ 3 2.2.1 Haier’s mission ............................................................ 3 2.2.2 Hair’s vision ................................................................. 3 2.3 Strategic management of Haier.............................................. 4 2.4 Haier's strategic management analysis ................................... 4 2.4.1 The brand strategy stage .............................................. 4 2.4.2 The diversification strategy stage ................................ 7 2.4.3 The international strategy stage ................................... 9 2.4.4 The global brand strategy stage ................................. 10 2.4.5 The networking strategy stage ................................... 11 3.0 Evaluation of Haier’s strategic management .............................. 12 4.0 Conclusion .................................................................................. 13 Bibliography ..................................................................................... 14

MGT6204 – Managing Organization

1.0 Introduction
1.1 Executive summary
With the acceleration of global economic integration, the increasingly fierce market competition, market environment is more complicated and changeable. At home and abroad economic of rapid development, expansion of the enterprise and the bankruptcy of enterprise exist at the same time, the survival of the fittest, polarization is very obvious. Enterprises seek survival and development in the complex environment, strategic management is indispensable, strategic management is to focus on the long-term, overall planning and made to adapt to the internal and external situation. Strategic management is correct or not, related to the enterprises in market competition the decline and death. It is pointed out in the competitive environment of enterprise survival and development direction, and then decides the most important content and competition.

1.2 Objective of the report
The objectives of this report are:
To discuss the nature of strategic management.
To illustrate the concept of strategic management using Haier Company, which is a home appliance company in China.

1.3 What is strategic management
Strategic management is a comprehensive collection of activities and processes, organizations use the system to coordinate and adjust the resources and action throughout the organization with the mission, vision, and strategy. Strategic management activities into a system of static program provides strategic performance feedback to the decision-making and support demand change and other environmental development growth.

Last, we should know strategic management process. The strategic management process is a six-step process that encompasses strategy planning, implementation, and evaluation.Every step is very important.

1

MGT6204 – Managing Organization

Source: Stephen P. Robbins and Mary Coulter, Management,2007

2

MGT6204 – Managing Organization

2.0 Example of strategic management: Haier
2.1 Introduction of Haier
Haier is a Chinese multinational consumer electronics and home appliances company headquartered in Qingdao, Shandong, China ,the incumbent chairman of the board and CEO is Zhang ruimin who is the main founder of Haier. Nowadays, Haier has five global r&d centers in China, Asia, the...

Bibliography: Hitt MA, Ireland RD & Hoskisson RE, 2006. Strategic Management: Competitive and
Globalisation, 7th ed, s.l.:Thomson
Hamish Pringle & Peter Field, 2008. Brand Immortality-How brands can live long
and prosper, 1st ed, s.l.:Kogan Page Limited
Philip Kotler & Gary Armstrong, 2005. Principles of Marketing, 10th ed, s.l.: Pearson
Coulter, S
Benita, 2005. Benefits of Strategic Management. [Online]
Available
Chan, X., 2011. A SWOT Study of the Development Strategy of Haier Group as One of
the Most Successful Chinese Enterprises
Cocomery, 2012. Haier 's Strategy in China. [Online]
Available
Foley, B., 2013. Strategic Human Resource Management at Haier. [Online]
14
Ghoshal, S., 1987. Global Strategy: An Organizing Framework. [Online]
Available at: http://iic.wiki.fgv.br/file/view/Global+Strategy+Framework.pdf
Jcjcazy, 2013. Strategic Management Is a Set of Managerial Decisions and Actions
That Determines the Long-Run Performance of a Corporation.
Lu, Y., 2009. HAIER GROUP: THE HOUSEHOLD APPLIANCES AND CONSUMER
ELECTRONICS SEGMENTS OF THE DURABLE GOODS INDUSTRY
THOMAS W. L I N, P. H. .., 2005. OEC Management Control System Helps China
Haier Group
Yan, Y., 2010. Enlightenment from the Internationalization Strategy Models of Haier
Group of China
Yidan, L., 2009. Strategic Plan for Haier’s Global Brand Building. [Online]
Available
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