1.0 Summary of report In this report, it will introduce a famous Chinese electric appliances organization—Haier, which has involved into a giant multinational corporation, revealing that different environmental force, including economic, political, cultural and social and technological factors have had an impact on Haier’s operation and strategies. Besides, the report will also formulate some strategies that expect to enable Haier can adapt the changing competitive environment, sustain and grow the business constantly. Meanwhile, Haier should realize the internal unique strengths and weakness itself, seizing some helpful external opportunities and finding out the threats it should counter.
2.1 A Brief Introduction to Haier Group in China
“Sincere Forever”—Haier, this is Haier’s vivid manifesto and the words that the image of Haier enterprise have been rooted in people‘s heart. As China Daily (2011) illustrated that Haier was founded in Qingdao, China in 1984, which has become most valuable brand in china , the world's fourth largest white goods manufacturer and dedicated to innovation and creating a world famous brand over the past 26 years. Although originally a small collective plant on the verge of bankruptcy, it has now grown into an international group. 19 of the companies’ products, including refrigerators, air conditioners, washing machines, televisions, water heaters, personal computers, mobile phones, and kitchen appliances have been rated as "Top Brands" in China. Over less than 30 years of accumulation and precipitation, it has obtained remarkable performance. 2.2 Haier Group comes into global
Mr. Zhang Ruimin, Chairman of the Board of Directors and CEO, is the main founder of Haier Group. Under the guidance of his famous brand strategy, Haier has implemented famous brand strategy, diverse business strategy and internationalization strategy. At the end of 2005, Haier entered the fourth strategic development stage