1. Haier : Taking a Chinese Company Global
Group Name: BLUE OCEAN

2. Blue Ocean Pointing the main objectives of this part
:Taking a Chinese Company Global
Objectives
Pointing the main objectives of this part
Highlight:
Quick search
Deficit the SWOT Analysis
Analyzing the Organizational Strategies
Identifying the factors of global marketing
Recommendation
Case Background
SWOT Analysis
Organizational Strategies
Global Marketing

3. Blue Ocean :Taking a Chinese Company Global Snapshot: Quick search
Haier was founded by Zhang Ruimin in 1984:
Started in Chinese Port city of Qingdao by taking over a failing refrigerator factory
Ranked China’s number one by The Asian Wall Street Journal 2004
Celebrated its 20th anniversary in 2004 with annual sales topping RMB 100 billion
world’s 4th largest White goods manufacturer and 3rd in revenues
Quick search
Case Background
SWOT Analysis
Organizational Strategies
Global Marketing

4. Blue Ocean :Taking a Chinese Company Global SWOT Analysis: Strength
Weakness
Abundant financial resources
Well-known brand name
Number one ranking in the industry
Economies of scale
Proprietary technology
Patented processes
Better marketing skills
Superior product quality
Good distribution skill
company/product/brand image
Very narrow product line
Limited distribution
Higher costs
Weak market image
Quick search
Case Background
SWOT Analysis
Organizational Strategies
Global Marketing

5. Blue Ocean :Taking a Chinese Company Global SWOT Analysis: Threat
Opportunity
Entry of foreign competitor
Introduction of new substitute products
Changing customer needs/taste
Declining customer confidence
Rival firms adopting new strategies
Economic downturn
New technology
Demographic shifts
Foreign trade barriers
Weakening currency exchange rates
Opening of foreign markets
New product discoveries
Economic boom
New technology
Sales decline for a substitute product
Complacent rival firms

6. Blue Ocean :Taking a Chinese Company Global Strategies:
Growth and Diversification
They Expand their product line
Acquisition
Quick search
Operational Restructuring
Case Background
Operational reengineering
Reconstruct their service blue print
capital flow
commerce flow
material flow
overseas
E-commerce
SWOT Analysis
Organizational Strategies
Global Marketing

7. Blue Ocean :Taking a Chinese Company Global Strategies: Chinese market
Haier in domestic market
Market skimming pricing
Quality commitment
Chronic price wars
Quick search
Case Background
SWOT Analysis
Organizational Strategies
Global Marketing

8. Blue Ocean Channel Management Foreign Entrance Threat of mobility
:Taking a Chinese Company Global
Strategies:
Chinese market
Threat of mobility
Preemptive defense
Green marketing
Foreign Entrance
Quick search
Case Background
SWOT Analysis
Organizational Strategies
Channel Management
Zero based channel
Conventional distribution
Selective distribution
Global Marketing
Two goal of zero based channel
1. Target customer have to fulfill the needs,2. cost is minimum

9. Blue Ocean :Taking a Chinese Company Global Strategies: Chinese market
Product innovation
Multiple usage
Quick customer feedback
Less lead time
Efficient operation management
Corporate VMS distribution
Why does Haier make differences?
Quick search
Case Background
SWOT Analysis
Organizational Strategies
Global Marketing
Around 68% of customer switch to another brand because in absence of customer feedback
Pushing Haier away !
Restricted store size
Lack of complete infrastructure
Lifestyle
Guerilla competition

10. Blue Ocean :Taking a Chinese Company Global
Strategies: International market
Peep in International market
Contract & JV
Willing to establish as a independent player
Analysis following criteria
Competitive
Opportunity
Market
customer
Quick search
Case Background
SWOT Analysis
Produced china, sold overseas
Produced and sold in overseas
Produced and sold in china
Organizational Strategies
Global Marketing

11. Blue Ocean Haier America Strategies
:Taking a Chinese Company Global
Strategies: International market
Strategies
First difficult then easy
Threat of intense segment rivalry
Host country nationals
Employee empowerment
Quick search
Case Background
SWOT Analysis
Organizational Strategies
Haier America
Contraction defense strategy by competitor
Gourmet pricing
Global Marketing

12. Blue Ocean Haier europe Started-2000 Headquarter- Verse, Italy
:Taking a Chinese Company Global
Strategies: International market
Haier europe
Started-2000
Headquarter- Verse, Italy
Marketing European countries and growing to 17 by 2004.
Market share- 10%
Distribution center- Italy, Spain, UK, Netherlands
Quick search
Case Background
SWOT Analysis
Organizational Strategies
Global Marketing

13. Blue Ocean Haier India Started-1999 with a an appliance
:Taking a Chinese Company Global
Strategies: International market
Haier India
Started-1999 with a an appliance
Goal- one of the top three white goods firm within 5 to 7 years.
Difficulty- environment, economy and channels
Strategy- employs former Whirlpool India executive as a head of Haier India
Quick search
Case Background
SWOT Analysis
Organizational Strategies
Global Marketing

14. Win the consumers Blue Ocean Product differentiation
:Taking a Chinese Company Global
Strategies: International market
Win the consumers
Product differentiation
Provide unique selling proposition by adding different features.
Response speed
Rapid product development, ideas from the field quickly tested and made into prototypes.
Quick search
Case Background
SWOT Analysis
Organizational Strategies
Global Marketing

15. Blue Ocean The Next 20 Years
:Taking a Chinese Company Global
Strategies: International market
The Next 20 Years
Moving beyond niche markets in the USA with full line products
Exist as a market leader in domestic market
Number one company in the world for white goods
Quick search
Case Background
SWOT Analysis
Organizational Strategies
Global Marketing