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

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Presentation on theme: "Haier : Taking a Chinese Company Global Group Name: BLUE OCEAN."— Presentation transcript:

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

2 :Taking a Chinese Company Global Blue Ocean Objectives Highlight: Pointing the main objectives of this part 1.Deficit the SWOT Analysis 2.Analyzing the Organizational Strategies 3.Identifying the factors of global marketing 4.Recommendation Quick search Case Background SWOT Analysis Organizational Strategies Global Marketing

3 :Taking a Chinese Company Global Blue Ocean Snapshot: 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 20 th anniversary in 2004 with annual sales topping RMB 100 billion  world’s 4th largest White goods manufacturer and 3 rd in revenues Quick search Case Background SWOT Analysis Organizational Strategies Global Marketing

4 Blue Ocean :Taking a Chinese Company Global SWOT Analysis: Strength  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 Weakness Quick search Case Background SWOT Analysis Organizational Strategies Global Marketing

5 Blue Ocean :Taking a Chinese Company Global SWOT Analysis: Opportunity  Opening of foreign markets  New product discoveries  Economic boom  New technology  Sales decline for a substitute product  Complacent rival firms Threat  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

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

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

8 Blue Ocean :Taking a Chinese Company Global Strategies: Threat of mobility Preemptive defense Green marketing Foreign Entrance Channel Management Zero based channel Conventional distribution Selective distribution Chinese market Quick search Case Background SWOT Analysis Organizational Strategies Global Marketing

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

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 Organizational Strategies Global Marketing Produced china, sold overseas Produced and sold in overseas Produced and sold in china

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

12 Haier europe Started-2000 Headquarter- Verse, Italy Marketing - 13 European countries and growing to 17 by Market share- 10% Distribution center- Italy, Spain, UK, Netherlands Blue Ocean :Taking a Chinese Company Global Strategies: International market Quick search Case Background SWOT Analysis Organizational Strategies Global Marketing

13 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 Blue Ocean :Taking a Chinese Company Global Strategies: International market Quick search Case Background SWOT Analysis Organizational Strategies Global Marketing

14 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. Blue Ocean :Taking a Chinese Company Global Strategies: International market Quick search Case Background SWOT Analysis Organizational Strategies Global Marketing

15 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 Blue Ocean :Taking a Chinese Company Global Strategies: International market Quick search Case Background SWOT Analysis Organizational Strategies Global Marketing


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