Haier Strategy

Haier: A Global Brand Executive Summary Haier, under the attracters of CEO Zhang Ruimin, grew from a single model refrigerator substantial to the #5 white goods producer in a government takings of two decades. Throughout the expansion process Haier entered over c countries through multiple entry modes and into other industries. The 2005 financial results gave Haier causality to pause and reassess its mission and strategic intent. The primary issue was whether to continue its expansion scheme or slow rarify operations and engage in a stabilization strategy. aft(prenominal) careful analysis and debate the team recommends the latter establish on underutilized facilities, operational inefficiencies, and the risk involved with increasing debt. The stabilization strategy would include continued pursuit of exports and non-equity alliances; however gain significant financial investments would not be pursued. A prison- build uping from a multidomestic strategy to a transnational strategy is recommended in order to centralize operations to ensure efficiency and learning, and increases right based on product instead of by geographic area. Background & History Haier has a rich and exemplary history, wizard that is studied by many business experts and business schools worldwide.

Haier managed to break out of the China mold and become a leader in the appliance industry. Haier progressed through three stages of growth and was embarking on its fourth stage of Global Brand Building as of 2006. The stages provide insight to Haiers history and culture. During the brand strategy stage (1984-1991), Zhang Ruimin transformed the bankrupt Qingdao Refrigerator Factory from a single model refrigerator manufacturer into the number wizard refrigerator brand in China with sales of US$125M in 1991. The culture of the collective-owned enterprise allowed for a highly wanton work force. Zhang changed the culture through historical events such as destroying 76 defective refrigerators with a sledgehammer and... If you want to spring up a full essay, order it on our website: Ordercustompaper.com

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