商务战略论文完整版文档格式.docx

商务战略论文完整版文档格式.docx

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LaingHan（20085878018）

ZhouWeifeng（20085878271）

CLASS:

InternationalTrade

MAJOR:

BusinessStrategy

TO:

Will.Zhang

DATE:

May27,2010

CONTENTS

Introduction2

SectionOneTheDevelopmentoftheStrategy3

1.1TheFirstStage3

1.2TheSecondStage4

1.3TheThirdStage6

1.4TheFourthStage7

SectionTwoExternalEnvironmentAnalysis7

2.1ThePESTELAnalysis7

2.2TheIndustrialAnalysis11

SectionThreeTheInternalAnalysis13

3.1Introductionoftheproducts13

3.2TheBostonMatrix15

3.3developmentandfuture16

3.4organizationstructureandculture16

3.5Haiergroup'

smarketingchannel'

sdevelopmentandthestatusquo.18

3.6Haier’svaluechain18

SectionFourTheSWOTAnalysis19

SectionFivetheCurrentStrategy21

Conclusions23

References24

Appendices25

Introduction

HaieristheleadingbrandofwhitegoodsgloballyandthemostvaluablebrandinChina.Withits29manufacturingplants,8comprehensiveR&

Dcenters,19overseastradingcompaniesacrosstheworldandmorethan60,000globalemployees,Haierhasinvolvedintoagiantmultinationalcorporation.WeusethePESTELandSWOTtoanalysistheHaier’sinternalandexternalenvironment,andwediscussthefutureoftheHaieranditsdevelopment.Wefilesismainfrominternetandbooks,itsallthesecondinformation.Thisreportconsistsoffivesection,thesection1isintroducedtheHaier’susedstrategies,thesection2and3isanalysistheHaier’sinternalandexternal.Thesection4isusetheSWOTtoanalysistheHaier,andthelastsectionisintroducetheHaier’scurrentstrategy.

SectionOneTheDevelopmentoftheStrategy

1.1TheFirstStage

BrandBuildingPhase（1984-1991）

Thefirst,weshouldunderstandthisphase.IntheearlydaysofChina'

sreformandopening,themarketwasstillrelativelycontrolled;

alimitedsupplyofgoodswasinsufficienttomeettheenormousdemand.Economicconditionsintheearly1980sweresuchthattobuyarefrigeratorrequiredfirstobtaininga'

refrigeratorcoupon.'

Haierobservedthatthedemandwasunrelatedtoproductcompetitiveness,butwasratherabyproductofaclosedsystemwhichkeptcompaniesfromtappinganenormouspotentialmarketforhighqualityconsumergoods.

Asaresult,Haierestablishedthe"

BrandBuildingStrategy"

andthe"

ZeroDefect"

qualitystandard.Innotime,Haierreapedtherewardsoftheseinitiatives.In1988,inonlyitsfourthyearofexistence,HaierearnedthefirsteverNationalGoldMedalawardedinChina'

srefrigeratorindustry.

Bythelatel980s,timeswerechangingandthemarketwasfloodedwithrefrigerators,forcingmanysupplierstocutprices.Despitetheglut,Haier'

sproductsremainedconsistentlypopularandthecompanywasevenabletoincreasepricesby12%.

Features:

Byonlyfocusingonrefrigerators,Haierwasabletoaccumulatevaluablebusinessandmanagementexperience.Thisexperienceallowedthecompanytobuildamanagementmodelwhichcouldbeusedwithfuturebusinessunits.

Achievements:

HaierwasabletotransformitselffromasmallfactoryoperatingatanannuallossofnearlyRMB1,470,000intothenumberonerefrigeratorbrandinChina.

Onthebasisofmyanalysis,Ithinkthattoestablishgoodbrandisauniqueproductfortheidentityoftheprocess.Itcannotonlyincreaseconsumerproductstomemory,makesiteasierforthemtoberelativetootherbrandproductstotheproductorientation.But,thebrandpersonalityandshapeofconsumerproductslikecanproduceafamiliarfeeling,andreliability,nurturancebuyinghabits.Asthebrandcanmakeenterpriseinthefiercecompetition,themarketischangingrapidlyexclusivecoquettish.Investigationshows,thedegreeofattentionbrandwithitsmarketshareisveryclose.Thesuccessfulbrands,willattractmoreattentionandbuybuy,maketheinternatilnalmarketrises.Thereforethestrongbrandwillgetcustomerloyalty,theirweightafterspendingtheturnover,atleastincertainlevelcanbemaintained.Andagoodbrandcanmaketheenterprise'

sproductpriceincrease,thusobtainsthesubstantialprofits.Rolls-Roycecars,suchasthebrand,itgivestheimpressionisrare,excellentquality,reflectingtheusersandthenoblequalities.Soevenifitspriceistoohigh,withthechase.

Goodbrandenterprisename,notincludingtheproductitself,appearance,packagingdesign,orforitstrademarkfont,shape,artdesignandcolor,alsoshouldsuchsubstancessuchasenterprisetenet,includingoperatingprinciple,behaviorcriterion,themanagementphilosophyofspirit,etc.Therefore,theoutstandingbrandshouldhavedistinctiveanduniquepersonalityandprotrudingfromtherivalproducts,ideally,ownbrandcanbecomethegenerationofthisproduct,suchas"

McDonald'

shamburgerissynonymouswith"

"

business"

isaPDA.

Haiergroupintheestablishmentandcreateitsownbrandstrategyisveryattentionwhenusingvariousmarketingactivitiesandpropaganda,fullytappingpotentialoutstandinghaier'

strademarkdesign,slogans,televisionandmagazineads,etc.Forexample,haier'

sciimageplanning,outsideaunifiedimage,haierfromseveralletterstotwochildren,sothatpeoplewillquicklythinkhaierproducts,andhaieracceptance"

sincereforever!

"

Toimprovethehaier,visibility,haierbrandimage/hasplayedasignificantrole.

So,brandbuildingphaseissuitforHaier.

1.2TheSecondStage

DiversificationDevelopmentPhase（1991-1998）

Since1992,Haierstarttoexpandtheirtypeofproducts.Theystarttoproducemoredifferenttypeofproducts.StarttoimplementDiversificationDevelopmentPhase.Throughmergers,acquisitions,jointventure,cooperation.Haierisnotonlyproducerefrigeratorproducts,theystarttoproduceairconditioners,washingmachinesetc.Theyenterthewhitegoodsindustryinahighspeed.

1997,withproducingdigitalTVasamark.HaierstarttheirproductioninBlackAppliances.

1998,HaiertrytodevelopincomputerindustrywhichcallBeigeAppliancesinforeigncountry.

Intheprocessofexpandtion,Haierusingthemethodofeating“shock”fishforthecapitaloperation.Haierinsistofusingintangibleassetstoactivatetangibleassets.Thatmeansusingtheadvancedmanagementconceptandmanagementmethodtoactivatetheresourcesaremergers.Furthermore,useingtheconceptandmethodwithHaiercharacteristicsensurethesuccessrateofcapitaloperationandrealizingexpantionwithlowcost.ItachievedintheshortestpossibletimetomakethelargestscaleofHaier.Andmakethecompantmorepowerful.householdapplianceindustryisstillthemainindustryofHaier.Itmake40%-70%ofthetotalmoneyofthesale.

2001,HaierusinghtereputationofthebrandcreatedinthehouseholdapplianceindustrytoenterFinanceindustryandbuildupaHaier’sfinancestructure.InculdingcapturingQingdaocommercialbank,ChangJiangsecurities,foundedinsuranceagency,LifeinsurancecomapnyandFinancialcompany.Thiskindofmeasurebuildupthefoundationofentertheinternationalcapitalmarket.Itprovideabigerstageforthecompanydevelopment.

ThefrigeratorbecomethecorecompetitivenessofHaier.SoHaierstarttheirdiversificationdevelopmentphase.Theyaccordingtheabilityofthecompany,theydidnotdevelopinahurry,theydiditstepbystep.Thecorefoundationisthemanagement,brandandthesale-serviceability.Furthermore,accordingtotherelateddegreeofthenewindustrytochoosewhichonetoenterforst.Itisbecausediversificatebusinesssuccessrateisrelatedtotherelateddegreeoftheitsoriginalindustry.Morerelated,highersuccessfulrate.SoHaieraccordingtotherelateddegreetoenterthenewindustry.Theyenterthenewindustrywhichishighrelatedfirst,normalrelatdsecondly,andthenlowrelatedlastly.Accordingtothesituation,thereisthreedifferentmethodtoenternewindustry.ThefirstmethodisInternaldevelopment,thismethodmalydependsonthecompany’sownbusinessresourcestoenterthenewindustry.Thesecondmethodisexternalmergerandacquisition,thoughmergerandacquisitionthecompanytoenterthenewindustry.ThethirdmethodisJointventurecooperation,thoughbuilduptheJointventurecooperationrelationshipwithothercompanytoenterthenewindustry.

1.3TheThirdStage

GlobalizationPhase（1998-2005）

Inthe21stcentury,globalizationprovidedopportunitiesforChinesecompaniestoearnforeignexchangebyleveraginglowerproductioncostsandfunctioningasanoriginalequipmentmanufacturer（OEM）,formultinationalcorporations（MNCs）.ButasChinadevelopedeconomically,risinglaborcostsmeantthatChina'

stimeastheworld'

s'

factoryfloor'

wouldsoonbecomingtoanend,andmanyMNCsshiftedtheirproductionfacilitiestocountries,suchasVietnam,whichofferedacheapersourceoflabor.ThoseChinesemanufacturerswhocontinuedtorelyoncut-rateproductiontoattractbusinesssoonfoundthemselvesabandonedbytheirinternationalpartners.Haier'

sviewwasthatintheageofglobalization,onlythoseMNCswiththeirownproprietaryintellectualpropertyandstrongbrandidentitieswouldbecompetitiveintheworldbusinessarena.Facedwiththisreality,Haierknewthetimewasrighttogoglobal.

TheHaierGroupimplementedathree-stepglobalizationstrategy:

1）enterinternationalmainstreammarkets;

2）utilizemainsaleschannelstodeepenmarketpenetration;

3）establishHaierasaninternationallyrecognizedglobalbrand.

Achievementsinthisphase:

Atripartite（design/production/marketing）operationalframeworkwasestablishedi