Haier: Major Appliance and Haier Essay examples

Submitted By jinnngfeiii
Words: 597
Pages: 3
Open Document
Within the last decade, the Haier Corporation has been strategically invading the US household appliance market. Under the leadership of its CEO, Zhang Ruimin, Haier is now the world’s largest maker of refrigerators, air conditioners, washing machines, and dishwashers, etc. While operating plants in 13 countries and selling to 160 countries, Haier’s sales reached $23.60 billion last year, and is presume to grow another 15% - 19%. US appliances makers Whirlpool and General Electric should be scared. The success of Haier is directly related to its business strategy and its ability to achieve competitive advantage against its competitors. The company has adopted a focused differentiation strategy, identifying niche markets overlooked by large corporations where they can easily attain competitive advantage by creating products with unique features to address the needs of neglected customers. Haier first focused on specific areas such as college dorms, small apartments, and stepped into the market with small refrigerators and foldable shelves. Then it continues to fulfill more needs of customers by introducing washers that wash very small loads of clothes for urban users, wash both clothes and sweet potatoes, rat-resistant refrigerators for farmers, and freezers that can stay frosty for 100 hours without electricity particularly for African customers, as well as home cabinet-size wine coolers that indicates when a vintage in stock is running low, for customers with upscale lifestyles. Haier’s desire to meet every need originated from Zhang’s commitment to service every customer, and proven by the company’s vest investment in technological innovation. Haier encourages lots of experimentation, while reinvests 3% to 5% of revenue into research and development. These are the reasons why Haier is leading the world with products such as wall-size televisions with remote control fitted in headgear that allows viewers to control the TV with brain waves. Focusing only the variety of designs and features of products isn’t enough, Zhang also stresses the importance of achieving and maintaining superior quality to identify itself as a premium brand. His emphasis on quality was demonstrated by the story of him telling workers to hammer down all the defective refrigerators. Since then, he has refined the laser-like quality control method and educated his employees that quality is of the utmost priority. Throughout the years, Zhang Ruimin has consistently ensured that Haier’s products are outstandingly well made, therefore was able to
Show More

Related Documents: Haier: Major Appliance and Haier Essay examples

Outline: Management and International Business Essay

COURSE OUTLINE “INTERNATIONAL BUSINESS DEVELOPMENT SKILLS TRAINING” DAY 1 09:00am – 12:30pm Part 1: Investment Strategy and Planning These sessions will focus on the tools required to achieve international business expansion for your company with special emphasis on investment, planning, and strategy. The objectives of this Part 1 are to: • Provide you with an understanding of the key success factors and risks in International Business Development • Deliver increased focus and confidence…

Words 1124 - Pages 5

How China Can Build A Global Brand Essay

you need to raise money, hire engineers, manage employees and the like. It’s an entirely different and more nebulous challenge to create something as intangible and valuable as a billion-dollar brand that people relate to. The bad and the good Some major hurdles stand in the way of Chinese companies seeking to build global brands. One is the association with inferior quality — after all, brand is all about reputation. "Chinese companies face a worldwide stigma that their products are low quality. To…

Words 1041 - Pages 5

Insomnia: Marketing and Home Appliance Essay

R. Cerotti Contents Executive summary Suning appliance co., LTD. (Shenzhen stock exchange: 002024) is a Chinese chain type electrical appliances sale enterprise, referred to as "Suning electric equipment, formerly known as Jiangsu Suning JiaoGuDian co., LTD. Founded in 1990 in Nanjing, Jiangsu province, is China's 3 c (computer, home appliances, communication) the leader of the chain of home appliance retail enterprises, and the ministry of the ministry of commerce supported…

Words 3502 - Pages 15

Compound Annual Growth Rate and Visit Www .Ibef . Org Essay

Electronics NOVEMBER 2011 For updated information, please visit www.ibef.org 1 Electronics NOVEMBER 2011 Contents  Advantage India  Market overview and trends  Growth drivers  Success stories: BEL, Videocon  Opportunities  Useful information For updated information, please visit www.ibef.org 2 Electronics NOVEMBER 2011 Advantage India Growing demand • Growth in electronics will accelerate as government and corporate spending increases • Higher disposable incomes and adoption…

Words 3993 - Pages 16