Haier-Group-SWOT-analysis

HaierGroupMembers:黄天枝王娟赵兰刘媛Class1002outline•Company’sbriefintroduction•ThedevelopmentofHaier•Majorproductsandservices•TheSWOTAnalysisofHaierCompany’sbriefintroduction•HaierGroup,foundedin1984withitsheadquartersinQingdao,China,istheleadingbrandofwhitegoodsgloballyandthemostvaluablebrandinChina.Itoperatesthroughmorethan240subsidiariesanditsproductsaresoldinover100countriesaroundtheglobe.ThegroupoperatesinAsia,Europe,NorthAmerica,AustraliaandtheMiddleEast.Company’sbriefintroductionIn2012theHaierbrandhadtheworld'slargestmarketshareinwhitegoods,with8.6percent.In2013,HaierwasrankedintheTop10World‘sMostInnovativeCompaniesThedevelopmentofHaier•1.thebrandbuildingstage(1984-1991):producerefrigeratoronly,accumulatemanagementexperienceofenterprises•2.thediversificationstage(1991-1998):oneproducttovariousproduct•3.theinternationalizationstage(1998-2005):enterinternationalmainstreammarkets•4.theglobalbrandbuildingstage(2005-2012):createdifferentkindsofHaierBrand------adjusttodifferentcountriesintheworld•5.thenetworkingstage(2012-):usenetworkserviceplatformMajorproductsandservices•Products:•Generalhomeappliances•Homeappliancesforkitchenandbathroom•Audioandvideoproducts•Commercialairconditioners•CommunicationandITproducts•Pharmacyproducts•Software•RealEstateMajorproductsandservices•Services:•Intelligenthomeintegration•Networkeddigitalhomesolutions•Travel•Insurance•LogisticsMajorproductsandservicesTheSWOTAnalysisofHaierSWOTanalysis:•AccordingtoWikipedia,SWOTanalysisisabasicstrategicplanningmethodusedtoevaluatetheStrengths,Weaknesses,Opportunities,andThreatsinvolvedinaprojectorinabusinessventuresoastomakefeasiblestrategies.Itinvolvesspecifyingtheobjectiveofthebusinessventureorprojectandidentifyingtheinternalandexternalfactorsthatarefavorableandunfavorabletoachievethatobjective(HillandWestbrook,1997).TheSWOTAnalysisofHaierS:Strengths1.Haierenjoysawell-knownbrandnameandhighreputationforreliablequalityandfirst-ratecustomerservice.Pursuingtheservicepolicythat“customerisalwaysright”and“buildgoodimpression”,itwinshighrecognitionandcustomersatisfaction.2.Haier’sstrengthalsoliesinitsinnovationinbothproductionandmanagementpractice.In2013,HaierwasrankedintheTop10World‘sMostInnovativeCompaniesTheSWOTAnalysisofHaier3.HaierGrouphassuccessfullycarriedoutproductdiversificationtoexpanditsbrandbeyondrefrigerators,addingwashingmachines,airconditioners,andotheritemstoitsproductline.4.Haierhasconductedinternationalexpansiontogoglobalwithitsownintellectualpropertyandbrandidentity.Haiernowsellsproductsinover160countriesaroundtheworld.TheSWOTAnalysisofHaierW:Weaknesses1.DespiteHaier‘sdominantroleindomesticmarket,itcomparativelylackscorecompetitivenessininternationalmarket,especiallythehigh-endmarket.2.Haierisstrugglingwithitsunsuccessfulexternalinformationconstructions.3.AnotherfailingofHaierisitsrelativeneglectoftheimportanceofaneffectiveglobalmarketingandadvertisingpromotion.TheSWOTAnalysisofHaierO:Opportunities1.Thereisahugemarketpotentialforgreenelectricalappliancewhichismoreenvironment-friendlyandenergy-efficient.ItiswiseforHaiertodevelopmoregreenproductstomaintainasustainabledevelopment.TheSWOTAnalysisofHaier2.Withtheadvancementoftheeconomicglobalization,thereisagrowinginterdependencebetweenbusinessesallaroundtheworld.AnincreasingnumberofforeignappliancecompaniesenterChinawhichistheworld‘slargestandfastest-growingmarket,anditisalsopossibleforChinesecompaniestostepintonewforeignmarketsandhavebusinesspartnersworldwide.Therefore,thiseconomictrendprovidesHaierwithmoreopportunitiesformergersorjoint-developmentwithotherbusinesspartnerstostrengthenitself.TheSWOTAnalysisofHaierT:Threats1.Haierfacesnowisthefiercecompetitioninthedomesticandinternationalmarket.Andtheglobalmarketcompetitionisevenmorecut-throatwithsuchstrongmultinationalcorporationsasElectrolux,andWhirlpoolCorporation.2.Electrolux,whichisanotherinternationalrivalforHaier,ishighly-competitiveinhi-techproductsthatfirstlaunchedtalkingwashingmachineandRobotVacuumCleanerintheworldmarket.TheSWOTAnalysisofHaier3.PricewaralsoposesgreatthreattoHaier.Withthenumerousnewentrantsintothehomeappliancemarketandtheexcessivesupplyoverdemand,manycompanieslowertheirpriceforsalesturnover,whichfurtherthreatensHaier‘sleadingposition.TheSWOTAnalysisofHaier