Haier, an international icon: Success Factors and Market Challenges

INTRODUCTIONBorn out of Qingdao Refrigerator milling machinery in 1984, the Haier (pronounced ?high-er?) Group is mainland chinaw atomic number 18?s largest home mechanism producer (Wang and Ong 2007), and the world?s fourth largest white goods manufacturer (Chen 2008). Haier was rank first among mainland China?s Top 10 Global Brands by the financial Times in 2005 (Haier?s fraternity facts 2008). It was also bedded 8sixth among the world?s five hundred or so Influential Brands by innovation Brand research laboratory in 2006 and is the only Chinese brand to be among the everyplacestep 100 for three co-occurrence years. (Haier?s company facts 2008). Its moderate and CEO, Zhang Ruimin who was appointed in 1984 as the director has been credited for clout Haier out of crackcy to frame a international corporation (Zhang Ruimin 2006) with yearly turnover of USD16.2 trillion in 2006 (Haier?s company facts 2008). Zhang was stratified 26th among World?s Most Respected bank line Leaders by the pecuniary Times in 2005 and 6th among Asia?s 25 Most Powerful People in Business by sight magazine in 2004Haier?s key markets are China, Europe, USA, lacquer (Beebe et al 2006) and India (Mumbai 2007). It has over 240 subsidiaries and 87 trading companies, purpose centers and industrial parks and over 50,000 employees widely distributed (Haier?s company facts 2008). HAIER?S PATH TO SUCCESSIn 1984, CEO Zhang Ruimin took over the nearly bankrupt icebox factory (Lin 2005, 1). Today, Haier is known as a global brand.

How did it pay back such as a success (Lin 2005, 1)? healthy leadership, guest service, product quality, innovation, speed, pricing, positioning, localisation of design, output signal and sales, latecomer advantages and market main phase strategy are among the transcend ten factors for Haier?s success. impregnable LeadershipZhang Ruimin (Zhang), Chairman and CEO of Haier is expound as down-to-earth and a charismatic leader who has worked his representation up (Chinaview People: Zhang Ruimin 2003). Zhang demonstrated... If you wishing to get a replete(p) essay, order it on our website: Orderessay

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