Submitted by: Submitted by numben
Views: 601
Words: 1156
Pages: 5
Category: Business and Industry
Date Submitted: 04/27/2011 09:27 AM
Haier Group:
Higher and Brighter
Ben Ma 11140667
[History]
The Haier Group, founded in 1984 with headquarters in Qingdao,China., today is one of the world’s leading white goods home appliance manufacturers. Haier manufactures home appliances in over 15,100 different specifications under 96 categories. Haier products are now sold in over 100 countries around the globe[1]. Haier has over 240 subsidiary companies, over 110 design centers, plants and trading companies and over 50,000 employees throughout the world. Haier’s focused industries include technology research, manufacturing, trade and financial services[1]. Under the leadership of Chairman and CEO Zhang Ruimin, Haier group was ranked “ Top 10 Chinese World Class Brand” by Financial Times in March 2008 and in Top 600 List of the World's Most Reputable Companies by Forbes in June 2008, Haier group was ranked 13th in the overall list and the first among Chinese enterprises[2].
[Strategy]
The Strategy which makes Haier group survival and successful competing with the giants like GE in home appliance industry has four main points:
[1]. Innovation
Innovation is Haier’s core view of market. Haier claims that: the market’s problems are our issue, and our research aims at meeting consumer demand continuously and creating consumer value[3].
[2]. Defective product is waste
This is Haier’s view of quality. One powerful example is that in 1985, just after Zhang Ruimin became the fourth person appointed to run the lackluster state-owned refrigerator factory, he received a complaint about the inferior quality of the product. After making sure of that he lined up 76 defective models of the 400 products on the factory floor and asked his employees to give advices about how to deal with it....