Strategic Management for International Companies

This assignment examines the application of strategic management principles to the international company HAIER. It emphasizes the importance of implementing effective organizational control systems, including behavioral, output, and clan control, for successful strategy execution. The analysis also highlights the significance of legal form considerations in shaping HAIER's organizational structure and competitive advantage. Customer service is identified as crucial for gaining customer trust and loyalty, ultimately driving business income.

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STRATEGIC MARKETING
Table of Contents
1.0 Introduction...........................................................................................................................................4
2.0 Company Background............................................................................................................................4
3.0 Value Chain Analysis..............................................................................................................................5
3.1 Inbound Logistics...............................................................................................................................6
3.2 Operation...........................................................................................................................................6
3.3 Outbound Logistics............................................................................................................................6
3.4 Marketing and Sales...........................................................................................................................6
3.5 Service...............................................................................................................................................7
3.6 Infrastructure.....................................................................................................................................7
3.7 Human Resource Management.........................................................................................................7
3.8 Technology Development..................................................................................................................7
3.9 Procurement......................................................................................................................................7
4.0 Competitor Analysis ..............................................................................................................................8
4.1 Direct Competitors ............................................................................................................................8
4.1.1 Videocon.....................................................................................................................................8
4.1.2 Hitachi.........................................................................................................................................9
4.1.3 Target Store................................................................................................................................9
4.2 Indirect Competitors..........................................................................................................................9
5.0 Customer Analysis................................................................................................................................10
5.1 Market Segmentation......................................................................................................................10
5.1.1 Geographic Segmentation........................................................................................................11
5.1.2 Demographic Segmentation.....................................................................................................11
5.1.3 Psychographic Segmentation....................................................................................................11
5.1.4 Behavioral Segmentation..........................................................................................................12
6.0 Customer trends..................................................................................................................................12
7.0 Challenges faced by Haier....................................................................................................................12
8.0 Growth strategy...................................................................................................................................13
8.1 Directional Strategies.......................................................................................................................13
8.2 Boston Consulting Group Growth Share Matrix...............................................................................14
8.3 Ansoff’s Growth Matrix....................................................................................................................15
9.0 Positioning Strategy.............................................................................................................................16
9.1 Product Positioning..........................................................................................................................16
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9.2 Pricing Positioning............................................................................................................................17
9.3 Brand Positioning.............................................................................................................................17
9.4 Positioning Error and Risk................................................................................................................17
10.0 Customer Value Creation...................................................................................................................18
11.0 Product Life Cycle..............................................................................................................................19
11.1 Introduction Stage.........................................................................................................................19
11.2 Growth stage.................................................................................................................................19
11.3 Maturity stage...............................................................................................................................20
11.4 Decline Stage.................................................................................................................................20
12.0 Branding ............................................................................................................................................20
13.0 Innovation .........................................................................................................................................21
14.0 Social and ethical strategies ..............................................................................................................22
15.0 Conclusion.........................................................................................................................................25
References.............................................................................................................................................26
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1.0 Introduction
Today, all over the world people are more concerned with the utilization of appliances in their
homes and offices. Appliances may vary from home appliances, kitchen appliances to electronic
appliances. In general, most of the time people use electronic appliances in their daily lives. The
assignment is based upon the strategic management of HAIER. The selected organization is the
fastest growing provider of appliances all over the world. The company has held the largest
worldwide shares in market regarding appliances from the year 2011. It is very significant for the
appliance selling organizations to think about the strategic management of the business for a
smooth running of business. The assignment is divided into two parts. The first part is concerned
with the strategic analysis of HAIER. The second part is concerned with other strategies like
growth strategies, branding strategies, social and ethical strategies and relationship strategies.
Moreover, the company HAIER sells products like refrigerator, air conditioner, washing machine
and so on. During summer time, people prefers to stay in an air conditioned room and use fridge
and that is why it is important for organizations like HAIER to take care of the demands of the
customers. Therefore, the appliance company must make strategies and marketing plans to
perform a good marketing to their potential customers.
2.0 Company Background
Haier is a Chinese multinational organization which sells electronic household appliances.
Headquarter is located in Qingdao Shandong province in China. The origins of Haier was long
before the actual establishment of the company (Ansoff, 2014). During the year 1920s, a
refrigerator factory was built in Qingdao to source the Chinese market. After the 1949
establishment of the People's Republic of China, this factory was then taken over and turned into
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an initiative of a state. During the year 2008, the organization has surpassed rival Whirlpool as
the world’s top refrigerator producer according to the terms of sales. During the tear 2012, the
electronic based appliance company has bought the New Zealand appliance manufacturing
company called Fisher and Paykel.
3.0 Value Chain Analysis
Source: https://www.google.co.in/url?
sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwiIvdWE79DT
AhWBro8KHSZCDLsQjRwIBw&url=https%3A%2F%2Fbettyfeng.wordpress.com%2Ftag
%2Fvalue-chain-analysis%2F&psig=AFQjCNH7F1Vli1AxguOgg-
NY_B8OZdpLPQ&ust=1493802729594855
The above diagram is the diagram of Porter’s value chain model. A value chain analysis is
implemented by most of the companies for customer satisfaction. First of all it is significant to
know the concept of value chain analysis. A procedure where an organization identifies its prime
and support undertakings that adds value to its final product is known as value chain analysis or
VCA. In value chain analysis, the product of HAIER will be analyzed for the reduction of costs
as well as increase differentiation. Porter’s value chain model consists of inbound logistics,
operations, services, marketing and sales as well as outbound logistics(Masette, 2013). These are
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the primary activities. The support activities of Porter’s value chain model includes human
resource management, technology, procurement and firm infrastructure. HAIER needs more
production in the United States and therefore it is recommended for the business firm to
implement primary activities as it adds value to the production procedure. The supporting
activities of the value chain model will help HAIER to achieve competitive advantage. The
competitive advantage can be accomplished by using innovative technologies in the
manufacturing process of products. The fridge, washing machine and air conditioner should be
made in an innovative manner to attract new customer and retain the old ones(Fearne, Garcia
Martinez and Dent, 2012).
3.1 Inbound Logistics
With the help of inbound logistics, the management of Haier can build co-operative relationship
between internal employees as inbound officers or executives.
3.2 Operation
Operations like production process, sales process and distribution process are performed by
Haier for long term sustainability in this competitive appliance market.
3.3 Outbound Logistics
Mainly distributers and marketing repairing teams are included in the outbound logistics of
Haier.
3.4 Marketing and Sales
The marketing executives of Haier have a critical role in value chain analysis. In addition, the
sales team of Haier needs to implement effective marketing strategy to impress the customers.
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3.5 Service
To sustain in this competitive market, Haier needs to focus on this service factor of value chain
analysis. HAIER can meet customer’s expectation by providing good quality after sales service.
3.6 Infrastructure
Infrastructure is one of the main factor of value chain analysis which explain the significance of
organizational structure to meet desired goals and objectives. In other words, the structure, the
management system and the classes of operational activities are notifies as infrastructure.
3.7 Human Resource Management
Human Resource Management is one of the main department of a company. The human resource
managers are concerned with the recruitment and selection of individuals who are willing to
work with HAIER. Moreover, the human resource management of HAIER needs to observe how
much skill an individual possesses to match the recruitment eligibility criteria of the company.
3.8 Technology Development
The organization HAIER is fully dependent upon the technology. All the electronic goods are
made by means of technology. The appliance company needs to innovate and improve their
technological department for accomplishing the competitive advantage.
3.9 Procurement
The management of HAIER needs to provide good quality product as committed earlier to the
customers. In other words, the customer should get good quality and certified product from
HAIER according to the competitive bidding process.
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4.0 Competitor Analysis
HAIER can determine what innovative features should be added and what not. Besides that,
competitive analysis helps an organization to reveal broad trends in the marketplace. A
competitive analysis on the other hand is useful for HAIER to determine the strength, weakness,
threats and opportunities of the company(Hitt, Ireland and Hoskisson, 2017). During processing
a competitive analysis, the business firm will be able to determine the needs and wants of their
potential customers. It is significant for every appliance selling organizations to know the
demands of the customers.
4.1 Direct Competitors
The competitive analysis of HAIER can be determined by identifying the competitors of the
particular organization. The competitors of HAIER are LG electronics, Videocon, Hitachi and
GE General Electric (Werther, 2001). These competitors pose a serious threat to HAIER and
they are known as direct competitors. These competitors rise wages in USA market and it puts a
pressure on the pricing of HAIER. Therefore, the organization should make an appropriate
pricing strategy so as to attract customers to the company.
4.1.1 Videocon
The full form of Videocon is Videocon Industries Limited. It is a public company and it is a
large diversified Indian Company. Headquarter of Videocon is located in Mumbai, India. The
organization has manufactured seventeen sites in India. On the other hand, the industries care
located in Mainland China, Italy, Poland and Mexico. Moreover, their products are television,
air-conditioner machines, refrigerator, and mobiles and so on. Videocon can pose a serious threat
to HAIER regarding delivery of products to the customers.
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4.1.2 Hitachi
Hitachi is a Japanese Company and it is a multinational conglomerate company. Headquarter of
Hitachi is located in Chiyoda, Tokyo, Japan. The parent company is Hitachi group. The
organization has ranked 38th position in the 2012 Fortune Global 500. Hitachi provides products
like aircraft engines, construction machines, LCDs, hard disk drives and so on. Apart from
electronic goods, the organization sells constructive products which is the main competitive
advantage.
4.1.3 Target Store
The target store of HAIER should be shopping malls, departmental stores and electronic stores
where customers often visit to purchase home appliances such as refrigerator, television and air
conditioner machines. In strategic planning of HAIER, competitive analysis play a major role in
the business to target a store. It allows the strategic planners of HAIER to improve and develop
matrixes for spotting unwarranted gaps in the market. Moreover, the competitive analysis helps
in developing innovative products.
4.2 Indirect Competitors
The substitutes which offer alternative solutions to the customers are mainly notified as indirect
competitors. In other words, some companies produces low priced alternative products which
can reduce the profitability of HAIER by attracting potential customers. The indirect competitors
of HAIER is Symphony. Symphony provides a range of perfect air coolers to defeat the heat of
summer. The organization offers various kinds of air coolers which includes domestic and
commercial products.
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5.0 Customer Analysis
5.1 Market Segmentation
Source: https://www.kullabs.com/uploads/market-segmentation.jpg
It is very important for each and every companies to implement a market segmentation process
for the segmentation of customers. It means HAIER needs to identify which place is suitable for
their marketing and what type of customers are suitable for their product. Also, market
segmentation is done by four segmentation method such as demographic, psychographic,
behavioral and geographical segmentation. The segmentation process is very long and it can be
utilized for both the consumer and business consumer.
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5.1.1 Geographic Segmentation
At last, geographic segmentation is also very useful for organizations like HAIER to divide
people based on their geographic location. The customers of HAIER may have different
requirements based on their geographic location.
5.1.2 Demographic Segmentation
Demographic segmentation will helps HAIER to determine the age, gender, social class, marital
status, income, religion of individual(HOWELL, 2011). The particular segmentation undertakes
that consumers with similar demographic profiles will exhibit similar patterns of buying.
5.1.3 Psychographic Segmentation
In the meanwhile, the organization can utilize psychographic segmentation for the determination
of people’s lifestyle, their interest as well as their activities. Moreover, psychographic
segmentation is useful for determining the opinion of the customers to define a market segment.
5.1.4 Behavioral Segmentation
It is necessary for HAIER to use behavioral segmentation for identifying the buying behavior of
the consumers. Behavioral segmentation will help HAIER to determine the demands of the
customers.
6.0 Customer trends
In order to meet customer satisfaction, the management of HAIER needs to focus on current
trends. The customer trends and organization structure of a business helps a firm to retain the
employees and keep the customer satisfied. The customer trends and structures of HAIER
depends on four factors such as customer focus, empowerment of employees, reduction of cost
and adaptability. Moreover, HAIER increasingly focus their operational structure on making an
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outcome that their customers finds valuable (Spence, 2011). On the other hand, a marketing
structure is significant for an organization to make a market segmentation of target customers.
Besides that, the organizational structures helps HAIER to identify the characteristics and
features that meet the demands of the customer and challenge their company for satisfying those
requirements. The trend concerning about the empowerment of employees is supported by
evidence that the organizations that provide the employees more responsibility and a
corresponding authority to make decisions accomplishing higher job satisfaction and
performance of employees.
7.0 Challenges faced by Haier
The first challenge faced by HAIER is high competition. Most of the people are preferring brand
value which HAIER has comparatively lower than many famous brands such as Blue star,
Videocon, Hitachi and other related industries. The second challenge face by HAIER is market
share. There are many giant and branded electronic appliances manufacturing companies like
Videocon, Hitachi and LG are already controlling and ruling the current appliance market across
the world. The third challenge faced by HAIER is customer expectation. In other words, most of
the distributors of HAIER stated that the after sales service of the particular organization is
irregular and customers are not getting proper service within the warranty period.
8.0 Growth strategy
The companies have to upsurge the level of their profit level and sales level. There are some
process for every organization to grow up their business. Every organization wants to grow up
their business. It is necessary for every companies or organization. The head of the organization
needs to concentrate upon the financial condition and they needs to maintain their competition
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level. According to these, they also should maintain the government rules and regulations
(Antoniou and Ansoff, 2004). Along with these, there are few collective growth strategies such
as product expansion, market expansion, market penetration, diversification and attainment.
8.1 Directional Strategies
It can be acquired to implement directional strategies in terms of customers included, or the traits
of the product class. Each one of these qualities address a substitute approach in making
arranging frameworks to implement directional strategies, in spite of the way that each one of
them have the typical focus of reckoning a positive image in the minds of the clients or gathering
of dealers to implement directional strategies. Another arranging system is to interface the
product with its customers or a class of customers. Making of home and office mechanical
assemblies have exhibited organizer names for the development directional strategies. For this
circumstance the longing is that the model or character will affect the image of the product by
reflecting the qualities and image of the model or personality conferred as a product customer.
9.0 Positioning Strategy
Positioning
The selection of a targeting strategy is the accompanying step from finishing segmentation.
Targeting just watches the individual area where segmentation pieces the aggregate market.
Targeting then makes plans to get customers inside that segment. On a very basic level, targeting
is a subsection of segmentation. Besides that, the target market must be critical. In any case, from
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inside the separated market, HAIER have to find the hugest targets. Regard is an immense term
and along these lines any market that is separated passes on a massive regard. Meanwhile, the
preferences of customers elites the targeting framework. It same point can be uncovered when
you endeavor to develop a cabin. Target market helps HAIER to play out a gap analysis. In gap
analysis, the organization endeavor to find gaps in the present market circumstance and they then
realize plans and methodology to get customers who fall inside that gap. The targeting
arrangement of HAIER needs to consolidate events and shows in the subject of gaining ground
toward natural invitingness where by far most of my target customers will be. So to make a
targeting framework, HAIER require incredible market information do that the company can
coordinate their own specific gap analysis. The strategy of positioning can be considered and
made in a variety of ways(Jackson, 2007).
9.1 Product Positioning
Product positioning is an important part to increase a business of HAIER which is a Chinese
appliance company. The company have to make new products with excellent features for their
customer so that they come to buy the new products. It helps the chines company HAIER to
develop their profits and sales. According to these, the organization HAIER also should develop
their old products. These are important because new products with outstanding features are
attract them and they also demand these with reasonable price. Therefore, the organization
should make their plan based on their consumers demand. Nowadays, technology development is
needed because the Chinese company HAIER make best and new products through technology
development.
9.2 Pricing Positioning
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HAIER needs to set a particular price for a particular product by following some pricing
strategies. First of all, the organization needs to set a position where there is large demand of
customer towards a particular product. The prices should be set according to the level of incomes
of the customers.
9.3 Brand Positioning
Position An organization have to attract their customer through their products. Infect, by this
process, the chimes company HAIER can increase the number of consumers. On the other side,
the organization HAIER should create a perfect plan for making the logo of the company and
also the colors what is suitable for the logo(McGee, 2014). These also attract the customers.
Through these, an company make its own in the market. Along with these, it also can compete
with its competitors.
9.4 Positioning Error and Risk
There are some risk factors are creating barriers for appropriate positioning of the products such
as high competition, low demand of products and poor business environment. The management
of HAIER needs to focus on the positioning error and risk factors in order to successfully
implement proper marketing strategies for the product development process.
10.0 Customer Value Creation
It is very significant for HAIER to implement a CRM or Customer Relationship Management
strategy for strengthening the relationship among the company and the potential customers.
Initially, customer service department of HAIER must respond to each and every phone calls of
customer and provide a solution to their issues regarding their utilization of product. Moreover,
HAIER must stay proactive. If the organization do not present their customers with new and
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innovative ideas to aid them better manage their business, then the rivals of HAIER will beat
them in the competition market. The Chinese company needs to offer innovative suggestion to
their customers constantly for retaining the business of customers(HOWELL, 2011). If the
organization plans to strengthen the relationship between the customers and the company, then
the customer service department of that company needs to pick up the phone and call at least
once a weak for discussing about the satisfaction of customers with the business firm. The
employees should jot down the improvements which would be told by the customer. It should be
done to meet their demands.
Additionally, the organization must provide the customers with extra customer service for
gaining customer loyalty and trust. HAIER should reach to their customers with free promotional
products from time to time such as room fresheners which should be a free product with every
air condition machines they purchase. Aside from, HAIER should organize special events for the
customers like parties, golf outings, as well as family picnic that will allow the customer to feel
respected.
12.0 Branding
Customers wants branded products. Therefore, every organization have to maintain their product
quality in front of the consumers. It increases the product value to the customers.
Retail brand- Service experience and product combination are assembled by the retail brand.
Service brand- Culture, experience and knowledge are the main reasons for building up the
service brand.
Product brand- Product brand is mainly based on the experience of the organization.
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There are 3 kinds of brands which discussed in below.
Build and expose the Brand: The organization HAIER have to maintain the quality of their
product to build up their business in the United State. Through their god quality products they
can gain their position in the market. On the other side, they should develop their products. After
doing these, they should advertise their products for exposing their brand through campaign,
using banner, social media and blog etc.
Personalize the Brand: The organization have to identify the special part which can attract the
customers to their product. Therefore, they can show it in front of the people. According to this,
they also should concentrate on the demands of the consumers because it also make a perfect
relationship between them. Therefore, by this process the organization HAIER can build up their
business in the market.
Review the Brand: The brand of HAIER can be reviewed by taking feedback from their
potential customers(Spence, 2011). For that, the organization needs to strengthen their
relationship with the customers and gain customers loyalty and trust. In simple words, a
consumer can provide a review of a product from HAIER.
13.0 Innovation
As mentioned earlier in the above passages, that the mentioned company, HAIER is one of the
most successful and established electronics company in USA which has its branches almost all
over the world. For a large scale company like this, it is really important to develop the
organizational factor for the consistency of the success of the company. if the management of the
company do not develop the internal and the external skills of the company the management
would not be able to run their business and would not be able to compete with other rival
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organizations. Each and every organization is trying to innovate their business by adding some
selling points, pleasing the customers and by satisfying the employees of the company. if the
management of the company wants to remain successful in the electronics market, they would
have to do the same thing which is to develop or improve all the internal and external factors of
the company such as the employee performance of the company, the production procedure,
communication with the customers of the company and many others. The first thing that the
management of the company must do is to provide good quality products to the customers of the
company. This will surely satisfy the needs of the customers. Low price strategy is also a very
useful strategy for any company. If the management of the company can provide good quality
products in low price, the customers of the company would be really pleased which is beneficial
for the betterment of the company or the organization. Similarly the management of the company
would also have to be more concerned about the basic needs and the requirements of the
employees of the company. If the employees of the company are satisfied with the management
and the facilities provided by the management of the company, all the other aspects of the
company will be benefited such as the working environment of the company and the production
procedure of the company. Thus as per as some of the previous surveys conducted on the HAIER
company, it is quite confirm that the mentioned company is very impressive with their
innovation techniques
14.0 Social and ethical strategies
Whatever company or organization it is, the prime target of the company is to attract as much as
customers are possible, for that the management of the company would have to be very much
concerned about the business strategies of the organization. Each and every sector company
should be run by the management with some certain and specific strategies. Same goes for the
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social aspect of the company and the ethical factors of the company. Thus it is the responsibility
of the management of the company to maintain both the mentioned factors with proper care and
strategies.
Social
Social factor is one of the most important factors for any company. this part falls in the category
of the business environment of the company. The society of the place in which the management
of the organization is running the company is the most important factor for the organization
itself. The society of the place includes the inhabitants, their needs and preferences, their culture
and background. Thus when it comes to the social aspect of the company, the management of the
company has to look after all the mentioned factors also. Thus if the management of the
company fails to prepare good and better strategies for the betterment of the company, they
would never be able to get success in their business. In this report, the mentioned company,
HAIER being one of the most renowned electronics company in the world it is quite clear that
the management of the company has been able to get accustomed it the society of the
environment of the business by following some certain and specific strategies.
Ethical
The ethical factor of the company is another important point that the management of the
company should always be aware of for the improvement of the business of the organization. in
cases of diverse workplaces, the ethical issues are very common to occur. In an organization,
especially in a large scale multinational organization like the mentioned company HAIER, there
are many employees who belong from different culture, language, religion and background. Thus
the mentality and the psychology of the employees are also different from each other. This
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phenomenon most of the times leads the workplace into a disturbed workplace, as the employees
of the company indulges themselves in some internal conflicts and clashes. As a result, the
company or the business of the company is severely harmed (Antoniou and Ansoff, 2004). To
stop this kind of issues, it is the responsibility of the management of the company to implement
appropriate strategies such as building a nice communication with the employees of the
company. This will help the management of the company to get more involved with the
employees of the company. If the employees of the company can work together and maintain a
nice and pleasant workplace in the organization, it would be easier for the management of the
company to run the business with success and prosperity.
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15.0 Conclusion
A strategic management is required by every international companies. The manager of HAIER
needs to depend on the skillful utilization of organizational control systems that consists of
behavioral, output and clan control for executing the strategies effectively. Apart from strategic
management, the manager of HAIER also needs to look after the legal form of business. The
decision regarding legal procedures of an organization is an important decision with implications
for the organizational structure of HAIER. The above mentioned strategies will help HAIER to
gain competitive advantage and customer’s trust and loyalty. Customers are the main income of
a business and therefore customer service should be provided well so as to meet their demands.
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