Case Study Analysis: The Growth Strategy of Haier

Running Head: CASE STUDY
0
Innovation of New
Market
Case Study Analysis
(Student details :)
5/6/2019

Case Study
1
Contents
Case Study Analysis: The Growth Strategy of Haier.................................................................2
Introduction................................................................................................................................2
Case Study Analysis: The Haier Group.....................................................................................2
About the Haier Group...........................................................................................................2
Critical Factor in the growth of the Haier Group...................................................................2
Major challenges for the Haier Group to operate within USA..............................................4
Managing overheads..........................................................................................................5
Responding to enhanced competition................................................................................5
Regulation and Compliance...............................................................................................5
Uncertainty.........................................................................................................................5
Finding the suitable staff....................................................................................................5
Reasons why the Haier Group got engaged into foreign market expansion..........................5
To increase Customer Base................................................................................................6
To form global brand image...............................................................................................6
To increase and optimize profits and revenue....................................................................6
Innovative recommendations for future growth of Haier Group...........................................6
Conclusion..................................................................................................................................6

Case Study
2
Case Study Analysis: The Growth Strategy of Haier
Introduction
This discussion is based on analysing a case study over an innovation in modern market. To
do so, this paper will focus on criticising a case study in order to highlight emerging markets.
In this context, case study of the Haier Company is going to analyse in this paper. The case
study is on the growth strategy of Haier Group (MGMT, 2016). In this way, the case study
analysis is going to cover several problems covered into seminars while identifying critical
strategic success elements for the case. Thus, with the help of a critique analysis this paper is
going to answer four major questions related to the case study. In addition, this paper will
offer a detailed analysis over the corporate strategy, which the company has been adopted for
becoming a global brand.
Case Study Analysis: The Haier Group
About the Haier Group
Haier Group is the globe’s greatest producer of white goods and it is a Chinese company
having the full name Qingdao Haier. Within only 30 years, the company has grown up from a
single worn-out manufacturing factory in Qingdao, which is Chinese city to being a MNC
(multinational company). The company is having a global market share within white goods of
10.2 % in 20143 while having more than 60,000 employees (MGMT, 2016).
Hence, it is Chinese collective international consumer electronics as well as home appliances
firm having major headquarter in Qingdao, China. The company designs, manufactures
develops, and sells products such as air conditioners, computers, mobile phones, microwave
ovens, refrigerators, washing machines, televisions and many more. The Haier group is not
only an original brand but its acceptance within the global market is paramount (Zhao et al.,
2016).
Critical Factor in the growth of the Haier Group
In this context, while people of the Western globe think of white goods brands, most of them
often think of key American manufacturers like Whirlpool, GE or maybe the South Korean
LG Corporation and the German company Bosch (MGMT, 2016). Yet, surprisingly the