Competitive Analysis: Haier Group
Overview:
Haier Group is a Chinese multinational consumer electronics and home appliances company headquartered in Qingdao and Shandong, China. Haier Group was founded in 1984, and it became a profitable company in 1986 for the first time. Refrigerators were the main product of this company, and in 1988, Haier purchased another company, Qingdao Microwave Electric Appliances Factory. Haier also purchased Qingdao Air Conditioner Plant and Qingdao Freezer General Plant in 1991. Haier production subsidiaries were opened in Malaysia and the Philippines, and another subsidiary was opened in the United States in 1999.
Products:
This company produces household and commercial air conditioners, mobile phones, computers, microwave ovens, vacuum cleaners, washing machines, dish washing, water heaters, kitchen wares, refrigerators, and televisions. Since the late 1990s, Haier Group’s selling network has expanded very fast, and it now covers more than 160 countries.
Markets:
There are 18 design centers in the world, one is in U.S., one is in Pakistan, and the others are in China. There are 13 overseas factories, 58800 marketing network, 11976 service network stations in the world.
SWOT Analysis:
Company Strengths:
Haier is a well-known brand in China. Haier Group had 9738 patents until 2009. Haier had already produced many different kinds of products, and sold these products in the whole world successfully. They had built operational framework (design centers, production plants, marketing) in key regional markets, such as Europe, North America, and Southeast Asia. Haier Group has managed international expansion in global market by their own brand property.
Company Weaknesses:
In international market, ...
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... other researchers need to do some deep analysis of data.
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