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1.Introduction 介绍
随着科学技术的更新，全球白色家电行业迅速发展。美国，日本和许多欧洲发达国家掌握先进的技术和生产技术，占据主导地位，是白色家电的主要制造业国家。发达国家资金雄厚，技术先进，掌握大多数白色家电的生产和销售。世界上有一些知名品牌，如伊莱克斯，博世，惠而浦，通用电气，大金，马图他，LG，三星，松下，三洋等等（肯尼斯，2006）。海尔集团是全球白色家电行业快速发展的品牌，也是中国最有价值的品牌。海尔拥有29个制造基地，8个综合研发中心，19个贸易公司和6万多名员工，海尔在全球扩张方面进行了有效的战略管理，不断创造和维持核心竞争力（Liu Hong and Li Kequan，2002）。Global white goods industry rapidly develops along with the update of science and technology. America, Japan and many European developed countries master the advanced technology and production technique, take the leading position, and are the major manufacturing countries of white goods. With strong funding and advanced technology, the developed countries grasp the production and marketing of most white goods. There are some famous brands in the world, such as Electrolux, Bosch, Whirlpool, GE, Daikin, Matushita, LG, Samsung, Panasonic, and Sanyo and so on (Kenneth, 2006). Haier Group is a rapidly developing brand in white goods industry all over the world, and is also the most valuable brand in China. With more than 29 manufacturing bases, 8 comprehensive research and development centers, 19 trading companies, and over 60,000 employees, Haier has conducted effective strategic management in its global expansion and constantly creates and sustains core competence (Liu Hong & Li Kequan, 2002).
With the purpose of exploring enterprise’s strategic management and building of competitive advantages, this report will focus on the expansion of Haier Group in European market. In the very beginning, it will carry out a competitive analysis to Haier’s white goods business unit in European geographical market, from the perspective of Michael Porter's Five Forces Model, including threat of new competitors, threat of substitution, power of suppliers, power of buyers, and intensity of rivalry. Subsequently, it will analyze Haier’s strategic positioning in European market. After that, it is about the potential strategies which Haier might pursue in the future, for constantly creating and sustaining competitive advantages. Finally, it will put forward a short conclusion and point out the most effective strategies in the sustainable development of Haier Group and its white goods.
Table of content 目录
1.Introduction 3
2. Competitive analysis of Haier Group 3
3. Strategic positioning in European market 5
4. Potential strategies in the future 7
5. Conclusion and recommendations 8
Reference 9
5. Conclusion and recommendations 结论和建议
With the purpose of improving its brand image, in European market, Haier’s strategic positioning is differentiation. Haier should adopt product differentiation, service differentiation and image differentiation strategy in competition in global market with strong competitors. Haier not only carry out humanized design for product but also provide humanized service for its consumers. Different from other enterprises, Haier provides better humanized service for consumers on the condition of guaranteeing product quality. It converts external market pressure into internal market pressures, and provide individual innovation space for every employees, so as to satisfy consumers’ individualized demands. Haier should push out high-end products with differentiation, establish its b
rand image and promote the selling of all its products in Europe.
Although Haier has achieved marvelous achievement in Chinese domestic market, in its market expansion process to European market, it will encounter various opportunities and challenges. Faced with these opportunities and challenges, it should take good use of the opportunities and avoid the negative influence of the challenges through effective strategies in management. In summary, in the future development, Haier should constantly abide by its localization strategy in European market and carry out continuous innovation. By constant independent innovation, Haier can create its own brand and favorable image in global market, strengthen its core competence, create and sustain its competitive advantages in white goods industry, and achieve long-term and sustainable development in the internationalization process.
