Haier
table of contents
ACKNOWLEDGMENT 4
EXECUTIVE SUMMARY 5
1- INTRODUCTION AND BACKGROUND 6
1.1 Vision Statement: 7
1.2 Mission Statement: 7
1.3 Core Values of Haier: 7
1.3 (a) Think What Consumers Think 7
1.3 (b) Enterprising and Innovative 7
1.3 (c) Win-Win Culture 7
1.4 SWOT Analysis 8
2. HISTORICAL PERSPECTIVE 9
2.1 Parent Company History: 9
2.1 (a) Rebuilding a Refrigerator Plant in the 1980s: 10
2.1(b) National Brand Leader in the 1990s: 11
2.1(c) Diversification in the 1990s: 13
2.1(d) Global Brand in the New Century: 14
2.2 History of Haier Pakistan: 15
3-STRATEGIC ANALYSIS OF CURRENT CORPORATE AND MARKET DRIVEN STRATEGY 16
3.1 Corporate Strategy: 16
3.1(a) Brand building strategy: 16
3.1(b) Diversification strategy: 17
3.1(c) Internationalization strategy: 17
3.1(d) Global brand strategy: 18
3.2-Market driven Strategy 18
3.2(a) Becoming market oriented: 18
3.2(b) Customer Focus: 19
3.2(c) Competitor intelligence: 19
4-FUTURE CORPORATE STRATEGIC DIRECTIONS AND MARKET DRIVEN STRATEGY OBJECTIVES 20
4.1 Future corporate strategic directions: 20
4.1(a) New Market development strategy: 20
4.1(c) Related Diversification: 20
4.2 Market Driven strategy objectives: 20
4.2(a) Adaptation of cross functional coordination: 20
4.2(b) Becoming more socially responsible: 21
4.2(c) Focusing on touch points of customers (CRM): 21
5-FORMULATING MARKET DRIVEN STRATEGY 21
5.1 Product market structure: 21 Generic Product class: Cooling home appliances 21 Product type: 21 Variant: 21
5.2 Competitive Space: 21
5.3 Segmentation: 22
5.3(a) Geographical segmentation Basis: 22
5.3(b) Demographical segmentation basis: 22
5.3(c) Psycho graphical segmentation basis 23
5.3(d) Behavioral segmentation basis: 23
5.4 Market targeting: 23
5.5 Position Of Product: 24
5.6(a) Product: 24
5.6(b) Price: 25
5.6(c) Place: 25
5.6(d) Promotion: 26 Product Advertising 26 Direct Marketing 27
5.7 Implementation: 27
5.8 Evaluation and
ACKNOWLEDGMENT 4
EXECUTIVE SUMMARY 5
1- INTRODUCTION AND BACKGROUND 6
1.1 Vision Statement: 7
1.2 Mission Statement: 7
1.3 Core Values of Haier: 7
1.3 (a) Think What Consumers Think 7
1.3 (b) Enterprising and Innovative 7
1.3 (c) Win-Win Culture 7
1.4 SWOT Analysis 8
2. HISTORICAL PERSPECTIVE 9
2.1 Parent Company History: 9
2.1 (a) Rebuilding a Refrigerator Plant in the 1980s: 10
2.1(b) National Brand Leader in the 1990s: 11
2.1(c) Diversification in the 1990s: 13
2.1(d) Global Brand in the New Century: 14
2.2 History of Haier Pakistan: 15
3-STRATEGIC ANALYSIS OF CURRENT CORPORATE AND MARKET DRIVEN STRATEGY 16
3.1 Corporate Strategy: 16
3.1(a) Brand building strategy: 16
3.1(b) Diversification strategy: 17
3.1(c) Internationalization strategy: 17
3.1(d) Global brand strategy: 18
3.2-Market driven Strategy 18
3.2(a) Becoming market oriented: 18
3.2(b) Customer Focus: 19
3.2(c) Competitor intelligence: 19
4-FUTURE CORPORATE STRATEGIC DIRECTIONS AND MARKET DRIVEN STRATEGY OBJECTIVES 20
4.1 Future corporate strategic directions: 20
4.1(a) New Market development strategy: 20
4.1(c) Related Diversification: 20
4.2 Market Driven strategy objectives: 20
4.2(a) Adaptation of cross functional coordination: 20
4.2(b) Becoming more socially responsible: 21
4.2(c) Focusing on touch points of customers (CRM): 21
5-FORMULATING MARKET DRIVEN STRATEGY 21
5.1 Product market structure: 21 Generic Product class: Cooling home appliances 21 Product type: 21 Variant: 21
5.2 Competitive Space: 21
5.3 Segmentation: 22
5.3(a) Geographical segmentation Basis: 22
5.3(b) Demographical segmentation basis: 22
5.3(c) Psycho graphical segmentation basis 23
5.3(d) Behavioral segmentation basis: 23
5.4 Market targeting: 23
5.5 Position Of Product: 24
5.6(a) Product: 24
5.6(b) Price: 25
5.6(c) Place: 25
5.6(d) Promotion: 26 Product Advertising 26 Direct Marketing 27
5.7 Implementation: 27
5.8 Evaluation and