Subject category:
Strategy and General Management
Published by:
Harvard Business Publishing
Version: 25 August 2006
Length: 27 pages
Data source: Field research
Abstract
In 2005, Haier, China's leading appliance manufacturer, had over USD12 billion in worldwide sales and was the third-ranked global appliance brand behind Whirlpool and GE. Describes Haier's rise from a defunct refrigerator factory in China's Qingdao province to an international player with nearly USD4 billion in overseas sales. Haier had followed a nontraditional expansion strategy of entering the developed markets of Europe and the United States as a niche player before venturing into neighboring Asian markets. Facing intense competition and price wars in the domestic market, in 2005 Haier was redoubling its efforts to build a globally recognized brand. Could Haier complete with the likes of Whirlpool and GE in their home market? Could Haier successfully defend against Chinese and multinational challengers in China while building a brand overseas?
Location:
Industry:
Size:
USD12 billion revenues, 30,000 employees
Other setting(s):
2004-2005
Subject category:
Strategy and General Management
Published by:
Harvard Business Publishing
Version: 16 November 2006
Length: 7 pages
Data source: Field research
About
Abstract
In 2005, Haier, China's leading appliance manufacturer, had over USD12 billion in worldwide sales and was the third-ranked global appliance brand behind Whirlpool and GE. Describes Haier's rise from a defunct refrigerator factory in China's Qingdao province to an international player with nearly USD4 billion in overseas sales. Haier had followed a nontraditional expansion strategy of entering the developed markets of Europe and the United States as a niche player before venturing into neighboring Asian markets. Facing intense competition and price wars in the domestic market, in 2005 Haier was redoubling its efforts to build a globally recognized brand. Could Haier complete with the likes of Whirlpool and GE in their home market? Could Haier successfully defend against Chinese and multinational challengers in China while building a brand overseas?
Settings
Location:
Industry:
Size:
USD12 billion revenues, 30,000 employees
Other setting(s):
2004-2005
Related
Subject category:
Strategy and General Management
Published by:
Harvard Business Publishing
Version: 16 November 2006
Length: 7 pages
Data source: Field research