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The Haier Group: U.S. EXPANSION I. Current Situation A. Current Performance * Organized into 6 Divisions: a. Haier China b. Haier Europe c. Haier America d. Haier Middle East e. Haier Spain f. Haier New Zealand * Top 100 Most recognized Worldwide Brand Name * 20 Year Old Company from China Produce Home Electrical Appliances * 18 Design Centers * 10 Industrial Parks * 30 Overseas factories and manufacturing bases * 58,800 Sales offices * 96 Product Group Categories To include : Refigeratorswashing Machines, Air Conditioners, Cell ph ones, TV’s * 2004 Global Sales $12 Billion * 4th in Global Sales revenue for White goods in 2004 * 21% Market Share China overall Appliances * 34% Market Share China Major Home appliances * 14% Market Share China small electronic appliances B. Strategic Posture 1. Mission
To improve the quality of life, focusing on customers' needs 2. Objective
Haier strives to create innovative and affordable quality products, to deliver sincere, delightful and caring services, in order to satisfy different customers 3. Strategies
Three Stage Growth Plan * Brand Name Strategy * 7 years built strong brand name in Refrigerator products thru Total Quality control System * Products known for quality and innovation * Diversified Development Strategy * 6 years to diversify product catalogue * By 2004 13,000 products in 86 categories * Going Multinational Strategy * First move into Southeast Asia * Second expand into United States in 1990’s * European entrance in 2001 * Japan expansion in 2002 * 2005 Haier has 62 distributors and * 30,000 retail outlets worldwide * Eventual Goal * To be listed among Fortune 500 Successful Companies 4. Policies * Expand Brand Recognition * Offer

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