History of Haier

 History of Haier Essay


The Haier Group was founded in 1984 like a Chinese government-owned business that produced mainly household freezers. Encouraged by government, Haier set their particular sites in becoming a major international brand. Haier's executives thought that the solid brand identification that was created domestically could possibly be extending into the Western marketplace by creating and launching products for the specific niche market consumers and then expand in larger markets.

" Throughout the world, Haier had gained first place in the United States in sales of compact fridges and wine beverage coolers, in Iran for washing machines, in addition to Cyprus to get air conditioners. ” (p24-16) Haier also looked at expanding into the Taiwan marketplace by incorporating with Sampo to create air compressor for ac units, and had partnered with Hitachi to create Hitachi Plasma Screen in The japanese. All was going well for Haier, perfectly that in 2004, Haier's CEO, Zhang Ruimin, declared that the main goal of the organization was to expand and increase the number of goods sold in the usa. Haier likewise planned to change the products to satisfy the requirements of the American consumers.

" On 03 4, 2002, Haier exposed its American headquarters in New York City, an indication that Haier had joined a new period in the globalization of item design, manufacturing, and sales. ” (p24-16) Haier was determined in order to into the market in the United States, nevertheless the company experienced strong competition in the United States. Most of the home product market in 2004, occured by Electrolux, General Electric power (GE), Whirlpool, and Maytag holding 93. 2% from the market, and on the consumer electrical side Matsushita, Sony, Philips Electronics, Sanyo, and LG ELECTRONICS Electronics controlling the market. " Compared with a large number of major brands, Haier's consumer electronics products had no competitive adavantages either in technology advances or in product top quality, except for the relatively lower prices. ” (p24-17)

Haier offered several different house...