海尔集团在越南市场的战略分析assignment

海尔集团在越南市场的战略分析assignment


引言--Introduction
 

海尔集团是世界第四大大型家电制造商、中国最具价值品牌之一。海尔在世界上建立了29个制造基地(林赛,2005),8个综合研发中心,19个海外贸易公司,雇佣了超过600万人,已发展成为大规模的跨国企业集团。海尔公司在2008年实现全球营业额1190亿。根据世界著名消费市场研究机构(Euromonitor)发布的最新数据称，海尔在大型家电品牌在世界上排名第一，占全球市场份额的5.1%。这是中国公司第一次成为世界性的家电品牌，同时,海尔冰箱,海尔洗衣机行业占全球市场份额分别为10.4%和8.4%，均排在第一位。在智能家居集成、网络家电、数字化，大规模集成电路,新材料技术方面,海尔也在世界上处于领先水平。创新驱动型的海尔集团致力于满足全球消费者的需求，提供解决方案，实现企业和顾客之间的双赢的局面(托马斯,2005)。
 

近年来,越南是一个受欢迎的国家，很多国家都来国际直接投资。也是中国“走出去”战略一个重要的目的地。越来越多的跨国公司把越南作为一个理想的投资地区,由于其安全的投资环境,良好的自然条件,低劳动力成本,加上政府的欢迎政策。
 

Haier Groups Market Analysis In Vietnam Marketing Essay
 

引言--Introduction
 

Haier Group is the worlds fourth largest white goods manufacturers, one of the Chinas most valuable brands. Haier has set up 29 manufacturing bases in the world(Lindsay, 2005), eight comprehensive research and development centers and 19 overseas trading companies, employs more than 6 million people at all, has developed into a large-scale multinational group. Haier Group achieved the global business amount for 119 billion yuan in 2008. According to the world-famous consumer market research institutions in Europe Perspective (Euromonitor) released the latest data, Haier in white goods brand in the worlds number one global market share of 5.1%. This is the first time for the Chinese company became the world's most famous white goods brand. Meanwhile, Haier refrigerators, Haier washing machines in the global market share in the industry respectively for 10.4% and 8.4% are ranked in the first place. In the smart home integration, network appliances, digital, large-scale integrated circuits, new materials technology, Haier is also at a leading level in the world. The "innovation-driven" type of Haier is committed to meet the needs of global consumers with solutions to achieve win-win situation between businesses and customers (Thomas, 2005).

 

In recent years, Vietnam is a popular area for international direct investment, and also an important destination for China's "going out" strategy. More and more multinational companies consider Vietnam as an ideal investment region, because of its safety investment environment, good natural conditions; low labor costs, and coupled with the government welcomed. Foreign investment shows a high growth state in Vietnam in recent years (Pham D, 2009). As an important neighbor of Vietnam, China and Vietnam have much in common in the economic, cultural, customs, lifestyles, consumer psychology, and building a socialist market economy (Ngoc Q, 2009). It provides a more convenient condition for the economic and trade activities between China and Vietnam (Kai B, 2004). At the present time, China's investment in Vietnam is still at the initial stage as a whole, since the project the of Vietnam's accession to WTO, Chinese enterprises are facing more investment opportunities. However, investment in Vietnam, a company needs to fully take the political, economic, cultural and other aspects of the combination of factors into consideration, analyze the industry situation in Vietnam (Carolyn T, 2008), so as to make a scientific and rational investment decision. In this paper, we select one of the most classical methods called SWOT analysis to evaluate Haier group’s marketing analysis in Vietnam (Bob W, 2000).

 

海尔集团的行情分析--Ⅰ.Haier group’s situation analysis
 

Haier group’s globalization brand strategy gets into the fifth year in 2010. Thorough pushes forward an information-based process reengineering, building up the information-based process of taking customer as the center, found the global structure for the logistics, funds, a network information flow etc. Haier group’s Vietnam market has made a good start, the task to consolidate is also an important mission for Haier group’s globalization progress.

 

Haier Group's disclosure of the report, which is also Haier group holding Haier's first periodic report for the first quarter in 2010. The report shows that a quarter of the company in 2010 operating income of 13.3 billion yuan, up 45%; to achieve net profit attributable to shareholders of the parent 358 million, up 159 percent; gross margins, accounts receivable turnover, inventory turnover and other indicators to further improve.

 

Haier is a world-renowned company, a "great company," a target "strategic" public welfare groups. From the CEO to every employee, from the group to the workshop team all have faith in "good faith back to society," "sincerely forever" philosophy. While leveraging the sales network all over the country, improving the educational environment and improve young people's ideological and moral qualities, such as helping the poor to actively participate in all aspects of social welfare services. Haier Hope Primary School is the main content of the public welfare undertakings in the reconstruction.

 

At present, Haier Group has a state-level R & D Center, 5 Research Centers, 8 design centers in the worldwide. For the establishment of an international leader in cutting-edge technology research and training goal, base carrier to ensure that countries in the field of digital home appliances leading international competitiveness, seize the core technology in the high ground of home appliances. Haier Group set up the Chinese unique "digital home appliances Laboratory" in the end of 2006, also established the field of digital home appliances only engineering laboratory - "Haier Digital Home Network National Engineering Laboratory" in 2008, formed the most comprehensive digital home appliances and industrial R & D base.

 

As of 2007, Haier got the total of 7883 patents; only in 2007 Haier got 875 patents, the average working day for two patents. The basis of the independent intellectual property rights, Haier has participated in nine international standards, including three international standards for the upcoming release, which demonstrates Haier's innovation in the field of international standards has been recognized; Haier chaired or participated in 152 national standards establishment of revised, the development of industry and other standards 425. Haier is the participation in international standards, national standards, industry standards up to the household electrical appliance enterprises (Lindsay H, 2005).

 

海尔的业务层战略分析--Ⅱ.Haier group’s business-level strategy
 

Advantages: there are nine kinds of Haier products in the Chinese market, ranking first in the industry, three kinds of products in the world market share in the top three industries in the smart home integration, network appliances, digital, large-scale integrated circuits, new materials technology lead the world. Development in the international market highlights the strength. "Innovation-driven" model of the Haier Group is committed to meet the needs of global consumers with solutions to achieve win to win situation between businesses and customers (Annette D, 2006).

 

Disadvantages: Haier in the dissemination and public relations skills are very lacking, which will make China's future acquisition of enterprises very difficult. Haier, a large part of public relations because of the lack of appointment system lead some problems, only focus on technology, knowledge of the study ignored the ability of individuals investigated. Haier have developed so fast, so we have no doubt that it's international. Information in full swing, better said, the internal information and external information, particularly with domestic suppliers, distributors of electronic data interchange, it has been in a dilemma, procurement and distribution costs are still difficult to fully achieve. Haier is good, it wants its suppliers and distributors of information technology can keep up with its own level, but the reality is very different with the expected, no one can keep up with the pace of Haier, Haier ultimately takes two to tango (Dr L. 2007).

 

Opportunities: Haier has been able to achieve great success because a large part of Haier's corporate culture, something from nothing - Haier of Culture. Everyone is a talent, not race horses - Haier's talent. Brand is a fan, user division - Haier's brand marketing. Corporate survival of the soil is the user - Haier services. Go out, go in, and go to - international Haier management nature (Elizabeth A, 2005).

 

Threats: At present, Haier is still faced with many threats, along with the constant rise of home appliances business, technology continues to improve, Haier must constantly improve the level of scientific and technological innovation, and thus improve their advantage. In addition, it should develop to a multi-industry in the direction to improve their competitiveness. The face of Haier's information, the domestic counterparts about Haier external information while watching the lively, while stepping up promotion of its own internal information, which is facing the threat of Haier, such as competitors eyeing to make thorn in the side, dare to eat crab perhaps a hero, but not necessarily successful. Haier stagnation of external information, but also to the domestic information technology industry blow; can be expected that once the external information of the time is ripe, from a technical perspective, much slower than anyone else who does not; if put Haier branding effects aside all these years, Haier competitors growth of information only in a short time.#p#分页标题#e#

 

海尔的市场准入--Ⅲ. Haier group’s market entry
 

Firstly, strengthen the investment management and services in Vietnam. Haier group in Vietnam gain investment decisions rely on the information from various non-systematic channel accesses, lack of guidance from government and the Chamber of Commerce organizations. Secondly, simplify the procedure for both entry and exit formalities otherwise persons or goods. In 2006 the third China-ASEAN Business and Investment Summit the delegates proposed: China and the ASEAN countries in the entry and exit of people and goods, the procedures cumbersome, wait a long time, affecting the operational efficiency of enterprises. Streamline personnel and cargo clearance procedures have become urgent. Thirdly, Haier group should fully understand the Vietnamese legal system to handle the relationship with the management. Moreover, the current quality of human resources in Vietnam is not high in generally. Mainly due to the low quality of education in Vietnam at present, local cadres are difficult to achieve many investors’ satisfactory results in the recruitment. Businessmen are more willing to hire mainland management and technical staff in Vietnam. So, Haier group should consider hiring many technical people from domestic other than in Vietnam (Johannes, 2003).

 

The plan for Haier Group sustainable development in Vietnam market, based on the full consideration of the above analysis, we give the following recommendations：

 

First of all, gather up customers demand from retailers (Frank, 2005). As retailers face the ultimate customer and have got a great deal of consumer information which becomes a source of new product development ideas. Particularly those of large retailers, because of its extensive sales network, as well as tracking and analysis of consumers demand, gain many first-hand information and knowledge about consumers. The information and knowledge can become the top manufacturer of innovative sources of developing new products. Upstream manufacturers should use this opportunity to add retailers into their new product development team to gain new ideas for product development, improve the success rate of new product development (Lennart, 2005).

 

Secondly, Haier group can get new product ideas from the retailers in many ways. These channels can be divided into active and passive types. A passive approach is discovered by accident through the transaction of new products. These channels have much in common is: the original purpose is not to discover inspiration for new product development, but achieve a new product development idea by accident (Joshua, 2002). Therefore, it is a coincidence, passive, informal access to new product development approaches. And proactive approach is the manufacturers have realized that the retailers in the role of new product ideas, through the establishment of formal mechanisms to take the initiative to obtain new product development ideas from the retailer. These channels include client meetings held regularly with retailers to understand their customer needs and market trends of the ideas and views; and build information-sharing platform for retailers to understand consumer purchase intentions in a timely manner and preferences (Wander, 2000). These manipulations also give retailers much benefit in return, due to the increase in sales; the retailer's profit has also increased correspondingly. Haier group can invite retailers to participate in the new product development (Elizabeth, 2005). Haier group can use the formal and informal coordination mechanisms and cooperative relations of mutual trust building and through regular client meetings, establish an information sharing platform, and other informal means to acquire new product development ideas.

 

结论--Conclusion:
 

Any business in the development process may always face with all kinds of problems. We have to nip in the bud. Facing the new conditions of global competition, Haier established the global brand strategy, start the enterprise spirit of "generate resources, reputation as a global" and "one person one quick, decisive victory" in the style of work and struggle themselves, continuing innovation to foothold in the world. Haier's market share in Vietnam has fallen more than ever. Adhere to the price is actually a good strategy to maintain brand. However, the insistence of the price and not blindly corresponding sales strategy, after this, a result is certainly no longer easy to find a Haier TV in Vietnam market. Vietnam has a very complicated environment, almost all of the big brands have already struggle into the Vietnamese market, coupled with local policies to protect, not pay attention to following the leadership of trade and industry headquarters in the actual situation, resulting in the Haier TV sales suffer. Many excellent salesmen, promoters switched to other competitors, the price is really higher than the same brands. However, Haier's corporate unique culture advantages, the whole appliance portfolio, excellent sales team has a magic power for Haier. We believe that Haier group’s market share will have a good future in Vietnam.