1. Strategic Audit of Haier Group
Case 24
Strategic Management MGMT 436
Group 5

2. I. Current Situation (Jw Hayes)
Current Performance 2001 to 2004
Organized into 6 Divisions:
Haier China
Haier Europe
Haier America
Haier Middle East
Haier Spain
Haier New Zealand

3. 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 :
Refrigerators, Washing Machines, Air Conditioners, Cell phones, TV’s

4. B. Strategic Posture Mission Objectives Strategies
To improve the quality of life, focusing on customers' needs
Objectives
Haier strives to create innovative and affordable quality products, to deliver sincere, delightful and caring services, in order to satisfy different customers
Strategies

5. Policies

6. II. Corporate Governance (Jw Hayes)
Board of Directors

7. III. External Environment (John Lerch)
Natural Environment
Weather factors associated with shipping overseas (T)
Long shipping times (T)
Societal Environment
Economic
Lower production costs in China (O)
United States market is the largest in the world (O)
Technological
Rapid growth in Electronics market (O)
High initial costs for producing products with more features than competitors (T)
Political-Legal
High cost of duties by manufacturing overseas and selling in the U.S. (T)
Sociocultural
Desire for new electronics in U.S. market (O)

8. III. External Environment Continued (John Lerch)
Task Environment
Rivalry high in the United States (T)
Able to expand product by partnerships (O)

9. III. EFAS Table(John Lerch)