Haier in 2005


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Case Details:

Case Code : BSTA122
Case Length : 18 Pages
Period : -
Organization : -
Pub Date : 2005
Teaching Note :Not Available
Countries : China
Industry : -

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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Introduction

Haier, the Chinese manufacturer had climbed from the verge of bankruptcy to establish itself as a world-renowned brand. Haier manufactured refrigerators and freezers, air conditioners, dishwashers, microwaves, televisions, vacuums, mobile phones, computers, and more. Haier exported goods to more than 165 countries.

Haier had come a long way since CEO Zhang Ruimin had taken charge of the government-controlled company in 1984. His first act as CEO was to smash 76 poor-quality refrigerators with a hammer to drive home the importance of quality. Since then, the company had evolved into a transnational organization, widely recognized in the world community.

In 2004, Haier manufactured a wide range of household electrical appliances - 15,100 varieties of items in 96 product lines. Haier topped all Chinese trademarks in a nationwide survey. It was also one of the world's leading brands1. Zhang had emerged as one of the most respected entrepreneurs in the world2...

Excerpts >>

1] On 31st January 2004, of the World's 100 Most Recognizable Brands in a global name brand list edited by the World Brand Laboratory , Haier was ranked 95.

2] Zhang was placed 26th among the World's 30 Most Respected Entrepreneurs issued by Finance Times on 7th December 1999 and 6th of the Asia's 25 Most Powerful People in Business in Fortune (August, 2004 issue).

  

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