outline some of the global challenges that the company faces in managing its

Outline some of the global challenges that the

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outline some of the global challenges that the company faces in managing its global enterprise. Haier’s positive stance towards product innovation has helped it to expand into new markets across different regions of the world. The success of Haier is also attributed to its corporate strategy which is driven by international growth through meeting consumers’ needs in different market segments and the creation of brand awareness and recognition (Yan & Guanli, n.d.). The major source of Haier’s competitive advantage is associated with the value that the company creates through innovative products that are designed to meet the needs of its customers. One way that Haier has used to adapt its products for different regions of the world is to go abroad by opening manufacturing companies outside of China to make its products more responsive to customers in foreign markets and increase its competitive leverage (Yan & Guanli, n.d.). For instance, Haier has production facilities in the US and South Africa.
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The demand for Haier’s products is universal because the company is known for providing high-quality products as well as it employs innovation to try and accommodate every culture. However, the company faces challenges with regards to the difference in ethnic values, cultural values and regions. For instance, Haier Company opened a production facility in Malaysia in 1997, but it lost to the local companies because, during this time, Haier did not accommodate the culture of the Thai market into their products. As a result, it was forced to stop the marketing there.
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References Funding Universe. (n.d.). Haier Group Corporation History. Retrieved from Yan, Y., & Guanli, Y. (n.d.). Enlightenment from the Internationalization Strategy Models of Haier Group of China.
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  • Winter '15
  • Haier, Shandong, Qingdao, Haier Company

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