商务战略期末论文Word文件下载.docx

1、Zhou Weifeng（ 20085878271） CLASS: International TradeMAJOR: Business Strategy TO: Will. Zhang DATE: May 27, 2010ContentsIntroduction 3Section 1. Current Strategy Evaluation 41.1 The current strategy 41.2 Strategy evaluation 41.2.1. Suitability 41.2.2 Feasibility 51.2.3 Acceptability 61.3 Risk Assess

2、ment 71.4 Objective and strategy 91.5 Personal Risk Sensitivity Review 101.6 A comparison with the major competitors strategy 11a. the current strategy of the major competitor 11b. the competitive advantages over the company 12Section 2. Design or select a strategy or strategies for the company and

3、evaluate it. 132.1 Corporate strategy 132.1.1. A chart of the strategy levels 132.1.2 Retreatment strategy 152.1.3 Objectives 152.1.4 The resource requirement in implementing the corporate strategy 152.2 The SBU strategy 162.2.1 The growth 162.2.2 The direction of growth 202.2.3 Diversification 222.

4、2.4 Market entry strategy 222.2.5 Competitive strategy 232.2.6 Evaluate the resource requirements 232.3. Functional strategy 262.3.1 MARKETING 262.3.2 R&D 272.3.3 OPERATIONS 272.3.4 HRM 272.3.5 IT/IS 282.3.6 FINANCE 28Section 3. Make a detailed action plan 283.1 Stages of strategy implementation 283

5、.1.1 The stage 283.1.2Time scale: 283.1.3. The objective 293.1.4. Significant 293.1.5. The key elements of success 293.1.6 Risk 303.2 the roles and responsibilities of the top managers 30Conclusion 33References 34Appendices 35Introduction This report is main to explain the Haiers development, and we

6、 make a strategy for future which depends on what we have collected. This report has three section, the first section is main to explain the Haier current strategy, and evaluate the strategy, this section has six parts, we has analysis the Haier current strategy in suitability, feasibility, and acce

7、ptability. The next section is main to let us design or selected a strategy for Haier. And chooses the appliance as a SBU to analysis, and make a judgment. The last section is explain the how to finish the future strategy. And we will finish it in three stages.Section 1. Current Strategy Evaluation1

8、.1 The current strategyThe Haier current strategy is Global Brand Building Strategy Phase, Haiers design centers, manufacturing bases, and trading companies in over 30 countries will come together to share global resources through a single information platform. And the future is build a garden witho

9、ut fences, Haier is still based in China, radiating to the world; while in the Global Brand Building Phase, Haier aims to build a local Haier brand in each geographic area all around the world. The achievements of objective is integrating its centers around the world1.2 Strategy evaluation1.2.1. Sui

10、tability In the international market, with the development of the economic globalization. Haier do not want to be the brand of Chinas manufacture only. They want to be the one of the international market. Haier choose the difficult market for its target market. It fits the development of a well-know

11、n company. Furthermore, under the stringent requirement, can create excellent product. It has a high international competitiveness from it. Haier built factory overseas starting from 1995. build up a design center at Boston, marketing center at New York and building center at South Carolina in 1999.

12、 If Haier succeed in America market, it can get very valuable experiences. The change of Haiers developing strategy is correct. Haier suit the trend of international development quickly. Because of the financial crisis in Southeast Asia and East Asia in 1998, Chinas export has affected seriously. Ho

13、wever, Haiers international strategy grab the market home and aboard. It create many profit and it is the base of Haier. When Haiers washing machine enter Europe in 1997, Haier is not familiar with Europeans habit of consumption. Because of the obstacle, Haier employ the local to manage the local ma

14、rket. In this way, the customers will accept the product produce by Haier more easily. It makes Haier enter Europe market quickly. Haiers refrigerator has already entered America market. Many American know that Haier is a refrigerator producer. Because of the brand effect, Haiers washing machine do

15、not need too much promotion. People think that Haiers refrigerator is quite good. So, they are willing to buy other product produce by Haier. This method seize people consumption logo, it suit to promote a product diversification brand. In Europe, it needs about 1 year for a new product from design

16、to build. However, Haier only need one month to release a new product. So, Haier not only satisfied European need on the product design. Moreover, Haier shows the quick reaction which is other company can not finish. It makes customers can use the newest product in the shortest time.1.2.2 Feasibilit

17、yHaier build information station and design subsection overseas. Haier information station filter and classified the information and send the useful information to decision-making department. Haiers director can easily grasp the needs of overseas market and decide the companys development. This kind

18、 of strategy provide many advantage for Haier. Haier use localization strategy in overseas competition. Haier has design, production and selling in America market. The purpose of this is to understand more about America market. Doing reaction more quick to the change of the market. Someone who famil

19、iar with the market to manage can let the company to do better. The different of the market require to exploit different product continuously. Haier depends on different district, different environment and different customers to exploit different product. It is because Haier always exploit products

20、by the market needs. So, Haier has a good competitive advantage. Haiers strategy main concept is do the best, fight for the best and create the best. However, Haier has some not successful strategy. For example, computer and microwave. Because of the technique, Haiers computer do not has advantage i

21、n the same product. They do not have the nucleus technology. So, they meet the obstacle in IT. I think Haier should do a full marketing research to see whether it has competitive in the new industry or not before entering in the industry. Information age is an age of speed, company should do the pro

22、duct it has advantage. It is the key of a company to success. Haier daily delivery completion rate, monthly sale completion rate and annual performance standard rate block us to use hour and minute to clean the store and handed in to user directly. I think Haier can learn Dell. Set 2 hours for a sel

23、ling cycle. Every progress is done for the needs of the user.1.2.3 AcceptabilityGlobal brand strategy is the market in each country to create localized Haier brand. Haiers global brand strategy implementation issues to be addressed are: improving product competitiveness and the competitiveness of bu

24、siness operations. And distributors-suppliers, customers, users achieve a double win profit. Cultural change from single to multi, and to achieve sustainable development, Internationalization Haier, should be realizes the design, the manufacture and the marketing all of them are localization, and ca

25、n realize local financing, the locality melts the wisdom as well as the local fusion culture, establishes the Haier world-famous brand.Shareholders:This allows shareholders have a broader channel to raise funds, to revitalize the intangible assets to tangible assets, so that Haier will unknowingly i

26、ncreased assets to shareholders and stakeholders have been different levels of income. This double-win situation, in the long run, regardless of Haier Corporation, or the country, is a virtuous circle.Customers:Haier enter the international market, thats a good opportunity to make Haiers brand to ob

27、tain more spread, then it certainly will stress the product quality strictly, to be the customer of Haier products may use the high grade products, on the other hand, it also will meet their spirit needs, thats really kill two birds with one stone. Staff:Haier is started from a small workshop to be

28、a large-scale multinational corporation which brand value has 82,000,000,000, this enable companys image to enhance, simultaneously their own value also has realized, and company will have the enough fund to construct and to consummate the working conditions, will enable the staff will have a good w

29、orking conditions, on the other hand, staffs wage will also improve, so they are glad to do their jobs. Policy:Recent years, China and the worlds political situation are very steady, “peace and development” is the Contemporary Worlds two principal themes, so that Chinas current social is steady deve

30、loping, it provides a good political environment for Hairs development undoubtedly. In industrial policy, China is in the eleventh five-year project, that means China pay more attention to the development of science and technology, so Haiers production of high and new technological products will be

31、affected by the preferential policy.1.3 Risk AssessmentPhysical risk: The global warming is big issue to human, the Haier will produce the production with low-carbon. Everyone has right to protect environment, people prefer to choose the production with high carbon. The Haier should to produce the production with low carbon to competitive with others.Economic risk:World economic environment is not optimistic, while in the Global Brand Building Phase, Haier aims to build a local Haier brand in each geographic area all around the world. It is difficult to finish, Haier