Paper Assignment-
Individual Paper
Read the Following Case Study: "Haier's North America Expansion"
All questions are to be attempted. Support your answers using scholarly and reliable non-scholarly sources! Required readings have to be used EXTENSIVELY to support your arguments!
1. What were the factors behind Haier's decision to start production in the U.S. in 1999? Use the PESTEL (political, economic, social, technological, environmental and legal) framework to analyze the external environment pertinent to Haier's expansion plans in the U.S. in 2016-2017.
2. Do a Porter's Five Forces analysis of the U.S. white goods industry.
3. Why did Haier buy GE Appliances? What change can GE Appliances' employees expect from the change in ownership/management? Also, discuss the impact of the differences in national and organizational cultures, and how can Haier, the new owner, overcome them?
4. What are the strategic implications of emerging Chinese multinationals such as Haier?
5. How will Haier's success in the US market support its operations and investments in other markets?
General instructions & Format
1. Use UMUC's library as much as possible for research in this assignment. Look for worldwide data, and not North American data; remember; this is a global business course!
2. Only cite scholarly publications and reliable non-scholarly sources such as The Economist, Financial Times, WSJ, NYT, Bloomberg, Reuters, Money, Forbes, and Fortune. Reliable non-scholarly sources may yield articles which are more useful for practitioners. Websites like Wikipedia, answers.com, QuickMBA and NetMBA are unacceptable for graduate level work.
3. Your analysis should be supported by a minimum of three scholarly (peer-reviewed) articles, and a minimum of three reliable non-scholarly sources. You can also use the required readings from this week to support your analysis where appropriate.
4. Your analysis should be written in an academic paper format; not a question and answer format.
5. Please include the following: A half page Introduction, and a half page Lessons Learned & Conclusion at the end of your report. Use section headings to organize your paper. An Executive Summary is not required.
6. All questions are to be attempted. Do not restate the information from the case study; go beyond the included information; analyze and draw your own conclusions!
7. Your report should be approximately 8 pages long, with one inch margins, 12-point font, double-spacing, and should be posted as a Word document. The cover page, references, and appendices, if any, are not part of the page count. All graphics and tables, if any, should be placed in an appendix.
8. Use the APA format for in-text citations and the reference list.
Required Reading
(Click on the link "PDF Full Text" or "HTML Full Text" in the left hand column of the article page to download each article)
Birnik, A., & Bowman, C. (2007). Marketing mix standardization in multinational corporations: A review of the evidence. International Journal of Management Reviews, 9(4), 303-324. doi: 10.1111/j.1468-2370.2007.00213.x (Read pp. 305-311 only).
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Calabrese, A., Capece, G., Costa, R., & Di Pillo, F. (2015). Global Market and Commercials: Understanding Cultural Diversities. Knowledge & Process Management, 22(3), 167-179. doi:10.1002/kpm.1472
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O'Keefe, B. (2001). What Do KFC and Pizza Hut Conjure Up Abroad? Are They: American Symbols? Or Have They Become Global Brands Tricon, the company that owns them both, is betting on the latter.Fortune, (11).
https://archive.fortune.com/magazines/fortune/fortune_archive/2001/11/26/314105/index.htm
Childress, V. W. (2015). Supply chain, logistics, and global economics. Technology & Engineering Teacher,75(4), 22-27.
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Gould, M. (2015). Global marketing. Research starters: Business (Online edition).
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Tang, C. S., & Zimmerman, J. (2013). Information and Communication Technology for Managing Supply Chain Risks. Communications Of The ACM, 56(7), 27-29. doi:10.1145/2483852.2483862
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Ruimin, Z. (2016). Reflections on managing a multinational corporation in china: Business model innovations of the Internet era. Academy of International Business, 15(2), 3 - 6
https://documents.aib.msu.edu/publications/insights/v15n2/v15n2_Article1.pdf
Proctor, T., &Papasolomou-Doukakis, I. C. (2000). Chapter Six: ANALYSING COMPETITION. Strategic Marketing, 102-120.
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Recommended Reading & Media
"Fortune at the bottom of the pyramid (BOP)," 2011. Five minute introduction to marketing to the BOP.
"International Expansion and Global Market Opportunity Assessment," Chapter 8 from the book
"Challenges and Opportunities in International Business."
(For an understanding of PESTEL analysis, read pp. 410 - 415 only)
https://2012books.lardbucket.org/pdfs/challenges-and-opportunities-in-international-business/s12-international-expansion-and-gl.pdf
Gunther, M. "The base of the pyramid: Will selling to the poor pay off?" The Guardian, May 22, 2014. https://www.theguardian.com/sustainable-business/prahalad-base-bottom-pyramid-profit-poor
Attachment:- Haier_Case_Study..pdf