Competitive Analysis: Haier GroupOverview:The Haier Group is a Chinese multinational consumer electronics and home appliance company headquartered in Qingdao and Shandong, China. The Haier Group was founded in 1984 and became a profitable company for the first time in 1986. Refrigerators were the main product of this company, and in 1988 Haier purchased another company, Qingdao Microwave Electric Appliances Factory. In 1991, Haier also purchased the Qingdao Air Conditioner Plant and the Qingdao Freezer General Plant. In 1999, Haier manufacturing branches were opened in Malaysia and the Philippines, while another branch was opened in the United States in 1999. Products: This company produces home and commercial air conditioners, mobile phones, computers, microwave ovens, vacuum cleaners, washing machines, dishwashers, water heaters, kitchen items, refrigerators and televisions. Since the late 1990s, Haier Group's sales network has expanded very rapidly and now covers more than 160 countries. Markets: There are 18 design centers in the world, one in the United States, one in Pakistan and the others in China. There are 13 factories abroad, 58800 marketing networks, 11976 service network stations in the world. SWOT Analysis: Company Strengths: Haier is a well-known brand in China. As of 2009, the Haier Group owned 9738 patents. Haier had already produced different types of products and successfully sold them all over the world. They had built an operational structure (design centers, manufacturing plants, marketing) in key regional markets, such as Europe, North America and Southeast Asia. Haier Group has managed international expansion in the global market through its own brand. Company Weaknesses: In the international market,...... half of the paper... other researchers need to do in-depth analysis of the data. Works Cited Greenwald , Bruce C. Competition Demystified: A Radically Simplified Approach to Business Strategy [M]. USA: Portfolio Hardcover, 2005.Hill, T., Westbrook, R. SWOT Analysis: It's Time to Retire the Product [J]. Long range planning. 1997, 30(1):46-52.Kotler, P., Armstrong, G. Marketing principles [M]. Beijing: TsinghuaUniversity Press, 2007.Matthias P. Reuter. Strategic Planning: How to Deliver Maximum Value Through an Effective Business Strategy [M]. London: Kogan Page, 2008.SWOT Analysis‖. Work balls. 2010. http://www.businessballs.com/swotanalysisfreetemplate.htm.(November 1, 2010) SWOT Analysis‖. Wikipedia. 2010. http://en.wikipedia.org/wiki/SWOT_analysis. (December 12, 2010)陈铖, 李晓琳. 海尔集团成功战略分析[J]. 武汉: 现代商贸工业, 2010,(17): 152-153.陈胜捷. SWOT分析法在企业战略规划中的应用实践[J],2010,(22):75-77.