Question 2: The case of diversification strategy: the diversification process of Haier Group
From 65438 to 0984, Qingdao Refrigerator General Factory, the predecessor of Haier Group, introduced the technology of production equipment from Liebohai, Germany, and engaged in the production and sales of refrigerators. By 20 10, Haier group's sales revenue135.7 billion yuan and profit of 6.2 billion yuan. Its main products include refrigerators, freezers, air conditioners, washing machines, microwave ovens, color TVs, small household appliances, whole kitchens and bathrooms, and more than 7,000 brands. In the process of Haier Group's growth, diversification is the most important growth mode, and Haier's diversification is a successful model of China enterprises.
1, single product-refrigerator. During the seven years from 1984 to 199 1, Haier only produced one product-refrigerator, which is a specialized enterprise. 199 1 year, Haier group's sales income is 724 million yuan, and its profit is 31180,000 yuan. Haier brand refrigerator became the first domestic gold medal in the history of refrigerators in China. It was the only well-known trademark of household appliances in China at that time, and it was exported to European and American countries through UL certification in the United States. At the same time, the OEC management law of Haier Group was basically formed, and the national sales service network was initially established. 2. Manufacture household appliances-refrigerators, electric freezers and air conditioners. 199 1 year 12.20, with Qingdao Refrigerator General Factory as the core, merged Qingdao Refrigerator General Factory to establish Haier Group Company, and its business expanded from refrigerators to electric freezers and air conditioners. Before July 1995, Haier Group mainly produced the above-mentioned refrigeration appliances, that is, it took Haier Group three years to enter the electric refrigerator and air conditioning industry. And successfully became a famous brand product in China. 1994 Haier group has a sales income of 2.5 billion yuan and a profit of 200 million yuan, ranking second and twelfth in the national light industry.
3. White appliances-refrigeration appliances, washing machine, microwave oven, water heater, etc. 1In July 1995, Haier Group acquired Qingdao Hongxing Electric Co., Ltd., one of the three major washing machine factories in China, and entered the washing machine industry on a large scale. Later, microwave ovens, water heaters and other products were produced through internal development. 1In August, 1997, Haier and Laiyang Home Appliances General Factory jointly established Laiyang Haier Electric Co., Ltd. to enter the small household appliances industry and produce electric irons and other products. At this point, Haier Group's business scope has been extended to all household appliances industries, in fact, the time is two years.
4. All household appliances-white appliances and black appliances. 1September, 1997, Haier Group and Hangzhou West Lake Electronics Group jointly established Hangzhou Haier Electric Appliances to produce color TV, VCD and other products, and formally entered the field of black household appliances. At this point, Haier Group has set foot in almost all household appliances industries, and has become the enterprise with the widest product range and sales income exceeding 654.38+0 billion yuan in China. At the same time, Haier Group entered the pharmaceutical industry by holding Qingdao No.3 Pharmaceutical Factory. Introduce the whole kitchen and bathroom products to the market and enter the household equipment industry.
Question 3: Examples of failure of enterprises due to diversification. I remember that when Nokia made other TV sets, the result was a big failure, because diversification of enterprises does not mean that users have the same trust. Later, they learned that only seriously engaging in their own mobile phones is king.
Question 4: Seek the failure case of diversification strategy of enterprises in China! 5 points, the account password is wrong, and the account is frozen.
Handle mobile phone transfer, instant payment, computer transfer, free payment within 24 hours,
Paid, received within 2 hours, refund, return, complaint, bad review, activation, authentication,
A pen? 50,000 yuan, which will be received before 24: 00 on the next working day after submission. Working days do not include national holidays and weekends, and the receiving time will be postponed. .
(1) Transfer the bank card to ICBC, China Merchants Bank, China Construction Bank, Agricultural Bank of China, Bank of China, Xingye, Ping An and Hangzhou Bank, and pay the wallet by mobile phone. The banking service will receive the account within 2 hours. Operating on the computer can only be received before 24 o'clock the next day.
(2) If the single transfer is more than or equal to 50,000 yuan, both the mobile phone and the computer will arrive before 24: 00 the next day. And in case of legal holidays or rest days, the arrival time will be postponed.
(3) Transfer the money to CITIC, China Everbright, Ping An, China Merchants Bank and Postal Cartoon for real-time receipt.
(4) Two-hour service schedule for arriving at the bank (supporting banking and service hours):
Agricultural Bank of China and Bank of China at 8: 00 ――19: 00;
CCB 6: 00-20: 00;
Bank of Communications 6: 00-20: 30;
Xingye1:00 ―― 22: 00;
Peace from 7: 00 to 22: 00;
China Merchants Bank, ICBC and Hangzhou Bank 0: 00-23: 59.
Question 5: Seek cases that have nothing to do with diversification strategy and the reasons for their success or failure. 5 Fenge is a typical successful case, and the main reason for success is 1. CEO Welch's leadership, 2. The concept of three circles, 3. The principle of being one of the best.
Question 6: Main examples of enterprise diversification. Can your enterprise reach such a capital level? Including manpower. . . .
Diversification is like Li Ka-shing, doing real estate. But at the same time, we also make some other investments.
Diversification refers to the development strategy of enterprises operating two or more products or services with different basic economic uses at the same time. Diversification strategy is relative to the specialized operation of enterprises, and its contents include product diversification, market diversification, investment diversification and capital diversification.
Question 7: Enterprise strategic management: A case study of diversification of Hengan Group. You can answer this question, but it's too much trouble, because there are too many things to explain, and you don't want to type.
Question 8: Shan Ye Company: Pulling Back from the Cliff Around the world, "Shan Ye" is almost synonymous with musical instruments, especially in piano production and sales. In the initial stage of business expansion, Yamaha Company in Japan did not break away from its original professional knowledge in brand expansion. Such as guitar, speaker, violin and electronic organ, can all benefit from the company's original technology and workers' exquisite craftsmanship. But then Shan Ye borrowed heavily and set foot in many unfamiliar fields, such as tennis rackets, televisions, video recorders, audio equipment, motorcycles, ski cars and yachts. Due to the excessive diversification from the industry, the company did not understand the foundation and advantages of the company, and the management, technology and experience could not keep up with the rapid expansion, which made the company almost fall into a mud pit. After 1990, the profits of Shan Ye company showed a downward trend and fell into debt crisis. Fortunately, the leaders of the company woke up from their dreams and pulled back from the cliff. Under the leadership of the current president, Shan Ye Company readjusted its business strategy and still focused on the core business of musical instruments, thus enabling Shan Ye Company to get out of the predicament and regain the lost market.
Question 9: Excuse me, who has a diversified to simplified enterprise case? GE is the best example. See the middle part of Jack Welch's autobiography. After he took office, he sold all the departments that were not the first and second in the industry. For example, you want real estate. Shenzhen Vanke is a good example. If you search for information about Wang Shi, there are many things. If he didn't do real estate, he would have done feed long ago, much earlier than Liu Yonghao!
Question 10: Find several successful cases of cold drink entrepreneurship. The world's first bottle of Coca-Cola was born in the United States in 1886, with a history of 1 13 years. This magical drink has conquered hundreds of millions of consumers around the world with its irresistible charm, becoming the "king of drinks in the world" and even enjoying the reputation of "drinks never set in the empire". However, just when Coca-Cola was in full swing, another company also held high the banner of "Coke" and dared to challenge. It claims to be "the favorite company of customers all over the world", and it has intensified its confrontation with Coca-Cola, and finally formed a strong enemy. This is Pepsi.
The new coke challenges the old coke.
The world's first bottle of Pepsi was also born in the United States, in 1898, two years later than the appearance of Coca-Cola, and last year was its100th birthday. It tastes very similar to Coca-Cola with top secret formula, so it was named Pepsi with the help of Coca-Cola.
Because Coca-Cola began to explore the market as early as 65,438+00 years ago, it has gained a reputation, controlled most of the carbonated beverage market and formed a fixed pattern in people's minds. Speaking of Coca-Cola, it belongs to Coca-Cola. Pepsi-Cola had not improved before the Second World War, and was on the verge of bankruptcy twice. The beverage market was still dominated by Coca-Cola. Despite the great crisis that began at 1929 and during World War II, Pepsi did not hesitate to reduce its price to 5 cents/pound, which was half the price of Coca-Cola, so that almost every American knew the mantra that "a nickel can buy 1 times more Pepsi-Cola", but Pepsi-Cola still failed to get out of the predicament.
In the beverage industry, Coca-Cola and Pepsi are market leaders and market followers (challengers). As market followers, there are two strategies to choose from: attacking market leaders to win more market share; Or participate in the competition, but do not let the market share change significantly. Obviously, after nearly half a century of practice, PepsiCo found that the latter option could not even guarantee the company's survival, and it would not work. As a result, Pepsi began to adopt the former strategy and issued a strong challenge to Coca-Cola, which was exactly what "Pepsi talents" such as Steele, Kent and Karaoui did after World War II.
Pepsi generation
At this time, the development of Pepsi has a very favorable environment. After World War II, a large number of young people were born in America. They have not been baptized by the great crisis and war, and they are confident and optimistic, which is very different from their predecessors. These little guys are growing up and will gradually become the main force of the United States. Their appetite for everything is both big and new, which provides the basis for Pepsi's marketing activities for the "new generation".
However, it was not until Pepsi handed over its advertising business to BBDO (Barton-Durstine and Osborne) advertising company in 1960 that things became clear. At that time, Coca-Cola overwhelmed Pepsi with an absolute advantage of 5∶ 1. BBDO Company analyzed the changes of consumer composition and consumer psychology, aimed the fire at the "traditional" image of Coca-Cola, and made various efforts to turn Pepsi into a young people's drink. After four years of brewing, the slogan "Pepsi New Generation" was officially launched and has been used for more than 20 years. 10 years later, when Coca-Cola tried to respond to Pepsi's advertisement to capture the next generation, its advantage with Pepsi had been reduced to 2∶ 1. At this time, BBDO assisted PepsiCo to formulate a further strategy and launched an all-round attack on Coca-Cola, which was called "Pepsi's challenge" by the world. Two of them played very well.
The first beautiful battle was the tasting experiment and the subsequent publicity activities. From 65438 to 0975, Pepsi conducted a tasting experiment in Dallas. Pepsi and Coca-Cola were stripped of their trademarks and engraved with the letters M and Q respectively. The results show that Pepsi is more popular than Coca-Cola. Subsequently, BBDO Company publicized this. In the advertisement, the loyal customers of Coca-Cola chose Pepsi with the letter M, while Coca-Cola with the letter Q was ignored. Advertising has completely achieved the expected purpose of Pepsi and BBDO: to make consumers reconsider their loyalty to the "old" coke and compare it with the "new" coke. Coca-Cola can't do anything about it, except accuse people of being immoral and criticizing people's natural preference for the letter M. As a result, Pepsi's sales soared and the gap with Coca-Cola narrowed to 2∶3.
At the end of 1983, BBDO Advertising Company hired Mike for another $5 million ... >>