Haier(Haier Group Corporation) originally Chinese brand that was focused ontendering their local market. Haier was previously known as QingdaoRefrigerator Company (Haier Group Corporation, n.d). Haier was in debt andproducing very few refrigerators in the 1980s (Fischer, B.
, Lago, U., &Liu, F., 2015). Haier then hired Zhang Ruimin to be managing director; Zhangwent to their warehouse and destroyed all faulty refrigerators (Fischer, B.,Lago, U.
, & Liu, F., 2015). At the time their local market was competing ina price war over refrigerators, for this reason low costs means low qualityproducts.
The message from this day forward was to ensure the quality of theproduct they were selling. Haier received a complaint that their washingmachine was not performing to the standards Haier is held to, upon inspectionit was because vegetables were being washed in the machine (Fischer, B., Lago,U., & Liu, F., 2015).
Thus, Haier adapted and released a vegetable washingmachine for this new market.Haierstarted to adapt products for small areas with very little competition, justlike the vegetable washing machine. Haier launched a mini fridge afterassessing the needs of college students and their small (dorm) living space.While in other areas like Pakistan led to Haier producing very large washingmachines to satisfy the washing of normal Pakistan clothing/heavier clothingloads (Haier Group Corporation, n.d).Haierwould asses an area, see the needs and innovate a product to solve thoseissues.
Haier was making what is referred to niche products (Fischer, B., Lago,U., & Liu, F.
, 2015). Products that were specific to issues arriving ineveryday life targeted towards specific areas of the world.Aculture challenge that Haier faced was initially was being able compete withlocal companies selling products for lower prices or with more reputation. Tocompete better Haier opened production centres all over the world to not onlydistribute faster but expand as a global enterprise.