格兰仕英语毕业论文INTRODUCTION OF GALANZ

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1、University of Western SydneyCampus CollegePrepared forUniversity of Western SydneyTABLE OF CONTENTSEXCULTIVE SUMMARY1INTRODUCTION.3OBJECTIVE.7METHODOLOGY.8LITERITURE REVIEW.13ANALYSIS/DISCUSSION.18Business process of Galanz .18Five questions to Galanz.27SWOT Analysis31PORTS Five Forces Analysis.33RE

2、COMMENDATIONS.35CONCLUSION39BIBLIOGRAPHY.41PERSONAL VIEW.43 From: Chen Bin43 From: Zhou Tao44 EXECUTIVE SUMMARYWhen we refer to the problem that China may be the Global Manufacturing Center, Galanz should hold a position in the so-called Made in China; when we speak of the differences between Chines

3、e management and western management, Galanz will be listed into Made in China management no doubt.Actually, Galanz is a very typical example of how native enterprises develop. The fact that some Taiwan enterprises gain great development after transferring their factories into the main land indicates

4、 that Chinese manufacturing industry has tremendous superiorities and potentialities. The operating pattern of Galanz certainly has quite enough chances to develop. I wonder if these enterprises can make breakthroughs in their trademark, technologies and then become the tops in the world, though it

5、is impossible now. I am certain that our descendants are more intelligent than us and the prospect of our manufacturing industry will turn brighter.We will use reference the developing history of Galanz thoroughly and gives shallow analyses of Galanz and its 25-year-lasting growth.At first, introduc

6、ing the background of Galanz and show the Galanzs achievement about 25-years-lasting. Its made us know something about Galanzs circumstances and history.Second, according to the basic information and data to analysis/ discuss the Galanz of following aspects: Culture of the Galanz Carrying on both Pr

7、ice War and Value War Marketing and marketing strategies of Galanz The international business Detail analysis about Galanzs future strategy and environment. Rising competitive ability essentiallyAt last, the recommendation and conclusion will show some advices about Galanz develop. Also we send best

8、 wishes to Galanz. Actually, Galanz is a very typical example of how native enterprises develop. The fact that some Taiwan enterprises gain great development after transferring their factories into the main land indicates that Chinese manufacturing industry has tremendous superiorities and potential

9、ities. The operating pattern of Galanz certainly has quite enough chances to develop. I wonder if these enterprises can make breakthroughs in their trademark, technologies and then become the tops in the world, though it is impossible now. I am certain that our descendants are more intelligent than

10、us and the prospect of our manufacturing industry will turn brighter.The famous author Mark Twain says: Take all eggs into one basket and then take care of this basket, when it is used in the aspect of enterprise management, it means that one should choose a potential industry and focus on it, that

11、is operation specialization. AndyGlof, the president of Intel, which sticks to making CPU and occupies 90% of the global market, deeply agree with it. QindenLeung, the president of China Galanz, holds this idea either. Galanz make their change from costume to microwave oven successfully, who take al

12、l the eggs into the microwave oven, now becomes the first trademark in China and occupy 50% of the market. How does Galanz achieve the goal?Analysis toolsSWOT is basic and effective tool to analysis the environment of the company.Its easy to understand. Also its very useful. (Main tools) Besides, th

13、ere are 5fs model analysis, trend analysis and forecasting modelFor trend and forecasting analysis also will use others ideas, such as: brand analysis, forecasting of ideas and minds. INTRODUCTION OF GALANZ-Global Microwave Oven Manufacturing Center-Galanz Group Ltd Co. of Guangdong, which specializ

14、es in home appliance industry and orientates at Global Microwave Oven Manufacturing Center, is one of the best enterprise group in China. 20,000 staffs of Galanz forged four bases- Global Microwave Oven Manufacturing Center, Global Air-con Manufacturing Center, Global Small Appliance Manufacturing C

15、enter and Logistic Center and Galanz won the fame of Global No.1 of making microwave oven and light-wave oven by 2003. In Oct 2003, Galanz invests 2 billion RMB in purchasing about 495 acres of land to set up the largest air-con manufacturing base in the world. They have owned more than 3,000,000 ac

16、res of land to be their Global manufacturing bases by now. The rudiment of Galanz was a small town-sized eider factory. With the ambition of making the Chinese brand microwave oven Grown up in the domestic market and making the microwave ovens popularized in China, it strode in home appliance indust

17、ry in 1992. In the past ten years, Galanz kept on a continuous high increasing rate of profit. In 1993, Galanz produced 10 thousand microwave ovens for testing sales. In 1995, it took over the top with a possessive rate of 25.1% in the domestic market. In 1996, made use of the advantages of mass pro

18、duction and profession, Galanz enabled 65 thousand microwave ovens in the common families. In 1999, while the total sales breaking through into 6 million sets, it started setting up the 12 million microwaves base and became the biggest professional microwave oven manufacturer in the world. In 2001,

19、the total sales jumped up to 12 million sets. Afterwards, Galanz introduced in a fresh view of high quality at low price for the domestic consumers. Galanz has been top of both sales and market possession in the home market for 9 years till 2003. Going up year by year, its market possessing rate cam

20、e up to 70% in 2003 Galanz men created a famous brand in the Chinese home appliance market after hardworking themselves. Appraised by the authoritative state institution, the immaterial asset of Galanz was high up to 10.1 billion RMB in the early 2000. The absolute leading of Galanz enabled to monop

21、olize the whole market of microwave oven, while the prodigious track of Galanz development was called Galanz phenomenon and Galanz Mode. From the national NO.1 to the global NO.1, the more astonishment behind Galanz microwave oven expanded production scale is the fast growth in the global market, pa

22、rticularly after 1998 when we initiated the global sales strategy, the domestic and export sales elevate dramatically. In 2003, the annual sales volume reached 16,000,000 pc. The proportion between domestic and export sales is 3:7. And our global market share reaches 44.4%, out of which European mar

23、ket share exceeds 50% and South American and Africa ones are over 70%. Up to now Galanz has been obtained the NO.1 in export sales and Generating foreign exchange for continuous 6 years. Their products are hot sales in about 200 countries and regions such as Europe, America, Asia, Africa and Oceania

24、. Galanz, the famous Chinese brand, enjoys favorable reputation all over the world. Their sales volume of 2004 will be speculated to be 20,000,000 pc.In 2001 while their microwave oven sales are stably increasing, they began to start their business on air conditioner (AC) and small home electrical a

25、ppliances, which bring much surprise to the world. Pioneered by the luxurious stainless steel air conditioner, Galanz ranked in the powerful AC manufacturer list during the cold AC sales year. Even more significant, in 2002 when AC industry was confronted with big slump, their sales reached 1,000,00

26、0 sets. The ratio between domestic and export sales is 3 to 2. Domestic and export sales respectively increased 50% and 1600% compared with the same period in 2001, which made them rank the top of yielded foreign currency revenue among the Chinese AC manufacturers. In pursue of the Global air condit

27、ioner manufacturer; in 2003, Galanz, one of the four powers in Chinese AC export, sells over 1,500,000 air conditioners, out of which 800,000 air conditioners are exported. By 2004, air conditioner sales will be speculated to be 2,500,000 sets, out of which the export volume will reach 1,500,000 set

28、s. Galanz will plan to take five years to reach the annual AC production volume of 12,000,000 sets, in pursue of another Global NO.1 after that of microwave ovens.Along with the sharp increase in the international market share, Galanz achieved successful export performance. In 1999, export income re

29、ached beyond 110 million dollars, as far as the export concerned ranked NO.2 among the Chinese home appliance enterprises. In 2001, export income surpassed 0.2 billion RMB. In 2002, the export income was close to 0.3 billion RMB. Products of high qualities are strong weapons of Galanzs Global Manufa

30、cturing expansion. Galanz Microwave and Air Conditioner were already rewarded from the German GS, European CE, American UL, Danish DEMKL, Norwegian NEMKO, German TUV, German Electroma Gnetic Compatibility (EMC), Argentinean S, IEC (CB) and more international quality certificates, also called as Nati

31、onal Inspection-Free Product in China. Moreover, Galanz was the only honorable Chinese home appliance enterprise that won the rewards of High Quality Product Recommendation and International Trade Recommended Product from the American International Quality Certification Association and America Asian

32、 Economic and Trade Cooperative Association. In the chronicle order of Getting the different awards such as the National Light Industry Association International Brand Advantage Enterprise, the Famous Brand of China, the Highly Committed and Accredited Corporation, the Home Appliance Export Star of

33、Enterprise, National Quality Effective Enterprises, the 500 Biggest enterprises in China” and etcFrom a handcraft workshop to the Global manufacture base of home appliance which enjoys the omni-directional cooperation with over 200 multinational corporations, Galanz concentrates its limited resource

34、 and fully exert its comparative advantage. Nowadays, from cost advantage to technology advantage coexisting, and from domestic market to Global market coexisting, Galanz is climbing up to the summit of manufacturing through integrating the first rank resources of the world. Galanz raises a new stri

35、ving slogan From Good to excellent in the end of 2002, to be Global Light-wave Oven Manufacturing Factory, Global Air-con Manufacturing Center. The two major industries-microwave oven and air conditioner emphasis on going deep into the realm of high-tech products making. In the process of pursuing n

36、ew aim, Galanz will stick with implementation the enterprises idea of Greatness Lies in Creativity and the tenet of Try Our Best to Move Our Customers. Targeted at From Good to Great, Galanz will be accelerating to be worlds first rank enterprise and brand name.Figure1: Production and marketing sale

37、s volume of microwave oven in Galanz over the yearsSource: Galanz Company ObjectiveAccording to the basic information and data to analysis/ discuss the Galanz of following aspects:Culture of the Galanz: Carrying on both Price War and Value War: Marketing and marketing strategies of Galanz: The inter

38、national business Detail analysis about Galanzs future strategy and environment: Rising competitive ability essentiallyDetail analysis:To analyze the developing of Galanz groupTo analyze the globalization of Galanz. Galanz group has done business at USA, Japan, Europe, Africa, Middle East and etc.To

39、 analyze the culture of Galanz, the culture is a soul of the firm. And Galanzs success cannot achieve without their culture, which is a gather mixture of behavior and traditional thought.Compare Galanz with other Chinese firms, such as Haier, Lenovo and etcGalanz and the above companies have the sam

40、e macro environment, and the same economic system. Through this compare, Galanz will find the distance and problems.To analyze the developing process of Galanz, Galanzs developing speed is very high, and the situation is not natural. Of course, that cannot achieve without the effort of all Galanz em

41、ployees. But a coin has two sizes; Galanz group will pay tuitions for today expansion at future.Objective about Galanz: Galanz talent idea: human is the primary capital of Galanz.Galanz purpose: try hard to win customers. Galanz goal: create new value for human beings. Galanz faith: self-confidence,

42、 struggle, and success.Galanz operation idea: we cannot make you richer, but we will try our best to make. Galanz spirit: unity, competition, reality, and innovation. Galanz slogan: Galanz always belongs to you; it serves you anywhere, at any time.METHODOLOGYMethodology: (The Methodology of Galanz)-

43、pooling the wisdom and efforts of everyone.Compared with the worldwide best enterprise, item by item, we will find out the problems and disparities. In the process, we should distinguish the primary and secondary, solve the problems, and then acquire improvement. The key is to seek the disparity con

44、stantly, and then improve. The core is to execute and change effectively.Primary informationSurvey of making questionnairesAccording to the CCFA survey, CCFA (Chinese Consumer Fund Association) had a spot check for 1P cooling split air-conditioners of main 24 brands such as Galanz, Haier and Gree et

45、c. The spot check mainly focused on cooling capacity, efficiency rate and outdoor noise etc information that consumers worry about. The result reveals that Galanzs various index are higher than states standard, ranking top in the same line. Galanz air-conditioners are recommended as safe, efficient

46、and energy-saving products by CCFA. Its reported that all-around level of Galanz air-conditioner is higher than others in the same industry. His cooling capacity ranked No.5; His efficiency rate ranked No.3; but his noise is subtle, ranking No.6 from the bottom. Lets look at his price, surprising! H

47、is price ranked No.22, 455 yuan lower than the capita price. So we can know the Galanzs products quality is the higher. Consumer can believe the Galanz. through making survey by questionnaire, we are aware of that Haier has the biggest possibility to be the main competitor of Galanz, as there is a g

48、roup of consumers think that Haier is not only a famous domestic company, but also is a well-known brand in the world. Thus, this is a huge challenger in the competition. through making survey by questionnaire, we understand what is focused on by consumers is still the price in the competition. Alth

49、ough the price of Galanzs product ranked No.22 in the horizontally differentiated goods market in the world, and 455 Yuan lower than the capita price, however, consumers desire to get the lowest price when they do the consumption. through making survey by questionnaire, we also manage the important

50、information that consumers want to be satisfied on both the price and the function, and whether the looks of products can be designed more modern or beautiful.Visit the managers of GalanzEvery summer is an exciting competition about air-conditioners war. Last year, Galanz have good plans in air cons

51、 price war. So they get good achievements. Then, some market analyzers proclaim that this year again, the price war of air conditioners will break out all-side and the air conditioner trade will shuffle ahead of time. We know: that consumers approve of the price war. In the face of the air condition

52、ers competition that is aggravated day by day, those manufacturers who are anxious to hold or expand market shares have no reasons not to cater to consumers demand. Good strategy is important in the summer air cons war. It does relate selling achievement. Visit the managers can know the situation ab

53、out sell and plans. Can know the Galanz deeply. Depending on figures. Refuse ambiguous report, statement, study and inefficient work. Its the uniform way of Galanz. Through the visit we know the Galanz managers attitude of work. The managers of market departmentThe roles of managers of market depart

54、ment are very important. They should to analyze the whole environment of market and find out who the competitors will be and what will happen in the next new competition possibly. At the meanwhile, they should make plans and decisions as well.So after visiting the managers of market department, we c

55、ontrol these data:1. The whole environment of marketthe situation of supply and demand, what kinds of products are consumers needs and how many products consumers need. Through managing this information, company can produce enough products and not leave many inventory in the warehouse. 2. Who will b

56、e the main competitorsbecause the competitor sometimes can determine other companies strategies and actions? Here, by visiting the managers of market department, we understand that Haier will be the main competitor, because not only the quality of Haiers products isnt worse than that of Galanzs prod

57、ucts, but also the price of Haiers products isnt higher than that of Galanzs products.3. What will happen in the next new competition possiblyas if Galanz Co. Can discover the possibilities earlier than any other competitor, it can adopt effective and efficient strategies to make its products adapt

58、the changing in the market. The earlier Galanz acts, the bigger achievement it will gain. Here, we get the information from managers that the competition in price, function, and design is very important.The managers of sales department. They are in the frontline of the competition, so they can also

59、provide a lot of useful information of Galanz and its competitors.AnalysisAnalysis toolsSWOT is basic and effective tool to analysis the environment of the company.Its easy to understand. Also its very useful. (Main tools) Besides, there are 5fs model analysis, trend analysis and forecasting modelFo

60、r trend and forecasting analysis also will use others ideas, such as: brand analysis, forecasting of ideas and minds. Trend analysis:During recent years, Global home appliance industry always has a complex market. The home appliance manufacturer will face the strongly competitive market from manufac

61、ture to sales and from competitive production to competitive quality, and finally move to the fierce price war. By the way, profits in some places are almost zero, which are in a heavy fierce market. Now，competition is excited in home appliance industry market. New trend is good opportunity for deve

62、loping. So trend analysis is important. Factors including collecting consuming data and information, selling information, consuming structure, market share, and new technology also decide the market trend. Getting the information is necessary. Its helpful to set up a warehouse.Brand analysis: brand

63、belongs to common wealth of human beings.Only when a brand becomes global does it become national. Brand is common wealth of human beings and it is also the core element of enterprises core competition ability and the face of an enterprise. Market consists of far-ranging consumers. It plays an important part in ensuring the success of an enterprise. An enterprise without any market is useless; so all the aims should be focused on the market. An excellent enterprise aims to satisfy the market, a great enterprise aims to build the market. Market has no border. Only when we realize market g