Management Analysis - Research Paper Example

HAIER> Management Analysis Report Prepared By: Table of Contents Executive Summary Summary of Analysis Key issues Recommendations 1. Business Summary 1 1.1 Business Overview 1 1.2 Product/Service Features 1 1.3 Management Analysis 1 1.4 Management Issues 2 1.5 Key Data / evidence 3 2. Detailed Evidence 4 2.1 Business Structure & Culture 4 2.2 Management & Ownership 4 2.3 Key Objectives 5 2.4 Product/Service 6 2.5 Management Analysis 7 2.6 Methods of Analysis 8 The research looked to use a mix of both qualitative and quantitative analysis. The research has been carried out through the process of gathering information from customers and employees. The process of questionnaires and interviews were used to gather information. Questionnaires were distributed among the different employees and customers and their feedback were gathered based on their past experiences, knowledge and information. This was further substantiated by using interviews so that the same information can be verified and the different perception of people can be understood. The different information which was collected from different respondents were compiled and run so that definite answers can be found out (Palmer, 2000). The respondents were asked to rate on a scale of 1 to 5 where 1 was the lowest and 5 was the highest. Based on the different information which was provided the entire result was compiled so that the manner in which it has impacted Haier can be found out. In addition to it qualitative analysis was carried out so that the perception can be better understood where people were asked open ended questions so that their perception can be found out. The research then used the SPSS analysis to find out the manner in which it impacts Haier and the different dimensions which needs to be followed so that the overall level of service quality improves. 8 2.7 Data 8 3. Suggested Actions 9 3.1 Key Recommendation 1 9 Haier needs to look aim towards making widespread ramifications in the training and development programs. This is on the backdrop that the service department is not equipped with the changing technology which the product has and are thereby unable to provide the same service quality. Lack of proper linkage between the service department and the research and development department which has led towards new products with new technology has created the gap (Philip & John, 2002). This gap has widened to such an extent that it has resulted in impacting the overall performance. This has made the service sales department team to be well behind schedule and is not able to deliver the serviced products back to the customers on time. The process would require that research and development team coordinates with the after ales department team so that they are passed on knowledge and information regarding the manner in which technology is being used. This would help the service team department to bring about the required changes in the training and development programs and identify the different core areas which will help to improve the service level. The process will also require integration of the different functions in such a manner that one underlies the other (Hamish & Peter, 2008). This would result in passing of information and other core information through which the required changes will be made in the process through which better service standards can be rendered. Better coordination and passing on knowledge and information to every department will help the human resource team to function in a better way and will look towards improving the overall productivity of the organization. 9 3.2 Key Recommendation 2 9 3.3 Key Recommendation 3 10 3.4 Key Recommendation 4 10 4. Supporting Documentation 11 1. Business Summary 1.1 Business Overview Haier is a consumer Electronics Company based in Australia. The organization started its business in 2004 and since then has increased its business worldwide. Strong products and efficient customer sales service has helped Haier to complete and differentiate itself from other players in the market. Haier deals in a large number of electronic products which includes dishwashers, air conditioners, refrigerators, freezer, bar freezes, wine chillers, dryers and other products. In addition to it strong after sales service has also added towards their offerings and looks to ensure that customer satisfaction is maximized (Bai, 2005). Haier looks to attract households especially females as most of the products which they provide are used in households. In addition to it Haier also looks to attract singles and individuals working professionals who can simplify their lives by using the products as it will provide them ease (Alan, & Richard, 1995). Haier also aims to attract hotels and other people using the appliances and thereby looks to ease lives by providing the comfort they are searching for. Haier has been able to be compete because of superior quality in their offerings. The products and developed and designed keeping in mind the changing technology and continuous changes are made to improve the overall level of product quality. This is being matched by competitive pricing so that consumers are able to get extra for the money spent by them. In addition to the quality after sale service has aided towards improving their brand image and has helped them to gain the competitive edge they are looking at. 1.2 Product/Service Features The main products which Haier deals in are dishwashers, air conditioners, and refrigerators, freezer, bar freezes, wine chillers, dryers and other products. Along with the different products Haier also looks to provide customer after sale service to its customers in case the product has any problems. 1.3 Management Analysis The manner in which Haier is performing, the different issues with regard to human resource, decision making, leadership, and service will be identified through the process of interviews and surveys. The process will look towards gathering information from employees and others working in the organization so that actual information and reality can be identified (Albaum, Strandskov & Duerr, 2002). This will help to increase the overall efficiency regarding the manner in which different information is gathered and will increase the overall efficiency in gathering information. Further, using surveys and interviews will help to conceal the actual information pertaining to employees and will help to gather real information. The process will be further appropriate considering the fact that it will help to gather actual information and thereby improve the accurateness through which different information has been gathered and compiled. SCOPE The study has certain limitations and might thereby have an influence on the final results. The study is limited to It looks to analyse the manner in which training and other issues with regard to human resource, compensation and skill development will be analysed. Since, it looks to draw perception of people through the method of interviews and surveys so the results which is achieved might be slightly different as personal opinions and views might be given by different respondents The manner in which employees and other respondents will be willing to provide complete details regarding the questions which is being asked to them is a matter of concern The study findings will be limited to Haier, Australia and might not provide the same results when tested for other regions where Haier looks to carry out its work 1.4 Management Issues The study will look to identify different issues which are as The manner in which Haier looks to provide training and development to its employees and while looking to do so the different inputs and areas which are considered? This will also look towards identifying the manner in which it impacts the after sales service and the degree to which Haier has been able to use training and development to improve the service level for customers? The manner in which decisions within the organization is taken and the importance management gives to involve employees in the decision making process? Identifying the manner in which leadership acts with regard to innovativeness, dealing with issues within the organization and the process which leaders look to incorporate in the organization so that the overall working process improves? Understanding the manner in which the organizational structure and determinants assist or acts as barrier while looking to provide services to the customers? Out of the different issues which has been identified the study will primarily focus towards understanding the manner in which human resource functions and will primarily look towards Identifying the manner in which Haier looks to provide training and development to its employees and while looking to do so the different inputs and areas which are considered? This will also look towards identifying the manner in which it impacts the after sales service and the degree to which Haier has been able to use training and development to improve the service level for customers? 1.5 Key Data / evidence The research focuses on identifying the manner in which Haier looks to provide training and development to its employees and while looking to do so the different inputs and areas which are considered. This will also look towards identifying the manner in which it impacts the after sales service and the degree to which Haier has been able to use training and development to improve the service level for customers. This will thereby look to consider different inputs from customer after sales department with regard to customer feedback, customer satisfaction level index, the satisfaction level of employees with regard to training provided to them and overall growth in business in terms of revenue for the after sales department (Hartline, Michael & Ferrell, 2008). This will thereby help to garner information based on factual and ground realities which can be verified and the authenticity of the same can be understood. This will ensure better measurement as the same can be matched with the surveys and linkage between the two can be easily identified. This would help to consolidate the findings and would help to answer the different questions which the research puts forward. 2. Detailed Evidence 2.1 Business Structure & Culture The business which is being considered in the research is Haier which is a consumer Electronics Company based in Australia. The organization started its business in 2004 and since then has increased its business worldwide. Strong products and efficient customer sales service has helped Haier to complete and differentiate itself from other players in the market. The company is a limited company registered by share and has its share listed in major markets around the globe. The culture which Haier depicts is that of being innovative and creating value for customers so that their satisfaction can be maximized. Haier believes in entrepreneurship and innovation spirits and aims towards maximizing the overall process of development by creating new and better products which are capable of satisfying the different needs of consumer. In addition to it Haier looks to be transparent and aims to protect the interest of the stakeholders by acting fair and taking decisions which are appropriate and correct so that the same can be verified and tested. The company has its registered trademark in the name of Haier along with the trademark which is depicted in all its offerings. In addition to it the organization has a website which is globally used and is www.haier.com. In addition it personalized websites are developed for different regions of the world. For example the website for Australia is www.haier.com/aus. In a similar way it has different websites for different regions and looks to provide details of the different offerings which the organization has a particular region. 2.2 Management & Ownership CEO – Zhang Rumin, Chairman & CEO, Haier Group Board Directors Ms. Yang Mian Mian (Executive Director) Mr. Zhou Yun Jie (Executive Director) Mr. Li Hua Gang (Executive Director) Mr. Wu Ke Song (Non-Executive Director) Mr. Liang Hai Shan (Non-Executive Director) Ms. Feng Junyuan Janine (Non-Executive Director) Mr. Gui Zhaoyu (Non-Executive Director) Key Staff Mr Peng Jia Jun (Senior Management) Mr. Shu Hai (Senior Management) Mr. Huang Xiao Wu (Senior Management) Mr. Lu Pei Shi (Senior Management) Mr. Wang Zheng Gang (Senior Management) Mr. Ng Chi Yin (Company Secretary) 2.3 Key Objectives The objectives of Haier are as To be innovative and come up with new products and solutions which will help to simplify lives and ease towards comfort of consumers. The business to attain the objective has focused towards strong research and development so that new solutions can be founded (Philippe & Hellmut, 1995). This can be seen from the fact that Haier looks to spend a considerable amount of money on research and development which is increasing year after year. This has also helped them to grow their product offerings and has been able to come up with better products which satisfy the different needs of the customers Haier looks to give priorities to customers and believes that they are always right and the organization needs to continuously improve. The business model thereby strives towards improving on a continuous basis and looks to add different service quality level so that overall business prospects improves. This can be seen from the manner in which Haier has looked to improve the after sales service. This has helped to maximize customer satisfaction as Haier looks to ensure better training and other facilities to the consumer which has helped them to ensure that the product industry works as a service industry and people looks to purchase the products because of better service level Haier further looks to build their business on the concept of entrepreneurship and innovativeness. This can be substantiated from the fact that Haier looks to provide different avenues to different people in the form of distribution, business partners, and other forms of trade relationship. The process has helped Haier to be able to confront with the different needs of the people and has helped them to use different and innovative ways to ensure that the goods reach to all customers over different areas. Being innovative and acting as entrepreneur has helped to consolidate their business and has improved the manner in which different business decisions are taken Haier looks towards working on the model of win-win situation for individuals and organization. This has helped them to ensure that the interest of the stakeholders is protected and the business is carried out on dimensions through which overall productivity has improved. Haier as a result has been able ensure better returns which can be substantiated from the returns on equity which the organization provides. In addition to it having loyalty programs and other benefits for loyal customers highlights the manner in which the organization aims towards a win-win situation for all the stakeholders and players involved in the business. 2.4 Product/Service Products: The main products which Haier deals in are dishwashers, air conditioners, and refrigerators, freezer, bar freezes, wine chillers, and dryers. Service: Haier also looks to provide customer after sale service to its customers in case the product has any problems The products offered by Haier are of the finest quality and the latest technology has been used to manufacture it. This has helped Haier to ensure that they are able to add value to customers as customer gets a sense of pride because of better quality. This has helped Haier to develop itself as a global player and the brand is recognized by most. The overall dimensions have been aimed towards continuously striving towards improvement both in the products and after sale service which has helped them to improve their brand power. The products offered undergo different quality test and once passed by the concerned department are sold in the market (Philip, 2003). This has helped Haier to be able to ensure that they ensure better offerings. In addition to it Haier continuously looks towards upgrading and improving their products and services. This has resulted in a strong research and development team which focuses towards continuous improvement. This has also helped them to provide the required training and skills to the employees so that all the issues which the customer faces are solved by the after sales department. Despite having a strong brand name and the ability to provide customers with a lot of options it faces stiff competition from other players working in the same industry. Haier faces competition both from domestic and international players. It faces competition from Samsung, Whirlpool, Electrolux, Maytag and similar other players. The degree of competition is very stiff considering the fact that all the players look to follow a similar business model and looks to provide customers with products which are more or less similar. 2.5 Management Analysis The research has been carried out through the process of gathering information from customers and employees. The process of questionnaires and interviews were used to gather information. Questionnaires were distributed among the different employees and customers and their feedback were gathered based on their past experiences, knowledge and information (Michael, Czinkota, Ronkainen & Michael, 2004). This was further substantiated by using interviews so that the same information can be verified and the different perception of people can be understood. The different information which was collected from different respondents were compiled and run so that definite answers can be found out. The respondents were asked to rate on a scale of 1 to 5 where 1 was the lowest and 5 was the highest. Based on the different information which was provided the entire result was compiled so that the manner in which it has impacted Haier can be found out. The process also looked towards having question where people has to give opinions and based on the different feedback a qualitative analysis was carried out so that the perception can be better understood. This framework helped to ensure that both qualitative and quantitative research framework was used so that the different information which is gathered can help to answer the research questions and the different dimensions through which service quality level can be improved can be identified (Hitt, Ireland & Hoskisson, 2006). 2.6 Methods of Analysis The research looked to use a mix of both qualitative and quantitative analysis. The research has been carried out through the process of gathering information from customers and employees. The process of questionnaires and interviews were used to gather information. Questionnaires were distributed among the different employees and customers and their feedback were gathered based on their past experiences, knowledge and information. This was further substantiated by using interviews so that the same information can be verified and the different perception of people can be understood. The different information which was collected from different respondents were compiled and run so that definite answers can be found out (Palmer, 2000). The respondents were asked to rate on a scale of 1 to 5 where 1 was the lowest and 5 was the highest. Based on the different information which was provided the entire result was compiled so that the manner in which it has impacted Haier can be found out. In addition to it qualitative analysis was carried out so that the perception can be better understood where people were asked open ended questions so that their perception can be found out. The research then used the SPSS analysis to find out the manner in which it impacts Haier and the different dimensions which needs to be followed so that the overall level of service quality improves. 2.7 Data 3. Suggested Actions 3.1 Key Recommendation 1 Haier needs to look aim towards making widespread ramifications in the training and development programs. This is on the backdrop that the service department is not equipped with the changing technology which the product has and are thereby unable to provide the same service quality. Lack of proper linkage between the service department and the research and development department which has led towards new products with new technology has created the gap (Philip & John, 2002). This gap has widened to such an extent that it has resulted in impacting the overall performance. This has made the service sales department team to be well behind schedule and is not able to deliver the serviced products back to the customers on time. The process would require that research and development team coordinates with the after ales department team so that they are passed on knowledge and information regarding the manner in which technology is being used. This would help the service team department to bring about the required changes in the training and development programs and identify the different core areas which will help to improve the service level. The process will also require integration of the different functions in such a manner that one underlies the other (Hamish & Peter, 2008). This would result in passing of information and other core information through which the required changes will be made in the process through which better service standards can be rendered. Better coordination and passing on knowledge and information to every department will help the human resource team to function in a better way and will look towards improving the overall productivity of the organization. 3.2 Key Recommendation 2 The organization needs to look towards having training programs which looks to provide both on and off the field training. The process of training should start from off the field training where the different employees will be provided knowledge and information about the different products and services. This phase will also look towards providing information with regard to changes in technology, development which is taking place and the manner in which all the department has to act to ensure better service standards. This phase has to be followed by a process where the business looks towards providing on the job training (Richard, 1995). This will help to provide real working atmosphere where the learning’s of the employees will be used. Even creating a hypothetical situation in laboratory setting which appears as actual situation will help to test the employees of the skills and will provide an opportunity through which necessary training can be provided so that overall service standards improves. Brining about the required changes and focusing on both on and off the job training will help to work on important areas through which the overall level of service would improve and the satisfaction level of employees would be enhanced (Bernd & Alexander, 1997). 3.3 Key Recommendation 3 Haier further needs to look towards bring changes in the employees behaviour by either improving their morale or changing the employees. The customer feedback and response highlighted that the level of satisfaction among customers is low due to the fact that the employees are not motivated and thereby unable to deliver the required service standards. This would require either finding out a process which would help to improve the overall morale of the employees so that they become more excited and are able to associate themselves with the job (Robert, 2002). This will bring the best out of the employees and will help to contribute towards the long term prospects of the business. The organization along with it also has to look towards changing the workforce by having more skilled employees and rotating the job of certain employees so that they don’t feel monotonous by carrying out the same work again and again. This step will require focusing towards industry and finding out different dimensions through which the required workforce can be hired so that the overall level of service is improved. This will help to ensure that the business focuses on the core areas and are able to bring in the required transformation in the workforce through which the customers degree of satisfaction can be enhanced. 3.4 Key Recommendation 4 Haier has to further look towards developing a process through which the employees are heard and their feedback is taken while crafting policies. Since, the employees come in contact with the final consumer so understanding them and making plans which helps to meet their needs will help to improve the business performance. This will also help to ensure that employees feel part of the organization which will have an impact on their level of motivation and will guide the employees to work in such a manner that they are able to contribute positively towards the long term goals (Philip & Gary, 2005). This mechanism will also help Haier to be able to bring about the changes in the thinking process and will improve the organizational structure in such a manner that better results would be achieved. The overall process of working and providing services will thereby undergo the required changes and will transform the process through which overall business development would become possible. 4. Supporting Documentation 5. References Albaum, G. Strandskov, J. & Duerr, E. 2002. International Marketing and Export Management, Essex: Pearson Education Limited. 2nd Edition. Alan, R. & Richard, H. 1995. International business, McGraw-Hill, 324 Bai C. 2005. Haier Development, Qin Hua University Press, 12 Bernd, S. & Alexander, S. 1997. Marketing Aesthetics: The Strategic Management of Brands, Identity, and Image (New York: Free Press, 1997), chapter 1. Hamish P. & Peter F. 2008. Brand Immortality-How brands can live long and prosper, 1st edu, Kogan Page Limited, ISBN978-0-7494-4928-5, 71-72 Hitt MA, Ireland RD & Hoskisson RE 2006. Strategic Management: Competitive and Globalisation, 7th edu, Thomson, 17-19 Hartline Michael D. & Ferrell O.C.2008. Marketing Strategy, Mason: Thomson Higher Education Michael R. Czinkota, A. Ronkainen & Michael H. 2004. International Business, 7th edu, ISE, 380-381 Philippe L. & Hellmut S. 1995. Strategic for Asia Pacific, Macmillan Business, 203 Palmer A. 2000. Principles of Marketing, New York: Oxford University Press Philip K. & Gary A. 2005. Principles of Marketing, 10th edu, Pearson, p.291 Philip K. 2003. Marketing Management, 11th ed. (Upper Saddle River, N.J.: Prentice Hall, 2003), p. 419 Philip R. & John L. 2002. International marketing, 111th edu, John Biernat, 367-368 Robert M. Grant. 2002. Contemporary Strategy Analysis: Concepts, Techniques, Applications (Oxford, England: Blackwell, 2002), chapter 8. Richard T. 1995. “The Implications of Time-Based Competition on International Logistics Strategies,” Business Horizons (September/October1995): 39-45 Read More