格兰仕英语毕业论文INTRODUCTION OF GALANZ.doc

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 Analysis31PORT'S Five Forces Analysis.33RECOMMENDATIONS.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 Chinese 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 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 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, introducing 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 "Price 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 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 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 is impossible now. I am certain that our descendants are more intelligent than 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 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 all 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, there 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 specializes 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 Center" 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 acres 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 industry 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 production 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, 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 came 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 monopolize 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, particularly 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 market 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. 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 appliances, 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 1,000,000 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 conditioner 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 sets. 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 reached 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 Manufacturing" 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 "National 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 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 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 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 striving 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 new 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 sales 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 international 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 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 same 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 employees. 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, 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)-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 constantly, 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 etc. The spot check mainly focused on cooling capacity, efficiency rate and outdoor noise etc information that consumers worry about. The result reveals that Galanz's various index are higher than state's standard, ranking top in the same line. Galanz air-conditioners are recommended as "safe, efficient and energy-saving" products by CCFA. It's 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. Let's look at his price, surprising! His 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 group 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 qu