I need to write a 2500 word business analysis report based on the Case Study: HAIER, the quest to
become the first Chinese global brand. You must read the case study attached, then must answer the
following 3 questions: “Evaluate Haier’s strategy for selecting, entering, and developing other countries
(seeding, rooting, harvesting and other entry modes)”, “Evaluate the three-in-one system developed by
Haier (locally designed, locally made, locally sold) in the context of the company’s goal to become the
world’s first Chinese global consumer brand”, and “It is now 2024. Evaluate the progress that Haier has
made towards its goal to become the first Chinese global brand”.
This assessment must contribute towards the achievement of the following learning outcomes
as highlighted below:

● Understand, research and categorise drivers, status and issues associated with globalisation
● Assess international business opportunities based on macro and micro country factors
● Identify and evaluate strategic options for entering international markets
● Design and apply strategies to segment, target and position products in international markets
● Balance global and local considerations when developing and applying the marketing mix in an
international context
In addition to this brief, I have attached a business report writing guide, the assessment grading
rubric, and 2 examples of layout structure.
Please use harvard referencing and only cite public articles that do not have to be purchased.

Copyright Note to students: Copyright of this assessment brief is with UCL and the module leader(s)
named above. If this brief draws upon work by third parties (e.g. Case Study publishers) such third
parties also hold copyright. It must not be copied, reproduced, transferred, distributed, leased, licensed
or shared with any other individual(s) and/or organisations, including web-based organisations, without
permission of the copyright holder(s) at any point in time.
Referencing: You must reference and provide full citation for ALL sources used, including AI sources,
articles, text books, lecture slides and module materials. This includes any direct quotes and
paraphrased text. If in doubt, reference it. Failure to cite references correctly may result in your work
being referred to the Academic Misconduct Panel.

Assessment is marked out of: 100
Maximum word count/page
length/duration

2500 words in business report format (word document).

Footnotes, appendices, tables,
figures, diagrams, charts included

WORD COUNT INCLUDED
Footnotes

in/excluded from word count/page
length?

Appendices
Tables (including labels, headings, captions, everything
except numbers)
Figures
Diagrams
Charts
In-text references (Steenkamp, 2013 as an example)
Headings for each section (1.0 Modes of entry as an
example)

Bibliographies, reference lists
included in/excluded from word
count/page length?

WORD COUNT EXCLUDED
Contents page
Executive Summary (to maximum 350 words)
Reference list
Bibliographies
Artificial Intelligence (AI) category Not permitted
Anonymity of identity. Normally, all
submissions are anonymous unless
the nature of the submission is
such that anonymity is not
appropriate, illustratively as in
presentations or where minutes of
group meetings are required as
part of a group work submission

The nature of this assessment is such that anonymity is
required.

The Case Study focuses on Haier and is called HAIER THE QUEST TO BECOME THE FIRST CHINESE
GLOBAL BRAND.
The purpose of the Individual Assignment is to develop a report addressing the following questions:
· Evaluate Haier’s strategy for selecting, entering, and developing other countries (seeding,
rooting, harvesting and other entry modes).

· Evaluate the three-in-one system developed by Haier (locally designed, locally made, locally
sold) in the context of the company’s goal to become the world’s first Chinese global
consumer brand

· It is now 2024. Evaluate the progress that Haier has made towards its goal to become the
first Chinese global brand.

This assessment contributes towards the achievement of the following stated module Learning
Outcomes as highlighted below:

This assessment contributes towards the achievement of the following stated module Learning
Outcomes as highlighted below:
● Understand, research and categorise drivers, status and issues associated with globalization
● Assess international business opportunities based on macro and micro country factors
● Identify and evaluate strategic options for entering international markets
● Design and apply strategies to segment, target and position products in international markets
● Balance global and local considerations when developing and applying the marketing mix in an
international context

Within each section of this assessment you may be assessed on the following aspects, as applicable and
appropriate to this assessment, and should thus consider these aspects when fulfilling the requirements
of each section:
· The accuracy of any calculations required.
· The strengths and quality of your overall analysis and evaluation;
· Appropriate use of relevant theoretical models, concepts and frameworks;
· The rationale and evidence that you provide in support of your arguments;
· The credibility and viability of the evidenced conclusions/recommendations/plans of
action you put forward;
· Structure and coherence of your considerations and reports;
· Appropriate and relevant use of, as and where relevant and appropriate, real world
examples, academic materials and referenced sources. Any references should use either
the Harvard OR Vancouver referencing system.
· Academic judgement regarding the blend of scope, thrust and communication of ideas,
contentions, evidence, knowledge, arguments, conclusions.
· Each assessment requirement(s) has allocated marks/weightings.

RUBRIC: GRADING CRITERIA
Within each section of this coursework you may be assessed on the following aspects, as applicable and
appropriate to this assessment, and should thus consider these aspects when fulfilling the requirements
of each section:

Report quality 40%
Report justification 40%
Report presentation 10%
Quality of citations/ references 10%
TOTAL 100%
Please note that 40% of the marks are awarded for the justification of your answer. You MUST provide
evidence to support your argument to get the grade (including referencing sources).
Note that the assignment will test your knowledge from Lecture 1 to Lecture 5 inclusively. There is no
requirement to read ahead.
REPORT WRITING SKILLS
For non-business students, whilst essays come easily, report writing can be a new skill. If you are new to
this format, check out Top Tips for Report Writing on Moodle and/or revisit Lecture 3. There is also
TWO examples of non-related reports uploaded as examples.
If you’re struggling to develop a report-style structure for this assignment, this is a suggested approach:

· Executive Summary
· Haier’s International Expansion strategy
· Entry modes
· Three-in-one system
· Haier’s progress towards Global brand status

FAQs (questions other students have asked more than once ….)
I’M NOT SURE WHAT THE AIM IS FOR THIS CASE STUDY – IT ISN’T STATED OVERTLY
Since all 3 questions require you to evaluate (form a judgement) whether the strategy has been
effective or not, you absolutely need to know what Haier is trying to achieve.
The answer is in the title of the case – HAIER THE QUEST TO BECOME THE FIRST CHINESE GLOBAL
BRAND. What does that mean? To be a global brand there are several desirable achievements:

· To be present in multiple geographies (global presence)
· To establish a viable position in the market (sustainable business position)
· Move towards standardisation (brand cohesion/profitability)
Bluntly the case is asking you to assess how well Haier has internationalised and are they sitting on the
standardisation/ adaptation continuum at the optimal point given their global aspirations.
Question 3 brings you bang up to 2024 and asks where now vs 2013?
I’M STRUGGLING TO APPLY THE COUNTRY COMPARISON MODELS (CAGE/HOFSTEDE) TO QUESTION 1.
WHAT SHOULD I DO?

DO I NEED TO DRAW CONCLUSIONS?
Evaluation requires us to form a judgement/ to draw some conclusions.
Since all 3 questions require evaluation, all 3 questions require some conclusions to be drawn.
DO I NEED TO MAKE RECOMMENDATIONS?
Recommendations are optional, but desirable in business analysis (in a business career we are often
required to recommend the best course of action, rather than just draw conclusions, so it’s good
practice to gain confidence in backing our judgement)
In case study work the etiquette is to write at the time of the case study.
Thus questions 1 and 2 are held within the period to 2013 – strictly speaking we won’t talk about what’s
happened after 2013.
It is only Q3 which brings us bang up to date. So, recommendations make most sense in 2024 …. What
should Haier maintain, stop, develop as they move towards 2030?

WORD COUNT INCLUDED WORD COUNT EXCLUDED

Footnotes Contents page
Appendices Executive Summary (to maximum 350

words)

Tables (including labels, headings, captions,
everything except numbers)

Reference list
Figures Bibliographies
Diagrams
Charts
In-text references (Steenkamp, 2013 as an example)
Headings for each section (1.0 Modes of entry as a
hypothetical example)

CAN I CITE CHINESE ARTICLES (ie in Chinese language)?
Sources in another language must be translated so it is accessible to an English speaker.
It is recommended to limit the number of non-English language sources
Content that was covered between Lectures 1 and 5:
Lecture 1 –
Drivers of Globalisation
Adaptation vs. Standardisation of marketing strategies
Tools for Situational Analysis – Macro: PESTLE, Meso: Porter’s 5 Forces, Micro: Core
competencies framework, VRIO analysis

SWOT analysis
Lecture 2:
CAGE Distance Framework – 2 stage model
Hofstede 6 dimensions of culture model
EPRG Framework
Lecture 3:
How to write a business analysis report
Lecture 4:
Market selection and entry decisions: Environmental factors, Market/Competitive factors, and
Segmentation
6 modes of market entry: Exporting, Licensing, Franchising, Strategic Alliance, Joint Venture,
Wholly Owned Subsidiaries, Contract Manufacturing, Management Contracts
Lecture 5:
Growth Options, Theories of Internationalisation, Marketing Objectives
Ansoff’s Model
Rationale for Internationalisation
•Uppsala Model
•The Network Approach
•Transaction Cost Analysis (TCA) Theory
•Born Global Model