Balintimes Case Summary

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6. Analysis: 6.1 Macro-environment Analysis on “full marketing” strategy Full marketing is a market-centered, integrated scientific enterprise resource-management concept, which has been adopted by numerous large industrial enterprises that have achieved extraordinary performances. The most classic case would be Haier’s "internalization of external market-competitive effects", a Chinese multinational consumer electronics and home appliances company that designs, develops, manufactures and sells products including air conditioners, mobile phones, computers, microwave ovens, washing machines, refrigerators and televisions. Haier believes there are two target markets to it: one is the internal market, which aims to meeting the employees’ needs…show more content…
If a company lays off a lot of employees or doesn't communicate with employees about layoffs, employees may feel frightened of losing their jobs -- which would mean no longer being able to meet their basic needs -- and be unmotivated to work. In Balintimes’ case, the engagement strategy raised by CEO Wang Guosheng, provided potential pressure and “being laid-off” risk for all staff, thus the staff wouldn’t feel secure any more. Yang Hua, brand manager in group branding creative center, said he could lose his job if the sales goal couldn’t be achieved. “My boss said everyone in our group has a sales goal and there are several ways to achieve it—search for proper sponsorships for our Out-of-Home competition, manage previous partner relationship and solicit potential clients and you will be fired if you cannot create visible monetary value for your department.” What has been ignored by his boss is that bosses can't fully engage their employees if the employees’ needs aren't being satisfied. For example, during a companywide layoff, engagement levels will be low. Even star employees who are at no risk of losing their jobs will worry. The layoff has resulted in a failure to meet employees’ level-two needs: safety and security. Employees don't feel secure. Even employees who know that their jobs are safe will worry about the company's future. This explains why companies often see a spike in voluntary turnover after a companywide layoff. When people feel their jobs or employer is no longer secure, they often look for new opportunities to regain their sense of
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