學門類別
最新個案
- Leadership Imperatives in an AI World
- Vodafone Idea Merger - Unpacking IS Integration Strategies
- V21 Landmarks Pvt. Ltd: Scaling Newer Heights in Real Estate Entrepreneurship
- Snapchat’s Dilemma: Growth or Financial Sustainability
- Did I Just Cross the Line and Harass a Colleague?
- Predicting the Future Impacts of AI: McLuhan’s Tetrad Framework
- Porsche Drive (A) and (B): Student Spreadsheet
- Porsche Drive (B): Vehicle Subscription Strategy
- TNT Assignment: Financial Ratio Code Cracker
- Winsol: An Opportunity For Solar Expansion
Fengshou Crab Manor
內容大綱
Since its founding in 2002, Fengshou Crab Manor had become one of the top brands in China’s mitten crab sector by using a distinctive gift voucher model. The company had attracted over 100,000 loyal customers from companies and non-profit institutions in Beijing and Shanghai. At the beginning of 2013, however, the government’s Central Committee unveiled an eight-point code of conduct to reduce bureaucracy and boost ties with the public, which adversely affected sales of Fengshou Crab Manor’s gift vouchers. Throughout 2013, sales revenues plummeted by over 30 per cent. In such a critical moment, Fengshou Crab Manor began to ponder the limitations of the gift voucher model, coupled with a rising quantity of fresh foods sold online. Would the Internet mindset help the company survive the current crisis? What e-commerce marketing strategy should the company adopt to win over more users?
學習目標
This case provides a discussion of the lean start-up approach, entrepreneurship, business model innovation, and an Internet approach for a business. The case is suitable for MBA, EMBA, and executive education programs. After completion of the case, students should be able to:<br><ul><li>Determine how the founder of a business can make full use of their experience and resources to enable the company’s growth.</li><li>Evaluate how the lean start-up approach can continue to guide a company through a strategic transition to an e-commerce enterprise.</li><li>Describe the role that the founder plays in the development of a company.</li></ul>