Shanghai Shine-Link International Logistics: Lean Supply Chain Management

In September 2017, the chairman and the president of Shanghai Shine-Link International Logistics Co. Ltd. were considering their company’s future. The company was established in May 2001. After more than 16 years of rapid development, it became a leading information technology empowered logistics provider, offering high value-added services, with the lean management and innovation capabilities of modern logistics enterprises. In September 2017, it was listed on the Shanghai Stock Exchange main board. The management team had to reconsider the company’s next steps for growth. The two men realized it was time to convene the board of directors to consider the company’s future. With so many opportunities and risks in front of them, good decision-making was essential to their prospects.

This case is suitable for a course on strategic management at the graduate level. It describes how a new market entrant has succeeded in China’s crowded logistics industry through careful selection of competitive positioning and consistent capability building. The case also enables a discussion about the growth opportunities and challenges under the new market situation. The case is intended to be used in strategic management classes as a basis for analyzing the company’s competitive strategy. After completion of this case, students will be able to<ul><li>conduct an industry value chain analysis to explain a company’s choice of its competitive positioning;</li><li>depict the trajectory of building a company’s competitive advantage and how these advantages help deliver the company’s value proposition of “pioneer in lean supply chain management;”</li><li>explain how the company has designed its organizational structure and job levers to ensure the successful implementation of its chosen strategy; and</li><li>identify key assumptions and challenges for the company’s future business growth opportunities.</li><ul>

• strategic management, logistics industry