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Fotile: The Business Strategy of a Top Kitchen Appliance Brand Rooted in China
內容大綱
In January 2018, Fotile Kitchenware Co. Ltd.'s (Fotile's) sales for 2017 were announced at over ¥10 billion. Fotile had become the first kitchen appliance manufacturer in China to reach this significant milestone, despite its relatively short operational history. For years, Fotile had also been considered China’s most prominent brand in the kitchenware industry, beating several internationally-reputed brands. Since the company’s founding, the founder had set a differentiation strategy for this new venture to compete in the kitchen appliance industry. He had also made numerous tough decisions along the way to ensure that this strategy was persistently followed through. However, could his strategy continue to sustain Fotile’s growth for the future?
學習目標
This case can be used in an undergraduate-level course on strategic management, international business management, or entrepreneurship courses. The goal of this case is to help students develop a thorough understanding about the business strategy of a firm in an industry that is heavily bounded by local culture. They will be exposed to the concept of business strategy and gain ample opportunities to explore critical considerations regarding the selection and implementation of business strategy, particularly the differentiation strategy. After completion of this case, students will be able to<ul><li>understand the concept and various types of business strategy;</li><li>explore the selection, implementation, and limitations of two different business strategies;</li><li>examine the competition between local and international brands in an industry that demands extensive local responsiveness; and</li><li>describe the considerations for a start-up company to select its business.</li></ul>