個案資料
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Mission Hills: Leading the China Golf Industry
內容大綱
The chief executive officer of Mission Hills, a Chinese golf course operator, is reviewing a handful of expansion options. In August 2011, Mission Hills has three large land holdings in Shenzhen, Dongguan, and Haikou, 12,000 employees, and 22 golf courses. In addition to golf courses, it owns two luxury hotels and sells houses built within its properties. Mission Hills occupies an average of 60 per cent of the land it currently owns, and Chu is trying to decide if growth should come by expanding to a third Chinese province or if it should continue building in its current land holdings. He wants to identify and mitigate some of the risks that come with running a high-growth business.
學習目標
The Mission Hills case illustrates a successful service model in manufacturing-heavy China. It allows students to discuss the issues of business scope and scale, and to identify the keys to the company’s success. Students are challenged to consider the value proposition, goals, market focus, core activities, economics, and management of the business.