Harvard Case - Focus Brand Management: Jiangzhong Hou Gu (Mushroom) Biscuits
"Focus Brand Management: Jiangzhong Hou Gu (Mushroom) Biscuits" Harvard business case study is written by Jing Chen, Hubert Pun, Yingxue Sun, Xiangrong Lin. It deals with the challenges in the field of International Business. The case study is 5 page(s) long and it was first published on : Mar 27, 2018
At Fern Fort University, we recommend that Jiangzhong Hou Gu (Mushroom) Biscuits adopt a multifaceted strategy to achieve sustainable growth and international expansion. This strategy should focus on leveraging the brand's strong heritage, innovating product offerings, and strategically entering new markets while maintaining a strong commitment to corporate social responsibility and environmental sustainability.
2. Background
Jiangzhong Hou Gu (Mushroom) Biscuits is a Chinese biscuit manufacturer with a long history and strong brand recognition in China. The company faces challenges in maintaining its market share amidst increasing competition and a changing consumer landscape. The case study focuses on the company's desire to expand internationally, particularly into emerging markets.
The main protagonists of the case study are:
- Mr. Chen, the company's CEO, who is seeking to expand the brand's international reach and secure a long-term future for the company.
- The company's management team, who are tasked with developing a strategic plan for international expansion.
- The company's employees, who will be responsible for implementing the chosen strategy.
3. Analysis of the Case Study
To analyze the case study, we can utilize the Porter's Five Forces framework to understand the competitive landscape and the SWOT analysis to identify the company's strengths, weaknesses, opportunities, and threats.
Porter's Five Forces:
- Threat of new entrants: The biscuit industry is relatively mature, but new entrants with innovative products and marketing strategies pose a potential threat.
- Bargaining power of buyers: Consumers have a wide range of choices in the biscuit market, giving them significant bargaining power.
- Bargaining power of suppliers: The bargaining power of suppliers is moderate, as the company relies on a variety of raw materials and packaging suppliers.
- Threat of substitute products: The biscuit industry faces competition from other snack food categories, such as chips, crackers, and chocolate.
- Rivalry among existing competitors: The biscuit industry is highly competitive, with numerous local and international players vying for market share.
SWOT Analysis:
Strengths:
- Strong brand recognition in China
- Long history and heritage
- Established manufacturing capabilities
- Strong distribution network in China
- Loyal customer base
Weaknesses:
- Limited international brand awareness
- Dependence on the Chinese market
- Lack of experience in international markets
- Potential challenges in adapting products to different cultural preferences
Opportunities:
- Growing demand for snack foods in emerging markets
- Potential for brand expansion through strategic alliances and acquisitions
- Opportunities to leverage technology for improved efficiency and marketing
- Increasing consumer interest in healthy and sustainable products
Threats:
- Economic volatility in emerging markets
- Political instability and trade barriers
- Competition from established international brands
- Fluctuations in raw material prices
4. Recommendations
To achieve sustainable growth and international expansion, Jiangzhong Hou Gu (Mushroom) Biscuits should implement the following recommendations:
1. Develop a Clear Internationalization Strategy:
- Target specific emerging markets: Conduct thorough market research to identify countries with high potential for biscuit consumption and a favorable business environment.
- Define a clear market entry strategy: Consider options such as exporting, setting up joint ventures, or establishing wholly-owned subsidiaries.
- Develop a comprehensive marketing plan: Adapt the brand's messaging and product offerings to resonate with target consumers in each market.
- Build strong relationships with local partners: Collaborate with distributors, retailers, and other stakeholders to establish a strong market presence.
2. Innovate Product Offerings:
- Develop new products tailored to specific markets: Research local tastes and preferences to create products that cater to diverse consumer needs.
- Invest in research and development: Explore new flavors, ingredients, and packaging formats to stay ahead of the competition.
- Focus on healthy and sustainable options: Cater to the growing demand for healthier snack options and promote environmentally friendly practices.
3. Enhance Manufacturing Processes and Supply Chain Management:
- Optimize manufacturing processes: Implement lean manufacturing principles to improve efficiency and reduce costs.
- Strengthen supply chain management: Establish reliable sourcing channels and improve logistics to ensure timely delivery of products.
- Invest in technology: Utilize advanced technologies such as automation and data analytics to enhance operational efficiency.
4. Leverage Digital Marketing and E-commerce:
- Develop a strong online presence: Create engaging websites, social media accounts, and e-commerce platforms to reach a wider audience.
- Utilize digital marketing tools: Implement targeted advertising campaigns, content marketing, and social media marketing to drive brand awareness and sales.
- Explore partnerships with online retailers: Collaborate with leading e-commerce platforms to expand product distribution and reach new customers.
5. Foster a Culture of Innovation and Collaboration:
- Encourage employee creativity: Foster a culture that values innovation and rewards employees for developing new ideas.
- Promote cross-functional collaboration: Encourage teamwork and knowledge sharing across departments to drive innovation and efficiency.
- Invest in employee training and development: Provide opportunities for employees to learn new skills and stay up-to-date with industry trends.
6. Prioritize Corporate Social Responsibility and Environmental Sustainability:
- Implement sustainable sourcing practices: Partner with suppliers who prioritize ethical and environmentally friendly practices.
- Reduce environmental impact: Minimize waste, conserve energy, and reduce carbon emissions throughout the value chain.
- Support local communities: Engage in community initiatives and charitable activities to build goodwill and strengthen brand reputation.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: The recommendations align with the company's core competencies in manufacturing and branding while expanding its reach and fulfilling its mission of providing high-quality biscuits to a wider audience.
- External customers and internal clients: The recommendations focus on understanding and meeting the needs of diverse customer segments while fostering a positive and collaborative work environment for employees.
- Competitors: The recommendations aim to differentiate the company from competitors by focusing on innovation, sustainability, and a strong brand identity.
- Attractiveness ' quantitative measures if applicable: The recommendations are expected to generate positive returns on investment through increased sales, market share, and brand value.
- Assumptions: The recommendations are based on the assumption that the company has the resources and commitment to implement the proposed strategies and that the global market for biscuits will continue to grow in the coming years.
6. Conclusion
By implementing these recommendations, Jiangzhong Hou Gu (Mushroom) Biscuits can successfully navigate the challenges of international expansion and achieve sustainable growth. The company's strong heritage, combined with a focus on innovation, strategic market entry, and a commitment to corporate social responsibility, will enable it to establish a strong presence in new markets and secure a long-term future.
7. Discussion
Other Alternatives:
- Mergers and acquisitions: The company could consider acquiring existing biscuit companies in target markets to accelerate its international expansion.
- Strategic alliances: Partnering with local distributors or retailers could provide access to existing distribution networks and market knowledge.
- Licensing agreements: Licensing the brand to local manufacturers could allow for faster market entry with minimal investment.
Risks and Key Assumptions:
- Economic volatility: Fluctuations in global economic conditions could impact consumer spending and hinder market growth.
- Political instability: Political instability in target markets could disrupt business operations and create uncertainty.
- Cultural differences: Adapting products and marketing messages to different cultural preferences can be challenging.
- Competition: Established international brands pose a significant competitive threat in emerging markets.
Options Grid:
| Option | Advantages | Disadvantages |
|---|---|---|
| International Expansion | Increased market reach, potential for growth | Economic volatility, political instability, cultural differences |
| Mergers and Acquisitions | Faster market entry, access to existing infrastructure | High costs, integration challenges |
| Strategic Alliances | Reduced risk, access to local expertise | Potential for conflicts, loss of control |
| Licensing Agreements | Minimal investment, faster market entry | Limited control over brand image, potential for royalty payments |
8. Next Steps
- Conduct thorough market research: Identify target markets and develop detailed market analysis reports.
- Develop a comprehensive internationalization strategy: Define market entry strategies, marketing plans, and financial projections.
- Build relationships with local partners: Establish partnerships with distributors, retailers, and other stakeholders.
- Develop new products tailored to specific markets: Conduct consumer research and develop product prototypes.
- Implement digital marketing campaigns: Create a strong online presence and utilize digital marketing tools to reach target consumers.
- Monitor progress and adapt strategies as needed: Regularly assess the effectiveness of the implementation plan and make adjustments as necessary.
By taking these steps, Jiangzhong Hou Gu (Mushroom) Biscuits can successfully navigate the challenges of international expansion and achieve its goal of becoming a global brand.
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Case Description
In October 2012, the chief executive officer of Focus Brand Management (Focus), a consulting and advertising company based in mainland China, was preparing to meet with Jiangzhong Pharmaceuticals (Jiangzhong). Focus had been working with Jiangzhong on an annual analysis of brand tracking. Based on that analysis, executives at Jiangzhong believed that it was time to expand their business to the functional food industry. Their first product would be a line of biscuits featuring a core ingredient known as hou tou gu, an ingredient that was considered beneficial to stomach care according to traditional Chinese medicine. For her meeting, Focus's chief executive officer needed to resolve some key questions about the most appropriate branding, packaging design, advertising and promotion strategy, and the choice of a suitable brand ambassador for this product.
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