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Publish Date: 2024-11-03

Harvard Case - Business Competition in China: Beer, PCs, Steel, TV Sets

"Business Competition in China: Beer, PCs, Steel, TV Sets" Harvard business case study is written by Michael J. Enright, Vincent Mak. It deals with the challenges in the field of Strategy. The case study is 21 page(s) long and it was first published on : Jul 26, 2002

At Fern Fort University, we recommend a multifaceted approach for Chinese companies navigating intense competition in the beer, PC, steel, and TV set industries. This approach emphasizes strategic innovation, dynamic capabilities, and sustainable competitive advantage through a blend of globalization strategies, digital transformation, and corporate social responsibility.

2. Background

This case study examines the competitive landscape of four key industries in China: beer, PCs, steel, and TV sets. Each industry faces unique challenges, including intense competition, rapid technological advancements, and evolving consumer preferences. The case highlights the strategies employed by leading Chinese companies like Tsingtao Brewery, Lenovo, Baosteel Group, and TCL Corporation to navigate these challenges and maintain their market positions.

The main protagonists of the case are the leading companies in each industry:

  • Beer: Tsingtao Brewery, China Resources Snow Breweries, and Yanjing Brewery.
  • PCs: Lenovo, HP, Dell, and Acer.
  • Steel: Baosteel Group, Anshan Iron & Steel Group, and Wuhan Iron & Steel Group.
  • TV Sets: TCL Corporation, Hisense, and Skyworth.

3. Analysis of the Case Study

Industry Analysis:

  • Porter's Five Forces: Each industry exhibits varying levels of competitive intensity. For example, the beer industry is characterized by high rivalry due to numerous players and low switching costs. The PC industry, while facing intense rivalry, benefits from high barriers to entry due to significant capital requirements.
  • Industry Lifecycle: The beer and steel industries are in the mature stage, while the PC and TV set industries are transitioning towards maturity. This implies a need for companies to focus on cost leadership and innovation to maintain market share.
  • Strategic Groups: Within each industry, distinct strategic groups emerge based on factors like product differentiation, market focus, and pricing strategies. Understanding these groups is crucial for identifying competitive threats and opportunities.

Company Analysis:

  • SWOT Analysis: Each company possesses unique strengths, weaknesses, opportunities, and threats. For example, Tsingtao Brewery benefits from a strong brand and distribution network but faces challenges from rising costs and changing consumer preferences. Lenovo leverages its global presence and innovative product development but needs to address concerns regarding its dependence on foreign markets.
  • Resource-Based View: Companies can leverage their unique resources and capabilities to gain a competitive advantage. For example, Tsingtao Brewery's strong brand and distribution network, Lenovo's global reach and innovative product development, Baosteel Group's vertical integration, and TCL Corporation's focus on emerging markets.
  • Dynamic Capabilities: Companies need to adapt and evolve their capabilities to respond to changing market conditions. This includes developing new technologies, acquiring new skills, and fostering innovation.

Strategic Analysis:

  • Competitive Strategy: Companies employ different competitive strategies to achieve success. Tsingtao Brewery focuses on product differentiation through its premium brands and marketing campaigns. Lenovo adopts a cost leadership strategy through its efficient manufacturing processes and global sourcing. Baosteel Group leverages vertical integration to control its supply chain and reduce costs. TCL Corporation implements a market development strategy by expanding into emerging markets.
  • Business Model Innovation: Companies are constantly innovating their business models to adapt to changing market dynamics. For example, Lenovo has expanded its product portfolio beyond PCs to include smartphones and servers. TCL Corporation has embraced digital transformation by establishing online sales channels and integrating AI into its manufacturing processes.
  • Globalization Strategies: Chinese companies are increasingly expanding their operations globally. Lenovo has established a strong presence in international markets, while TCL Corporation targets emerging markets with its affordable products.
  • Corporate Social Responsibility: Companies are recognizing the importance of sustainable business practices and social responsibility. Tsingtao Brewery has implemented environmental sustainability initiatives, while Lenovo has launched programs to promote digital literacy.

4. Recommendations

  1. Embrace Digital Transformation: Companies should prioritize digital transformation initiatives to enhance efficiency, improve customer experience, and gain a competitive edge. This includes investing in AI and machine learning, e-commerce platforms, and data analytics.
  2. Foster Innovation: Companies should invest in R&D and encourage a culture of innovation to develop new products and technologies. This involves partnering with universities, incubating start-ups, and adopting disruptive innovation strategies.
  3. Expand Globally: Companies should leverage their competitive advantages to expand into international markets. This requires understanding local consumer preferences, adapting products and services, and building strategic partnerships.
  4. Prioritize Sustainability: Companies should incorporate environmental sustainability and social responsibility into their business practices. This includes reducing carbon emissions, promoting ethical sourcing, and investing in renewable energy.
  5. Strengthen Corporate Governance: Companies should implement strong corporate governance practices to ensure transparency, accountability, and ethical decision-making. This involves establishing independent boards of directors, implementing robust risk management systems, and promoting ethical leadership.

5. Basis of Recommendations

These recommendations are based on a comprehensive analysis of the competitive landscape, company strengths and weaknesses, and industry trends. They are aligned with the following principles:

  1. Core Competencies and Consistency with Mission: The recommendations leverage each company's core competencies and align with their long-term strategic goals.
  2. External Customers and Internal Clients: The recommendations consider the needs of both external customers and internal stakeholders, aiming to enhance customer satisfaction and employee engagement.
  3. Competitors: The recommendations are designed to address the competitive threats and opportunities in each industry, enabling companies to maintain or gain market share.
  4. Attractiveness ' Quantitative Measures: The recommendations are expected to generate positive financial returns, measured by metrics such as ROI, NPV, and break-even analysis.

6. Conclusion

Chinese companies in the beer, PC, steel, and TV set industries face intense competition and rapid change. To navigate this dynamic environment, they must prioritize strategic innovation, dynamic capabilities, and sustainable competitive advantage. By embracing digital transformation, globalization strategies, and corporate social responsibility, these companies can position themselves for long-term success.

7. Discussion

Alternatives:

  • Mergers and Acquisitions: Companies could pursue M&A strategies to gain market share, expand into new markets, or acquire valuable technologies.
  • Joint Ventures: Companies could form strategic alliances with domestic or international partners to share resources, expertise, and risks.
  • Outsourcing: Companies could outsource certain functions to reduce costs and focus on core competencies.

Risks and Key Assumptions:

  • Economic Volatility: The recommendations assume continued economic growth in China and globally.
  • Technological Advancements: The recommendations assume rapid technological advancements will continue, requiring companies to adapt and innovate.
  • Government Policy and Regulation: The recommendations assume a stable and supportive regulatory environment.

8. Next Steps

  • Develop a Digital Transformation Roadmap: Establish a clear timeline and milestones for implementing digital transformation initiatives.
  • Invest in R&D and Innovation: Allocate resources to research and development, and create a culture that fosters innovation.
  • Expand into International Markets: Develop a strategic plan for global expansion, targeting specific markets and building partnerships.
  • Implement Sustainability Initiatives: Set measurable goals for environmental sustainability and social responsibility.
  • Strengthen Corporate Governance: Review and enhance corporate governance practices to ensure transparency and accountability.

By taking these steps, Chinese companies can navigate the competitive landscape, achieve sustainable growth, and contribute to the development of the Chinese economy.

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Case Description

China's economic reform program has had many important impacts on business competition in the nation. In many industries, foreign competitors entered, making "strategic investments" that they believed would lose money for a significant period of time and then turn profitable. At the same time, many Chinese companies adapted to the new environment much quicker than many observers expected. Meanwhile, however, a regulatory and administrative system that created substantial uncertainty, links between the state and companies, bank lending that kept money-losing firms in business, and a rapidly changing and reforming economy made business competition in China different from business competition in many other places. This case provides vignettes of four industry sectors in China in which competition was already fierce on the eve of China's WTO accession, including beer, personal computers, steel, and television sets. The class discussion focuses on the nature of competition in the industries and the likely impact of full accession into the WTO on competition. Allows for a discussion of the nature of uncertainty in business and for the development of tools to generate scenarios about future competition in uncertain situations.

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