Boulal S W6 The River Pearl Piano Group
The Pearl River Piano Group
Sakina Boulal
Glion Institute of Higher Education
December 7th, 2014
Executive Summary
Pearl River Piano Group (PRPG) was established in 1956 in Guangzhou, China. Nowadays PRPG is considered the largest factory of musical instrument in the world with a domination of the domestic Chinese market and a 13% market share in America, by producing over 83,000 pianos in the world in 2008 and exporting to more than 80 countries. Zhicheng Tong is a talented and challenging CEO of the PRPG, which is serving the company for more than 50 years in different positions, Tong has always set the goal to expose and present the product of the company in the world market as the best quality around the globe. Opting the internationalization strategy to challenge the company by entering the world’s US market thru exhibitions and annual fairs to explore the market, and to innovate the company to succeed internationally. Appointing experts to train the workers and to upgrade the piano as an Elite product up to world top quality standard is the main goal of Tong. In this report we will identify the secret behind the application of the alliance strategy in the foreign and the US markets.
Table of Content
List of Tables & Figures
Bonefish diagram, Fig.1.…………………………………………..6/7
Background…………………………………………………………..4
Issue statement……………………………………………………….4
Tong’s Strategy……………………………………………………….4
Problem Analysis
1. SWOT Analysis…………………………………………4/5/6
2. Fishbone Analysis………………………………….……..6/7
Recommendation………………………………………………………7
Action Plan……………………………………………………………7/8
References……………………………………………………………..8
Background
The piano has a European history in over 300 years back, which was introduced in china in 19th century. The PRPG is a musical instrument producer company which was established in 1956 on the banks of Pearl River in South
Sakina Boulal
Glion Institute of Higher Education
December 7th, 2014
Executive Summary
Pearl River Piano Group (PRPG) was established in 1956 in Guangzhou, China. Nowadays PRPG is considered the largest factory of musical instrument in the world with a domination of the domestic Chinese market and a 13% market share in America, by producing over 83,000 pianos in the world in 2008 and exporting to more than 80 countries. Zhicheng Tong is a talented and challenging CEO of the PRPG, which is serving the company for more than 50 years in different positions, Tong has always set the goal to expose and present the product of the company in the world market as the best quality around the globe. Opting the internationalization strategy to challenge the company by entering the world’s US market thru exhibitions and annual fairs to explore the market, and to innovate the company to succeed internationally. Appointing experts to train the workers and to upgrade the piano as an Elite product up to world top quality standard is the main goal of Tong. In this report we will identify the secret behind the application of the alliance strategy in the foreign and the US markets.
Table of Content
List of Tables & Figures
Bonefish diagram, Fig.1.…………………………………………..6/7
Background…………………………………………………………..4
Issue statement……………………………………………………….4
Tong’s Strategy……………………………………………………….4
Problem Analysis
1. SWOT Analysis…………………………………………4/5/6
2. Fishbone Analysis………………………………….……..6/7
Recommendation………………………………………………………7
Action Plan……………………………………………………………7/8
References……………………………………………………………..8
Background
The piano has a European history in over 300 years back, which was introduced in china in 19th century. The PRPG is a musical instrument producer company which was established in 1956 on the banks of Pearl River in South
References: When the market leadership defines the standards (Porter, 1996). The Company succeeds.