Brand Building

Topics: Guangdong, Teochew people, Japan Pages: 2 (446 words) Published: March 10, 2013
Case study

The contents of this case study should be used to illustrate the answers to all five assessments that make up this Unit.

Candidates are expected to use additional resources and research in order to answer the questions.

ZK Industrial Company Limited are a toy manufacturer based in Shantou, Guangdong Province, People’s Republic of China. They were established in 1995 and produce a range of toys and gifts, undertaking the entire production process from design and development to production. They employ a specialist team of research and development staff that helps to ensure that the company’s products match the changing markets trends and needs and to guarantee the delivery of sample products within 14–21 days of order.

ZK produce toys for the home market but also work with a number of international toy manufacturers and retailers in Europe, the USA, Canada, Australia and Japan. They currently undertake contract manufacture work for six companies based internationally as well as supplying 100 buyers in China and throughout South East Asia, Japan and Australia from their own portfolio.

Over the past 10 years they have steadily increased their international partnerships and have built a reputation for quality products, adaptability, flexibility, excellent customer service and delivery reliability. Currently they manage a 95% availability on stock items.

The company is very aware of the highly volatile and competitive market they operate in and have had experience in dealing with several new product launches in the USA, Canada and Europe which have demanded high production volumes and strict delivery schedules. The production facilities are well run, modern, meet ISO9000 standards and have an excellent safety record.

ZK currently employ two specialist dedicated international logistics organisations to deal with their international deliveries and to help them meet their customer service and...
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