Comtetive Analysis of Mengniu

Catalogue

Part1: Brief Introduction……………………………1

Part2: Strategic Environment Analysis…………….1

External Environment Analysis…………………………….1

General Environment Analysis………………………………………....1

Industry Environment Analysis………………………………………...2

Competitive Environment Analysis…………………………………….4

Internal Environment Analysis……………………………..5

Resources……………………………………………………………….5

Capabilities……………………………………………………………..7

Core Competencies……………………………………………………..8

Outsourcing……………………………………………………………..9

Value Chain Analysis…………………………………………………...9

SWOT Analysis………………………………………………10

Part3: Strategy Formulation………………………...11

Business-level Strategy Analysis……………………………………….12

Corporate-level Strategy Analysis………………………………………12

Mengniu

Ⅰ.Brief Introduction

Founded in 1999 and with headquarter in the core of China Dairy Capital Shengle Economic Zone in Helingeer County of Huhhot, Inner Mongolia Mengniu Dairy (Group) Co., Ltd has a total asset of RMB 10 billion and 30,000 employees, and the production capacity of dairy products reaches 6 million metric tons per year.

So far Mengniu Dairy Group has established over 20 production bases including Helin base in 15 provinces of China and owned 5 major series of products which are liquid milk, yogurt, ice cream, dry milk and cheese, in which are incorporated over 200 categories. Relying on the supreme quality, Mengniu’s products cover all Chinese market and are exported to overseas such as America, Canada, Mongolia Republic, Hong Kong, Macao and other Southeast   Asian countries.

Targeting to the corporate positioning of building a dairy production and service enterprise who commits to the health of mankind, Mengniu Dairy Group has created the miraculous rapid development that draws the worldwide attention in a short period of 9 years. By the end of 2008, the sales revenue had reached RMB 23.9 billion with a CAGR of 104% which made Mengniu the first dairy company that exceeded RMB 20 billion... [continues]

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