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Trouble in Paradise

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Trouble in Paradise
International Marketing Management Prof. Fuß
Case Study „Trouble in Paradise“
Presented by: Manuel Colpo, Marco Melchers, Robin Menzel, Stephan Poerschke, Alexander Remy

Agenda
Situation Analysis Problems Valuation Options techniques Recommendations

Trouble in Paradise

2

Agenda
Situation Analysis Problems Valuation Options techniques Recommendations

Trouble in Paradise

3

Zhong Lian - a shining success story (?)
• Knitting company in China • Joint venture (50/50) between Sozhou First Textile Company and Heartland Spindle Company • 3 acquisitions of money losing companies • Profitable in a slump market • 2.300 employees (1995: 400) • No own national brand • Success mainly based on expansion and quality management

Trouble in Paradise

4

An equally divided joint venture
Bill Windler

Heartland Spindle Co.
(50%)

CEO

Zhong Lian Knitting Company
Sozhou First Textile Co.
(50%)
Trouble in Paradise

Mike Graves
General Manager

Qinlin Li
Dep. General Manager

5

Agenda
Situation Analysis Stakeholder SWOT Problems Valuation Options techniques Recommendations

Trouble in Paradise

6

One company – two visions?
Mike Graves, GM • 4th GM in 10 years • 20 years int. experience • Language barrier • Motivation based on the payments from Heartland • Pressure from both sides • Merely reacting Qinlin Li, deputy GM • Top executive on the chinese side • Happy with current profits • Good reputation with politicians and officials • Clear vision
– 4th acquisition – National brand

Trouble in Paradise

7

Different ways of doing business
Bill Windler, CEO Heartland • Unhappy with the numbers
– „4% ROI is pathetic“

Chinese politicians & officials • Different values
– Long-term employment – Stability

• High margin vision
– Raise of ROI to 20%

• Repositioning in the US
– Become a high-end retailer

• Important for doing business in China

Trouble in Paradise

8

Agenda
Situation Analysis
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