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Case Study of Snow Band

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Case Study of Snow Band
Snow Brand Milk Products

‘Crisis or Opportunity?’

- Time for Corporate Revitalization

Hong Kong Baptist University

10 June 2010

Contents

|1. |Executive Summary |1 |
|2. |Problem Identification |2 |
|3. |Analysis |2 |
|4. |Alternatives |4 |
|5. |Recommendation |5 |
|6. |Implementation |5 |
|7. |Timeline |9 |
|8. |Contingency Plan |9 |

Executive Summary

Snow Brand Milk Products Co Ltd (SBM), originally founded in 1925, is one of the largest dairy companies in Japan. The original mission of the company was to provide assistance to dairy farmers in Hokkaido to become independent operators after suffering from the 1921 earthquake. The founding motto of the Hokkaido cooperative, ‘Healthy Earth and Healthy People’ depicted the founding vision. The company’s logo of ‘a crystal mark’ symbolizes being the Polar Star of the dairy operation in Hokkaido. One of the founders of Snow Brand, Torizo Korosawa, emphasized the ‘spirit of establishment’ as the base of the corporate philosophy of the company, knowing very well that milk has had a special status in the Japanese culture and product market. The company was officially established in 1950 and had been a major dairy product provider competing with other major competitors including Meiji Dairies Corporation
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