Strategic Management - Eu Yan Sang Case Study

Topics: Strategic management, Marketing / Pages: 34 (8325 words) / Published: Jul 30th, 2012
CONTENTS

COVER PAGE 1

CONTENT PAGE 2
1. EXECUTIVE SUMMARY 4
2. INTRODUCTION 5
3. CURRENT COMPANY SITUATION 6
3.1. Past Performance Assessment 6
4. EXTERNAL ANALYSIS 7
4.1. Political 7
4.2. Economic 8
4.3. Social 8
4.4. Technological 8
4.5. Legal 9
4.6. Environmental 9
4.7. Conclusion of PESTLE Analysis 10
5. INTERNAL ANALYSIS 10
5.1. SWOT Anal ysis on Eu Yan Sang 10
5.2. Conclusion of SWOT Analysis 11
6. INDUSTRY ANALYSIS 13
6.1. Key Success Factors 13
6.2. Michael Porter’s Generic and 5 Forces Analysis 15
6.3. Michael Porter’s 5 Forces Analysis 15
6.4. Implications of Assessment (Issues) 17
7. OBJECTIVES 18
7.1. Short-Term (1-2 years) 18
7.2. Long-Term (3 or more years) 18
8. Development of different Strategies 19
8.1. Growth Strategies 19
8.2. Joint Venture 20
8.3. Strategic Alliances 20
8.4. Corporate Strategy 21
8.5. Business Strategy 22
9. Selection of Alternative 22
10. IMPLEMENTATION 22
11. CONTROL MEASURES 23 11.1. Evaluation 23 11.2. Control 23
12. CONCLUSION 23
13. REFERENCES 24
14. APPENDICES 28

1.
EXECUTIVE SUMMARY
The aim of this report is to propose a viable strategic business plan that will help strengthen and build on the business of a well established company. For our example, we have selected a leading brand in the area of Traditional Chinese Medicine (TCM), Eu Yan Sang (EYS). Our aim is to propose a strategy that will build on the current position occupied by the company.

This report will begin overview of the company where the traditional strengths of the company will be highlighted, applying SWOT analysis which will be used to evaluate the organization’s external competitive position as well as its internal capabilities. Our group will apply a PESTLE analysis to the external environment to forecast developments and anticipated responses. With the aid of these analyses, it created



References: About Eu Yan Sang. (2011). Retrieved March 02, 2011 from http://www.euyansang.com/ Applegate, E & Johnsen, A Bensoussan, B. E & Fleisher, C. S. (2008). Analysis without paralysis: 10 tools to make better strategic decisions. USA: FT Press. Cook, L Corporate report. (2000). Retrieved March 07, 2011 from http://www.euyansang.com/sc/images/stories/pdfs/annualreports/eys_ar00a.pdf Daft, R Daft, R. L. (2009). Organization Theory and Design. USA: Cengage Learning. Dobson, P., Starkey, K & Richards, J Donaldson, B & O 'Toole, T. (2007). Strategic market relationships: from strategy to implementation. Great Britain: John Wiley and Sons. Ferrell, O Grant, R. M. (2005). Contemporary strategy analysis. UK: Wiley-Blackwell. Haberberg, A & Rieple, A Hill, C & Jones, G. (2009). Strategic Management Theory: An Integrated Approach. USA: Cengage Learning. Hill, C. W. L & Jones, G. R. (2007). Strategic management: an integrated approach. USA: Cengage Learning. Hitt, M Joyce, P & Woods, A. (2001). Strategic management: a fresh approach to developing skills, knowledge and creativity. Great Britain: Kogan Page Publishers. Kim, W Kim, W. Chan, and Renée Mauborgne. Blue Ocean Strategy. 2011. http://www.blueoceanstrategy.com/abo/4_action.html. Kleinschmidt, M. (2007). Venture capital, corporate governance, and firm value. Germany: DUV. Lau Geok Theng, Denise Liu and Jonathan Ho Laumer, J. (2007). For China 's Environment, Technology Transfer and International Diplomacy May Never Be Good Enough. Retrieved March 02, 2011 from http://www.treehugger.com/files/2007/09/for_chinas_envi_1.php Lok, E March, C. (2009). Business Organisation for Construction. New York: Taylor & Francis. McCarthy-Byrne, T. M & Mentzer, J. T. (2011). Integrating supply chain infrastructure and process to create joint value. International Journal of Physical Distribution & Logistics Management, 41(2), pp. 135-161. Montresor, S Naranjo-Valencia, J. C., Jime´nez-Jime´nez, D & Sanz-Valle, R. (2011). Innovation or imitation: The role of organizational culture. Management Decision, 49(1), pp. 55-72. Nussbaum, D Othman, R & Sheehan. N. T. (2011). Value creation logics and resource management: a review. Journal of Strategy and Management, 4(1), pp. 5-24. PESTLE Analysis Porter, M.E. 1980. Competitive Strategy. New York: The Free Press. Porter, M.E Porter, M.E. 1986. Competition in Global Industries. Boston: Harvard Business School Press. Report of Traditional Chinese Medicine Industry under, 2009. (2010). Retrieved March 07, 2011 from http://www.companiesandmarkets.com/Summary-Market-Report/report-of-traditional-chinese-medicine-industry-under,-2009-79986.asp Ries, A Saywell, Trish. 2003. Medicine for the Masses. Far Eastern Economic Review. 166(31): p54. Ebscohost. http://web.ebscohost.com (accessed June 28, 2012). Sender, Henny. 1997. Healer healed. Far Eastern Economic Review. 160(17): p73. Ebscohost. http://web.ebscohost.com (accessed June 28, 2012). Slack, T & Parent, M. M. (2005). Understanding sport organizations: the application of organization theory. Canada: Human Kinetics. Svensson, G & Wood, G The Mark of Excellence: Eu Yan Sang International Ltd Annual report 2010. (2010). Retrieved March 07, 2011 from http://ir.zaobao.com/eys/doc/eys2010ar.pdf The World FactBook Wai, C.Y. 2002. Entrepreneurship and the internationalization of Asian Firms, Edward Elgar Publishing Ltd, UK. Wilkie, William L. 1990. Consumer Behavior. 2nd ed. New York: John Wiley & Sons. Wilson, R. M. S & Gilligan, C. (2005). Strategic marketing management: planning, implementation and control. Italy: Butterworth-Heinemann. Zastrow, C & Kirst-Ashman, K

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