Subject category:
Strategy and General Management
Published by:
Ivey Publishing
Version: 2019-11-12
Revision date: 10-Dec-2019
Length: 13 pages
Data source: Field research
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Abstract
This is a Simplified Chinese version. In January 2018, Fotile Kitchenware Co Ltd's (Fotile's) sales for 2017 were announced at over CNY10 billion. Fotile had become the first kitchen appliance manufacturer in China to reach this significant milestone, despite its relatively short operational history. For years, Fotile had also been considered China's most prominent brand in the kitchenware industry, beating several internationally-reputed brands. Since the company's founding, the founder had set a differentiation strategy for this new venture to compete in the kitchen appliance industry. He had also made numerous tough decisions along the way to ensure that this strategy was persistently followed through. However, could his strategy continue to sustain Fotile's growth for the future?
About
Abstract
This is a Simplified Chinese version. In January 2018, Fotile Kitchenware Co Ltd's (Fotile's) sales for 2017 were announced at over CNY10 billion. Fotile had become the first kitchen appliance manufacturer in China to reach this significant milestone, despite its relatively short operational history. For years, Fotile had also been considered China's most prominent brand in the kitchenware industry, beating several internationally-reputed brands. Since the company's founding, the founder had set a differentiation strategy for this new venture to compete in the kitchen appliance industry. He had also made numerous tough decisions along the way to ensure that this strategy was persistently followed through. However, could his strategy continue to sustain Fotile's growth for the future?