Strategic Management - Eu Yan Sang Case Study

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

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