Wang Lo Kat Strategic Business Plan
MGMT 102 Strategy Section G12 [Tues] Submitted to Professor Adel F Dimian April 14, 2012
Team members: Danny Khoo, Benjamin Lee, Lee Meng Yong, Tressilla Peh, Poh Keng Boon
Introduction
Jia Duo Bao Group (JDB) - a Hong Kong-based enterprise established in 1995 focuses its business in the production and sales of specialized beverages. Currently, it is the largest nutraceutical drink manufacturer in China attributing its success to their main beverage product, a red-canned herbal drink called “Wong Lo Kat” (WLK). In efforts tie in with the nationwide market development strategy, the group set up 4 production plants in the different regions of China namely Beijing, Zhejiang, Fujian and Guangzhou to achieve greater reach within China. As of 2011, the group has managed to capture over 30 regions and provinces in China and exports to western countries such as the United States and Europe.
Situation Analysis
In the last five years, WLK allocated a huge portion of its budget to marketing. The strategy focused on mass marketing efforts indeed proved to be very successful in capturing the different target segments through various mediums used. This eventually translated to an all time high revenue of 17 billion yuan in 2010 and has made WLK a brand that consumers trust the most.
However, in light of this success, WLK still needs to push ahead for further improvements in order to sustain its market position. Therefore, in doing this, we analyzed the internal and external business environment to better evaluate WLK’s position and ensure smooth execution of the proposed goals, strategies and tactics in the next 5 years.
Vision: “To be the global market leader in the beverage industry”
Mission: “Provide customers with high quality and best value herbal tea through the constant pursuit of innovation and excellence”
External Analysis
With the functional drink market enjoying greatest value and
Team members: Danny Khoo, Benjamin Lee, Lee Meng Yong, Tressilla Peh, Poh Keng Boon
Introduction
Jia Duo Bao Group (JDB) - a Hong Kong-based enterprise established in 1995 focuses its business in the production and sales of specialized beverages. Currently, it is the largest nutraceutical drink manufacturer in China attributing its success to their main beverage product, a red-canned herbal drink called “Wong Lo Kat” (WLK). In efforts tie in with the nationwide market development strategy, the group set up 4 production plants in the different regions of China namely Beijing, Zhejiang, Fujian and Guangzhou to achieve greater reach within China. As of 2011, the group has managed to capture over 30 regions and provinces in China and exports to western countries such as the United States and Europe.
Situation Analysis
In the last five years, WLK allocated a huge portion of its budget to marketing. The strategy focused on mass marketing efforts indeed proved to be very successful in capturing the different target segments through various mediums used. This eventually translated to an all time high revenue of 17 billion yuan in 2010 and has made WLK a brand that consumers trust the most.
However, in light of this success, WLK still needs to push ahead for further improvements in order to sustain its market position. Therefore, in doing this, we analyzed the internal and external business environment to better evaluate WLK’s position and ensure smooth execution of the proposed goals, strategies and tactics in the next 5 years.
Vision: “To be the global market leader in the beverage industry”
Mission: “Provide customers with high quality and best value herbal tea through the constant pursuit of innovation and excellence”
External Analysis
With the functional drink market enjoying greatest value and