HSBC-IBA Case Competition 2016(Semifinal)
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Transcript of HSBC-IBA Case Competition 2016(Semifinal)
![Page 1: HSBC-IBA Case Competition 2016(Semifinal)](https://reader033.fdocuments.in/reader033/viewer/2022052418/58e4cad81a28abc24e8b629b/html5/thumbnails/1.jpg)
PHOENIXTEAM
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Case Background
Western brand with local characteristics
Collaboration with small no. of large
processors
Severe lack of trust in marketStrong hold on logistics channel
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Core Issue
Lack of Trust In Chinese Consumer Market
Internal
Anti-biotic, growth hormones,Unhygienic environment
External
Bird flu and other diseases
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4C Analysis
Company
Customer
Competitor
Collaborator
90% company owned outlet
Strong logistic network
Dicos & Hua Lai Shi: Low price
Lack in trust
Increasing interest in competitor product
Local Big Suppliers
Big Western Competitors
Kung Fu Catering
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43
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Key Success Factors (KSF)
Global Taste, Local Menu
Sourcing From Local Farmers
Training the Local Employees
Total Quality Control
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Alternatives
Focusing on Local Cuisine
1
Regaining Consumer Trust
22
Importing Meat From Foreign
Market
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Big Idea
REGAINTrust, Same Store
Sales
RETAINBrand Image, Growth
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Ensuring Supervision of Scattered Farming
Bulk Buying from Northern Region
Include Cooperative Farming
Action Plan (Supply Chain)
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Complying with ISO 22000
STAR Audit after 6 Months
Establishing Quality Control Department
Action Plan (Quality Control)
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Interactive Consumer Survey
Community Development- “ Together We Develop”
“See by Yourself” campaign
Action Plan (Marketing)
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Challenges & Feasibility
Feasibility
ChallengesIncreasing Concern over antibiotic and hormone using
Highest amount of control & frequent STAR audit
Lack of trust on foreign company’s honesty
Marketing Campaigns
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Failing to meet target will result in corrective measures
Failing to maintain standard Will eliminate the contract
Monitoring the chicken sales of
Outlets
Monitoring through STAR &Quality Control Dept.
Monitoring and Evaluation
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Timeline
6 Months
1 Year
2 Year
4 Years
Collaboration and Promotion
Focusing on quality control
Obtaining ISO certification and establishing collaboration with
co-operative farms
Establishing it as a trusted brand to the Chines Consumers
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Financials
Same Store Sales Growth(2014) : 1st Quarter : 4-6% 2nd Quarter : 6-8% 3rd Quarter : 8-10% 4th Quarter : 10-12%
Overall Growth : 7-8%
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Contingency Plan
Importing from outside china like Thailand, Turkey etc.