External analysisdocx 2.docx
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External analysisdocx 2.docx
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Externalanalysisdocx2
管理assignment,千湖公司
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UNIVERSITYOFWALESINSTITUTE,CAEDIFF Strategic Management ForB.A.HonorsinBusinessAdministrationYear3 Qian Hu CorporationLimitedAssignmentonLecturer:
Mr.DavidGohStudentName:
Neil.Y.YadavUWICStudentNumber:
-09007925StudentID:
0808/4006Words:
03900TableofContentsContents1.02.0PageExecutiveSummary…………………………………………………………….2Introduction…………………………………………………………………...32.12.2Introductiontoassignment………………………………………………3CorporateProfile………………………………………………………..33.0Vision,MissionandValues…………………………………………………..53.1CorporateSocialResponsibility…………………………………………54.0TheExternalEnvironment……………………………………………………64.14.24.34.4PESTEDAnalysis……………………………………………………….6PorterModelofCompetition……………………………………………9PorterDiamondModelofIndustryAnalysis……………………………11CompetitiveProfileMatrix………………………………………………125.0TheInternalEnvironment……………………………………………………..135.15.25.3SWOTAnalysisandTOWSMatrix………………………………………13BCGMatrixandProductLife-Cycle…………………………………....16FinancialAnalysis………………………………………………………196.0FormulatingStrategiesandDevelopmentMethods…………………………246.16.26.3PresentStrategyof Qian Hu CorporationLimited……………………..24GrandStrategyMatrix………………………………………………….25AnsoffGrowthStrategyMatrix…………………………………………277.08.09.0Conclusion……………………………………………………………………..29Recommendations……………………………………………………………..30SelfReflectionReferences……………………………………………………………………………...31Appendix………………………………………………………………………………..3411.0ExecutiveSummary:
Forthecaseanalysisof Strategic Management, Qian Hu limitedcompanywaschosentounderstandthevariousimplicationsofinternalandexternalenvironmentinindustrywhichwillshapethepresentandfutureofcompany. Qian Hu limitedhasbeenapioneerintheornamentalFishindustrysinceitsstarting.ThisnicheindustryisconsideredtobeonhorizonofthepetindustrywithSingaporebeingtheleaderinexportofornamentalfishes. Qian Hu beingthemarketleaderinSingaporeforexportingornamentalfishesaroundworldhasdevelopedexpertiseanddevelopedmanynewvarietiesofornamentalfishes, Qian Hu hasbeenabletomaintainitsstandardandqualityduetothestrictqualitymeasuresandscientificapproachestowardsfishbreeding. Qian Hu hasalsodiversifieditselfintopetfoodcategoryaswellasaquariumaccessories.Withacompleterangeofaquariumaccessories Qian Hu cannowcanservealargercustomerbasewhereasintroducingpetfoodintoproductsnotonlyhelped Qian Hu enterintoadifferentproductbutalsofocusonthislargeindustryhavingverylesscompetitors.Duetohighneedofpackagingneed Qian hu in2007alsolauncheditsplasticdivisionthroughwhichitobtainsallofitsrequiredhighqualitypackagingmaterialaswellassuppliestoelectronicindustry.Thus Qian HulimitedhasmaintaineditselfasalucrativeinvestmentforstockholdersaswellgrownsignificantlyinitspresentmarketsofSouthEastAsiaandnewmarketssuchaschina,IndiaandVietnam.22.0Introduction:
-2.1Introductiontoassignment:
-Theaimofthisreportistostudyandanalyze Qian HuCorporation.LTDthroughresearchontheirvariousparameters.Startingwithanalyzingthecurrentsituationofthecompanyrelatedtotheirpresentandupcomingbusinesses.WithanunderstandingofconsideringinternalandexternalenvironmentfirmisoperatingvariousapproachesofPESTEL,SWOTanalysis,Portermodelofcompetition,Competitiveprofilematrix,BostonconsultancyGroupmatrix,GrandstrategymatrixandAnsoffgrowthstrategymatrixwillbeusedandanalysisoffirmrelatedtothesefactorswillbeestablished.Studyingthefinancialreportofthecompanytoanalyzethecurrentpositionaswellasforecastforthefutureofthecompanyandprovidesolutionstothecompanyinareaswherenewideascouldhelpthemsustainintheindustry.Thesesolutionswouldberecommendedbyunderstandingthepresentscenarioofindustryandeconomicclimatethecompanyisoperatinginto.2.2Corporateprofile:
Qian Hu Corporationlimitedwascreatedin1985byKennyYapafterthedestructionoftheirpigfarm.Kennywhohas1stclassdegreeinBusinessfromOHIOuniversityafterhisgraduationsawthepotentialofOrnamentalFishindustryincomingfutureandthuswithafewpondsandvarietiesstartedhisventure.LosingupontheentirebatchofbredfishduetoastormdidnotstopKennyforfurtherdevelopmentandestablishingthecompany.In1993 Qian Hu formedtheirfirstjointventureinBeijingforsupplyingcoldwaterornamentalfish( Qian Hu,2010)Throughtheyearswithregularupdatingofthetechnologiesandbringinginnewinnovativeproductsthecompanywasabletodistinguishitselfby1999throughthedevelopmentofasuccessfuldistributionnetworkoffishesandaccessoriestoChina,MalaysiaandThailand.On30thOctober,2000 Qian Hu becameapubliclistedcompany(SingaporeExchangeLtd,2010).ThroughasuccessfullaunchofinitialpublicofferthecompanywasabletoestablishmanufacturinghubintoGuangzhouaswellasacquirekeyfishbreedersinMalaysiaandchinawhichsignificantlyhelpedthecompanyinreducingcostaswellobtainkeylogisticareas.In2005, Qian Huconsolidatedaswellintroducedtheirretailstoresintonewdevelopingmarketsasalongtermstrategy.3In2007, Qian Hu acquired20%stakeinU.K.-basedArcadiaproductsPLCwhichhelpedthecompanyenterintoMiddleandEasternEuropeanmarket.Duetoconsistentsearchofnewopportunitieseventhoughbeingasmallcompany, Qian Hu hasbeenabletofinda strategic partnerinChennaiIndiaforformingajointventurein2009( Qian Hu CorporationLimited,2009,p.5).DuetotheirpersistenceindevelopingqualityproductsandenvironmentalfriendlyapproachthecompanyhasbeenawardedwithvariousISOcertificationsaswellasawards.CompanyPortfolio:
Qian hu alsomanufacturesanddistributespetfoodandaquariumaccessoriesunderthebrandsOceanFree,BARK,DelikateandARISTO-CATSYI HU (Qian Hu CorporationLimited,2009,p.2)Thus Qian Hu hasstrategicallydevelopedmorethan1000speciesofornamentalfishesrangingfrom10$to30,000$whereasalsohasestablisheditselfinaquariumproductsandpetfoodindustry.43.0Mission,VisionandValuesAmissionstatementisoneofthemostfundamentalvaluesofacompany.Themainaspectofmissionstatementisthecompany’scorepurpose“whichsetsthecompanyapartfromtheothercompaniesinitsindustry”.Alsoitisessentialtoverifythat“missionstatementshouldlieneitherinproduct-specificnorinmonetaryrelatedtarget.Butitshouldrevealhowthecompanyshouldconducttoaccomplishmajormilestonesalongthewaytoachievingcompany’svision”(Sabrautzi,2010,p.3). Qian Hu hasstrategicallyformedtheirlongtermmissionaswellkeyvisionthroughwhichtheyplantooperateandgrow.Mission:
Tocreateshareholdersvaluebybecomingaworld-classornamentalfishandaccessoriescompanythroughinnovativeandqualityproductsandservices(Qian Hu CorporationLimited,2009,p1).Vision:
Tobecomeworld`snumberoneinornamentalfishindustryandtoexpanddistributioncapabilitieswithowningthem( Qian Hu CorporationLimited,2009,p.1).Thevisionofthecompanyisveryclearlysetasin2009 Qian Hu wasabletocapture5%shareoftheworldornamentalfishindustrywhereasby2012theyplantobecomethebiggestexporterinFishingindustrybyhavingashareof10%.Thecompanyhastakeinitiativesbyimplementingnewtechnologies,upgradingmanpowerandinvestinginnewanddevelopingmarkets. Qian hu management throughit`svisionhasalsoplannedtoowntheirentiredistributionandretailchainby2015soastosavecostandabletocatertodirectcustomerinbigcitiesofChinaandIndia.3.1CorporateSocialResponsibility:
Companieshavevariousobligationsnotonlytotheirstakeholdersbutalsotothegeneralpublic,meaningthatcompaniesmustnotonlyaimforprofits.SocialResponsibilityis“theexpectationthatbusinesseswillstrivetoimprovetheover-allwelfareofsociety.”(Dess,Lumpkin&Eisner,2008,p.21)Whichmeansthatcompanyshouldnotonlybethinkingabouttheirprofitsbutalsoactmorallyandethicallysoastoactforthebenefitofsocietyaswellasenvironment. Qian Hu sinceitsformationhasalwaysunderstoodtheimportanceofenvironmentnotonlyforitsgrowthbutalsoforlongterm strategicadvantageinfavourofcompany. Qian Hu corporatesocialresponsibilitypolicyisbasedontheirvalueof‘Alllivesshouldbecherished5andtreasured‘( Qian Hu CorporationLimited,2009,p.47).Thecompanyisoperatingwithanaimtopreservetheenvironmentthatisnecessaryforthegroup’slongtermsustainabilityandviewfortheeconomicinterestparalleltowardsthatoftheenvironment.Toenhancethecontributiontowardstheenvironmentthecompanyshouldactivelyinvestaswellasinnovatenewtechnologiessoastoestablishnewmethodsofenvironmentalfriendlyproducts. Qian Hu fullycomplieswiththeregulatoryrequirementsoftheISO14001CertifiedEnvironmental Management Systemthroughwhichthenaturalresourcesrequireddailyarepreservedandrecycledaswellasthishelpsintheprotectionofendangeredspecies. Qian Hu isanactivememberinmostofthecharityorganizationsaroundtheAsiathoughtwhichtheysuccessfullyorganizedvariouscharitiesforTsunamirelieffundandMyanmarcyclonefund. Qian Hu management hasalsosincelast8yearscontributed1.3%oftheirpretaxprofittowardsthecharitiesandawarenessforthedisabledandvariouselderassociations( Qian Hu,2010).Thus Qian Hu throughtheyearshasbeenanactiveaswellasresponsiblememberforthebenefitofthesocietyaswellspre
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