International and Agri-business Case Study

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International and Agri-business Case Study


This case study focuses on the problem occurred in Chundu Group. The case provides specific false cause of large company without advanced management strategy. The article examines the start, development, mature, decline stage of the company. The research methodology is qualitative and inductive. First, we discuss the business environment and organisation of company Chundu. Second, we provide the past and the current management strategy. Third, we discuss the reason that caused the situation. The fourth we considered is several alternatives. Last, we provide recommendations and a detailed plan of action for turning around company Chundu's business strategy.


Chundu Group is a famous ham manufacturer in China. Chundu Group started from the first western ham and it is famous in China as dancing ham. It is a twinkling star in the meat processed food industry. It is the most illustrious period for Chundu Group from the late 1980's to the early 1990's.

The total output value in 1998 reached as high as 3.324 billion Yuan with a sales income of 2.236 billion RMB (Anon 2, 2002). When the new millennial began, Chundu ran into morass. The aspect appeared from illustrious to decay. The group shapes its course that centralizes resource, emphases breach; optimize net to solidify emphasis market. However, because of lack of capital, the product structure can't be modified in time, the competition is debased. The management outstanding achievement continued debases. Production has been stopped in some manufacture apartment. In addition, financial policy is been adjusted. All the facts bring the company on huge bad. The major business margin is -227,805,988.33 RMB in 1999. The margin ratio of plastic film is -71.78%. The market share of Chundu ham debase from 70% to 15% during the ten years.

In intense contrast, another super meat...