Branded Lifestyle Holdings Ltd.: Strategic Transformation in China

Daniel Han Ming Chng (First Author), Liman Zhao (Participant Author), Jianhua Zhu (Participant Author)

科研成果: 其它稿件案例

摘要

The primary purpose of this case is to teach and/or integrate key strategic planning frameworks used during the strategic management process, including those used in external analysis (i.e., industry, suppliers, customers, and competitors) and internal analysis (i.e., resources, capabilities, and firm value chain). It also introduces a framework for strategy formulation at the business-level (i.e., cost-leadership, differentiation, and focused strategies). This case is applied for teaching strategic planning and business-level strategy formulation. It is particularly useful to illustrate strategic planning in the Chinese context. The case introduces the formation of Branded Lifestyle Holdings Ltd. (Braded Lifestyle), an Asian apparel retail company that emerged from Fung Retailing Limited’s acquisition of Hong Kong–listed Hang Ten Group. With five apparel brands (i.e., Hang Ten, H:Connect, Arnold Palmer, LEO, and Roots), Branded Lifestyle had been profitable in most of its markets in Asia (e.g., Hong Kong, Taiwan, South Korea, Malaysia, and Singapore). However, it had struggled in China, reporting annual loses until its acquisition in 2011. Ramanathan Dilip Shivkumar (Dilip) was appointed as the new Managing Director of Global Brands of Branded Lifestyle in 2014. Looking at the evolving apparel industry in China and reviewing the company’s weak performance over the past years, Dilip needed to develop a strategic plan to turnaround the company’s operations and build a strong and sustainable business in the Chinese market.
源语言英语
页数34
已出版 - 1 1月 2018

案例编号

STR-18-559

案例规范编号

STR-18-559-CE

案例类型

Field

更新日期

2018-09-29

来源

China Europe International Business School

关键词

  • Strategic Planning
  • Strategy Transformation
  • business-level strategy
  • external analysis
  • internal analysis
  • turnaround

案例学科表

  • 战略

案例行业表

  • 制造
  • 批发贸易

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