Wowprimes's Brand Diversification Strategy

Soo-Hung Terence Tsai, Qiong Zhu, Yunlu Zhang, Jie Liu

科研成果: 其它稿件案例

摘要

Wowprime plans to have 1,000 stores in the China mainland market by 2022. As of August 2016, the company, which had been in the Chinese market for 14 years, had only 149 stores and 5 brands. Case A mainly describes the development of Wowprime products in mainland China before the end of 2012, the key problems Wowprime encountered, and its limited strategic choices. Case B describes the company's brand diversification strategy in mainland China since 2013, corresponding capacity-building efforts, and challenges faced. Different strategic choices are bound to have different developmental results.
源语言英语
页数15
出版状态已出版 - 1 10月 2018

案例编号

OMS-18-525

案例规范编号

OMS-18-525-CE

案例类型

Field Case

更新日期

03/12/2023

附注

For more details, please visit www.chinacases.org

来源

China Europe International Business School

案例学科表

  • 运营与管理科学

案例行业表

  • 住宿与餐饮服务

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