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Case Details:
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Product Ref: 03/165C Company: Lung Cheong International Holding Limited

Product Type: Case Industry: Consumer Goods

Related Product(s): Teaching Note
Authors: Bennett Yim   Vincent Mak
龍昌國際控股有限公司於1979年在香港成立,是一間玩具原設備生產商(OEM Original Equipment Manufacturer)。隨著中國內地的經濟在1980和1990年代起飛,中國為低技術製造業提供了低廉的土地和勞工,同時也是一個龐大和成長中的消費者市場。龍昌一直感覺到瞬息萬變的營商環境帶來的挑戰:它應該把生產線搬到內地,或者其他生產成本較低的地方?它該如何跟來自西方和日本的主要客戶打好關係?它該打進龐大的內地消費市場嗎?如果是,又該如何跟能擁有低成本低售價優勢的內地製造商競爭?要如何應付內地市場猖獗的盜版問題?它應該把業務專注在西方,特別是美國的市場嗎?
Functional Area : Economics & Business Policy
Strategy & General Management

Issues: Strategic Shift, SME, Toys Manufacturing, Competition in China, Brand Building, Original Equipment Manufacturer (OEM)
Length: 7 pages Country: Hong Kong SAR

Pub. Year: 2003 Level of Difficulty: 1
This product type is available in the following language(s):      English   Simplified Chinese
Related Information: N/A
This is a part of The Trade & Industry Department SME Case Series
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