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Case Details:
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老字号,新战略:李锦记的经验    
 
Product Ref: 03/187C Company: Lee Kum Kee

Product Type: Case Industry: Food, Beverage & Tobacco

Related Product(s): Teaching Note
Authors: Bennett Yim   Vincent Mak
香港其中一个最著名的品牌—酱料公司李锦记的历史开始于1888,四代以来都是由同一个家族经营。该公司由李锦裳创立,是中国广东省一家小型的蚝油生产商,于1900年代早期搬迁到澳门,在第二次世界大战后再搬到香港,自此几十年以来都扎根于此。早于20年代,李锦记的分销网络已经冲破广东—澳门—香港,远达北美洲,它当时还生产虾膏。在70和80年代,当生意交到第三化掌舵人李文达的手上时,李锦记在产品和市场的地域方面都有迅速的多元化。李文达的儿子都曾接受西方教育,他们于90年代从父亲手上接管生意,继续现代化和多元化的步伐,而公司的行销战略更是前所未有的活跃和灵活。另外,公司更克服了90年代和2000年代早期引发消费者信心危机的3-MPCD危机而继续发展。到了2003年,李锦记已经开发了200多种酱料,分销网络覆盖了五大洲的60个国家,产品在超过80个国家出售。我们从李锦记在百多年来开发、维护和扩充产品销售地的经验里学到甚么有关战略性品牌管理的心得?公司处理3-MPCD危机的手法又让我们学到了甚么有关危机管理方面的知识?
Functional Area : Marketing
Strategy & General Management

Issues: Strategic brand management, core values of a brand, segmentation, brand association, crisis management
Length: Text: 7 pages
Exhibits: 0 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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