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Case Details:
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Product Ref: 04/193C Company: Dream International Ltd.

Product Type: Case Industry: Consumer Goods

Related Product(s): Teaching Note
Authors: Simon Tam   Monica Wong
2003年6月8月,德林国际有限公司与华纳兄弟签署合同,生产著名卡通角色如Looney Tunes和Tom & Jerry造型的特许产品如豆袋和毛绒玩具。该合同令德林国际有限公司(下称德林)能于全球(美国境域和加拿大除外)通过华纳指定的分销商分销卡通角色产品,对于德林来说,该合同不但带来新的收益来源,也提供了令公司最终能直接向零售商出售卡通人物及其它毛绒玩具产品的踏脚石。 虽然德林的增长显著,现年五十多岁、长驻汉城的主席兼创办人崔奎玧对运营规模仍不满意。在极为分散的毛绒玩具市场,德林在全球市场的份额还不到2%,崔的目标是起码5-6%的市场份额。要达成这个目标,德林有甚么战略计划?纵向整合是否最好的发展路向?令德林成为全球规模最大的毛绒玩具制造商的成功因素是甚么?
Functional Area : Strategy & General Management

Issues: Growth strategy, Porter's five forces, managing operations
Length: 9 pages Country: Hong Kong SAR

Pub. Year: 2004 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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