BusinessCommunicationDOC文档格式.docx
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BusinessCommunicationDOC文档格式.docx
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2.0Relevantissuesandsolutions............................................3~8
2.1Lackofcommunication...................................................3
2.2Relevantsolutionsandexamples.....................................4
2.3Quality.............................................................................5
2.4Relevantsolutionsandexamples.....................................6
2.5Promotionstrategies........................................................7
2.6Relevantsolutionsandexamples.................................8~9
3.0Conclusion...........................................................................10
References..................................................................................11
1.0Introduction
1.1History
MengniuDairywasfoundedin1999byNiuGengSheng.ItsmaincompetitorisY.Li,butitsdevelopmentwasquickly.Therearesomemaineventsinitshistoryasfollow:
In2004,MengniuDairycameintothemarket.Itbecamethesecondlargestdairyproductcompany.
On7July2009,ChinaNationalCereals,OilsandFoodstuffsCorporation(COFCO)purchaseextrastockinMengNiuDairy,whichincreasesto20.03%stock,andCOFCObecomesthelargestshareholdersinMengniuDairy.
On22November2010,MengNiuDairypurchases51%stockfromJunlebao,whichisthelargestyogurtcompanyinnorthofChina.
On15June2012,ArlaFoodspurchases5.9%stockfromMengNiuDiary.COFCODairygotMengNiuDairystockupto19.66%.
On7May2013,MengNiuDairypurchases26.92%stockfromAdvanceDairyandCrystalDairy.Itbecomesthelargestshareholderby27.99%stock.
On6January2014,WhiteWaveFoodsCompanycooperateswithMengNiuDairy,andtheywillmanufacturenutrition.
(Resource:
http:
//en.wikipedia.org/wiki/Mengniu_Dairy)
1.2Companyprofile
TherearethreemaincompanyprofilesinMengNiuDairy:
productivity,coverageareaofitsproductandthestructureofitsshareholders.
MengNiuDairyisacapitalentrepreneurialenterprise.Eachyear,MengNiuDairycanmanufactureabout600tonproduction.Liquidmilk,yogurt,icecream,milkandcheeseareitsfivemainproduction.Therearemorethan400itemsinthesefivekindsofproduction.
1.3Cooperationcompanies
MengNiuDairyhasthreelargecooperators:
ArlaFoods,GroupeDanoneandAsureQuality.
ArlaFoodscompanyisEurope'
slargestdairygroup,foundedin1863.ItisheadquarteredinCopenhagen,andithasbeennearly150yearsofhistory,whichisEurope'
soldestandlargestdairycompany.Itisalsotheworld'
slargestorganicdairyproducers.
DanoneGroupwasfoundedin1966,fromtheninetiesbegantoimplementaproactivestrategyofinternationalbusiness.Itbecomestheworld’soffoodindustrygiantinnearlyfortyyears,andithasanumberofinternationalbrands.
AsureQualityiswhollyownedbytheNewZealandgovernment-ownedSouthernHemisphere'
slargestfoodqualityandsafetycertification.Itisoneofthehighestfoodqualityandsafetycertificationorganizationinternationallyrecognizeddegrees.
1.4Companyculture
MengNiuDairyhasitsownculture.Atthebeginning,itprovideshighqualityproductionforeachcustomer,sothattheproductbecomesmoreandmorepopular.
MengNiuDairyhasgoodintegrity,somoreandmorecustomerstrustandrelyonMengNiuDairyproduct.
MengNiuDairyrequiredthemselftotranscendentalego.Sothecompanycanexpandandmeetwithgreatfavor.
1.5Societyresponsibility
AfterMengNiuDairycameintothemarket,itcontributestocharityandvillageeducation,whichprovidesgreathelpsforthesociety.
2.0Releventissuesandsolutions
2.1Lackofcommunication
NowIwilltalkaboutoneoftheMengNiuDairyissuesthatisthelackofcommunicationwiththecustomers.
Owingtothelackofcommunicationwiththecustomers,MengNiuDairy’sdevelopmentstrategieswillbeinfluenced,whichwillleadtothecompanyincomelevel,directly.Also,MengNiuDairyfacethecompetitorswhocannotcompetitivewiththem.
Whenoneorganizationdoingbusiness,thecommunicationisbasicandalsoisveryimportant.Nocommunicationwithcustomers,thecompanydonnotknowthecustomerswhattheywantsandneeds,alsothecompanycannotstandsteadilyinthemarket.Andwithoutcommunicationwithcustomers,thecompanywillfacemanyproblems,oneofthese,thecompanycannotcontrolthemarket,nicely,whichwilllossmany,evenbroken.
MengNiuDairyinthisfactorisveryweakness.Thecompanycannotcatchmorecustomers,Also,thecompanycannotimprovetheirproducts,constantly.
2.2Relevantsolutionsandexamples
Thecompanycanthroughmanychannelstosolvelackcommunicationwiththecustomers.
Firstofall,Internetisagoodwaytocommunicatewiththecustomersthatthecompanycanknowthemarketneedsandthecustomerswantsinordertoimprovetheirproducts,duetoInternetisaworldmarket.Andhowanorganizationusetheinternettocommunicatewithcustomers,
Apositiveattitude
Ine-marketing,apositiveattitudeisnecessary.Firstly,productonthee-marketingmusttomaintainapositiveattitude,andthentaketheirpositiveattitudeofproducttodeliverthecustomer.Yourpositiveattitudewilldirectlyaffectthecustomer'
sdecision.
Also,keepapositiveattitudearedemandedtoknowtheirproducts,inadditiontofamiliarwithitsownproducts,wealsoneedtotheproductofupstreamanddownstreamindustrychain,andtodoacomprehensiveunderstandingofthesituationofcompetitor'
sproducts.
Inaddition,aftersaleservicecounterinsalesplacesshouldbebuilt,whencustomersusetheirgoods,theycancollectthefeedbackstomeetthecustomers’moredesires.Forexample,inthesupermarket,MengNiuDairycanbuildanindependentafter-servicecounter,whichisconvenienceforthecustomersandbenefitstothemselves.
AndotherssolutionthatIthinkthecompanycanarrangethepromotertopromotetheirproducts,duringthepromotion,alsogetchancetocommunicatewiththecustomers.
Attheappropriatetimetoclosethecustomers
Promotersmustcarryonthesales,thefirsttoclosetocustomers,whencustomersthathesitateorcan'
tmakeadecision,whichismoreclosetocustomers,topersuadecustomersastheimportant.
2.3Quality
AlthoughMengNiuDairyhasdevelopedrapidlyinrecentyears,butstillhavesomeproblems.Asweknow,forthedairycompanies,thequalityisthemostimportant.Qualityinfluencesyourcompany'
sreputation.Poorqualityoraproductfailurethatresultsinaproductrecallcampaigncancreatenegativepublicityanddamagethereputation.Becausethequalityofdairyproductsisdirectlyrelatedtopeople'
shealth,so,ifithassomeproblem,itwouldbefatalblowtotheenterprise.
Butnowinordertopursuethebestinterestsofbusiness,somecompaniesdisregardthehealthofconsumers,addedtotheproductharmfulsubstances.Themostcommonisaddingmelaminetomilk.Ingestionofmelaminemayleadtoreproductivedamage,orbladderorkidneystones,whichcanleadtobladdercancer.Becauseofmelamine'
shighnitrogencontent(66%bymassversusapprox.10–12%fortypicalprotein),itcancausetheproteincontentoffoodtoappearhigherthanthetruevalue.Officialsestimatethatabout20percentofthedairycompaniestestedinChinasellproductstaintedwithmelamine.Melaminemayhavebeenaddedtofoolgovernmentproteincontenttestsafterwaterwasaddedtofraudulentlydilutethemilk.
MengNiumelaminescandal
ByNovember2008,Chinareportedanestimated300,000victims,withsixinfantsdyingfromkidneystonesandotherkidneydamage,andanestimated54,000babiesbeingill.Thescandalbrokeon16July2008,aftersixteeninfantsinGansuProvince,whohadbeenfedonmilkpowderproducedbyShijiazhuang-basedSanluGroup,werediagnosedwithkidneystones.AftertheinitialfocusonSanlu—marketleaderinthebudgetsegment—governmentinspectionsrevealedtheproblemexistedtoalesserdegreeinproductsfrom21othercompanies,includinganArlaFoods-MengNiujointventurecompanyknownasMengniu,Yili,andYashili.
2.4Relevantissuesandexamples
MengNiuDairyneedstocushiontheimpactofthemelaminescandal.Whenkidsdieandothersfallillinthehundredsofthousandsduetosheergreedandlaziness,allonecandoishumblysurrender,apologizeprofuselyandensurethemistakewillneverberepeated.
MengNiuDairyguaranteed:
1.Recallofalltaintedbabyformula.
2.Temporarysuspensionofproductiontofacilitateinspectionandimprovement.
3.Doublingofthegovernment-setcompensationamounttoaffectedconsumers.
4.Openingupofitsfacilitiestostateandlocalinspectionauthorities.
5.Continuedefforttoprotectdairyfarmers'
interestsbypurchasingrawmilkthatpassesqualitytests.
MengNiuDairyhassetupadedicatedcrisishotlinewasalsosetupintheimmediateaftermathofthescandaltoenableaffectedconsumerstoreachandreceiveassistanceassoonaspossible.Thisopennessisveryunusualinamainlandcompany,butalsorefreshing.Company
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