This is one of the case study from course CB4303 Strategy & Policy at City University of Hong Kong. We analyzed Bauhinia Dairy's competitive forces by Porter 5 forces. In question 2, we indicated 3 major trends in dairy processing industry. And in last question, we use balanced scorecard to determine appropriate performance objective for each perspective and explain the relationships between them.
2. Question 1.
Discuss the competitive forces in the dairy
processing industry. Identify the other industry
that Bauhinia has entered and highlight the key
differences in the competitive forces
between the two industries. Comment on their
comparative attractiveness in Hong Kong.
3. Q1.
Five Forces
Analysis
Differences
Comparative
Attractiveness
Q2.
Trend 1
Trend 2
Trend 3
Q3.
Mission
Vision
Balanced
Scorecard
High Rivalry High Threat of Entry
High Threat of
Substitute Products
Moderate Bargaining Power of
Suppliers
Low Bargaining Power of Customers
• Keen competition
• More & more foreign
brands enter China
market
(2015中國的牛奶和乳製品市場, KPMG)
• Capital-intensive
Operations
• Stricter regulation
after 2008 Milk
Scandal
• Other alternatives
(e.g. soy milk, oat
milk.)
• Lactose intolerance
(~90% of Asian)
• Raw milk is irreplaceable
ingredient
• Milk is perishable
• Capitalization & intensification of
production
• Westernized life style
• Demand for imported milk is high
after 2008 Milk Scandal
4. Q1.
Five Forces
Analysis
Differences
Comparative
Attractiveness
Q2.
Trend 1
Trend 2
Trend 3
Q3.
Mission
Vision
Balanced
Scorecard
Key
Differences
Frozen Meat Industry:
1. The bargaining power of supplier is relatively high
Bauhinia is just a distributor,have no livestock farms and retail store.
2. The rivalry of frozen meat industry is mainly based on price-competition.
Less differentiation is required.
3. Buyers has lower bargaining power.
Antelope,ostrich and kangaroo,are high-value product.
5. Q1.
Five Forces
Analysis
Differences
Comparative
Attractiveness
Q2.
Trend 1
Trend 2
Trend 3
Q3.
Mission
Vision
Balanced
Scorecard
Profitability
Antelope, ostrich and kangaroo are high-value products which
generates higher profit margins.
Market Demand
Smaller size of customer demand.
Inventory Management
Dairy products are easily perishable while frozen meat can be
kept for a longer period of time
7. Q1.
Five Forces
Analysis
Differences
Comparative
Attractiveness
Q2.
Trend 1
Trend 2
Trend 3
Q3.
Mission
Vision
Balanced
Scorecard
Trend3:
Trend 2: Increasing Concern of
Corporate Social Responsibility
• People concern about the issue of animal
welfare and environmental sustainability
• Promote green practices
• Positive brand image
Trend1:
8. Q1.
Five Forces
Analysis
Differences
Comparative
Attractiveness
Q2.
Trend 1
Trend 2
Trend 3
Q3.
Mission
Vision
Balanced
Scorecard
Trend 3: Growing demand for high
quality and imported products in
China
• Public awareness of food safety in China
increases
• Willing to pay higher price for the
imported brands that have good
reputation
Trend1:
Trend2:
9. Vision
Q1.
Five Forces
Analysis
Differences
Comparative
Attractiveness
Q2.
Trend 1
Trend 2
Trend 3
Q3.
Vision
Mission
Balanced
Scorecard
Our vision is to bring best quality product into our customers’ daily
lives, through constant product innovation, seamless collaboration
with regional and international allies, and commitment to create
dynamic and cohesive working environment that can inspire
employees to implement innovation.