Best management cases in 2004
(2004.12.15) from: Netease Technology
[Article Guide]
These outstanding cases have a considerable reference significance for high-speed development of Chinese companies.
[text]
From various perspectives of enterprise production and operation, these outstanding cases have been taken to manage them, and they are worthy of absorption, pointing out the shortcomings in the operation process, which is the reason why we have selected this group of best cases. This group of cases is a landmark incident that happens in a well-known enterprise. In a period of time, it has been highly news value. More importantly, its operational methods and the idea of adhering have failed to develop Chinese companies for high-speed development. Important reference significance.
Best Strategic Case: Huawei transformation
Recommended: ★★★★★
Attention rate: ★★★★★
Keywords: internationalization, mergers and acquisitions, demolition, listing
● Classic action:
1.
2004
year 7
Month 28
day
, Cisco v. Waiti is the end of the infringement. This lawsuit is like a living advertisement that is tailored for Huawei. In the international market, "China's Huawei" has become "Huawei who makes Cisco's fear", Huawei began to fierce in the international road.
2. In February 2004, Huawei acquired Sunday5.01% of the equity, before, in December 2003, Huawei has signed a value of 900 million HKDAY.
3G
contract;
5
month
31
day
Huawei acquired Hongzhi Technology in Hubei, Qinghai, BOSS project and Hubei, Qinghai, Xinjiang BI project, and all intellectual property rights.
3. Huawei's related person said that Huawei has established six sectors such as investment holding, technology, mobile communications, training, application integrated chips and software, will eventually establish eight sectors.
4.
2004
Year 11
Monthly
day
Huawei and HSBC and other 9 banks signed a total value of $ 360 million in loan agreements, which are proposed to accelerate the pace of the development of the international market.
● Value point:
Huawei - this domestic enterprise is the most vast tentacle, and in-depth enterprises are experiencing huge transformation, China's "Tu Wolf" is evolving as an international "lion"!
"Cisco incident" is not the first time that Chinese companies encounter international intellectual property litigation disputes, but in the past, there are very few Chinese companies to play such laws, let alone the global 500 businesses who are not good! The fearless courage and adequate confidence are the decisive factors of Huawei to get the final reconciliation. This is worth all Chinese companies! "Cisco incident" also has made Huawei who grow up in China's business culture, legal system, and the rules of the game. From management, technology, culture, etc., with more open, inclusive gestures, and Edison, 3COM More international partners are closely united - this is also a road that all eager international Chinese companies must go.
The listing is also "internationalization" needs, but it is not only closely related to Huawei's competitive advantage, but also the needs of risk socialization. Split is accompanied by a variety of listed efforts; the introduction of external growth methods such as mergers and acquisitions, stock market investment can greatly improve the efficiency of expansion and reduce the risk of expansion. However, if Huawei does not make the shear, the equity structure is clarified, and it may become an obstacle to its listing and further internationalization.
Best Marketing Case: Coclaring Capacity
Recommended: ★★★★★
Attention rate: ★★★★★
Keywords: signing Liu Xiang, defeated, low cost
● Classic action:
1. With the increasing number of young families, the "new generation of" new generation "advertising strategy successfully robbed a large number of young consumers, and overwhelmed Coca-Cola with powerful star lineups and publicity.
Before the Liu Xiang Paris World Championship won the bronze medal, Coca-Cola has achieved contact with him. After careful screening and evaluation, Coca-Cola has seen his potential, "Sign up for a week."
2.2004 During Athens Olympics, a repeated advertisement that repeatedly appeared in the live broadcast of Liu Xiang and Tengwoth every day. With the more burn the holy fire, with Liu Xiang won the first place, And began to compete with European and American people, which greatly stimulated the social consumption desire to promote Coca-Cola brand influence and terminal sales. At this time, Pepsi's entertainment star advertisements were forgotten. After Liu Xiang won the Olympic champion, Liu Xiang's "Liu Xiang Special Edition" named "Liu Xiang Special Edition" is closely out of various places, but Coca-Cola has fallen! ● Value point:
Using the smallest cost to maximize business value - this is the best key to this case.
Coca-Cola's success is never accidental. It has always taken "joy, vitality" as two major publicity, and its best creative performance is of course linked to music and sports. From the 1928 Amsterdam Olympics, Coca-Cola began to provide sponsorship. The Coca-Cola's Olympic strategy is formed by year before, and when Coca-Cola began "draft", most companies did not start doing. Coca-Cola has an abnormality of the Olympics "Dictionary", and its market department has a mechanism specializing in sports sponsors. Before the Olympics, we will conduct drafts into various projects involved in China athletes, and have been screened and carefully evaluated.
Coca-Cola's victory is not only on the spokesperson. Due to the time difference, they invited Liu Xiang's endorsement of Liu Xiang, one year in May. Liu Xiang, who became the champion, was robbed by advertisers, and its price rose to 10 million.
Unfortunately, if the advertisement itself, Liu Xiang and Tenghaifibe have flipped the performance of the cola in the city, it is really not going to work, if it is Coca-Cola, " "Design is more deeper, the effect may be better.
Coca-Cola's success can give increasing importance to sports marketing domestic companies in such an enlightenment: as long as you are extraordinary, the eyes are unique, and the Olympics will provide you with "win-win" at any time.
Best public relations case: DuPont "Victory Escape"
Recommended: ★★★★★
Caution rate: ★★★★ ☆
Key words: "Tulong" crisis, media public relations, seeking every day
● Classic action:
1.
Seduce
Month 9
day
The US Environmental Protection Agency claims that DuPont "Turlon" key raw materials - ammonium perfluoroctate may cause cancer or affect fertility. This wind wave has caused strong reactions in the Chinese market. DuPont's non-sticky pot sales have fallen sharply, and some shopping malls began to sell DuPont non-stick, and national institutions began to intervene.
Seduce
Month 15
day
DuPont China Company requires the headquarters to send technical experts to answer all technical issues proposed by relevant state departments, customers, consumers, and media; on the same day, DuPont (China) company executive Deputy General Manager Ren Yifen, DuPont (China) Fluorine Application Product Manager Wang Wenli is a guest of Sina Guest chat room.
2.
Seduce
Month 18
day
"Turlong Club's Apota Tea" event was held in Shanghai, and DuPont China's representative Xu Jun accepted the reporter.
3.
Seduce
Monthly
day
The Manager of the Public Affairs Department of the Beijing Branch of DuPont China Group received a telephone interview that the media had deviated from the facts of DuPont non-stick pot.
4.
Seduce
Month
day
In the afternoon, DuPont Chinese company held a media meeting in Beijing. Chara, President DuPont, met with reporters at the press conference, three technical experts responsible for "fluorine products" in DuPont, also carry related technical information to Beijing, answer reporters and consumers. Then, DuPont, President, DuPont, received the "People's Daily" interview, declared to the outside world: "We can take the entire DuPont's reputation to guarantee, DuPont non-stick pot is absolutely safe."
5.
10
Month 13
day
The AQSIQ is proved that Turlon is non-toxic.
10
Month
day
About Turlong non-toxic reports are covered, although there are different angles, the theme is only one: DuPont Turlon is not poisoned, and it has never existed before. ● Value point:
The crisis public relations have always been "soft" of Chinese companies. Enterprises that are seriously killed, such as Nanjing Guanshengyuan, Shandong Qinchi Wine, etc.
DuPont "Tulong Event", which can be described as a vivid case of a textbook in crisis public relations. A series of media crisis public relations, let us see the rich wisdom of DuPont to deal with the crisis, good quality, order management, and layers. DuPont "Tulong" crisis public relations have at least the following revelation: the crisis of the news media must take the initiative, active, unity, timely, sincere, authoritative - DuPont dealing with the crisis of this crisis is extremely sincere, in order to express authority, Even people from the US headquarters invited experts to meet Chinese reporters.
DuPont's mistakes lies in the "US Environmental Protection Agency's administrative penalty" administrative penalties for the "US Environmental Protection Agency" by the US Environmental Protection Agency. This is the source of this crisis, but also the original intention of the consumer to doubt and untrust in DuPont, and the passive buried in the late crisis.
Never pray that the crisis will stay away. For Chinese companies, in the usual payment of the awareness and method of cultivating and learning the crisis treatment, practicing basic skills, only this can skillfully resolve the crisis in critical moments.
Best Human Resources Case: TCL - Team Internationalization
Recommended: ★★★★ ☆
Caution rate: ★★★★ ☆
Keywords: global recruitment, international team
● Classic action:
1.
6
Month
day
In the morning, Guangzhou Taisho Hotel, TCL Group, nearly ten high-rise brushs, announced that 2,200 high-level management talents and research and development talents with internationalization backgrounds were recruited in the world, creating a "international unit" . Among them, the newly established TTE (TCL-Thomson Electronics) and TCL-Alcaters two joint ventures will hibernate more than 60% of the recruitment talents.
2. From April this year, TCL movement will hold on-site recruitment offices in Beijing, Shanghai, Xi'an, Chengdu, Chongqing, Shenzhen, New York, New Jersey and San Francisco Silicon Valley, and thousands of medium and senior positions. .
● Value point:
Since the "Dragon Tiger Plan" since July last year, the TCL internationalization process obviously "speed". With the overall listing of the group, TTE, TAMP officially put into operation and other new business, the huge gap of international talents has become a bottleneck developed by TCL. How to digest, control new joint venture agencies, and become the key to the decision TCL internationalization process.
The Chinese market does not lack localized talents, and once Chinese companies go to international, if they lack international talents who are familiar with the local culture, they will make an elbow. This, the management of TCL is very clear. In the recruitment of June, TCL banner has clearly used "international background" as the primary condition, not only in domestic recruits, but also in the United States, highlighting the "localization" of TCL international talent strategy. In addition, the TCL Group has achieved the "Domestic Arms" and "Multi-Cities" in the process of mergers and reorganization, and everyone is very concerned. The TCL's approach is "Caigon culture is a breakthrough, and it is not possible to give people a brain by the TCL Group corporate culture, but to develop corresponding countermeasures for factors such as local conditions, pay attention to analysis and combination of cultural background, custom habits, etc.", this One point, it is also worthy of other companies who want to take international roads.
In the process of recruiting international talents, specific to various management positions, what kind of quality and ability can you be competent? How should I learn from the world's top 500, establish a professional ability model of professional managers that meet international requirements? This may be a problem that TCL urgently needs to be solved in terms of human resource management internationalization.
Best IT Management Case: Oaks "Overtard" ERP
Recommended: ★★★★★ Focus rate: ★★★ ☆☆
Key words: information construction, management tools, efficiency improvement
● Classic action:
1. In July this year, Oaks was rated as "China Enterprise Information Reference Rod Project" by the CECA National Information Evaluation Center. Because of the information construction of many large enterprises - especially ERP, it is successful in Oaks!
2. The Oaks Group has become a large-scale enterprise group with strong competitiveness in my country's electricity industry and home appliance industry. With the increasingness of internal management issues, the Oaks high-level recognizes: to make great careers, management tools will be advanced!
3. After successful implementation of ERP, Oaks completely implemented management transparency and resource sharing, production, supply, sales, people, food, and other links within the enterprise to achieve computerization, integration, and work efficiency.
● Value point:
Up to 80% of domestic enterprises apply ERP to fail to fail. The way Oaks' success is very worthy of other companies.
From enhanced corporate competitiveness and solving the actual problem of enterprises, this is the first step in the success of Oaks! At present, Chinese companies can do this, and many companies implement ERP projects to follow the style, or "face project", "political results".
Another important reason for the success of Oaks is that ERP has truly formed "a hand project." Zheng Jianjiang, personally participated in the selection of the project, surveyed the whole process, and extending the meaning of "one hand" project to the company's general manager, department manager, let each leader's responsibility, rights, pendant and information work hook. Oaks also promulgated the "president order" to give ERP project managers with privilege; dispatching business key personnel to participate in the research, design and implementation of the ERP project, any conflict with ERP project must make the way for ERP, so that every employee knows The importance of the development of the ERP project to the company. In addition, unlike the "blind from" enterprises from the software supplies, they are passively actively, requiring software developers to keep up with the needs of the company to develop, ensuring that all modules and software have strong operability, can be practical Applicable to the management of enterprises.
To make the company's information, basic management also needs to keep pace with the times, this is the need for Oaks to further work.
Best Investment Case: Xinhualian's "Welch Extension"
Recommended: ★★★★ ☆
Caution rate: ★★★★ ☆
Keywords: purchase, buy "shell", diversified
● Classic action:
1.
2004
In August
Monthly
day
Xinhualian Holdings Co., Ltd. acquired the first major shareholder of Tonghua Wine Co., Ltd., the general shareholders of the Ministry of Agricultural Economics, China, have become the largest shareholders of Tonghua Wine Co., Ltd..
2. The acquisition of the Wine Wine is the second purchase of "shell" for the second purchase.
2003
year
12
month
1
day
Xinhualian has purchased a power of 74.99% in China (0472.hk), 74.99%, renamed "Hong Kong Xinhualian International Investment Co., Ltd.".
3. Xinhualian Group, which Fu Jun, is currently a diversified modern enterprise group covering manufacturing, wine business, real estate development, international trade, financial investment, catering services, pipeline gas and other industries, business all over 40 Country and regions, annual income reached 5 billion yuan, export trade volumes above $ 100 million.
● Value point:
Speaking of Xinhualian, knowing people may not be much; mention "Golden Six", maybe no one is. Borrow Mi Lu's famous "Golden Liufu" is a "myth" in the Chinese liquor market, and its founders are new Jindi who does not have a drip.
Xinhualian's success in the wine industry is not simple to rely on capital operation, but rely on the strong strength of business industries. Before the acquisition of Baijiao, in addition to "Golden Liufu", Xinhua University acquired Hunan Shaoyang Winery and Anhui Zhonghua Yuquan Winery. In terms of wine, early 3 years ago, I acquired the Yunnan Shangri-La Wine Industry and Guangdong Weilong Wine Industry, developed "Shangri-La. Tibet". Xinhua 's leadership performance large landslide, seemingly dangerous, in fact, is a quite cost-effective trading. Although the Tonghua Wine has recently been in good operating conditions, the company's stock texture is still good, the strength is still existed, and the net assets per share are as high as 3.79 yuan of the purchase price of 3.79 yuan per share.
So far, Xinhualian's diversification can be said to be more victorious, that is because they have a clear strategic plan, and persist in diversification. But diversified companies must face multiple product markets, will form a complex management system, greatly increase the difficulty of business management, and also bring greater difficulties and risks to business decisions. How do you do very well in every field involved? This is the key to Xinhualian's diversification.
Best financing case: new and become "outstanding"
Recommended: ★★★★ ☆
Attention rate: ★★★★★
Keywords: SME board, first stock, famous one night
● Classic action:
5
Month 28
day
With the debut of the first "new and success", the small and medium-sized enterprise boards in the development of the domestic capital market have officially launched.
6
Month
day
"New and Cheng" adopts all the ways of pricing sales of secondary market investors to publicly distribute 30 million shares. At the same time, "new and success" also became the first enterprise in the domestic chemical raw drug industry.
● Value point:
The identity of "Small and Medium Plate", let Zhejiang Xinhe Co., Ltd. formerly silently become the focus of the attention of the attention of the media and the domestic securities market.
When the Military Wanma fights the "Movie Bridge" of the SME Board, it can become "first" naturally defeat the eye, explore how "new and success" becomes "first stock", may be more valuable. In addition to well-known three reasons - "New and Cheng" is the earliest number of companies in China to prepare for SME boards: "New and Cheng" is a national key high-tech enterprise: "New and Cheng" maintains 300% of the high-speed growth. In addition, a crucial reason is that this company has a very clear equity, the equity structure is simple, and there is no big dispute in property rights.
Need to remind new and success, a truly vital business, it is necessary for social benefits and economic benefits, and new and marketing, there are investors complaints: new and successful development is exchanged for pollution. of! At this point, the new and constant decision makers should pay attention to it!
Best Brand Management Case: Samsung "Sweeping"
Recommended: ★★★★★
Note Rate: ★★★★ ☆
Keywords: challenge Intel, brand improvement
● Classic action:
1. The global chip industry hegemony Intel has been strongly challenged by South Korea Samsung.
10
month
8
day
"Commercial Weekly" issued an analysis article said that with the rapid rise of Samsung, Intel's status is in jeopardy.
2.
8
Month
day
In the US "Business Week" published, the famous brand consulting group INTERBRAN has published the world's most influential 100 brands. South Korea's Samsung Electronics rose from 25 last year to 21, the brand value rose from 10.85 billion US dollars last year to 12.55 billion this year, an increase of 16%, which is one of the fastest brands in the world.
● Value point:
In the world-class brand of nearly 10 years, if only one brand is only, it is undoubtedly South Korea Samsung! 5 years ago, we will also think that South Korea's electronic brand is shorter than Japan and European and American brands, and because of Samsung, this view has changed. The three-star brand value has made great progress. In addition to continuously sponsoring the Olympic event, it is a timely adjustment of product strategies and implements a global unified marketing and advertising strategy. All the Samsung all products are full of new brand new identification; surrounding new brand identification, Samsung also launches a series of advertising public relations activities, creating opportunities for consumers to touch Samsung digital products; to abandon low value-added brand connotations and traditional electrical appliances Brand image, Samsung selection "Youth, Vitality, Fashion and Popularity in the young people" star Zheng Yijian, Chen Huilin as the image spokesperson, grafted the star temperament to the brand; Samsung also followed the newly identified requirements of the brand, put the terminal pathway strategy Adjustment, gave up the main retailer Wal-Mart, because Wal-Mart's efforts to establish high-end images of Samsung will adversely affect. Convince the value of the brand, after planning the brand recognition, let the entire enterprise machine (R & D, design, advertising, public relations) surround the new recognition of the brand, this is the secret of the rapid improvement of Samsung brand, and the biggest revelation of China's brand.
However, from the Chinese market, product quality and service may become the elbow of Samsung brand value, if it is not possible to further improve from these two aspects, it is possible to minimize Samsung excellent brand image.
