Ivey Publishing

Product Details

Channel Change at the BIG PASTURE in Inner Mongolia
Product Number:
9B15A036
Publication Date:
07/16/2015
Revised Date:
07/16/2015
Length:
11 pages (7 pages of text)
Product Type:
Case (Field)
Source:
Ivey/CMCC
BIG PASTURE Animal Husbandry Company (Group) Co., Ltd. (BIG PASTURE) had achieved great success after nearly 10 years of development. It had started as a ready-to-eat food processing factory that supplied individually owned stores and franchises with self-produced food. Since then, its product line was extended to include fresh and processed beef and mutton. At the same time, BIG PASTURE undertook a major shift from company-operated stores to community convenience stores, further fostering its community economy. However, since the rapid development of e-commerce had contributed toward the success of many local sellers in China, BIG PASTURE saw the possibility of a breakthrough. Thus, the major challenges facing the company included creating a national market through e-commerce and developing community economies.
Learning Objective:
After studying this case, students should understand the following concepts:
  • The organization model and implementation background of marketing channels.
  • Different companies adopt different channel strategies in fierce competition between channels, but the only suitable channel is the best channel.
  • The O2O model is the optimal combination of online and offline channels and attempts to solve the conflict between the electronic direct channel and the traditional channel.
Issues:
Disciplines:
Marketing,  International
Industries:
Agriculture, Forestry, Fishing and Hunting
Setting:
China, Medium, 2014
Intended Audience:
Undergraduate/MBA
Price:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
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