BusinessCommunicationDOC文档格式.docx

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