WahahaGroup'sdiversifiedinnovationroad.docx

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1、WahahaGroupsdiversifiedinnovationroad1. CompanybackgroundHangzhouWahahaGroupwasonceaschoolrunenterpriseinHangzhou,ZhejiangProvince,China.ThiskindofcollectiveownershipenterpriseisverycommoninChinaintheeraofplannedeconomy.Thelackofincentivemeasuresleadstothelackofcompetitivenessandinnovationawarenesso

2、fenterpriseemployeesandmanagers,andtheschoolrunenterprisehassufferedlossesallyearround.Withthein-depthdevelopmentofChinasmarketeconomicreform,ZongQinghou,founderofWahaha,andtwootherretiredteachersboughttheenterprisefromtheschoolwithaloanof140000yuan.Atthattime,themonthlysalaryofnormalChineseworkersw

3、asonlyabout80yuan,and140000yuanwasahugesumofmoneyforindividuals.Atthistime,China,scommercialbanksdidnotdaretolendloanstosuchentrepreneurs.ZongQinghouhadtorelyonhisowncontactstoraisethefirstfund.DevelopmentexperienceIn1987,WahahaGroupestablishedandgraduallybuiltaWahahaFoodprocessingplant,anddeveloped

4、anutritionaloralliquidspecificallyforchildrensanorexiainspiredbytheideaofmedicalhomologyofChinesetraditionalmedicine.Wahahabrandbecamepopularinthecountry.Subsequently,WahahaGroupquicklycarriedoutproductinnovationandcontinuouslyenteredthefruitmilkmarket,purifiedwatermarket,fruitjuicebeveragemarket,ca

5、rbonatedbeveragemarket,teabeveragemarket,etc.Throughthecontinuousinnovationoftheenterprise,theproductlineandmarketofWahahaGrouphaveexpandedrapidly,andtheoperatingincomeandprofitoftheenterprisehaveexpandedrapidly.EnterprisestatusToday,WahahaGrouphasbecomethelargestfoodandbeveragemanufacturerinChina,r

6、ankingfifthintheworld.Enterprisescanpaymorethan4billionyuanoftaxeveryyear.Today,Wahahahasnearly160branchesand60productionbasesinChina,withassetsofmorethan30billionyuan.ThecompanyactivelyintroducesadvancedproductiontechnologiesfromtheUnitedStates,JapanandGermany,whichmakesthecompanygainadvantagesinpr

7、oductiontechnology,equipmentandproductquality.WiththepersistentinnovationofWahahaGroup,thecompanyhasmorethan100productvarietiesandhasbecomeamajorcompetitorinthesemarkets.2. MissionandvisionofthecompanyEnterprisemissionisthevaluethattheenterprisebringstotheinternalmembersandexternalstakeholdersthroug

8、hitsefforts.Itisthesignificanceandreasonfortheexistenceoftheenterprise(Davenport,2014).Theenterpriseformulatesitsownorganizationalobjectives,developmentdirectionandstrategyaroundthemission.WahahaGroupscorporatemissionistostrivetoproducebeverageproductsthatcanmeetpeople,sindividualneeds.Suchanenterpr

9、isemissionstipulatesthatWahahaGroupmusttakemeetingconsumers*personalizedanddiversedrinkingneedsasitsenterprisegoal,andtoachievethisgoal,itmustbesupportedbystrongenterpriseinnovationability.Asthepersonalizedneedsofconsumersarenovelandchanging,WahahaGroupneedstomaintainitssensitivitytomarketconsumptio

10、nandfindouttheexistingbutunsatisfiedneedsofconsumersintime.Thisinitselfisanimportanttestofenterpriseinnovationability.Enterprisesneedtolookatthemarketfromtheperspectiveofinnovationandcapturingopportunities,soastoobtainthedirectionofinnovation.Thisalsorequiresthecooperationofenterprisetechnologicalin

11、novation.WahahaGroupneedstomakethetechnologyreachtheprocesslevelofmanufacturingnewproducts.Fromthecurrentsituation,WahahaGrouphasagoodsenseofinnovationandinnovationabilityundertheguidanceofthecompanysmission.Enterprisevisionisthefuturethatenterpriseshopetoachievethroughefforts.Itexpressesthedirectio

12、nthatenterpriseshopetomoveforwardinthefuture(Tremmel,2010).Enterprisevisionprovidesagooddevelopmentblueprintforenterprisesandorganizationmembers.WahahaGroupscorporatevisionistobuildaworldadvancedbeverageenterpriseandbeveragebrandbyimprovingtheabilitytomeetconsumerneeds.ThiscorporatevisionshowsthatWa

13、hahaGroupwillcontinuetoenhanceitsinnovationabilityanddevelopmentpowerinthefuturedevelopmentprocess.WahahaGroupsinnovationperspectivewillshiftfromthedomesticmarkettotheinternationalmarket.Thecompanywillbegintothinkaboutwhatkindofdrinksconsumersintheinternationalmarketneedandwhattechnologythesedrinksw

14、illneed,Howcompaniescanmeettheirindividualneeds.WahahaGrouphasthestrengthtoparticipateininternationalmarketcompetition.Thecompanynotonlyhasworld-classproductiontechnologyandproductionequipment,butalsohassufficientproductionscaleandproductioncapacity.Inordertorealizetheenterprisevisionofbuildingaworl

15、d-classbeveragebrand,continuousproductinnovationistheinevitablechoiceofWahahaGroup.Thisisdeterminedbythediversifiedcharacteristicsoftheworldsdiet.Differenthistoricalbackgrounds,geographicalconditionsandculturalcustomsmakepeopleseatinghabitsallovertheworldhavegreatdifferences.WahahaGroupwantstowinthe

16、loyaltyoftheseconsumersandmustcreateproductsthatmeettheirtastes.Figure1reflectstherelationshipbetweenmissionvisionandvaluesFigure1RelationshipbetweenmissionvisionandvaluesMISSION,VISION&VALUESEnteryoursubheadlinehere1.oremipumdolorsitmclxemIpwmdolorsiametcowctturadpcnge*t,SedconsccteturadpcigCM,scddoesmodSfnPorkididuntdoeiusmodtemperIncldidumutIdboreetdooremagn.utIiboreetdoloremagn.3. InternalfactorsofthecompanyThecompanysin