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Chinese Market

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ANZCO Foods Limited es un multinacinal grupo dinámico de empresas que obtiene, procesa y comercializa carne de Nueva Zelanda y productos de cordero. ANZCO es uno de los mayores exportadores de Nueva Zelanda de carne vacuna y ovina en todo el mundo. El mercado chino está creciendo rápidamente. ANZCO está tratando de decidir si se debe proseguir con el mercado chino y analizar su potencial para la carne de ovino. Este caso proporciona la oportunidad de analizar un largo, fragmentado y variadamente nuevo mercado ofreciendo un potencial de crecimiento considerable.
Introducción
Graham Parker, CEO de la división de cordero ANZCO, y Alan McDermott, el Gerente Agrícola, estaban sentados en la sede de la compañía en Christchurch, Nueva Zelanda. ANZCO es uno de los mayores exportadores de Nueva Zelanda, y de la comercialización de carne de vacuno y ovino en todo el mundo. Desde su fundación en 1984, se registró una ganancia operacional todos los años, excepto en uno. ANZCO ganó NZ$ 1,1 billones en ventas en 2010. La división vendió poco del producto en China y estaba ansioso por perseguir las enormes oportunidades que vieron en ese mercado.
Parker trajo considerable experiencia para la formulación de una estrategia de marketing para China. Él tiene experiencia en finanzas y muchos años en la industria. Se unió ANZCO Foods en 2001 como Gerente de Operaciones de Canterbury Meat Packers en Canterbury. Luego se convirtió en el director general de la CMP Canterbury Ltd., y, finalmente, director general de ANZCO Cordero.
Pero las decisiones no fueron fáciles. Muchos factores estuvieron implicados: ¿A qué velocidad debe ANZCO tratar de hacer crecer el negocio? Por otra parte lo que debe ser el producto, el precio, el canal y la promoción? Por último, la cantidad de la oferta de ANZCO deben enviarse a China? Esta última decisión fue limitada por la necesidad de equilibrar lo que podría hacer en China con el resto de los mercados internacionales a los que servía y la disponibilidad de valores de Nueva Zelanda. El enfoque de ANZCO fue optimizar el rendimiento general mediante el uso de diferentes precios en diferentes productos en los diferentes mercados en diferentes momentos, ya que vende la carne a su disposición.

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...중국자동차산업 발전 과정 중국 자동차 산업의 발전은 이미 60년이라는 역사를 가지고 있다. 중화인민공화국 수립 이후 중국 정부는 전국의 경제망을 장악하고 경제질서를 정비하여 생산력을 향상시켰다. 1952년 말에 이르러 국가의 재정경제 상황이 상당히 호전되면서 국민경제는 되살아나고 국민생활은 현저하게 개선되었다. 국민경제가 회복된 이후 1953년부터 중국정부는 국민경제 발전의 제1차 5개년 계획을 시행하였으며, 이로부터 중국경제는 계획경제 시기로 접어들게 되었다. 제1차 경제개발 5개년 계획의 목표는 공업건설에 경제력을 집중시키는 것으로, 자동차 산업 역시 이 계획에 속하면서 중국자동차산업이 탄생 되었다. ------------------------------------------------------------------------------------------------------------------------------- 중국 자동차 시장의 발전 과정은 크게 세 개로 나누어 살펴볼 수 있다. 첫 번째는 1978년 개혁개방 전까지이며, 두번째는 WTO 가입 이전, 세 번째는 WTO가입 이후입니다. 먼저, 1978년 개혁개방 정책이 실시되기 전까지의 중국 자동차 산업을 살펴보겠습니다. 자동차에 대한 기술이 전무했던 중국은 1949년, 소련과 ‘중-소 우호동맹 상호원조조약’을 맺으면서 소련으로부터 자동차 기술을 도입하였고 이 계획에 따라 디이자동차(제일자동차제조공장(현 중국제일자동차))가 설립되었다. 이 회사는 중국 최초의 본격적인 일괄생산 자동차 회사로 소련의 방식을 도입하여 트럭을 생산하였으며, 연간 3만대 생산능력을 갖추게 되었다. 1958년부터 시작된 중국의 대약진 운동은 지방정부의 권력을 강화시켰고 자동차의 공급을 확대하기 위해 지방정부들은 소규모의 자동차 공장을 건설하기 시작했다. 이렇게 세워진 업체로는 상하이자동차, 베이징자동차, 난징자동차, 지난자동차 등이 있으며 이들은 외국차를 복제하여 자동차를 제작하였다. 그런데 1950년대 말부터 이념 논쟁으로 중-소 관계가 악화되어 1960년 가을, 중국에 파견된 기술자들이 소련으로 돌아가자 더 이상 기댈 곳이 없는 중국인들은 독자적인 발전을 모색하고자 한다. 이 때 디얼자동차(현재 둥펑자동차)를 설립하여 중국의 자주적인 공장을 건립하고자 독자모델을 개발 생산하려는 목표를 세웠다. 그러나 중국은 공산화로 인해 서방국가들의 규제를 받고 교류가 단절되어 자동차 기술의 발전은 거의 없었다. 따라서 개혁개방의 정책을 실시한 1980년대 초반까지 자동차 산업은 정체되어 명맥만을 유지하게 되었다. 이 시기는 자동차가 일반 소비재라기보다 생산재, 자본재로서의 성격이 더 강했던 시기였다. 즉 중앙정부아 지방정부는 자동차 생산에 필요한 원자재의 ‘구입, 생산, 분배를 일괄적인 계획’에 따라 진행하였고 기업들도 할당 계획에 따른 자동차 생산 책임만 지면 그만이었다. 미진한 생산량으로 인해 자동차 수요자들도 생산 전에 거의 대부분 정해져 있었으며, 결과적으로 수요자와 공급자가 자율적으로 만나서...

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Research of Chinese Market

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