Yb Case

In: Business and Management

Submitted By mariners2331
Words 510
Pages 3
Brett Darrow

Dr. Ma

Business Policy

April 10, 2014

Yoonan Baiyao Case

The main issue in this case is that YB was being threatened by overpopulation and competition in their market. Prices were becoming diluted and overproduction was experienced. With all of the new competitors operating under cost leadership, YB was in trouble and their leading brand began to suffer. With the WTO opening its doors, new markets began to emerge, and YB was put in a spot to diversify, or become exiled and extinct from what was once their stomping ground. Expanding their market focus and broadening their existing product was basically a must due to the new competition. However, that is not to say that there were no cons involved. A pro of expansion is new entry into America and other countries, where they didn’t currently exist, thus meaning more profitability opportunities and market share. A con of this expansion is losing control and visions by partnering with someone like 3M. By coming to them for help, they could hold the power. Another pro to the broadening of horizons however, is introducing new products, which enhances their brand and gains even more customers than previously, across a more vast target market. I understand the two options of market and product diversification as such: market diversification doesn’t necessarily mean new products, and expanding your current inventory, while product diversification is exactly that, creating new opportunities through new products. Although they do not have to go hand in hand necessarily, as companies can expand with their current products, in YB’s case, they needed to fully focus on the product side in order to get into new markets. The competition on the home front was so strong, that simply getting into a new market wouldn’t have been enough. However, by partnering with a powerhouse like 3M,…...

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