跨国公司巨力集团研究报告(案例研究casestudy)

Rough Diamond Data Collection Template Manual

A.Basic information

pany Name :China Juli Group

ii.Founding year:1985(see “juli group”)

iii.Founder name: Yang Jianzhong

iv.Industry: Sling, New energy , Entertainment

B.Origin of the firm (choose one of the following values):

4: New Venture

C.CEO information:

cation level: master

ii.Prior working experience in the same industry: No

iii.Prior start-up experience: Yes, he and his brother set up in 1985 “Yingchun Plug Wire Kit Factory” which produced plug wire kit rather than sling, then in 1992 he and his relatives co-founded Hebei Feima Lifting Equipment Factory, the later largest investor of Juli Group.

itary backgrounds:

Not sure. See details in “关于巨力集团比较真实可信的说法”(collected from internet ).

D.Initial advantages (multiple choices):

6: Target specific overlooked niche market

Sling market of China has great potential, however, few knew about it, let alone doing research on it and making profit from it.

Yang discovered that secret from the experience in Shanghai and started up for the second time back in hometown.

7: Mangers’ experience and contacts

Yang Jiangguo and Yang Jianzhong are twin brothers. They both experienced two businesses before Juli’s foundation, and knew well about the market especially from their experience in Shanghai in the early 1990s. What’s more, senior managers of Juli Group were relatives of the Yang Brothers and followed them for almost 10 years before foundation of Juli Group. No doubt this team had strong executive ability.

8: Government relations/support

From the very start, Juli Group enjoyed expansion in low cost owing to local government.

In 1999, Juli Group rent a set of used factory buildings at a very low price within 21 days, which would never happen without local government’s help.

Again, in 2002, when Juli cooperated with a state-owned enterprise, chief officer of local government played a very important role.

9: military background (?)

It is said that in the early stage, products of Juli Group were sold to the PLA at

a very high price.

E.Growth path: Please classify the growth path into one of the following categories

(choose one of the following values)

1-Domestic niche market →

i.market leader (1a)→ other related business (1b) and unrelated business

(1c)/ foreign markets (1d)

Juli Group started up in 1985 as a family workshop, the only product being a wire rope apparatus. The family business came in shape in early 1990s when it moved to the city from countryside and set up a factory, Feima Lifting Factory. At this stage, the products diversified a little and the market was broadened extensively.

After 10 years of building up its strength, China Juli Group was formally founded and then its growth sped up. Cooperation with SOEs Tianwei Group in 2002 and Lekai Group became a milestone in capital operation. Finally, Juli Group became No.1 in sling industry. Juli Sling Corporation went public in 2010. Around that time of period, Juli Group stepped into unrelated businesses, at a great pace, including new energy, entertainment, wine, real estate and so on.

F.Corporate strategy

1-Product Diversification:

i.Year of first product diversification 2009

ii.Type of diversification (multiple choices)

1: related diversification

3: unrelated diversification

iii.Mode of diversification

1: M&A

2: Greenfield

iv.Sequence of product markets entered:

Sling--Batteries Manufacturing (New Energy)—Entertainment—Wine 2-Internationalization:

i.Year of first internationalization activity: 2005

ii.Mode of foreign entry

1: M&A

2: Greenfield

3: Export

iii.Product market selected for foreign entry：steel structure, membrane structure

iv.Sequence of foreign countries entered: Globe, 66 countries.