Cofco

COFCO Xinjiang Tunhe Co., Ltd. by David E. Bell, Aldo Sesia Source: Harvard Business School 32 pages. establishment issue date: Jun 30, 2008. Prod. #: 508079-PDF-ENG In 2005, COFCO Ltd., one of Chinas largest and most victorious companies, acquired Xinjiang Tunhe, a tomato plant processing firm, which had been, in late(a) years, poorly managed. COFCO changed Tunhes counseling team up and set notify to stimulate a finishing of professionalism and impressed upon the employees that the customer came first. Qin Yelong, Tunhe president, had would-be(prenominal) goals for the company. he demanded Tunhe to be the worlds largest supplier of tomato products (primarily paste) within lead years. To do so, Tunhe postulate to secure relationships with top-of-the-line international customers, such as H.J. Heinz and Unilever. These companies were interested in Tunhe as a supplier, but necessitate assurances that the company could result a reliable supply of towering flavo r, competitively priced, and fail-safe tomato paste year in and year out before they would finalize long terminal contracts with Tunhe. Qin and his management team knew that to be number one, Tunhe would need to suck up a threesome role in modernizing Chinas current fry mode of agriculture.

Indeed, Tunhes tomato supply came from 200,000 mainly uneducated farmers, work sm all parcels of subvert (less than 0.2 hectare on average) with little to no mechanization, bemused across the regions of northwestern United States China. The challenge: How to manage so many farmers (the number was pass judgment to grow to 300,000 if Qins taxation targets were achie! ved) so as to ensure reproducible tomato quality and safety without dramatically increasing costs. Qin realise that Tunhe had an opportunity to create a new mode of agriculture, which could be the model for all agri great dealiness in China touching forward. On the other(a) hand, a misstep could lead Heinz and other large international companies to formulation elsewhere for their supply requirements. bus case ka synopsis hi mila. solution mile to...If you want to get a undecomposed essay, order it on our website: BestEssayCheap.com

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