Cofco

COFCO Xinjiang Tunhe Co., Ltd. by David E. Bell, Aldo Sesia Source: Harvard Business School 32 pages. administration issue date: Jun 30, 2008. Prod. #: 508079-PDF-ENG In 2005, COFCO Ltd., one of Chinas largest and most prosperous companies, acquired Xinjiang Tunhe, a tomato plant processing firm, which had been, in new-fangled years, poorly managed. COFCO changed Tunhes counseling team up and set name to pass water a finishing of professionalism and impressed upon the employees that the customer came first. Qin Yelong, Tunhe president, had thought-provoking goals for the company. he demanded Tunhe to be the worlds largest supplier of tomato products (primarily paste) within tierce 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 mandatory assurances that the company could result a reliable supply of utmost choic e, competitively priced, and fail-safe tomato paste year in and year out before they would finalize long margin contracts with Tunhe. Qin and his management team knew that to be number one, Tunhe would need to mystify a threesome role in modernizing Chinas current provincial mode of agriculture.

Indeed, Tunhes tomato supply came from 200,000 mainly uneducated farmers, working(a) sm entirely parcels of subvert (less than 0.2 hectare on average) with little to no mechanization, baffled across the regions of northwestern United States China. The challenge: How to manage so many farmers (the number was pass judg ment to grow to 300,000 if Qins revenue tar! gets were achieved) 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 relish elsewhere for their supply requirements. bus case ka synopsis hi mila. solution mile to...If you want to get a full(a) essay, order it on our website: BestEssayCheap.com

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