Bring Back the Past Glory--Peony Group’s strategic reorientation and brand repositioning
Product Number：
EN_2020ZLGL_5798
Page Views：
623
CaseName：
Bring Back the Past Glory--Peony Group’s strategic reorientation and brand repositioning
Authors：
Jiang Lin,Lu Jianfei,Fan Yafeng,He Xun,Li Siqi,Zhang Yongqiang
Author Affiliation：
Renmin University of China
Enterprise/Organization：
Beijing Peony Electronic Group
Industry：
Manufacturing
Discipline：
Strategy
Scale：
Large
Language：
English
Type of Case：
Decision Case
KeyWords：
Peony Company, traditional state-own manufacturers, strategy transformation, brand re-positioning
Abstract：
As a traditional state-own manufacturer with a long history, the Peony Group had created the famous TV brand Peony in China. However, the social and economic changes and the weakness of itself threw it into a predicament at one time. In recent years, the government and non-government sectors have paid more attention and offered more help to the transformation of the old sate-own manufacturer. Making full use of this advantage, the Peony Group has pushed aggressively the optimization of industrial structure and transformation of strategy and business, and has attained achievements in a short time. Through in-depth analysis of strategies during the transition period and brand re-positioning strategy, this case aims to help students to understand firm growth and brand strategy in the context of traditional state-own manufacturers and to have a good command of related theories, which can improve students’ ability to integrate theories with practices.
Intended Audience：
Undergraduate,MBA,EMBA
Data Source：
Primary
Publication Date：
2015
Revision Date：
2020
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