Page 19 - Kirin Holdings Teaching Note

Case Issues

Case issues range from questioning the understanding of

the problem confronting Kirin Holdings’ management to the

question of rejuvenation and growth, CSV and restructuring.

Issue 1

Companies which want to succeed in today’s environment must address
the social and environmental issues that face society.

Issue 2

Strategy, structure and performance forms the backcloth against which
Kirin Group must grow and develop. Theory would indicate a number of
courses of action but these are not necessarily what Kirin Group has
followed.

Issue 3

Marketing is a conduit that feeds directly into the financial veins of the
business. Get this wrong and the business will face financial starvation.
Kirin Group has undertaken a series of marketing and advertising
campaigns targeting various market metrics.

Issue 4

Understanding, through marketing research, what customers want and
expect from products, making sure that the total marketing offering
conforms with the customers’ expectations, and adapting to the
different local conditions is a business essential.

Issue 5

Strategy/structure/performance relationships