Sunyuki: Organic Fresh-Food Distribution Channels
商品編號：9B20A054
出版日期：2020/06/22
再版日期：2021/05/25
商品來源：
商品主題：Entrepreneurship; International Business; Marketing; Sustainability
商品類型：Case (Field)
涵蓋議題：channel structure, market expansion
難易度：4 - Undergraduate/MBA
內容長度：17 頁
地域：China
產業：Agriculture; Forestry; Fishing and Hunting
事件年度：2015
In January 2015, the founder and chairman of Sunyuki Agricultural Co., Ltd. (Sunyuki), was considering a major change to his company. Founded in 2010, Sunyuki was one of the first online fresh-food retailers in southwest China, providing safe, fresh, organic foods to high-end consumers who had a strong preference for high dietary quality. Since its launch, Sunyuki had achieved soaring average annual growth rates of almost 100 per cent. However, it was becoming difficult to attract new customers through online channels alone. Therefore, the founder was considering the option of opening physical stores as an off-line channel to complement the company's successful online sales and distribution channel. Because of rapid growth in the fresh-food industry and intensifying competition, the founder needed to carefully consider the company’s next steps. If Sunyuki opted to expand off-line, how should it proceed? Specifically, how should the company manage a new online and offline strategy in an omnichannel sales and distribution environment?
教學手冊：Sunyuki: Organic Fresh-Food Distribution Channels - Teaching Note
補充材料：