FOTILE: High-End Strategic Renewal
商品編號：W44177
出版日期：2025/08/05
再版日期：
商品來源：
商品主題：Strategy
商品類型：Case (Field)
涵蓋議題：High-end strategy;Strategic renewal;SPACE matrix;Strategic Fit
難易度：4 - Undergraduate/MBA
內容長度：11 頁
地域：China
產業：Manufacturing
事件年度：2024
FOTILE Group (FOTILE), established in 1996 in Zheijiang, China, was a leading manufacturer in the country’s high-end kitchen-appliance market. However, it had seen stagnant growth in recent years owing to the downturn of the country’s real-estate industry and decreased demand for built-in kitchen appliances. To overcome its predicament, FOTILE had transformed itself through initiatives such as brand reinvention, business refocusing, and cultural symbiosis, which had spurred growth and a revenue turnaround during the COVID-19 pandemic. However, in October 2024, amid intensifying market competition, the company’s chair and chief executive officer had to make a strategic choice: i) focus on end-to-end kitchen appliances, ii) enter multi-category high-end markets, or iii) enter the new markets of health and cleaning. The decision had to be weighed carefully because it would shape FOTILE’s future role in the global home-appliance industry.
教學手冊：FOTILE: High-End Strategic Renewal - Teaching Note
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