Phil Stephenson, director of the China for Bundy Asia Pacific (BAP), Bundy was engaged in business in China. BAP boss, Tony Martin, had shown Phil the fax by Robin Thompson, the new marketing and product development director Bundy International, BAP UK-based parent company. BAP Thompson had asked about his strategy for the refrigeration equipment in China. Despite 10 years of experience in China, Bundy had not fulfilled its market goals. What strategy is developed, it would be a I … Read more »

Phil Stephenson, director of the China for Bundy Asia Pacific (BAP), Bundy was engaged in business in China. BAP boss, Tony Martin, had shown Phil the fax by Robin Thompson, the new marketing and product development director Bundy International, BAP UK-based parent company. BAP Thompson had asked about his strategy for the refrigeration equipment in China. Despite 10 years of experience in China, Bundy had not fulfilled its market goals. Whatever strategy was developed, it would be an important part of the proposed global Bundy Refrigeration strategy. This rich case allows a detailed discussion of issues such as (a) businesses (re) development strategy, (b) joint ventures over wholly owned subsidiaries, (c) organizational structure, and (d) foreign and local staff.
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from
Paul W. Beamish,
Nancy Wang,
Steven Zuo
Source: Ivey Publishing
23 pages.
Release Date: 20, April 2008. Prod #: 998M03-PDF-ENG
Bundy Asia Pacific – China Strategy HBR case solution

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