The company Lee Kum Kee sauce, one of the most famous brands in Hong Kong, has a long history that began in 1888 and has been run by the same family for four generations. The company was founded by Lee Kam Sheung as a small oyster sauce manufacturer in Guangdong Province, China. It moved to Macau in the early 1900s and moved again to Hong Kong after the Second World War, he remained there after based in decades. Lee Kum Kee has already been extended beyond the Guangdong-Hong Kong-Macau distribution … Read more »

The company Lee Kum Kee sauce, one of the most famous brands in Hong Kong, has a long history that began in 1888 and has been run by the same family for four generations. The company was founded by Lee Kam Sheung as a small oyster sauce manufacturer in Guangdong Province, China. It moved to Macau in the early 1900s and moved again to Hong Kong after the Second World War, he remained there after based in decades. Lee Kum Kee has already been extended beyond the Guangdong-Hong Kong-Macau distribution network to North America in the 1920s, when it also make shrimp paste. Passed in the 1970s and 1980s, after the torch third generation leader Lee Man Tat, there was rapid geographic market and product diversification. Lee Man Tat sons, who were educated in the West, the leadership of her father in the 1990s, and the pace of modernization and diversification inherited continued while the marketing strategy remained strong and adaptable. The company overcame a crisis of consumer confidence – the so-called 3-MPCD crisis – in the late 1990s and early 2000s and continue to thrive. By early 2003, Lee Kum Kee had already developed more than 200 sauces. The sales network covered 60 countries on five continents, and its products are sold in more than 80 countries. What lessons about strategic brand management can be developed out of the way Lee Kum Kee, waited to learn, and extended the reach of its products over a century? What lessons about crisis management, the company does use the 3-MPCD crisis offer?
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from
Bennett Yim,
Vincent Mak
Source: University of Hong Kong
7 pages.
Publication Date: Jun 29, 2003. Prod #: HKU309-PDF-ENG
Old Company, Modern Marketing Strategy: Lessons from Lee Kum Kee HBR case solution

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