OSI, a leading global provider of processed meat to McDonalds and other health assessments, was in the midst of a $ 400 million expansion in China, including upstream integration in poultry production. However, existing customers took only part of each bird produces and OSI had to develop a marketing strategy for the rest. The case describes the opportunities and challenges of operating in China and raises questions about vertical integration, competitive position, business strategy, organizational design, marketing and branding and business management and political risk.
by
David E. Bell,
Mary Shelman
Source: Harvard Business School
33 pages.
Date Posted: January 4, 2013. Prod #: 513045-PDF-ENG
OSI solution in the case of China
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