康师傅公司是否进入方便米饭市场

To Do or Not to Do Tingyi(Cayman Islands)Holding Corp.'s Choice to Enter the Instant Rice Market

案例描述了康师傅公司董事长兼执行总裁魏应州对公司是否进入方便米饭市场的决策过程。来自公司两位高层对此也争论不休,营销副总裁藤先生建议公司新年度应大幅度增加有关方便米饭市场调查与研究预算,开展新产品上市前期相关准备工作;技术副总裁钱先生提出截然相反的意见,认为从技术和市场角度,方便米饭是一个不成熟、不确定的市场,公司应采取观望的态度。魏老板怕错失方便米饭市场的先机,先后两次亲自召开会议,但仍感进退两难,困扰他的最重要的三个问题是:(1)方便米饭市场有增长的机会吗?(2)前期市场调研需要花费不少的费用,值得投入吗?(3)康师傅何时进入该市场呢?总而言之,魏老板下一步该怎么做呢?

The paper represents the decision making process by Mr.Yingzhou Wei,chairman and chief executive officer of Tingyi Holding on whether to enter the instant rice market.There is heated debate between top executives.The vice president of marketing,Mr.Teng suggested that budgets for instant rice market survey and research should be increased in the new year and new products development project should be launched.However Mr.Qian,the vice president of technology,took opposite views that instant rice was an immature and uncertain market and the firm should adopt wait and see attitude.CEO Wei,afraid of missing the marketing opportunities,held meeting twice,but is still in a dilemma.Three questions top his list are about the growth potential of instant rice market,market survey cost,and the timing to enter the market.