Advanced Search
MyIDEAS: Login

South Beauty Group: In Quest of a 'Beautiful' Growth Story

Contents:

Author Info

  • Leiping Xu

    ()
    (Antai College of Economics & Management, Shanghai Jiao Tong University, 699 Hongfeng Road, Pudong, Shanghai, 201206, China; Case Development Center, China Europe International Business School (CEIBS), 699 Hongfeng Road, Pudong, Shanghai, 201206, China)

  • S. Ramakrishna Velamuri

    (Antai College of Economics & Management, Shanghai Jiao Tong University, 699 Hongfeng Road, Pudong, Shanghai, 201206, China; Case Development Center, China Europe International Business School (CEIBS), 699 Hongfeng Road, Pudong, Shanghai, 201206, China)

Abstract

Since the 1990s, China's catering industry had boomed sharply with over 15% CAGR (Compound Annual Growth Rate). In 2007, the catering market size of RMB1,200 billion (US$155 billion) accounted for 4.87% of GDP (Gross Domestic Product) in China. This percentage was only 1.5% in 1978. China's restaurant market was in a typical state of perfect competition, not only in terms of the number of players, but also in terms of the food varieties. Intrigued by the successful story of western fast food in China, the leading Chinese players were exploring how to expand their scale through the development of restaurant chains. Considering the difficulties of standardizing Chinese cuisine, the scale expansion of the Chinese Dinner segment was slower than that of Hot Pot and Chinese fast food segments.It was October 18th, 2007. As an innovative upper-middle player in the Chinese Dinner segment, the South Beauty Group, with 20 restaurants and two soon-to-be-opened restaurants under three different brands, was dreaming about expanding its scale to 100 restaurants in three years (35 in China and 65 in the international market). To meet this ambitious target, the Group faced many challenges, including standardizing Chinese cuisine, selection of domestic and international locations, development of franchising operations and the launch of an IPO. Moreover, as the only Food Service Partner of Chinese cuisine for the 2008 Beijing Olympics, the Group also had to organize the company's resources efficiently to fulfill this prestigious contract.This case had been developed mainly for MBA and EMBA students, with the main teaching objective being to understand the challenges of growth. The students will also be exposed to the dynamic Chinese business environment and the dreams, innovativeness and decision-making behaviors of Chinese entrepreneurs, even in such a traditional industry. An audio-visual support, including an introduction to the company, the restaurants and the dishes, and two interviews with Ms. Zhang Lan is available to instructors.

Download Info

If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
File URL: http://www.worldscinet.com/cgi-bin/details.cgi?type=pdf&id=pii:S0218927509001285
Download Restriction: Access to full text is restricted to subscribers.

File URL: http://www.worldscinet.com/cgi-bin/details.cgi?type=html&id=pii:S0218927509001285
Download Restriction: Access to full text is restricted to subscribers.

As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.

Bibliographic Info

Article provided by World Scientific Publishing Co. Pte. Ltd. in its journal Asian Case Research Journal.

Volume (Year): 13 (2009)
Issue (Month): 02 ()
Pages: 229-273

as in new window
Handle: RePEc:wsi:acrjxx:v:13:y:2009:i:02:p:229-273

Contact details of provider:
Web page: http://www.worldscinet.com/acrj/acrj.shtml

Order Information:
Email:

Related research

Keywords: Entrepreneurship; Chinese Dinner; Chinese Restaurant; Scale Expansion; Chain; Standardization;

References

No references listed on IDEAS
You can help add them by filling out this form.

Citations

Lists

This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

Statistics

Access and download statistics

Corrections

When requesting a correction, please mention this item's handle: RePEc:wsi:acrjxx:v:13:y:2009:i:02:p:229-273. See general information about how to correct material in RePEc.

For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Tai Tone Lim).

If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

If references are entirely missing, you can add them using this form.

If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

Please note that corrections may take a couple of weeks to filter through the various RePEc services.