WahahaGroup'sdiversifiedinnovationroad.docx

WahahaGroup'sdiversifiedinnovationroad1. CompanybackgroundHangzhouWahahaGroupwasonceaschoolrunenterpriseinHangzhou,ZhejiangProvince,China.ThiskindofcollectiveownershipenterpriseisverycommoninChinaintheeraofplannedeconomy.Thelackofincentivemeasuresleadstothelackofcompetitivenessandinnovationawarenessofenterpriseemployeesandmanagers,andtheschoolrunenterprisehassufferedlossesallyearround.Withthein-depthdevelopmentofChina'smarketeconomicreform,ZongQinghou,founderofWahaha,andtwootherretiredteachersboughttheenterprisefromtheschoolwithaloanof140000yuan.Atthattime,themonthlysalaryofnormalChineseworkerswasonlyabout80yuan,and140000yuanwasahugesumofmoneyforindividuals.Atthistime,China,scommercialbanksdidnotdaretolendloanstosuchentrepreneurs.ZongQinghouhadtorelyonhisowncontactstoraisethefirstfund.DevelopmentexperienceIn1987,WahahaGroupestablishedandgraduallybuiltaWahahaFoodprocessingplant,anddevelopedanutritionaloralliquidspecificallyforchildren'sanorexiainspiredbytheideaof"medicalhomology"ofChinesetraditionalmedicine.Wahahabrandbecamepopularinthecountry.Subsequently,WahahaGroupquicklycarriedoutproductinnovationandcontinuouslyenteredthefruitmilkmarket,purifiedwatermarket,fruitjuicebeveragemarket,carbonatedbeveragemarket,teabeveragemarket,etc.Throughthecontinuousinnovationoftheenterprise,theproductlineandmarketofWahahaGrouphaveexpandedrapidly,andtheoperatingincomeandprofitoftheenterprisehaveexpandedrapidly.EnterprisestatusToday,WahahaGrouphasbecomethelargestfoodandbeveragemanufacturerinChina,rankingfifthintheworld.Enterprisescanpaymorethan4billionyuanoftaxeveryyear.Today,Wahahahasnearly160branchesand60productionbasesinChina,withassetsofmorethan30billionyuan.ThecompanyactivelyintroducesadvancedproductiontechnologiesfromtheUnitedStates,JapanandGermany,whichmakesthecompanygainadvantagesinproductiontechnology,equipmentandproductquality.WiththepersistentinnovationofWahahaGroup,thecompanyhasmorethan100productvarietiesandhasbecomeamajorcompetitorinthesemarkets.2. MissionandvisionofthecompanyEnterprisemissionisthevaluethattheenterprisebringstotheinternalmembersandexternalstakeholdersthroughitsefforts.Itisthesignificanceandreasonfortheexistenceoftheenterprise(Davenport,2014).Theenterpriseformulatesitsownorganizationalobjectives,developmentdirectionandstrategyaroundthemission.WahahaGroup'scorporatemissionistostrivetoproducebeverageproductsthatcanmeetpeople,sindividualneeds.SuchanenterprisemissionstipulatesthatWahahaGroupmusttakemeetingconsumers*personalizedanddiversedrinkingneedsasitsenterprisegoal,andtoachievethisgoal,itmustbesupportedbystrongenterpriseinnovationability.Asthepersonalizedneedsofconsumersarenovelandchanging,WahahaGroupneedstomaintainitssensitivitytomarketconsumptionandfindouttheexistingbutunsatisfiedneedsofconsumersintime.Thisinitselfisanimportanttestofenterpriseinnovationability.Enterprisesneedtolookatthemarketfromtheperspectiveofinnovationandcapturingopportunities,soastoobtainthedirectionofinnovation.Thisalsorequiresthecooperationofenterprisetechnologicalinnovation.WahahaGroupneedstomakethetechnologyreachtheprocesslevelofmanufacturingnewproducts.Fromthecurrentsituation,WahahaGrouphasagoodsenseofinnovationandinnovationabilityundertheguidanceofthecompany'smission.Enterprisevisionisthefuturethatenterpriseshopetoachievethroughefforts.Itexpressesthedirectionthatenterpriseshopetomoveforwardinthefuture(Tremmel,2010).Enterprisevisionprovidesagooddevelopmentblueprintforenterprisesandorganizationmembers.WahahaGroup'scorporatevisionistobuildaworldadvancedbeverageenterpriseandbeveragebrandbyimprovingtheabilitytomeetconsumerneeds.ThiscorporatevisionshowsthatWahahaGroupwillcontinuetoenhanceitsinnovationabilityanddevelopmentpowerinthefuturedevelopmentprocess.WahahaGroup'sinnovationperspectivewillshiftfromthedomesticmarkettotheinternationalmarket.Thecompanywillbegintothinkaboutwhatkindofdrinksconsumersintheinternationalmarketneedandwhattechnologythesedrinkswillneed,Howcompaniescanmeettheirindividualneeds.WahahaGrouphasthestrengthtoparticipateininternationalmarketcompetition.Thecompanynotonlyhasworld-classproductiontechnologyandproductionequipment,butalsohassufficientproductionscaleandproductioncapacity.Inordertorealizetheenterprisevisionofbuildingaworld-classbeveragebrand,continuousproductinnovationistheinevitablechoiceofWahahaGroup.Thisisdeterminedbythediversifiedcharacteristicsoftheworld'sdiet.Differenthistoricalbackgrounds,geographicalconditionsandculturalcustomsmakepeople'seatinghabitsallovertheworldhavegreatdifferences.WahahaGroupwantstowintheloyaltyoftheseconsumersandmustcreateproductsthatmeettheirtastes.Figure1reflectstherelationshipbetweenmissionvisionandvaluesFigure1RelationshipbetweenmissionvisionandvaluesMISSION,VISION&VALUESEnteryoursubheadlinehere1.oremipumdolorsitmcl<xemIpwmdolorsi<ametco<wctturadpcnge*t,SedconsccteturadpcigCM,scddoesmodSfnPorkididuntdoeiusmodtemperIncldidumutIdboreetdooremagn.utIiboreetdoloremagn.3. InternalfactorsofthecompanyThecompany'sin