mechanism is the leading cause of quality problem. Mengniu needs to improve the management of production. Mengniu should enhance the test and control of every single step in the entire process including milk source, production, transportation, etc.
1 Introduction介绍
Mengniu Diary Group is a Chinese diary manufacturer that was founded decades ago. It has faced some challenges recently. There are three main objectives of Mengniu can be summarized based on the case context.
• To mitigate the negative impact of the melamine milk scandal and win consumers trust back.
• To increase competitiveness and occupy much more market shares in Chinese dairy market.
• To improve quality control to enhance corporate image.
The YAZ Ltd is a consulting enterprise. After evaluate Mengniu Diary Group situations and issues, the YAZ is pleasure to submit the proposal for Mengniu to help analyse problems and demonstrate suggestions. We will provide outstanding
methodology, comprehensive and deep analysis, advanced tools and professional consulting team.
2 Methodology方法论
We will complete the project through 8 phrases ─ commissioning meeting, research design, review of existing documentations, interviews, questionnaires, online data collection, data analysis and report writing.
2.1 Commissioning meeting.
At the beginning of the Mengniu project, we will have a commissioning meeting. The following are the major tasks of this meeting:
• We will confirm and emphasize the objectives.
• We will discuss the project strategies/ methods and timescales.
• We will discuss the possible useful tools, models and websites for this project.
• We will discuss the questions for questionnaires and interviews.
• We will discuss the work allocations.
2.2 Research design
Based on the three objectives of Mengniu, the research will focus on Mengniu internal production process management and test, factors that affect consumers’ attitude and intention and how to build corporate image. We plan to collect data from existing documentations interviews, questionnaires, social media and other online interaction websites/software. And we will gain an insight into the data analysis part by utilizing PESTLE, SWOT,
strategy canvas, value chain models. Specifically:
We will use interviews to investigate Mengniu internal production process management and test and use strategy canvas and value chain to support the analysis.
We will use questionnaires and online data collection to analyse factors that affect consumers’ attitude and intention and how to build corporate image. And PESTLE, SWOT may be useful for these parts.
2.3 Review of existing documentations
In terms of researching information, we will firstly take the full advantage of the existing documentations, which would save us time and cost. We will review the secondary data from internet, magazines, journals, etc. And we will review the previous research and analysis of Mengniu.
2.4 Interviews
In order to have a better understanding of the organization operation and situation, we will conduct approximately 25 interviews with M
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