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Chapter 4: Part 2- Strategy formulation and implementation
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ASSIGNMENT 1:
Identify the types of corporate-level strategies that Kinh Do Company has implemented
sin the process of developing business activities in each period.
Introduction: In 1993, Kinh Do Food Processing and Construction Co., Ltd was established in
Binh Duong province, it launched Snack cake production line.
1. In 1996, the Company invested in building a new factory of a cookie production line in
Thu Duc District- Ho Chi Minh City.
Horizontal concentration growth strategy
2. In 1997 & 1998, the Company continued to invest in an industrial line of bread and cake
production equipment. At the end of 1998, Chocolate production line was put into operation.
Concentration growth strategy
3. In 1999, the Company invested in building Savico - Kinh Do Trading Center - Ho Chi
Minh City and build Kinh Do Bakery system - the direct sales channel of the Company.
Forward Vertical integration growth strategy
4. In 2000, Kinh Do Company continued to expand its factory and invested in a production
line of Cracker Savory Cake.
Horizontal integration growth strategy
5. In 2001, Kinh Do began to promote exports to the United States, France, Canada,
Germany, Taiwan, Singapore, Japan ... and established North Kinh Do Food Processing Joint
Stock Company.
Concentration growth strategy
6. In 2003, Kinh Do acquired Unilever's Wall’s ice cream factory (the market share of Walls
ice cream at that time was 50%).
Related diversification growth strategy
7. In 2005, Kinh Do bought Tribeco's shares in order to make good use of TRI's distribution
system as well as support TRI to develop more effectively through KDC's distribution
system.