Final Presentation for 2015 Fudan Local iLab Projects

On 21^st July, Fudan iLab Bosch Project final presentation was held at school of management, Fudan University. Bosch Project was kicked-off on Jan 21^st, during the 6 months, we have experienced 3 stages, in the initial stage (from the kick-off to the beginning of March), though half of this stage was still in winter break, the team members did a lot of data collection and document research of the personal mobility industries. And our team tried all possible online channels for group communication and discussion, such as wechat, QQ group chat, voice chat, e-mail etc. Based on the analytical result, the team suggested customer company Bosch to focus on a promising industry—E-wheelchair. And it is proved to match Bosch’s intention. In the second stage (from the beginning of March to mid-term review in the beginning of May), the team visited a few key local E-wheelchair manufacturers, exhibition fairs, online and offline physical E-wheelchairs stores, possible organizational customers, etc. Through these onsite visits and talks, the team gained a much clearer and complete comprehension on the market situation and customer characteristic. In the third stage, the team mainly focused on customer needs collection and analysis. In spite of heavy workload, the team members visited community day care center for senior people and had an in-depth communication with the elder people who will be the main target customers of E-wheelchair. Besides, some surveys were done through questionnaires among classmates, colleagues, friends and family members.

The team also reviewed current macro and micro business environment for Bosch, as well as Bosch’s competencies and disadvantages. Based on all the information and data, the team made suggestions on business model for Bosch to carry out the project.

The representatives from Bosch are satisfied with the presentation. They exchanged souvenirs and took photos. Afterwards, the team took the representatives for a campus tour. In conclusion, the team members have learned a lot from this iLab project!

(By Bosch Team)

On July 1^st, Fudan iLab-Haitong UniTrust International Leasing Corporation /medical treatment and health part collaborative project successfully concluded its final review meeting in Haitong UniTrust's head office, located in Henderson Metropolitan on East Nanjing Road.

In this meeting, the project team members led by Zhe Zhang, Associate Professor of Department of Marketing in Fudan University, presented the final project research and analysis result to Manlani Chu, Vice President of Haitong Unitrust International Leasing Corporation. First, through the review of the whole project progress in this semester, the team members further explicated the modification and in-depth analysis of the project, and then, we concluded the achievements on respective aspects – operating leasing and hospital purchasing. In operating leasing part, the team members showed the explanation of the government police documents, combined with the overview of the market environments, and presented the objective opinion on operating leasing in current China market, while in hospital purchasing part, the team members sorted out six representative hospital purchasing cases to the customer company, and successfully aroused the customers’ interests.

Manlani Chu appreciated the cooperation and hard work of the team members, expressed her satisfaction about the project achievements on research, analysis and her willingness to promote the further cooperation with Fudan iLab projects. After the meeting, all the participants took a group picture in the meeting room of Haitong UniTrust's head office to memorize the exciting moment!

(By Haitong Unitrust Team-Hospital)

On July 6^th, Fudan University iLab project team, led by Professor Zhao Youzhen, reported to Haitong Uni-Trust International Financial Leasing Co., Ltd., for the achievement of the project based on half of a years’ work. Wang Qi, the Deputy General Manager of the company, Zhu Kuangyi, the Chief Executive Officer Assistant and Zhai Xiaojun, the agriculture and forestry food business division Sales Director attended the final report, and given unanimously praise.

Five students of Fudan iLab project team reported respectively on project background and research methods, the snack food industry overview, leisure food industry market analysis, industry profits and technical level analysis, and leasing feasibility analysis and prospect were reported. And according to the feedback of company for the mid-term report, the iLab team especially reviewed the financial and financing analysis of typical enterprises. Three representatives from Haitong Uni-Trust unanimously expressed their satisfaction with Fudan project group report, and gave sincere thanks to Professor Zhao Youzhen and students of Fudan University for their great effort. Professor Zhao Youzhen and team members also appreciated the company for providing such an opportunity to deeply understand the industry, the enterprise and the society in practice.

(By Haitong Unitrust-Leisure Food)

In the afternoon of July 9^th of 2015, Fudan Local iLab CP Lotus team, together with faculty mentor Professor Zhang Cheng, took off to CP Lotus supper market located in Pudong new area of Shanghai, and presented the final meeting at CP Lotus’ head office besides one of Lotus’ Supper Market.

Base on the interactive communication after mid-term review, the final presentation was conducted from three aspects of the analysis of internal historical sales data, the related category from macro, micro and comprehensive comparative analysis of internal and external data which gave Lotus new insights of the solution.

After reporting, the whole team proposed some related recommendations based on the requirement of CP Lotus which gained praise from representatives especially the Vice CEO. Finally Lotus expressed their willingness for continuous cooperation with Fudan MBA program in the next year.

(By CP Lotus team)

In the afternoon of July 7^th, PPG team delivered their final presentation at PPG China headquarter located in West Yan’an Road, Shanghai, which drew a successful ending for the six-month ilab project.

In order to ensure an excellent performance of the final presentation, team members went to PPG company the day before July 7 to conduct the rehearsal and checked the final report materials over and over again.

All efforts is rewarding, the responsible contact on behalf of PPG company gave a high evaluation for the entire project and the final report, and each member of the team made very significant progress compared with their performance in mid-term presentation.

Nothing could achieve without the efforts from all team members. From January the team got to know this unfamiliar industry, we started to learn difficult product names and tried to study those complicated product performance indicators; we had to soak two afternoons weekly in PPG company during the maximum intensity of work; several times in the rush we worked hard to revise the PPT in the subway on the way to PPG company; sometimes we still continued the work when PPG’s employees were off…It is much comforting to look back at those scenes.

Always being remembered because of wholehearted efforts. This ilab project will definitely become the most meaningful practice in the two-year MBA study.

(By PPG Team)

On July 8^th, the iLab project team of CRM together with Ms Song Yiping, the associate professor of School of Management, Fudan University, attended the final review meeting for Yihaodian Customer Relationship Management Project at the headquarter of Yihaodian which is located in Pudong New District. The attendees from Yihaodian include Mr. Zhang Gaofeng (the Vice President of Business Intelligence), Ms Merry (CMI), Mr. Wang Zhen (the Senior Supervisor of Membership Operation) and Mr. Gu Chengfeng(Operation Specialist).

Members from team 1 worked with YiHaoDian for their customer experience management. They  used IKEA and China Merchants Bank as study cases, these two companies are chosen because their target customers are similar to YHD’s target, which is a very broad range of people. Moreover, all three companies aim to provide exceptional experiences to their customers. They realize that customer experience management is an extremely vital tool to their customer loyalty.

However, the team has realized that IKEA is not so similar with the other two companies based on our studies. IKEA does not really focus on customer experience, on the other hand, it focuses on creating a 'branded experience'. They believe that an experience is not effective unless it is both remembered and branded. No matter how much resources you expend on creating a positive experience, they are all wasted if customers cannot remember the experience. Similarly, if customers remember the positive experience, but they don’t connect the experience to your brand, it is though you did charity work. Therefore, the team concluded that IKEA use differentiation through branded experience as their strategy. A lot of companies in China are providing standardized good customer services, but they do not earn any loyalty from their customers. The problem is they do not have differentiation at all. Thus, the team suggested YHD that they should follow IKEA. For IKEA, it creates strong brand self-service identity. For YHD, the team recommended them to create its own clear picture of what it is to create a strong brand and gain customer loyalty. For example, they should emphasize their fast and accurate delivery service as their selling point. Moreover, the team suggested that they might be able to produce their own signature products to differentiate themselves from competitors.

For China Merchants Bank, the team believed that their customer experience management is not suitable for YHD to follow with.

Moreover, in this study, apart from collecting information from the Internet, the team also conducted interviews and questionnaires. Our questionnaires were distributed to 70 people who were considered are YHD’s potential customers – people from different backgrounds, genders, and middle class people who have medium to high spending power and require convenience with reasonable services. All the team members have learnt a lot under the client company and professor’s coach.

For the other team that was responsible for customer relationship management research, the team members presented the study results after mid-term, summarized the whole project, discussed the position and function of CRM as an internal department base on answering the questions from YHD while doing mid-term report. Team members also used some best applications of CRM to illustrate how to execute CRM in a company from different perspectives. Then, the Q&A session was finished very smoothly.

After the presentation, Mr. Zhang concluded the whole project. He said he was satisfied with the study results. He thought the project study could help them have new insights about CRM and broaden their horizons.

In the last part, Professor Song gave YHD the special souvenir on behalf of FDSM, the final reviewing meeting ended friendly and happily.

(By YHD Team 1 & 2)

Wonil is founded in 1988 and is a food service specialist with offices and factories in China and Korea. Wonil specializes and supplies condiments, such as sauces, seasoning, and syrup to major food chains such as Domino Pizza and Dunkin Donuts in Korea. Wonil has sold products to China since 2012. The sales have been mainly to Shanghai where Wonil has only team up with Korea franchisers such as “Mr Pizza” and Ashely. Wonil is now in process of expanding beyond these two centers and we would like to find the optimal way to proceed in this.

The goal of this project is to analysis market situation of food service in China, help Wonil to make a decision of how and where they should continue to grow in China to develop its China strategy. Providing suggestions on the future shape of Wonil business, in terms of strategy and market dynamics as well as in terms of organization: how closely they should be in China. On the other hand, we have presented logistic strategy and HR strategy to reduce management cost. By doing so, we offered Wonil Food company great exposure and access to the China market.

(By Wonil Team)

On July 2^nd, “Q-tail” project team delivered the final presentation. Project Mentor Professor Chu Rongwei and MBA program executive Mr. Sun Long attended the report meeting.

Since the project officially launched, the project team has conducted a series of research upon customer behavior, market environment and competitors. Based on the research, this final presentation made a profound analysis on the “4P” strategic implementation and related marketing campaigns.

Two mentors gave positive comments on the final presentation as well as put forward many constructive suggestions. Mr. Chu offered advice that marketing tactics should be concentrated on the real product characters. While Mr. Sun recommended to seriously think about financial analysis so as to well support future brand development. The team members have improved their analytical and presentation skills from this project.

(By Q-Tail Team)