乱花渐欲迷人眼：A公司的二次增长转型初探

作        者： 魏峰,肖梦月

案例名称：乱花渐欲迷人眼：A公司的二次增长转型初探

案  例  库：中国工商管理国际案例库

入库时间：2019年11月

摘        要：A公司是国内一家专业的食品添加剂代理商，在食品甜味添加剂行业拥有良好的信誉。2017年，考虑到消费者对食品安全和天然产品关注度的不断提升，天然调味产品蚕食传统添加剂市场的局势已不可逆转，公司创始人张总决意调整业务分布，进军天然调味的酵母抽提物（YE）市场。 为了快速在天然食品调味领域站住脚跟，A公司与行业巨头帝斯曼达成合作，先后在咸味调味料市场、咸味汤料市场和甜味饮料市场展开了尝试。在直接面向消费者为公司产品征集改良意见的过程中，开设线下体验店的构想出现在张总脑海中，他继而开始考虑这一设想实施的可能性。A公司这一系列的举措能否帮助公司在新的市场空间取得成功，大量尝试动作是否过于激进，一切还需要时间的检验。

Abstract:A company is A professional food additive agent in China, which has A good reputation in the food sweet additive industry.In 2017, considering the increasing attention of consumers on food safety and natural products, the situation that natural flavor products have eaten into the market of traditional additives has become irreversible, and the company’s founder, Mr. Zhang, decided to adjust the business distribution and enter the market of natural flavor yeast extract (YE).In order to quickly gain A foothold in the field of natural food seasoning, Company A entered into A partnership with DSM, an industry giant, to try out the salty seasoning market, the salty soup market and the sweet drinks market.In the process of soliciting Suggestions for improvement for the company’s products directly from consumers, the idea of opening an offline experience store came to Zhang’s mind, and he began to consider the possibility of implementing this idea.Whether this series of measures of Company A can help the company succeed in the new market space and whether A lot of attempts are too radical, it still needs time to test.