Bring Back the Past Glory: Peony Group’s Strategic Reorientation and Brand Repositioning

Bring Back the Past Glory: Peony Group’s Strategic Reorientation and Brand Repositioning

  • Case
  • Teaching Notes
  • Supplementary Resources
Abstract

As a traditional state-owned manufacturer with a long history, Peony Group had created the famous TV brand Peony in China. However, the social and economic changes and its weakness threw it into a predicament at one time. In recent years, the government and nongovernment sectors have paid more attention and offered more help to the transformation of the old state-owned manufacturer. Making full use of this advantage, Peony Group has pushed aggressively the optimization of industrial structure and transformation of strategy and business, and it has attained achievements in a short time. Through in-depth analysis of strategies during the transition period and brand repositioning strategy, this case aims to help students to understand firm growth and brand strategy in the context of traditional state-owned manufacturers and to have a good command of related theories, which can improve students’ ability to integrate theories with practices.

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