The Case Research On Start－up And Development Of Bossant Health Food Ltd.

This thesis focuses on a case study of the development of a small corporation with the aim of providing an analyzing case for mid-small size company. This paper describes a start-up company in irrational healthcare products industry, studies the problems it faces up and raises rational settlement. We take Bossant Health Food Ltd. of Hebei (Abbreviation as Bossant) as studying object and give it a well discussion, including its development history, exterior environment, marketing strategy, and finance and management status. Analysis methods, such as 4Ps, ratio analysis, TRAM model and SWOT matrix are utilized to describe the company's operation, opportunities and threatens it faces, and strength and weakness it bears. The thesis gives advices for its next step development strategy. Bossant is in a non-structural industry (the market is not very mature, product conception is not so clear, the borderline of industry is yet fixed and the competition is not rationalized within industry). Its marketing and development are different from those of the traditional industry. This paper studied the characteristics of healthcare product industry abundantly.The paper gives some suggestion to the company on the next-step development conclusively, mainly depending on its industry status. Taking account of its development strategy, it should pay more attention on financing and make innovation on marketing and products. All the suggestion above is based on theory, whether it is effective or available need to be tested.Applying the case for teaching, we should pay attention to the transition of role in case analysis to consider problems in view of employer. Something that should be pointed out is that marketing and sales are very uncertain. Different industries and corporations should take different strategy to adapt to concrete environment. The key factor is the management and creative ability of corporations, which determines whether a company can make development in the competition of the changing market.