A Case Study On Haoxiangni Company’s Sale Of Excellent Assets:A Perspective Of Strategic Management

Affected by factors such as changes in the market environment,companies adopting a diversified expansion strategy have encountered problems such as uncoordinated development between businesses and a reduction in the overall operating efficiency of the company.In order to solve the disadvantages of diversified development,asset divestiture came into being.With the increase of successful asset divestiture cases in the market,asset divestiture,as an important way of corporate strategic adjustment,has gradually increased it’s status.Haoxiangni Health Food Co.,Ltd.is mainly occupied in jujube business and leisure snacks business.After considering the company’s long-term development and comprehensively analyzing the company’s internal and external factors,Haoxiangni Company decides to sale the snack food business and centralize the key resources to develop the "jujube and health" business.Based on the perspective of strategic management,this article takes the excellent asset sale of Haoxiangni Company in2020 as a research case,introduces the overall situation of the transaction parties and the transaction target,and reviews the asset divestment event of Haoxiangni Company.On this basis,this paper discusses the mechanisms and reasons that lead to the benefits of all parties involved in the asset sale of Haoxiangni Company,and evaluates the economic consequences of this asset sale.The research finds in this paper:(1)The trading timing,transaction object,target and method of Haoxiangni Company’s asset sale transaction are more appropriate.This asset divestiture is conducive to the company’s return to its main business and the realization of strategic transformation.(2)This paper uses efficiency theory,resource optimal allocation theory,etc.to clarify the mechanisms behind this divestiture,finds the benefits for all parties are the result of a combination of factors.(3)Asset sale has little effect on the market performance of the company,to a certain extent,the company’s innovation ability and customer satisfaction have been improved,the impact on long-term financial performance needs to be investigated for a long time,and it is worthy of continuous attention.(4)Enterprises need to deploy before,during and after the event,so as to successfully complete the strategic adjustment.Based on the conclusion of Haoxiangni Company,this paper provides targeted suggestions for the company’s follow-up development,and summarizes the general asset divestiture enlightenments for other enterprises.