Setting up the goal to become one of the top 20 businesses on earth dairy industry by 2010, the Inner Mongolia Yili Group had ambitious plans. As one of China's largest national dairy farm businesses, its chief challenge was competing as a local business against joint venture opponents who benefited from perks given to "foreign" companies. To set itself Yili focused on research and development and advanced methods to enhance the sector.
Demonstrating that it could change industry standards and lead a nation not accustomed to dairy consumption, to a point where demand is outpacing supply, the Yili Group is making its mark to go international. As an Official Promoter of the 2008 Olympic Games in Beijing and the Official dairy provider of the games, it is gambling that the brand can go farther beyond China.
PUBLICATION DATE: January 30, 2008 PRODUCT #: 313C03-HCB-CHI
This is just an excerpt. This case is about GLOBAL BUSINESS
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