国际营销学本科课程作业

1. How did Li’s adjust the OBI model to China market.李如何调整OBI模型到中国市场。
作为中国建筑材料行业的超级巨星，李凤江致力于将OBI模式与中国市场的实际地位结合起来。 一开始，他试图通过世界级的购物体验从传统市场赢得中国消费者，然后他调整产品线并增加本地产品的百分比，这可以被称为“国际管理，本地运营 “。 李先生招聘具有中国和世界知识的本地专业经理。 后来，他还执行以客户为导向的方法，也更好地迎合中国人。 他的战略的一个重要部分也反映在他的区域为中心的计划。

As a superstar in China’s construction materials industry, Li Fengjiang focuses on combining OBI model with the practical status of China market. At the beginning, he tries to win over Chinese consumers from traditional markets by a world-class shopping experience, while after that, he adjusts the product lines and increases the percentage of local products, which can be described as “international management, local operation”.  Li recruits local professional managers who have profound knowledge of China and the world. Later, he also carries out customer-oriented method which is also better cater to Chinese people. A significant part of his strategy also is reflected in his region-centered plan.

2. What is right and wrong about Li’s strategy in China
Wrong: At the beginning, he tries to provide world-class shopping experience to Chinese consumers so as to win over them from traditional markets. Through the establishment of Wuxi store, Li puts huge amount of human resources and money without getting a good feedback. He focus too much on OBI prototype without relating it with the reality of China market and Chinese consumers’ shopping habit.
Right: After the failure of Wuxi Store, Li focuses on the reality. He hires Chinese professional managers and focuses more on Chinese consumers’ habit in shopping. He also makes localization strategy of region-centered plan, which considers the differentiation of different region, so as to conduct different plan.

3.What is right and wrong about the OBI China Strategy after Li?
Wrong: After Li’s resignation, OBI carries out the strategy of centralized management. OBI re-adopts firm restrictions and the procurement becomes more and more strict. All supermarkets have the same operation procedures without differentiation. This strategy neglects the feature of different regions and different consumers. Since Germany staff gains more power, the personnel in this group becomes unstable. 
Right: German staff and Chinese business have more communication through this strategy. Chinese business can learn from German’s experience in construction material retailing for their 36-years expertise. This strategy can give China market a good channel to be more international.

4.What can you learn from this case.
We can see that OBI’s strategy before and after Li’s resignation is different, which causes different results. Li’s strategy focuses more on China market. He respects Chinese consumers’ habit and the feature of different regions in China without just moving the model of OBI in German to China. The localization is very important in business. While after Li’s resignation, the restrict framework and procurement are not suitable for China market. The communication between Germany staff and China business is good, but under the condition of fair situation.
So we can see that a good prototype can provide expertise, while if it wants to achieve success in another place, it should consider local environment so as to achieve this goal.