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    Eu Yan Sang

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    Eu Yan Sang

    Copyright:

    © All Rights Reserved
    Download as PDF or read online from Scribd
    Flag for inappropriate content
    34 views15 pages

    Entrepreneurial Marketing Case

    Uploaded by

    Jorge Alicea
    Eu Yan Sang

    Copyright:

    © All Rights Reserved
    Download as PDF or read online from Scribd
    Flag for inappropriate content
    of 15
    PERE REREeEReeEee REE ere: CHAPTERS | Entrepreneurial Marketing CASE Eu Yan Sang International, Ltd. Singapore, 2009, Richard Eu was plested with the progiss of Eu Yan Sang (EVS), the 129 -earold company he served as Group CEO. Revenus ad been growing by 10 to 2, anally since 2000, to S$208 milion’ forthe Bical year ending 30 Jone 2008, and ex ofthe three major markets in which the company opestol-Sangapore, Hong Kong, sot ‘Malaysi—hodeomubuted wo eh expansion, ‘As the lading ceil of edltional Chinese medicine (TCM) ouside mainland Chin, he company owed mute shan 144 sce fetal stor 21 TCM heals cis, andy ‘perimenting with heh pas in bo Singapore and Ku Lumpur, Malaysia, Equally importa, EYS bad etal adsputble quality ledeship in Geld Ac g time when many herbal products and diary supplements wer found to be conemated ‘or set of dosage variations, EVS's custome cul be certain of qual consineny sad safer. The power ofits brand had been rengnied in many tings surveys and in 2008 the Gauangcow Day incaed the company among is “Top 10 Favorite Bran for the fh Mr. Bu could noc, however, rest on the company’s carentsucest. His bourd watt ‘mote growth. However, 10 w 20% annual growth would be dificult if not imposible a diver within che confines ofthe companys core markets The ot populations of Hong Kong, Singapore, and Malisa were approximately 38.6 slion ~7 milion, 4.6 ello, snd 27 milion respectively. EYS ha o bed ieo larger markets to ache ts growth pose Although foothold has been made inthe Taiwan market (popstion 26 milion), Chia sd the United Stes were sen a ikl targets. The company wat lea hiping produce ‘0 both counties and had a sal eta presence la Ching but it had not yet developed sage plans for eapoing ether Expansion int Chin apd the United Saeed a number of questions. Whateusone,

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