Product Overview

This case describes the start-up of a new manufacturing facility in China that serves the China market, previously served by a field sales force and imported products. Its plant, which incorporates state-of-art manufacturing technology, attains world-class status in manufacturing shortly after start-up, but increased competition and sales stagnation in the China market offer new challenges. This case is designed for courses in operations stategy or international business and can be used to illustrate issues associated with plant start-ups in China and issues related to marketing and manufacturing interaction.