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Holista CollTech: Directions for Focused Growth

机译：Holista CollTech：重点发展方向

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摘要

In December 2009, Holista CollTech Ltd. was established as a biotechnology company and its core business was the production of ovine collagen and Kacip Fatimah extracts. The ovine collagen was used mainly in a broad range of food, health supplements, cosmetics, and medical products, while Kacip Fatimah extracts were ingredients for food and supplements products. Holista CollTech's corporate vision was to be a global player in the multi-billion dollar collagen and herb extract markets. However, it faced fierce competition in the collagen market which was already dominated by a number of large multinational firms, and in the herb extract market in which competition was becoming increasingly intense due to the rising number of imitators. This was a challenging situation for Holista CollTech Ltd. since these competitions could prevent the company from achieving its objective to increase its control in these two markets. This case provides the opportunity to discuss Holista's competitive environment and internal elements. The case analyst will recommend appropriate strategies to the newly appointed Chief Executive Officer.
机译：2009年12月，Holista CollTech Ltd.作为一家生物技术公司成立，其核心业务是生产绵羊胶原蛋白和Kacip Fatimah提取物。绵羊胶原蛋白主要用于各种食品，保健品，化妆品和医疗产品，而Kacip Fatimah提取物是食品和保健品的成分。 Holista CollTech的企业愿景是成为价值数十亿美元的胶原蛋白和草药提取物市场的全球参与者。然而，在胶原蛋白市场中，胶原蛋白市场已经被许多大型跨国公司所主导，而在草药提取物市场中，由于模仿者数量的增加，竞争变得越来越激烈，它面临着激烈的竞争。对于Holista CollTech Ltd.而言，这是一个充满挑战的情况，因为这些竞争可能会使该公司无法实现其在这两个市场中加强控制的目标。这个案例为讨论Holista的竞争环境和内部元素提供了机会。案例分析员将向新任命的首席执行官推荐适当的策略。

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  • 来源
    《Asian case research journal》 |2010年第2期|p.187-232Ⅳ|共47页
  • 作者

    Khairul Akmaliah Adham;

  • 作者单位

    UKM-Graduate Sdwol of Business, Universiti Ke-bangsaan Malaysia, UKM 43600, Bangi, Selangor, Ma-laysia;

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