Strategy for Hobaho Alternative Supply Chain Roles to Enhance Lily Bulb Export to China

Strategy for Hobaho Alternative Supply Chain Roles to Enhance Lily Bulb Export to China

Li, R.

Wang, J. (mentor)
Hultink, E.J. (mentor)

Industrial Design Engineering

Product Innovation Management

Strategic Product Design

2009-10-30

Hobaho as the second largest intermediary company in the flower bulb business has been suffering from stagnant and declining development in recent three years. Its broker business with lily bulb market has decreased more seriously comparing to other bulb species, which dropped from 27% to 20% in recent three year. Due to the frustrated marketing share Hobaho decide to investigate the possible future strategy from the supply chain perspective in order to save its lily business. This master thesis focuses on Chinese lily bulb market as Hobaho’s target supply chain destination in terms of the marvelous development in floriculture in China. The goal of this project is to find out the most effective and efficient supply chain role for Hobaho in the lily bulb export-import process into China and then strategy and implement will be develop which fits Hobaho’s mission and vision. The process of this project consist of five phases, there are namely: analysis internal & external bulb business; research of bulb supply chain; design performance-risk measurement tools; application tools on developed different scenarios; implementing optimal scenario After designed a supply chain measurement tool, the current roles of Hobaho and four scenarios have been evaluated and compared. Ultimately to be an intermediary with Chinese bulb stakeholder has been top one scenario to develop according to Hobaho’s current consideration and capacity. Based on the chosen scenario, the main strategy to facilitate Chinese bulb stakeholder is offering one stop service to their clients. A potential clients list has been offered accompany with some feasible implement plans which based on time-phase. Moreover some new thoughts of future Chinese bulb market have been present for Hobaho future opportunities.

lily bulb
supply chain measurement
Yunnan
China

http://resolver.tudelft.nl/uuid:b460bb32-0d80-42a7-925c-16f0bc1b1dc4

Campus only

Student theses

master thesis

(c) 2009 Li, R.