The Analysis of Current Status of Master Kong by Using Fuzzy Reasoning Method

Abstract

Tingyi (Cayman Islands) Holding Corp entered the Mainland China market in 1992. In a short period of time, the company had good performance in instant noodles and beverage departments and gained the top position in the China market. One of the success factors was that Tingyi entered the China market earlier than other competitors, so got a perfect position, and built its brand image. On the other hand, Tingyi took a chance by grasping the opportunity presented by the development of the fast-food industry and supermarkets.
Tingyi has started business partnerships with Japanese food companies continuously since 1996, These include Sanyo Foods Co., Ltd, Asahi Breweries, Ltd, Itochu Corporation, Pasco Shikishima Corporation, Nippon Flour Mills Co., Ltd, Calbee, Inc, etc. Tingyi also made partnerships with PepsiCo Inc of China to expand its business range.According to statistics, Tingyi reached a 47% share in China's instant noodle market in 2014, close to half of the entire China market.
Profitability is a key which determines the value of a corporation, and when the market slumps, it can show that an outstanding enterprise has more competitive advantage than others. In this paper, we try to use the fuzzy VRIO, FIVE FORCES and SWOT methods to analyze the internal and external factors of Tingyi, find threats and opportunities that the enterprise now faces, and identify how Tingyi can keep its competitive advantage in China.
In this paper, in order to analyze the current management strategy of Tingyi, we use the Five Forces method to analyze the external environment, and the Fuzzy VRIO method on the internal environment.
The strengths and weaknesses of Tingyi's internal environment, and the opportunities and threats from the external are revealed using a SWOT analysis.
In the future, we believe it is essential for Tingyi to formulate effective strategies to continue their dominance of the Chinese market.