Background

China Mengniu Dairy Company Limited (Mengniu) is a manufacturing

and distribution company of dairy products and ice cream in China. The

company manufactures and distributes a diverse range of liquid milk

products (such as UHT milk, yogurt and milk beverages), ice cream, as

well as a variety of other dairy products (such as milk powder and milk

tablets). Mengniu has built a strong brand name in China's dairy market.

It is no denying that MENGNIU brand has become one of the leading

consumer brands in China. In the 2008 Melamine milk crisis, Mengniu

Company has suffered a lot. It is making great effort to rebuild its image

and market now.

In this assignment, Milk market and Mengniu Company are taken as example to finish the
tasks.

Tasks

1. Identify the mission, values and key objectives of an organization

and assess the influence of stakeholders.（1.1）

(1) Explain the significance of mission, values and key objectives of an

organization.

(2) Introduce the theory of stakeholders and assess the influence of

stakeholders.

(3) Search relevant information of Mengniu to support your points.

2. Evaluate the extent to which an organization achieves the

objectives of three stakeholders（1.2）

(1) Choose three stakeholders of Mengniu as example to explain

their interests and objectives.

(2) Evaluate the extent to which they are achieved with support of

convictive data.

3. Explain the responsibilities of an organization and strategies

employed to meet them.（1.3）

(1) Explain corporate social responsibilities (CSR) in theory.

(2) Explain the CSR which Mengniu has taken and how to achieve.
 Describe what Mengniu gains from undertaking CRS.

4. Explain how market structures in practice deviate from the model of perfect
competition (3.1)
(1) Identify the model of perfect competition and its characteristics.

(2) Identify the common market structures in practice. Explain the deviation from perfect
competition. It is suggested to compare their characteristics, such as the number of sellers,
comparability of goods, market power, information and entry of the market.

5. Use a range of examples to illustrate the relationship between market forces and
organisational responses (3.2)
(1) There are five market forces according to Porter’s model. Identify the five forces and
explain how they impact on competition.
(2) Ilustrate the relationship between market forces and organisational responses.

6. Explain the behaviour and competitive strategies employed by an organisation

and discuss the role of regulatory bodies (3.3)
(1) Explain the behaviour and competitive strategies employed by Mengniu Company

(2) Discuss the role of regulatory bodies.

Suggestions:

1. This is an individual assignment. The report should be typewritten in English,

minimum 4 Pgs (1.5 spaced, 12 point Arial or Time New Roman).

2. The report must have an introduction and a conclusion.

3. The students must do research independently and give out reference and bibliography.

4. The decision must be supported by legal authority.

5. The students can go on line or to the library to find the needed material.