The paper 'Marketing Analysis for Dalian Wanda Group Corporation " is a great example of a marketing case study. Established in 1988, the company, Dalian Wanda Group Corporation (Wanda Group) is a Beijing-based multinational company that deals in tourism, real estate, entertainment, departmental stores, and hotels. The company has gained a reputation for its mastery in diversification (Flannery, 2013). The company’ s commercial properties called the Wanda Commercial Properties are a pioneer in the field of commercial real estate. At present, Wanda Group has 98 Wanda Plazas throughout China that cover an estimated area of 17.07 million square metres (Wanda Group, 2014).
The company also started the first Business Planning Institute in China in addition to a business management company. Wanda Group also operates a chain of hotels under its subsidiary Wanda Hotels & Resorts, which runs 65-five star hotels. Wanda Group also operates cultural centres. The company owns the Wanda Culture Industry Group, which is also China’ s cultural enterprise, with an estimated capital that totals $800 million, yearly revenue of about $4 billion and assets worth $7 billion (Wanda Group, 2014). The subsidiary prevails on varied cultural sectors such as film production, performing arts, cinema, theme parks, tours and travel, and print media.
The company also runs and owns 84 department stores in major Chinese cities such as Shanghai, Beijing, Wuhan and Chengdu (Wanda Group, 2014). This paper explores the company’ s history and business traditions. It further explores the relevant business traditions that have developed and now operate in the company. Also examined include the future challenges for its growth strategies and the recommended strategies it should adapt. History: Wanda Group Wanda’ s history goes back to 1983 before it eventually became a full-fledged conglomerate in 1988 when it started the reconstruction of Beijing Street in Xigang District.
Ultimately, it became the first Chinese company that dealt in reconstruction before developing a business model from the reconstruction. As a forerunner in reconstruction, the company fast owned a 20 percent market share (Wanda Group, 2014). In 1993, it became China’ s premier cross-regional developer when it was commissioned to develop the Qiaogongyuan Residential Property project in Guangzhou. Consequently, it became the first Chinese cross-regional developer (Wanda Group, 2014). In 2000, the company developed its first plaza at Changchun Chongqing Road, before forming a strategic partnership with Walmart.
Later that year, the company set up its future strategy, which would be diversifying operations to also venture into residential businesses (Wanda Group, 2014). Consequently, Wanda Commercial Properties was created as a subsidiary in 2005. Ultimately, the company integrated its residential and commercial property business into one. In October 2005, the company augmented its diversification strategy by venturing into divergent businesses, such as Wanda Business Management, Wanda Business Planning and Research Institute, Wanda Hotel and Investment Company.
As a result, the Wanda Group developed a full industrial chain. In 2007, the company entered the departmental store field when it established Wanda Department Superstore. In 2009, the company shifted its business focus to venture into cultural tourism, which is expected to be its central growth engine for its future. Ultimately, the company invested funds in the construction of the Changbaishan International Resort, which became the largest ski resort project globally. In 2011, it joined the performing arts arena in a joint venture with Franco Dragone Entertainment Group with the view of creating the world’ s leading theatrical shows.
In 2011, the company entered into the media industry, when it established Wanda Media as a result of creating end-to-end industry chain. In 2012, it set up a 10-year strategy seeking to expand its business globally (Wanda Group, 2014).
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