ANZCO Foods Limited: pursuing the Chinese market

Abstract

ANZCO Foods Limited is a dynamic, multi-national group of companies which procure, process and market New Zealand beef and lamb products. ANZCO is one of New Zealand's largest exporters of beef and sheep meat worldwide. The Chinese market is growing rapidly. ANZCO is looking to decide whether to further pursue the Chinese market and analyze its potential for sheep meat. This case provides an opportunity to analyze a large, fragmented and varied new market offering substantial growth potential. The case content and analysis is particularly relevant for courses focused on international business, marketing, supply chain management, strategy, entrepreneurship, management, and the food and agribusiness industry in general. It is relevant for use in undergraduate and graduate level courses as well as a problem solving exercise with industry professionals.