When corporate experience encounters with Guanghua's thoughts,

When the wisdom of professors collides with the inspirations of fresh blood,

When enterprises, professors, and students assemble in the IPP,

What kind of story will be created?

What outcomes will they produce together?

Today we are going to share with you

Testimonials for 2020 Guanghua School of Management MBA IPP @Synear Food

Part 1: Testimonial from Enterprise

The year 2020 is special. The COVID-19 epidemic put great pressure on society. Synear, as a business in a sector that is vital to people's livelihood, has been acting upon it vision and fulfilling its corporate social responsibilities. At the same time, we also meet new challenges, new situation, market and trend in a digital era. Conventional manufacturing got its name mainly because of its conventional ideas. We have been exploring on how to keep up with the development and changes of mainstream consumers. In this Integration Program with the Guanghua School of Management, we laid out our problems and obstacles and shared them with students and professors in a bid to find a feasible solution by pooling collective wisdom and connecting theories with realities.

For this program, we invited students to our company, provided them with data support, and assigned a project assistant for each team, hoping to create a fruitful brainstorming experience that is full of fun. In the launching meeting and group discussions, we learned the academic profundity and professionalism of Guanghua School of Management with our own experience. Students shared their insights revolving around the project theme, particularly “brand recognition against the backdrop of full scenario,” and “People, Goods, Scenarios.” They are creative and rigorous, eyeing on both the whole picture and specific details. Once again, we understand the meaning of Peking University’s motto and the perspective and professionalism of Guanghua School of Management as a top business school.

We look forward to meeting the professors and students when the epidemic comes to an end.

Part 2: Testimonial from Student

Team Name: IF Lab

Team Members: Zhao Yuexiang, Hao Jie, Sun Haiqi and Liu Xiaoyu

What pops into our mind is warmth and familiarity when the brand Synear is mentioned. Synear is a classic brand of food made from flours, and has been recognized by people of several generations. In our research, we found Synear had been innovating while maintaining steady development. The innovation covers the flavor, package and concept of its products, the transportation process which is efficient, safe and timely, as well as its sales strategy which has been integrated into new-retail platforms and values consumers'experience. The leading food maker never sits on its laurate, but keeps innovating, learning and adapting. Our understanding of Synear is changing, which is the same way that the company is embracing new technology and new retail.

Our first impression on Synear was that it is a traditional fast frozen food producer, a household brand maker of frozen dumplings. After the research, we found that Synear is much more avant-garde than we thought. It embraces new retail, experiments empowering its supply chain with technologies and employs various methods to enhance its brand awareness. What it has done online is impressive.

Difference in profession makes one feel worlds apart. To understand the specific demands of a company in a specific area and find corresponding solution, it is necessary to understand the company' s overall business and market performance. Survey on its R&D, products, channels, finance and market penetration should be carried out. At the same time, close communication with heads of its business should be ensured.

Understanding of the business and the industry helps us understand the fast moving consumer goods. While analyzing the vast data of Synear, we have our capability of comprehensive analysis improved. We better understand each link of the business operation and integrate what we learned in class into practice. Reality is where we build a framework of thinking. We were always inspired by others' thoughts in our team. We realized that team working is very important and we are more confident as we are highly efficient by cooperating with each other. We hope we can design a practicable solution for Synear, define its brand image in a multi-dimensional manner and make it popular among young people generation after generation.

Part 3: Testimonial from Professor

Professor Zhang Ying, Department of Marketing, Guanghua School of Management, Peking University

The Integration Program creates a real business scenario for MBA students in Guanghua School of Management. The practice program serves as a key that enables students to open the door of the business world, where students get to know the business and the industry from a personal and straightforward perspective. I hope students could think out of the box, get themselves into the immersive experience, and come up with practical and effective business solutions. I am looking forward to the ultimate report of this program.

IPP

The Integrated Practicum Project (IPP) is a required course for full-time and international MBA classes at Guanghua School of Management, Peking University. It is an education-industry partnership aimed at building a practice platform to help solve the practical problems at enterprises and improve the comprehensive management skills of MBA students. The basic framework of the IPP, an experiential course, is as follows: After completing the core courses, students go to the selected enterprises in teams to carry out business projects under the guidance of professors. They need to come up with proposals and hand over consulting reports to the enterprises and professors. Each project revolves around a real-world topic designed and provided by a particular enterprise based on its own needs in order to solve actual problems. In the IPP, the teams can provide strategic, marketing, human resources, financial, and other solutions to help address the management problems of enterprises in transition and devise business plans for the development of startups or growing enterprises.