所在案例库：中国管理案例共享中心
案例链接：http://www.cmcc-dlut.cn/Cases/Detail/7506
译 名：Breaking through the Growth "Ceiling": KEDA's International Journey to Africa
案例作者：欧阳桃花，龚克（通讯作者），牟晖，蔡家玮
作者单位：999策略白菜官方网站
中文摘要：科达制造历经了30年发展，虽然已经成为亚洲第一，世界第二的陶瓷机械龙头企业，但触及到了行业“天花板”。为拓展新的业绩增长点，科达制造从2015年开始谋划非洲市场，布局建筑陶瓷业务、进入海外建材领域。至2022年底，科达制造在非洲的肯尼亚、加纳、坦桑尼亚、塞内加尔、赞比亚五国运营6个陶瓷工厂，营业收入从2017年的0.83亿元增长到2022年度的32.76亿元，年复合成长率为108.42%。非洲的建筑陶瓷业务的营收占集团总营收的三分之一。科达制造如何实现非洲国际化战略？本案例还原了传统制造企业科达制造拓展非洲市场，找到业务增长第二曲线的过程，可运用于企业进入海外市场动机、模式以及风险等相关知识点教学。
英文摘要：After 30 years of development, KEDA has become the first leading ceramic machinery enterprise in Asia and the second leading ceramic machinery enterprise in the world, but it has touched the "ceiling" of the industry. In order to expand new performance growth points, KEDA began planning for the African market in 2015, expanding its architectural ceramics business and entering the overseas building materials field. By the end of 2022, KEDA has operated six ceramic factories in Kenya, Ghana, Tanzania, Senegal, and Zambia in Africa. Its operating revenue has increased from 83 million yuan in 2017 to 3.276 billion yuan in 2022, with a compound annual growth rate of 108.42%. The revenue of the architectural ceramics business in Africa accounts for one-third of the group's total revenue. How does KEDA achieve its internationalization strategy in Africa? This case restores the process of traditional manufacturing enterprise KEDA expanding into the African market and finding the second curve of business growth, which can be applied to teaching related knowledge points such as motivation, models, and risks for enterprises to enter overseas markets.
中文关键词：国际化战略；“一带一路”；进入海外市场模式与风险；传统制造业转型；价值增长；2023百优案例
英文关键词：Internationalization strategy; "The Belt and Road"; Entering overseas market models and risks; Transformation of traditional manufacturing industry; Value growth
案例入库时间：2023-09
